TRNG I HC KINH T NNG KHOA THNG MI DU LCH BI THUYT TRNH S XM NHP TH TRNG TH GII CA HNG THI TRANG BN L

Sinh vin thc hin: Nguyn H Phng Anh36k01.1 Nguyn Kim Ngc36k01.1 I/ S lc qu trnh hnh thnh vpht trin: -Nhng nm 1940, chng trai tr ngi Thy in, Erling Persson quyt nh lp nghip M. Anh Chng i khp nc M nghe ngng, ghi chp, hc hi cc thnghiu thi trang M, cc tng M quyt tm lm giu. Kt qu l, khi tr vThy in, Erlingchn cho mnh mc tiukinh doanh :Thi trang cho n gii chtlng tt nhng mc gi khng thcanh tranh c. Nm 1947, Erling khi u s nghip ca mnh vi ca hng u tin, Hennes (ting Thy in c ngha l Dnh cho c y), thnh ph Vasteras, Thy in. Nm 1968, Erlingquyt nh mua li ca hng Mauritz Widforss trung tm Stockholm, khi u cho h thng nhn hng Hennes & Mauritz (H&M) dnh cho n v nam. Khong mi nm tip theo, nhng mu thit k ca H&M thu ht c d lun. II/ Nhng thnh cng t c: Nm 2008 , H&M c Interbrand chnl thng hiu gi tr nht ca Chu u, vi gi tr thng hiu c tnh 20,7 t USD . nnm 2009 v 2010 , H&M vn nm trong topcc thng hiu c gi tr ton cu vi gi trkhong 16.7 t USD Doanh thu nm 2010 ca H&M vokhong 126.966 triu SEK (n v tin caThy S) Ti th trng chng khon Stockholm, gic phiu ca H&M qua mt nhiu cng ty tmc khc ca Thy in, m tng gp hai lnso vi nm 1998. Gii phn tch ti chnh naygi H&M l c my lm ra tin, chui cahng thi trang ln nht chu u Ngy nay H&M tr thnh mt thnghiu trong th gii nhng ca hng chuyndoanh thi trang lng danh. Nm 2002, trongkhi c nhiu i th M v chu u khc angrng ng co cm mng li kinh doanh toncu, th li cha tr thu ca H&M t 833triu USD, tc tng 34% so vi nm ngoi,trn tng doanh thu 5,8 t USD III/ Chin lc Marketing: Khch

hng Sn Phm Gi C Truynthng, qungco Phn phi Cnh tranh 1/ Khch hng: Khch hng ca H&M bao gm c phn nam gii v tr em. Trong khchhng mc tiu ca H&M l thanh thiu nin v ngi ln t 18 n 34 tui 2/ Sn phm: Bao gm qun o, giy dp, ph kinV c m phm.

a) Mu m - Qun o ca H&M mang tnh ph thng, ph hp vi mi tui v gii tnh, nhngvn theo kp tro lu. - Mi nm, H&M chn mt nh thit k tn tui cng cng tc cho ra nhng b su tp dnh cho h thng bn l ton cu ca thng hiu ny. c) Sn xut O Thi trang:H&M c i ng 95 ha s thit k ti nng lm vic cho ring cng ty . Hng nm , H&M thng gii thiu 2 b su tp chnh , vo ma xun v ma thu. Bn cnh , mi ma cn gii thiu mt s b su tp ph , nhng b su tp ny c bn tt c cc ca hng ca H&M O Cht lng : Mi sn phm iu c mt qui trnh kim sot cht lng kim tra m bo rng sn phm ca h t cht lng tt nht O Chnh sch sn phm: - Lng th v da - Lng t v lng - Len Anroga - La - Jeans - G - V s c) Bao b sn phm : H&M c nhng mu ti khc nhau vi tng b su tp , cng nh vi cc dp c bit nh Ging Sinh , ngoi ra cn c cc hp qu tng - Chnh sch v gi: gi c cc th trngkhng c nhiu khc bit. i vi H&M, khng c chuyn New York, Paris, Milan hayLondon, gi phi cao hn Barcelona hay Frankfurt. Vd: Khch tiu dng chu u bay sang New York du lch, bc vo mt ca hng H&M Hennes & Mauritz (Thy in) trn i l thitrang lng danh th gii Fifth Avenue s ngnngi v thy gi bn rt va phi. N ngang vi gi ca hng chnh ca H&M, trn ph Hamngatan Stockholm.

