Wissenschaftliche Studie, 2009
25 Seiten, Note: A+
This study aims to identify a suitable market for H&M's expansion in Asia, considering the company's business model and offering an attractive opportunity-risk profile. The analysis involves understanding H&M's core competencies, screening potential markets (Japan and South Korea), and assessing relevant economic, political, legal, socio-cultural, and market factors.
Introduction: This chapter introduces H&M, its history, current market position, and expansion strategy. It highlights H&M's fast-fashion model, global reach, and preference for wholly-owned subsidiaries. The chapter establishes the study's objective: identifying an attractive market for H&M's expansion, focusing on understanding its business model and conducting a comparative analysis of potential markets.
The Business Model: This chapter delves into the specifics of H&M's fast-fashion business model, emphasizing its cost leadership strategy. It explains H&M's outsourcing of production to leverage cost advantages, its centralized design and merchandising functions, and its focus on innovation to maintain its market position. The chapter highlights the efficiency gained through short-term supplier contracts and the strategic importance of its global reach, constantly refreshing store inventory and updating store design. The chapter also touches upon H&M's organizational structure, designed to balance functional expertise and country-specific knowledge.
External Analysis: This chapter provides a detailed assessment of the external environment, initially screening potential markets before deeply investigating the economic, political, legal, socio-cultural, and market forces at play in Japan and South Korea. This in-depth comparative analysis, which includes separate sections devoted to demand and competitive landscapes in each market, forms the basis for the final market selection recommendation.
H&M, fast fashion, cost leadership, market entry, expansion strategy, Asia, Japan, South Korea, economic analysis, political analysis, socio-cultural analysis, market analysis, competitive analysis, global business operations, opportunity-risk assessment.
This document provides a comprehensive preview of a study analyzing the suitability of the Japanese and South Korean markets for H&M's expansion in Asia. It outlines the study's objectives, key themes, methodology, and findings in a structured format, including a table of contents, chapter summaries, and keywords.
The study focuses on H&M's fast-fashion business model, its core competencies, and a comparative analysis of the economic, political, legal, socio-cultural, and market factors in Japan and South Korea. The primary goal is to identify the most attractive market for H&M's expansion based on an opportunity-risk assessment.
H&M employs a fast-fashion cost leadership strategy, outsourcing production, centralizing design and merchandising, and focusing on innovation. Its efficient supply chain, short-term supplier contracts, and global reach are key aspects of its model. Understanding this model is crucial in determining which market best aligns with H&M's strengths and capabilities.
The study specifically analyzes Japan and South Korea as potential markets for H&M's expansion into Asia.
The external analysis includes a thorough examination of economic, political, legal, socio-cultural, and market forces in both Japan and South Korea. This involves assessing factors such as demand analysis, competitive landscapes, and country-specific regulations.
The market analysis for both Japan and South Korea includes separate sections dedicated to demand analysis and competitive analysis, providing a detailed comparative overview of the market opportunities and challenges in each country.
The study aims to identify a suitable market for H&M's expansion in Asia, offering an attractive opportunity-risk profile. This involves understanding H&M's core competencies and assessing relevant factors in the potential markets.
The study culminates in a recommendation for the most suitable market for H&M's expansion based on the comprehensive analysis of the external factors and H&M's business model. The exact recommendation itself is not provided in this preview.
Key words include: H&M, fast fashion, cost leadership, market entry, expansion strategy, Asia, Japan, South Korea, economic analysis, political analysis, socio-cultural analysis, market analysis, competitive analysis, global business operations, and opportunity-risk assessment.
The document includes an introduction, a section detailing H&M's business model, a comprehensive external analysis of the chosen markets, and a concluding recommendation. The preview also includes a table of contents and chapter summaries for better navigation.
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