Etude De Cas: l'entreprise H&M (document en anglais)

FredZosiakova – Delphine Duroux – Frédéric Orain – Xavier Platteau

H&M in a globalization context

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Content

Presentation of H&M .............................................................................................................................. 3

Framework of the company .................................................................................................................... 4

Global Ambition .................................................................................................................................. 4

Globalization ....................................................................................................................................... 4

Global Competitors ............................................................................................................................. 5

Marketing and Communication........................................................................................................... 9

Global Marketing ............................................................................................................................... 10 Products ........................................................................................................................................ 11 Pricing ........................................................................................................................................... 12

Placement ..................................................................................................................................... 13

Promotion ..................................................................................................................................... 13

Global Business System ..................................................................................................................... 14

Global Organization ........................................................................................................................... 15

Business Model of the company ........................................................................................................... 16

Chesbrough business model definition ............................................................................................. 16

H&M business model ........................................................................................................................ 17

Global positioning............................................................................................................................. 18

ADDING part of the company ................................................................................................................ 20

Is H&M adding value or research growth? ........................................................................................ 20

How does H&M to reduce the price of its offers? ............................................................................ 21

Does H&M improving the attractiveness of the industry or use the bargaining power ? ................ 22

How reacts H&M in front of risks? .................................................................................................... 23

How does H&M to communicate, or to diffuse the knowledge? ..................................................... 23

Internationalization areas of the company ........................................................................................... 24

Corporate Governance ...................................................................................................................... 24

Value Chain ....................................................................................................................................... 27

Other Brands .................................................................................................................................... 29

Global Innovation .............................................................................................................................. 30

Drive for sustainability .................................................................................................................. 31

Information Technology ................................................................................................................ 31

Global Human Resource Management .......................................................................................... 31

Recruitment, training and career development .............................................................................. 32

Remuneration, rewards and performance appraisal ...................................................................... 33

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Working environment and relationships ....................................................................................... 33

Cross-Cultural Management ............................................................................................................. 34

Supply Chain ................................................................................................................................ 34

Employees and Corporate Culture ................................................................................................. 34

Customers and Their Tastes .......................................................................................................... 35

SOURCES ...............................................................................................................................................

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