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Essay / Research Paper Abstract
A 9 page paper. H&M is a retail apparel company from Sweden. The essay begins with a brief history of the company, its current size and operational strategies, and a description of what the company does, with an emphasis on innovation. The writer discusses H&M's chief competitor who recently moved ahead of H&M and what the company is doing in response. Drucker's sources of innovation, Porter's generic strategies and Ansoff's Matrix are all mentioned in terms of H&M's strategies. 1 Table is included. Bibliography lists 12 sources.
Page Count:
9 pages (~225 words per page)
File: MM12_PGhandm.rtf
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Unformatted sample text from the term paper:
2006). The company expanded with the purchase of Mauritz Widforss, a store that sold mens clothes and hunting apparel (Biesada 2006). The company is still controlled by the Persson family
who retain a 37 percent share of the H&M (Biesada 2006). Today, the company operates more than 1,300 stores across 24 countries (H&M 2006). Consumers can also purchase items through
the companys mail order catalog, initiated in 1980, and Online at their Web site, which was initiated in 1998 (H&M 2006). These options are available in a limited number of
countries at this time (H&M 2006). The catalog is available only in Sweden, Norway, Finland, Denmark and the Netherlands and Internet sales are limited to the Nordic countries and the
Netherlands (H&M 2006). Biesada (2006) describes the apparel as "cheap but chic clothing." The published concept for the store is "Fashion and quality at the best price" (H&M 2006). The
target markets are men and woman between the ages of 18 and 45 (Biesada 2006). They also offer childrens clothing and their own cosmetics brand (Biesada 2006). Germany accounts for
25 percent of H&M sales, which makes it the companys largest market (Biesada 2006). About 40 percent of the clothing is made in Europe with the rest being made in
Asia (Biesada 2006). About 100 designers are employed by H&M who work with more than 50 pattern designers (H&M 2006). The company also employs about 100 buyers who scout designs
and fashions across the world (H&M 2006). The company reports they do not operate any factories themselves, instead, they work "with around 700 independent suppliers in primarily Asia and Europe"
(H&M 2006). To complement this arrangement, H&M operates 22 production offices located in different geographic regions (H&M 2006). Even without factories, this company boasts in excess of 50,000 employees, so
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