The importance of strategic management : A case study of H&M

Bachelor thesis English OPEN
Ding, Huiru (2011)
  • Publisher: Savonia-ammattikorkeakoulu
  • Subject: SWOT-analyysi | markkinointi | strateginen johtaminen | johtaminen | marketing research | marketing | strategic | management | strategia

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.
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