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1、实用文案SWOTandMacroanalysisforH&MCourse:MarketingSupervisor:MissLinStudent:OugeChen(Lylian)ID:21200108Date:1stOctober2014AnalysisforH&Mcompany标准文档实用文案I.BackgroundinformationCurrently,peoplepaymoreattentiononhowtodressthemselves,notonlyyoungpeoplebutalsoelders.Peoplearewillingtopaymoreforoutlooks,which
2、meansbudgetsonclothingareincreasing.HerearemorebrandsbecreatedandenteredChinesemarket,soininthispaper,I’mgoingtotalkaboutH&MwithSWOTandMacroanalysis.ThefullnameofH&McompanyiscalledHennes&MauritzAB0.Notonlyclothes,butalsomakeups,H&Mestablisheditsownstoresin54countriesallovertheworld,ithasover3,300st
3、oresandmorethan116,000staffs.However,theunusualsituationisH&Mdosenothaveitsownindustrytoproduce,ithascooperationwithmorethan900exclusiveindustriesinAsiaandEurope.LetushavealookofthedevelopmenthistoryofH&M.BecauseofthetraveltoAmerica,thecreatorErlingPerssonplanedtoestablishaclothbrandtoprovidecheap,
4、fashionclothesforwomeninSweden.ThebrandwasnamedHennes,whichmeans“Her”inSwedish.Inthe60thcentury,storeswereestablishedinNorwayandDenmark.Toexpandthemarket,ErlingPerssonboughtashopforsellinggunsandhuntingtoolsnamedMauritz,fromthenon,thebrandstarttoproduceclothesformale.Also,itisnothardtosee,thenameH&
5、Mweregiventothebrand.Inthefollowingyears,H&Mdesignedclothesforkids,youthsandbabies.ExpandingthemarkettoEngland,Switzerland,Germanyin70thcentury,Holland,Luxemburg,BelgiumandAustriaFrancein90th,1999inSpainandfinallyinyear2000,H&MestablishedthestoreintheUnitedStatesofAmerica.标准文档实用文案TheFirstH&Mstorein
6、ChinawasinShanghaiin2007,whichopenedtheChinesemarket.NowthereareoverhundredstoresinChina.NotonlyBeijingandShanghai,cities,likeQingdao,Nanjing,Xiamen,Wuhan,DalianandChengduallhaveH&Mstores.II.MainbodyII.I.PESTFirst,wearegoingtousePESTtoanalyzetheH&MCompany.Herewearegoingtodistinguishthesecondtopicin
7、tofourparts,politicalfactors,economicfactors,socialfactors,technologicalfactors.WeoftenusePESTtoanalyzethebackgroundinformationofthecompany,I’mgoingtotalkaboutthesefourpartsintherestparagraphs.II.I.IPolitic