d) Nhn hiu: Mi b su tp c trnh lng , H&M u c cc nhn hiu c thit k bt mt v ngn gn , gm tn ca thng hiu hp tc v H&M. 3/ Gi c: - Gi r: y l mt trong nhng li th ni bt ca H&M, khi m gi trung bnh mt snphm ca H&M l 18 USD, mt ci gi gnnh i lp vi cc nhn hng thi trang sangtrng ang chim lnh th trng thi tranghin nay. 4) Truyn thng, qung co: H&M lun tuyn b cho mi BST ca mnh l thi trang ng dng. "ViH&M, chng ti mun y cao tinh thnready-to-wear n mi i tng ca thitrang. S chng c ai phi ngi ngng din ca H&M v ti bo, ti gy, v cng skhng c ai cn ngh ti vic thi trang xuhng ch dnh cho sn din! " S mnh ca H&M i vi khch hng:Thi trang v cht lng vi mt mcgi tt nht Trch nhim cng dn: H&M th hin s thc ca mnh vi mi trng xung quanhbngnhng hnh ng c thc. H&M camkt vi khch hng 1) Mang thi trang n cho ngi tiu dng c thc 2) La chn v chnh schvi cc i tc c trch nhim 3) C o c ngh nghip 4) Bo v mi trng 5) 3R (reduce, reuse, recycle) 6) S dng ti nguyn thin nhin mt cchhp l7) Trch nhim cng ng Qung co: mi nm cng ty dnh n 4% tng doanh thu vo vic qung co, tip th H&M tn dng s pht trin ca cng ngh thng tin thc hin vic qung b sn phm ca mnh. Khngch thng qua trang web bn hng rc tip ca mnh, H&M cn tham gia cc mng x hi nh Twitter, Facebook, Youtube... ni m khch hng chnh ca H&M l gii tr hng ngy u cp nht thng tin ca mnh.

