Zara vs. Hm
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H&M vs. Zara Comparing Marketing Strategies By: Heather Lynn, Shannon Bennett, Harriet Joines
Table of Contents
Introduction Zara History Performance Financials Recent Expansions Threats and Opportunities Current Marketing Strategy H&M History Performance Financials Recent Expansions Threats and Opportunities Current Marketing Strategy Our Marketing Plan Marketing Objectives SWOT Analysis Marketing Mix Competitors Summary Works Cited 3 4 4 5 5 6 6 7 7 7 10 10 11 12 12 13 13 15 15 17 17 18
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Introduction For this term paper, our group will be comparing two companies, H&M and Zara, and their marketing strategies and taking the information we compile and developing a new marketing plan for one company. We will be analyzing each company’s marketing strategy individually and then comparing them to see which company has the best marketing strategy. From there, our team will then develop a new marketing plan for one of the companies. Both of these companies have equally done very well with their marketing strategies in the past and even better in the past year of 2008 while being under the influence of the economies downfall. Sustainability has been the main marketing strategy that has made H&M a highly successful business and continues to do so to this day (H&M, 2008). In the case of Zara, its marketing strategy consists of high turnover in which the company usually has ten thousand single items per year running through their stores (Zara: Cool Clothes Now, Not Later). With each company having a highly successful marketing strategy, our team will examine each strategy carefully and design a new marketing plan for one of the companies. The topic we have chosen to write about is important because Zara and H&M are wellknown companies that are popular amongst young consumers. These companies are focused on heavily in most of the classes we are taking, so learning about each marketing strategy will help educate us better on where they stand in the apparel
H&M vs. Zara Comparing Marketing Strategies By: Heather Lynn, Shannon Bennett, Harriet Joines
Table of Contents
Introduction Zara History Performance Financials Recent Expansions Threats and Opportunities Current Marketing Strategy H&M History Performance Financials Recent Expansions Threats and Opportunities Current Marketing Strategy Our Marketing Plan Marketing Objectives SWOT Analysis Marketing Mix Competitors Summary Works Cited 3 4 4 5 5 6 6 7 7 7 10 10 11 12 12 13 13 15 15 17 17 18
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Introduction For this term paper, our group will be comparing two companies, H&M and Zara, and their marketing strategies and taking the information we compile and developing a new marketing plan for one company. We will be analyzing each company’s marketing strategy individually and then comparing them to see which company has the best marketing strategy. From there, our team will then develop a new marketing plan for one of the companies. Both of these companies have equally done very well with their marketing strategies in the past and even better in the past year of 2008 while being under the influence of the economies downfall. Sustainability has been the main marketing strategy that has made H&M a highly successful business and continues to do so to this day (H&M, 2008). In the case of Zara, its marketing strategy consists of high turnover in which the company usually has ten thousand single items per year running through their stores (Zara: Cool Clothes Now, Not Later). With each company having a highly successful marketing strategy, our team will examine each strategy carefully and design a new marketing plan for one of the companies. The topic we have chosen to write about is important because Zara and H&M are wellknown companies that are popular amongst young consumers. These companies are focused on heavily in most of the classes we are taking, so learning about each marketing strategy will help educate us better on where they stand in the apparel
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