Foreign market entry strategy case-study or analysis of "H&M" in DACH region
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| Dokumentumtípus: | Diplomadolgozat |
| Kulcsszavak: | business enterprises divat globális kihívások nemzetközi gazdaság textilipar |
| Online Access: | http://dolgozattar.uni-bge.hu/58550 |
| Kivonat: | The research investigates the strategy of international expansion of H&M's in the DACH region (Germany, Austria and Switzerland). It focuses on consumer behavior, localization and sustainability conception. The study aims to determine what organizational and branding elements affect H&M's market entry decisions; what cultural and competitive challenges it faces in the European Union, and how different are the consumer preferences in the region. A mixed method approach was employed for the research. It combined secondary data analysis and a quantitative survey answered among the consumers living in DACH countries. Total of 126 total responses has been collected, as a result, the sample was mostly young and female participants. 2 hypotheses were tested in the research. The first - whether regional differences in DACH significantly affect H&M's consumer perceptions - the hypothesis was rejected since results showed they were similar across the countries, no differences were noticed. The second hypothesis has been based on the literature review and it examined whether H&M adapts its product and marketing strategies to the local expectations on sustainability. This was partially supported based on the literature checked and online questionnaire results, as consumers showed both awareness and skepticism regarding H&M’s ecological claims. The research results provide helpful analysis on fast fashion branding, the need of honest sustainability communication and the possibility of regional marketing adaptation in global retail. The study also shows suggestions for the future research, such more equal sampling approaches and cross-market comparison. |
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