H&M p dng cc chin lc qung co E-marketing qua trang web ca mnh www.hm.com. Trang web ca H&M khng cung cp cho khch hng ty chn mua hng trc tuyn, n cung cp hnh nh v m t ca nhiu sn phmv cho php ngi dng xem nh th no sn phm ca h s xem xt bng cch s dng phng thay o. H&M cng cung cp "Video thitrang" cho cc clip ngn (khong 2 pht) ca din bin gn y nht trong ngnh cng nghip thi trang. Ngoi cnh tranh bng gi r, H&M cn bit cch d ngi tiu dng bng cc siu sao .H&M bit cch dng siu sao gn vo cc sn phm thi trang gi r ca mnh. tng doanh s bn hngin t , H&M pht hnh ng dng in thoi di ng cho cc thit b di ng 3G nh:iPhone v my tnh bng ipad, in thoi s dung hh Android, theo ngi tiu dng c th thit k v mua cc trang phc thng qua in thoi ca h. Ngoi ra, H & M s to ra mt blogtrn HM.com. Mt blog c cp nht thngxuyn gi cho ni dung mi v mang n cho ngi tiu dng mt l do thng xuyngh thm trang web ca cng ty. duy tr hnh nh thng hiu H&M,tt c cc phng tin truyn thng trong thgii k thut s phi c s dng. Thnh lpcc ngun tin tc trc tuyn cho thi trang ca ph n bao gm tp ch Vogue, Glamour, Elle Cosmopolitan,Nylon v Marie Claire. 5/ Phn phi: Phn phi c coi l mt trong nhng khi nim quan trng nht trong kinh doanh cho H&M . Mi ca hng c m, n to ra thm mt knh phn phi cho nhng ngi mua sn phm. Ngy nay , H&M hin din trn 41 th trng vi hn 2300 ca hng trn ton th gii. C khong 3.200 ngi lm vic trong b phn hu cn trong H & M. vn chuyn, H & M s dng cng ty hp ng bn ngoi, v hng sn xut chu ch yu c vn chuyn bng ng bin gim thiu chi ph. H&M vn chuyn hng ha ca mnh ch yu bng ng bin , ng st v ng b. H&M c nguyn tc la chn v tr cc ca hng u tin nn l mt ca hng ln v tr kinh doanh tt nht trong mt thnh ph ln, sau c b sung vi mt kt hp ca cc ca hng cung cp tt c hoc cc b phn ca dng sn phm.H&M cng rt ch trng n cch bi tr ca hng , c bit l ca s trng by. Cch bi tr ca hng ca H&M , c i cht khc bit ,ty vo v tr ca n .Chng hn, chu u, cc shop ca H&M dng nh khng khc g nhng ca hng bch ha bn sn phm thi trang tiu dng cho mi thnh vin trong tng gia nh. Nhng ti M, shop ca H&M tp trung bn hng kiu cch mi nht cho n "thng " tr tui rt snh thi trang Mt ca hng ca H&M ti Anh Las Vegas . 6/ Cnh tranh:E H&M c hai i th cnh tranh chnh l: Inditex v Gap. Chng ta ch xt n Inditex , m c th l nhn hiu Zara, hin l i th ln nht ca H&M .a)Gii thiu chung v Inditex: - L tp on bn l thi trang ln nht th gii hin nay -Thnh lp ti Ty Ban Nha nm 1985 -Cc nhn hiu :Zara , Pull and Bear,Oysho,Zara Home, - V Zara : +L nhn hiu u tin ca Indiex. +C mt ti 77 nc vi trn 5000 ca hng +Doanh thu nm 2009 : 7071 t Euro b) c im v li th ca Zara: - Tc sn xut cc nhanh,mu m thay i lin tc. - Ch dnh ra 0.3% doanh thu cho vic tip th , qung co -Th trng hot ng rng cng vi mng li ca hng rng vi hn 5000 ca hng. III/ nh gi v chin lc H&M: 1/ im mnh: + Cng nhn thng hiu: S kt hp cavic i mi phong cch v gi thp: l 2thuc tnh ch yu m H&M xy dng mtcch vng chc da trn s cng nhn cakhch hng .Nt c trng ca qung co vs hp tc ca cc nh thit k gip cho vichnh thnh nn cc ca hng trng im vgip m rng phm vi ca n + Hiu qu hot ng: S kim sot chtch ton b qu trnh hu cn gip H&M gimthiu chi ph ca mnh, trong khi s lng hng tn kho thp li gp phn cho vic duytr li nhun.2/ im yu: Da vo gia cng phn mm: Ph thucvo ngun cung cp bn ngoi: s ph thucvo vic sn xut gia cng bn ngoi, khngging nh cc i th khc nh Indetex, khincho H&M c nguy c gp nguy c ri ro tnhi v danh ting ca n trong vn chtlng sn phm hay iu kin lao ng ngho nn ca cc nc pht trin. Hin din khim tn trong nhng thtrng mi: mc d hot ng 41 thtrng, nhng H&M ch yu tp trung bnhtrng th trng Chu u v Bc M. 3/ C hi: Khai thc tim nng ca th trng mi: th ha , mc thu nhp tng v s thay ili sng gip cho ngi dn nhp thc r hnnhng xu hng thi trang chnh l c hicho vic pht trin th trng mi , chng hnnh Trung Quc v Nga. Hay nhng thtrng m H&M cha c mt nh Th NhK Bn l thng qua Internet: s pht trinca vic bn l sn phm thi trang thng quainternet s to cho H&M c hi th ht mtlng ln ngi xem, c bit l trong khchhng mc tiu thanh thiu nin, gii tr-nhng ngi chu nh hng ln t internet. 4/ Cc mi e da: O Phi thc phm bn l:i siu th v khilng mua hng bao gm c Carrefour, Target, Tesco v Wal-Mart c thit lp tip tc pht trin ca h cung cp cc snphm phi thc phm v cnh tranh trc tipi vi H&M gi tr phn on ca qun o vgiy dp bn l O Cnh tranh nhiu hn: H&M phi imt vi mt mi e da ngy cng tng tmt s i th cnh tranh trc tip.