Business Strategy for H&M in Brazil Essay Example | Topics and Well Written Essays - 3500 words

Business Strategy for H&M in Brazil - Essay Example Hennes & Mauritz, hereafter H&M, is a well-known Swedish firm specializing in retailing and designing fashion apparels and accessories. The firm offers a variety of cosmetics, apparel, footwear, and accessories for children, teenagers, women, and men. The firm operates in Asia, Europe, and North America, having numerous outlets over 38 countries. The company employs over 87,000 people, with headquarters in Stockholm, Sweden. This paper presents a business strategy for H&M for the introduction of the clothing brand in Brazil, one of the rapidly emerging economies in the world (Doyle, Moore, and Morgan, 2006:275). The paper analyzes the company and clothing industry, market analysis, target group analysis, and entry strategy for the company into the Brazil, including the PEST and SWOT analysis. The paper concludes with a recommendation part for the company. Erling Persson established H&M in 1947 in Vasteras, Sweden. Over the years, the company has significantly growth in the clothing i ndustry, and currently operates in over 38 countries and an employee base of over 87,000 spread all over Europe, North America, and Asia. The central idea of H&M is to offer its clients a variety of fashionable products of good quality at an affordable price. One of the strategies of H&M is the continuous development of its collection such that each customer finds a new product o the next visit to the stores. In essence, the company uses over 100 buyer and pattern makers, and designers (Capell and Khermouch, 2002:107). Apart from the permanent designers, the company connects with other top-class designers in creating fashion campaigns, including reputable designers such as Madonna, Stella McCartney, and Karl Lagerfeld. Their collection includes children’s, teenagers’, women’s, and men’s apparel, cosmetic, footwear, and accessories. Moreover, the company has in recently developed a full interior design collection. Due to the nature of their products, the c ompany targets people at all ages and tastes, which has both its challenges and benefits (Chetty and Campbell-Hunt, 2004:62). Apart from the over 2200 stores spread across the world, the company also offers catalogue sales and internet shopping in Germany, Austria, Sweden, Finland, and Norway. One of the interesting aspects of H&M is that it outsources all its production (Larenaudie, 2004). The company boosts of over 700 independent suppliers, primarily situated in Europe and Asia with 16 production offices. However, their suppliers have their own subcontractors, thus the overall figure of manufacturer units sums up to 2700. In 2010, the company’s turnover was about 12 billion Euros. The company targets a 10-15 percent growth per year for all new stores. In this regard therefore, H&M plans to employ an additional 6000 or 7000 people (Capell and Khermouch, 2002:107). The head office in Stockholm houses the entire corporate management, as well as other departments including fin ance, expansion, advertising, communication, logistics, security, information technology, designing and buying, expansion, corporate social responsibility, and international relations. Nonetheless, the company’s corporate culture adapts to the conventional global corporation culture, treating the entire world as a single market. The company operates in different countries, but the operations and plans are essentially similar in all the stores. The company does not prefer any country from its market areas, but rather implements its business strategy similarly in all. The central idea here is to offer products to various segments, rather than marketing for one only (Dimitratos and Plakoyinnaki, 2003:191). This is common for companies like H&M that have resources to cover a broad market. Industry Analysis Analyzing the strong clothing imports and high expenditure on apparel items by Brazil, as well as the consumer preference for the latest fashion, it is evident that the country is a very attractive emerging

Uncle Joe's Bookstore Assignment Example | Topics and Well Written Essays - 500 words

Uncle Joe's Bookstore - Assignment Example The medium-sized chain, such as Border and Waldenbooks are now memories. Lederman notes that even the giant Barnes & Noble Booksellers is struggling, although it has its own vast online division. Uncle it is a very sad state here, the independent bookstores are closing down. However, something encouraging is that the overall number of the independent bookstores has increased from 1651 in 2009 to about 2000 in 2013. It is not only the Internet that is killing the book industry Uncle, the big discount stores purchase the books in bulk and sell them at lower consumer prices than any independent bookseller could ever hope for. As the technology moves forward, it has resulted in countless demise of small bookstore retailers. Therefore, I will ensure that colleges here in the Savannah benefit maximally from the store. As for the original works Edgar Allen Poe, I will put them in the e-platform because currently almost everyone has an Internet enabled phone or has access to the internet. I will indicate that this is the first time the letters he wrote are being released. Since the Internet is accessed by a wider consumer base, I guess most people will know about the bookstore that it is the one that first released Edgar Poe’s letters. I will make sure I wear gloves before reading them. As for your old photographs that you took while you were stationed in England, I will display them at the bookstore in the history section for the readers to see the role you played in maintaining global peace. The pictures will also be of great significance for people who are interested in world history. I will make sure that the bookstore is a home for the students. I will make sure that I have good stock. As cited by McMurtry, more people will come if a bookstore has more books. Besides that, certain people do not like too much the order in the bookstore because they want to feel like they are finding