Strategic Management: H&M and Zara
SAVONIA UNIVERSITY OF APPLIED SCIENCES UNIT OF BUSINESS AND ADMINISTRATION, KUOPIO
THE IMPORTANCE OF STRATEGIC MANAGEMENT A case study of H&M
Ding Huiru Business Administration Bachelor’s thesis International Business
April 2011
2
SAVONIA UNIVERSITY OF APPLIED SCIENCES SAVONIA BUSINESS
Degree Programme, option
International Business Author(s) Ding Huiru
Title of study
The importance of strategic management, Case study of H&M Type of project Date Pages Thesis 27.4.2011 59+12 Supervisor(s) of study 1st Antti Iire 2nd Anneli Juutilainen
Abstract
Executive organization H&M in Kuopio,Finland
Hennes & Mauritz (H&M) is a 100 billion Sweden company, engaged in designing and retailing of fashion apparel and accessories. The company offers a range of apparel, cosmetics, footwear and accessories for men, women, children and teenagers. H&M primarily operates in Europe, North America and Asia, and has a presence in over 38 countries. The company is headquartered in Stockholm, Sweden and employs approximately 87,000 people on a full-time basis. This thesis focused on the strategic management of H&M company. The main research problem was to make an in-depth analysis of its marketing strategy and how to implement it. The main research method was a qualitative research by analyzing their company data, annual reports and making interviews with the manager, staffs and customers in Kuopio shop. The thesis starts with a general introduction and some background information of this thesis work. In the theoretical part, it described the definition, process, benefit and challenge of strategic management .In the practical part, an exhaustive analysis on the company’s strengths, weakness, opportunities and threats was made by using the detailed figures. The result shows a clear image of the process of strategic management by H&M case. Some recommendations made for H&M help to improve their sustainable developments and support a vivid example for many companies.
Keywords
H&M,
THE IMPORTANCE OF STRATEGIC MANAGEMENT A case study of H&M
Ding Huiru Business Administration Bachelor’s thesis International Business
April 2011
2
SAVONIA UNIVERSITY OF APPLIED SCIENCES SAVONIA BUSINESS
Degree Programme, option
International Business Author(s) Ding Huiru
Title of study
The importance of strategic management, Case study of H&M Type of project Date Pages Thesis 27.4.2011 59+12 Supervisor(s) of study 1st Antti Iire 2nd Anneli Juutilainen
Abstract
Executive organization H&M in Kuopio,Finland
Hennes & Mauritz (H&M) is a 100 billion Sweden company, engaged in designing and retailing of fashion apparel and accessories. The company offers a range of apparel, cosmetics, footwear and accessories for men, women, children and teenagers. H&M primarily operates in Europe, North America and Asia, and has a presence in over 38 countries. The company is headquartered in Stockholm, Sweden and employs approximately 87,000 people on a full-time basis. This thesis focused on the strategic management of H&M company. The main research problem was to make an in-depth analysis of its marketing strategy and how to implement it. The main research method was a qualitative research by analyzing their company data, annual reports and making interviews with the manager, staffs and customers in Kuopio shop. The thesis starts with a general introduction and some background information of this thesis work. In the theoretical part, it described the definition, process, benefit and challenge of strategic management .In the practical part, an exhaustive analysis on the company’s strengths, weakness, opportunities and threats was made by using the detailed figures. The result shows a clear image of the process of strategic management by H&M case. Some recommendations made for H&M help to improve their sustainable developments and support a vivid example for many companies.
Keywords
H&M,