RETAIL MARKETING PLAN

Retail Marketing Plan (Proposal)



Introduction3

Our Business Idea3

Marketing Mix4

Product / Service4

Place5

Price5

Promotion6

Marketing Objectives6

Competitive Advantage Strategy at Vietnam7

Target Market Segmentation8

Positioning Strategy9

Pricing Strategies10

Analysis of Competitors10

Product Lifecycle12

Porter Five Forces Analysis13

Threat of Substitute Products and Services13

Bargaining Power of Suppliers13

Bargaining Power of Customers13

Threat of New Entrants14

Rivalry among the Existing Competitors14

References15

Appendix16

PESTEL Analysis16

SWOT Analysis19

Retail Marketing Plan (Proposal)

Introduction

This assignment is based Retail Marketing Plan (Proposal). I have chosen to take the H&M brand to Vietnam. Today, H&M sells clothes and cosmetics in around 1,400 stores spread across the world in 28 countries. H&M has its own brands. The business concept of this retail company is "Fashion and quality at the best price". H&M employs more than 100 designers, 60 designers, 100 buyers and more managers who design collections for women, men, children and youth. H&M also sells its clothing through the sale catalo on the internet. H&M Shop on-line are available in Sweden, Denmark, Finland, Norway and the Netherlands. H&M has grown considerably since the 50s and has a total of 1400 points of sale in 28 countries. Germany is its biggest market, followed by Great Britain and Sweden. H&M this year has a great potential for expansion and growth in Vietnam.

H&M does not own its own factories but collaborates with independent suppliers, primarily in Asia and Europe, through local production offices. H&M does not have its own premises rented to international and local owners. The goal of this marketing plan is to have a good acceptance from the public around Vietnam as early as possible (Facts about H&M, 2013).

Our Business Idea

The objective of H&M in Vietnam will be to offer customers quality clothing products at the best price. In order to offer the latest fashion, H&M has the design and procurement departments that create clothing collections. Today, H&M is present in 38 countries including Spain and has a workforce of 87,000 employees, whose aim is to offer fashion and quality at the best price. Our project consists in expanding the H&M store opening and providing the people of Vietnam so they can dress own style with fun bets, dazzling sets and all new fashion trends. In Vietnam, H&M will focus on values such as simplicity, continuous improvement, teamwork, cost awareness and entrepreneurship. The design team at H&M will interprets the latest trends of the fashion scene and makes them accessible to all people in Vietnam. Every day new products will be supplied to stores of H&M at Vietnam.

The goal of H&M in Vietnam is to penetrate new markets and increase its influence in two years and increase sales figures by 20% in a year and a half. At H & M, the concept of quality not only means providing products that meet customer expectations, but also that its manufacturing takes place in good conditions and that its customers are satisfied with H & M as a company. Taking responsibility of the social and environmental impact generated by its activities, it is a prerequisite for ensuring sustainable profitability (Aaker, ...