H & M Marketing Mix
1. Executive Summary
Over the years, H&M have built up a strong image and have proven their success through its reputation. H&M have always work forward to their business concept of fashion and quality at a low price. Even with competitive competitors, H&M managed to outstand them with luxury brand designers collaboration at an affordable price. The analysis of PESTEL has shown advantages and disadvantages of H&M. With the precise choice of segmentation targeting in females, the company have then position themselves at a low price with fashionable design. H&M has differentiate itself in terms of profitable, affordable and superiority, and have successfully applied the marketing mix of 4ps producing and selling female clothing with value-based price through their own factories and stores. H&M have well-planned promotion in
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Environmental
Singapore with its geographical location, close to the equator, experiencing summer whole year round. Therefore, Singapore is ideal choice for vacation. According to a research, in 2010-2013, the tourism of Singapore is increasing. But due to the haze causes by forest fires in Indonesia, air pollution level in Singapore rose to an unhealthy level. As statistics display, in 2014, the tourism rate in Singapore have decrease because of the air pollution (Singapore Tourist Arrivals, n.d.). This will affect the business of H&M.
4.6 Legal
According to Singapore law labor, the ratio of employee between local people and foreigner for the service industry is 2.5 : 1 (HOW TO CALCULATE YOUR QUOTA AND LEVY BILL, 2014). H&M retail stores in Singapore is considered service industry, so the ratio of employee between local people and foreigner must correspond 2.5 : 1. This will mean that H&M could not hire a lot of foreign workers with lower pay, so the cost the production of H&M to be higher, resulting in higher priced products or less profits. This is a disadvantage to H&M. 5. SWOT
Strength
6 available stores in
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