H&M Marketing Audit
Indholdsfortegnelse Introduction 2 Problem statement 2 Scope/eliminations 2 Method 3 Collection of data 3 Internal analysis 3 The Value Chain 3 SMS-model 4 External analysis 4 PEST 4 Porter’s Five Forces 5 Competitor analysis 5 SWOT analysis 6 Conclusion 6 Literature 7 Enclosures 10 Enclosure 1 10
Introduction In 2009 H&M and Zara were accused of using child labour (www.ilo.org). Even though H&M is a huge company the scandal damaged the reputation of H&M and without the right recovering strategy the damages might have been fatal. Since the scandal H&M has worked towards a better image by implementing CSR and taking a clear stand towards social responsibility. We have chosen to make a marketing audit on the company H&M, their use of CSR, and the consequences of not using CSR. CSR has been used by many great clothing companies with both luck and failure, and we therefore find it very interesting to analyse how H&M is implementing CSR for their benefit and what could happen if they do not.
Problem statement
What has H&M done to recover from the CSR crisis in 2009, and what could the consequences have been if H&M had not implemented CSR in their business? We will answer this by: * Analysing H&M’s value chain set up and their core competences * Looking at the key challenges for H&M focusing on the clothing industry * Looking at the strategies of H&M and the competing company Zara, comparing Zara’s current situation with H&M’s
Scope/eliminations
To narrow the scope we will focus on the Danish market, hereby getting in depth with our analysis. We have chosen our primary focus to be on CSR, how H&M uses CSR, and what the consequences could be when not using CSR. We will compare H&M to their competitor Zara due to their similar problems regarding CSR. We haven chosen not to look at consumer behaviour due to the non-relevance for our essay.
Method
We will
Introduction In 2009 H&M and Zara were accused of using child labour (www.ilo.org). Even though H&M is a huge company the scandal damaged the reputation of H&M and without the right recovering strategy the damages might have been fatal. Since the scandal H&M has worked towards a better image by implementing CSR and taking a clear stand towards social responsibility. We have chosen to make a marketing audit on the company H&M, their use of CSR, and the consequences of not using CSR. CSR has been used by many great clothing companies with both luck and failure, and we therefore find it very interesting to analyse how H&M is implementing CSR for their benefit and what could happen if they do not.
Problem statement
What has H&M done to recover from the CSR crisis in 2009, and what could the consequences have been if H&M had not implemented CSR in their business? We will answer this by: * Analysing H&M’s value chain set up and their core competences * Looking at the key challenges for H&M focusing on the clothing industry * Looking at the strategies of H&M and the competing company Zara, comparing Zara’s current situation with H&M’s
Scope/eliminations
To narrow the scope we will focus on the Danish market, hereby getting in depth with our analysis. We have chosen our primary focus to be on CSR, how H&M uses CSR, and what the consequences could be when not using CSR. We will compare H&M to their competitor Zara due to their similar problems regarding CSR. We haven chosen not to look at consumer behaviour due to the non-relevance for our essay.
Method
We will