introduction of H R in Taiwan
... H&M background in the world market In 1947, H&M’s first store opened in Sweden. In the 1960s and the 1970s, H&M entered new markets. ... H&M world market Nowadays, H&M is established in 18 countries with 903 stores. ... H&M product background H&M provides clothes for women and men, teenagers and children but also accessories and cosmetics. ... H&M brands H&M pays attention to the quality of its products. A lot of security and quality tests are done like flammability tests, chemical tests, PH tests… H&M sells its products in Europe and in the USA. H&M turnover increases each year even if the growth is not constant. ... H&M financial results I. ... To export in another country I decided to export H&M in Taiwan because of the development of shopping centres and the demand for quality clothing. ... The average income and the standard of living are relatively high in Taiwan and the European style is popular and attracts people. ... The PEST analysis Taiwan is the worlds 17th largest economy and the 14th largest exporter. ... 1 Corporate and Strategic Marketing Objectives The corporate objective of H&M is to expand its activities in Asia. ... H&M is the third ready to wear chain in the world and wants to stay among the leaders. ... Market to be entered H&M’s audience is men and women, teenagers and children. ... H&M’s philosophy is to provide fashion and quality at the best price for everybody. ... To attract more people, H&M sells accessories and cosmetics. H&M would open its first stores in Taipei (especially in shopping centres as they are growing) to target a lot of customers and later in other big cities. ... Choice of market entry strategy H&M would use the direct export. H&Ms stores are always owned and run by H&M. They are never franchised (it takes too much time – the explanations, the introduction of the collections to the franchisors …) or joint ventures or subject to similar arrangements. ... 000 inhabitants Demographic: - Income: H&M prices are low then affordable by most of customers - Gender and age: primary target: - women between 18 and 45 years old - teenagers between 13 and 18 years old secondary target: - men between 18 and 45 years old - children between 0 and 13 years old - Social class: not so important as H&M wants the riches and the poors to buy its products. - Occupation: H&M wants to target a large audience from employees, waiters, workers etc to managers etc - Education: not so important Psychographic: - Personality: “clothes lovers” (sport, fashion or classic), open-minded, modern - Life-style: doing shopping Behavioral: - Benefits sought: good quality and best prices - Distribution channel used: shopping centers - Reaction to new brand: positive II.