Managing Information in Organisation H&M

Topics: High Street, Main Street, The Whole Experience Pages: 7 (1868 words) Published: April 25, 2010
Managing Information

Managing Information in Organisations

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Table of Contents:

I. Introduction ……………………………………………………………………………………………………………………. 3

1. E-marketing as new competition field …………………………………………………………………………….. 3

2. H&M facts ………………………………………………………………………………………………………………………. 3

II. HM.com as an example of great e-marketing ……………………………………………………………….... 4

1. H&M website’s development of existing business practice and channels of communication 4

2. Reasons to “buy-into” H&M online experience ……………………………………………………………….. 5

3. Organization’s user-friendliness and security concerns …………………………………………………… 6

III. Conclusion ……………………………………………………………………………………………………………………….. 7

I. Introduction.

1. E-marketing as new competition field.

Nowadays different brands, companies and organisations compete with each other on different fields. It starts with the research, technologies, data management to the final strategy that is going to put them ahead of the others. “Organisations that understand their true strengths are better able to compete successfully in a rapid expanding and competitive world economy. (...) John Kay attributes corporate success to four distinctive capabilities: innovation, architecture, reputation and strategic assets, and suggests that effective blending of these four can contribute to the unique capability of an organisation” (Ambrosini, V. 1998). In current times there is one more, very important field – internet. Internet marketing brought media to a global audience. For few years now it includes management of digital customer data and electronic customer management system. Internet gave marketing a whole new meaning by opening the main doors to the whole new e-world. An example of a company, which manage to be far ahead of its competitors, thanks to not only is marketing strategy on the high street but also, thanks to very innovative and effective web-marketing, is H&M.

2. H&M facts.

H & M – Hennes and Mauritz AB (H&M) is a clothing retailer whose business concept is to offer “fashion and quality at the best price”. H&M is engaged in the design, production and retailing of clothing items and related accessories. Its product range comprises clothing, including underwear and sportswear, for men, women, children and teenagers, as well as cosmetics products and accessories. H&M opened its very first store in Sweden in 1947 and nowadays has almost 2,000 stores in 37 countries. Collection are created by an in – house design and purchasing department whose goals is to offer customers the latest fashion trends (www.hm.com). H&M is an expansive and financially strong company, their strategy is based on the principle of growth in consideration of profitability and sustained control. Over years H&M became easily recognisable, respected and wanted on high – streets all over the world. When Swedish brand launched their website, they offered their visitors something more than just an email subscription and ability to view current collections. H&M proved their leadership and provided support for its physical location.

II. HM.COM as an example of great e-marketing.

1. H&M website’s development of existing business practice and channels of communication.

H&M web site is very appealing, fresh looking and up to date with brand current trends and style. Main page design allows visitors to easily find the content they looking for. There are seven main categories: fashion, store locator, working at H&M, press, investor relations, corporate responsibility and about H&M. Content of those seven categories provides answers to all possible questions. However, only two of those categories (Inspiration and Store locator) are directed specifically towards shoppers. Remaining 5 like, “Investor relations” for example, include company’s annual reports which anyone interested can view. These cause the feeling...

Bibliography: • Ambrosini, V. (1998) Exploring techniques of analysis and evaluation in strategic management (London: Prentice Hall Europe)
• Chaffey, D. (2000) Internet Marketing: strategy, implementation and practice (Harlow: Financial Times Prentice Hall)
• Davis, J. (2000) A guide to web marketing: successful promotion on the net (London: Kogan Page)
• Orna, E. (1995) Managing information for research (England: Open University Press)
✓ [http://www.hm.com/gb/#/startns/] Accessed: 11 March 2010
✓ [http://emygourdet.wordpress.com/] Accessed: 11 March 2010
✓ [http://emarketingassociation.ning.com/profiles/blogs/hampm-online-marketing-audit] Accessed: 12 March 2010
✓ [http://ivythesis.typepad.com/term_paper_topics/2008/02/hm.html] Accessed: 12 March 2010
✓ [http://www.brandchannel.com/features_profile.asp?pr_id=51] Accessed: 12 March 2010
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