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1、精品资料H&M公司SWOT和PEST分析........................................精品资料SWOTandMacroanalysisforH&MCourse:MarketingSupervisor:MissLinStudent:OugeChen(Lylian)ID:21200108Date:1stOctober2014AnalysisforH&McompanyI.BackgroundinformationCurrently,peoplepaymoreattent
2、iononhowtodressthemselves,notonlyyoungpeoplebutalsoelders.Peoplearewillingtopaymoreforoutlooks,whichmeansbudgetsonclothingareincreasing.HerearemorebrandsbecreatedandenteredChinesemarket,soininthispaper,I’mgoingtotalkaboutH&MwithSWOTandMacroanalysis.Th
3、efullnameofH&McompanyiscalledHennes&MauritzAB0.Notonlyclothes,butalsomakeups,H&Mestablisheditsownstoresin54countriesallovertheworld,ithasover3,300storesandmorethan116,000staffs.However,theunusualsituationisH&Mdosenot...................................
4、.....精品资料haveitsownindustrytoproduce,ithascooperationwithmorethan900exclusiveindustriesinAsiaandEurope.LetushavealookofthedevelopmenthistoryofH&M.BecauseofthetraveltoAmerica,thecreatorErlingPerssonplanedtoestablishaclothbrandtoprovidecheap,fashionclot
5、hesforwomeninSweden.ThebrandwasnamedHennes,whichmeans“Her”inSwedish.Inthe60thcentury,storeswereestablishedinNorwayandDenmark.Toexpandthemarket,ErlingPerssonboughtashopforsellinggunsandhuntingtoolsnamedMauritz,fromthenon,thebrandstarttoproduceclothesfo
6、rmale.Also,itisnothardtosee,thenameH&Mweregiventothebrand.Inthefollowingyears,H&Mdesignedclothesforkids,youthsandbabies.ExpandingthemarkettoEngland,Switzerland,Germanyin70thcentury,Holland,Luxemburg,BelgiumandAustriaFrancein90th,1999inSpainandfinallyi
7、nyear2000,H&MestablishedthestoreintheUnitedStatesof........................................精品资料America.TheFirstH&MstoreinChinawasinShanghaiin2007,whichopenedtheChinesemarket.NowthereareoverhundredstoresinChina.NotonlyBeijingandShanghai,cities,likeQing
8、dao,Nanjing,Xiamen,Wuhan,DalianandChengduallhaveH&Mstores.II.MainbodyII.I.PESTFirst,wearegoingtousePESTtoanalyzetheH&MCompany.Herewearegoingtodistinguishthesecondtopicintofourparts,politicalfactors,economicfactors,socialfactors,technologicalfa
