H&M公司SWOT和PEST分析

SWOTandMacroanalysisforH&M.1SWOTandMacroanalysisforH&MCourse:MarketingSupervisor:MissLinStudent:OugeChen(Lylian)ID:21200108Date:1stOctober2014AnalysisforH&McompanySWOTandMacroanalysisforH&M.2I.BackgroundinformationCurrently,peoplepaymoreattentiononhowtodressthemselves,notonlyyoungpeoplebutalsoelders.Peoplearewillingtopaymoreforoutlooks,whichmeansbudgetsonclothingareincreasing.HerearemorebrandsbecreatedandenteredChinesemarket,soininthispaper,I’mgoingtotalkaboutH&MwithSWOTandMacroanalysis.ThefullnameofH&McompanyiscalledHennes&MauritzAB0.Notonlyclothes,butalsomakeups,H&Mestablisheditsownstoresin54countriesallovertheworld,ithasover3,300storesandmorethan116,000staffs.However,theunusualsituationisH&Mdosenothaveitsownindustrytoproduce,ithascooperationwithmorethan900exclusiveindustriesinAsiaandEurope.LetushavealookofthedevelopmenthistoryofH&M.BecauseofthetraveltoAmerica,thecreatorErlingPerssonplanedtoestablishaclothbrandtoprovidecheap,fashionclothesforwomeninSweden.ThebrandwasnamedHennes,whichmeans“Her”inSwedish.Inthe60thcentury,storeswereestablishedinNorwayandDenmark.Toexpandthemarket,ErlingPerssonboughtashopforsellinggunsandhuntingtoolsnamedMauritz,fromthenon,thebrandstarttoproduceclothesformale.Also,itisnothardtosee,thenameH&Mweregiventothebrand.Inthefollowingyears,H&Mdesignedclothesforkids,youthsandbabies.ExpandingthemarkettoEngland,Switzerland,Germanyin70thcentury,Holland,Luxemburg,BelgiumandAustriaFrancein90th,1999inSpainandfinallyinyear2000,H&MestablishedthestoreintheUnitedStatesofAmerica.TheFirstH&MstoreinChinawasinShanghaiin2007,whichopenedtheChinesemarket.NowthereareoverhundredstoresinChina.NotonlyBeijingandShanghai,cities,likeQingdao,Nanjing,Xiamen,Wuhan,DalianandChengduallhaveH&Mstores.SWOTandMacroanalysisforH&M.3II.MainbodyII.I.PESTFirst,wearegoingtousePESTtoanalyzetheH&MCompany.Herewearegoingtodistinguishthesecondtopicintofourparts,politicalfactors,economicfactors,socialfactors,technologicalfactors.WeoftenusePESTtoanalyzethebackgroundinformationofthecompany,I’mgoingtotalkaboutthesefourpartsintherestparagraphs.II.I.IPoliticalfactors.Totalkaboutthepoliticalfactors,itisoftenaboutrules,principles,torestrictthecompanyinordertocontrolitunderthepolicyofthecountry,becausetherearedifferentcommerciallaws,taxlawsandothersindifferentcountries,andwhenaforeigncompanywantstoimportgoodsinandopenatransnationalcompany,theleaderofthecompanymustknowtherulesofthenewcountrybeforehavingaprediction.Therearesomepartsneedtoconsider,first,dosethiscountryhaveastablepoliticalenvironment?Willthecountrychangethetaxpolicytoincreasethetaxationofthecompany?Ifitis,willitinfluencetherevenueofthecompany?HowmuchonepieceofclothesinH&Mcanthecompanyearn?Third,whatistheeconomicpolicyofthecompany,isitgoingtobebetterorworse?Fourth,dosethepolicyrelatetothereligionofthecountry?Forexample,isthereanyMuslininthecountry?Dosethecountryneedtodesignmoremantillas?Finally,dosethegovernmentsignsomecontractswithotherorganizations?LikeEU(EuropeanUnion),NAFTA(NorthAmericaFreeTradeArea)(Jiang,2014).ForH&M,thecurrentpolicyofChinaisbooming,thecompanyinChinaisduringagrowthtimetomaximizethemarketshare.AlsoexceptthefactorsabovethatImentioned,thecompanyneedstoconsidertheagentschoosinginChina,underthepolicywhichoneisthebest,inordertoreduceSWOTandMacroanalysisforH&M.4thecosttominimization.II.I.IIEconomicfactors.Whentalkabouttheeconomicfactors,weneedtoconsidertheGDP(GrowthDomesticProduct)ofthecountrytoevaluatethepurchasingpowerofthepeople.Second,theinflationofthecountry,becauseonlythetransactionhappens,incomeflowsin.Soifpeople’spocketsarealwayslackofmoneytopurchase,there’snodesireforpurchase,I’msureH&Mcouldnotearnastheyexpect.Third,abouttheexchangerateandinterests,allthefactorsaredecidingtherealincomeandnominalincomeofthecustomer.Ifallthepeoplearetryingtosavemoneyinthebankbecauseofthehighinterests,thereisn’tmuchmoreforconsumption,peoplearenotwillingtospendmoneyonclothesformakeupthemselves,orexceptneedstheyhavenoexpectationforwants,IguesstheclothescompanylikeH&Malsocouldnotearnthatmuchasthepredicted.II.I.IIISocialfactors.Problemslike,first,dosethiscountryhasstrongbelieveofthereligion?Second,dosethedifferentlanguageproblemmatterstheselling?Third,whatistheattitudeforpeoplewhenfacingtheforeignproducts?Aretheyinterestedinandwillingtopurchase?Arethetargetcustomershaveenoughpurchasingpower?Allthefactorsarefromthemostbasicpartoftheculturetopredicthowmuchmoneythatpeoplearewillingtospendonpurchasing.ForH&Mcompany,thetargetcustomergroupsareyoungpeople,sodosethedesignoftheproductssatisfiedtheirdesire?Whatisthetasteofbeautyinthisyoungagegroup?IthinkH&Mneedtoconsiderthesefactorsbeforeenteringthismarket,orthecompanywilllose.II.IIVTechnologyfactors.SWOTandMacroanalysisforH&M.5Dosethetechnologyinthiscountrydecreasethecostoftheclothwhileincreasethequalityofit?HowaboutthetechnologysupportinChina?Dosetechnologysupportthemarkettoletcustomershavemorechannelstopurchase?Howdosetechnologychangethedistributionchannelsinthiscountry?Isitmoreconvenientorcomplicated?Nowadays,e-commercedevelopsveryf