H M Project

Topics: Fashion, Latvia, Shopping mall Pages: 86 (12558 words) Published: November 28, 2014
H&M has decided to enter Latvian
clothes market. Which strategies and
action parameters should company use
in connection with the entry into the
Latvian market?

Anna Atgāze

0

International Marketing and Sales
4th semester 2012
4mfe0212

Final Thesis
H&M has decided to enter Latvian clothes market. Which strategies and action parameters should company use in connection with the entry into the Latvian market?

Author: Anna Atgāze
Supervisor: Morten Friis Frederiksen

Delivery date: 1.06.2012

1

Title Page

Title of the Project:

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Company (if relevant):

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Supervisor:

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Programme:

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Cpr:

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Class:

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Hand-in Date:

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Signature:

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Table of Contents
1.

Preface................................................................................................................................................... 5

2.

Introduction .......................................................................................................................................... 5

3.

Problem statement ............................................................................................................................... 5 3.1

Problem statement formulation ................................................................................................... 5

4.

Delimitation ........................................................................................................................................... 5

5.

Methodology ......................................................................................................................................... 6

6.

About H&M ........................................................................................................................................... 7

7.

6.1

H&M in years................................................................................................................................. 7

6.2

Sustainable H&M........................................................................................................................... 8

Analysis .................................................................................................................................................. 9 7.1

Economic environment ................................................................................................................. 9

7.1.1

Gross domestic product ........................................................................................................ 9

7.1.2

Buying Power.......................................................................................................................10

7.1.3

Unemployment ...................................................................................................................10

7.1.4

Salaries ................................................................................................................................10

7.1.5

Export/Import......................................................................................................................11

7.1.6

Population ...........................................................................................................................11

7.2

Questionnaire ..............................................................................................................................14

7.2.1
7.3

Competitors analysis...

Bibliography: http://about.hm.com/content/dam/hm/about/documents/en/Investor%20Relations/HM_Words_and_pictures_2
011_en.pdf (15.05.2012)
http://about.hm.com/content/hm/AboutSection/en/About/Facts-About-HM.html#cm-menu(15.05.2012)
http://www.cosstores.com/About
http://balticexport.com/?article=latvijas-ekonomika&lang=lv
http://about.hm.com/content/hm/AboutSection/en/About/Facts-About-HM/About-HM/Sales-Markets.html#cmmenu (visited 24.05.2012)
http://epp.eurostat.ec.europa.eu/cache/ITY_PUBLIC/2-13122011-BP/EN/2-13122011-BP-EN.PDF (24/05/2012)
Main source used - http://balticexport.com/?article=latvijas-darba-tirgus&lang=ru (24/05/2012)
http://www.bloomberg.com/news/2010-09-30/h-m-zara-set-pace-as-fast-fashion-mentality-spreads-to-luxurycompanies.html
Philip Kotler (2009): Dealing with competition – Competitive Forces, 304 – 305
http://en.wikipedia.org/wiki/Barriers_to_entry
Philip Kotler (2009): Dealing with competition – Competitive Forces, p
http://edition.cnn.com/BUSINESS/programs/yourbusiness/stories2001/zara/(28/05/2012)
http://www.themarketingsite.com/live/content.php?Item_ID=8560
Kotler and Keller, Marketing Management, 2009, p.336
http://360.datamonitor.com/Product?pid=F7E41ECA-902F-483F-B72C-A7FAEA92122E
http://www.tellermate.com/media/51355/us%20tellermate%20case%20study_h+m.pdf
http://www.researchandmarkets.com/Samples/Product/25929/Profile%20of%20Hennes%20and%20Mauritz%20%20A%20Pioneer%20of%20Fast%20Fashion%20-%20Products.pdf (27/05/2012)
http://www.researchandmarkets.com/reports/568624/profile_of_h_and_m_a_pioneer_of_fast_fashion
(27/05/2012)
th=../DATABASE/Iedzsoc/Ikgad%E7jie%20statistikas%20dati/Iedz%EEvot%E2ji/&lang=16 (27/05/2012)
http://about.hm.com/content/hm/AboutSection/en/About/Facts-About-HM/Brands-and-Collections/HMCollections.html#cm-menu
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