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Service Marketing H&M

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Service Marketing H&M

  1. 1. Jose Domingo Taberner Tarazona C00130760 Services Operations Management II
  2. 2. To give the customer unbeatable value by offering “ fashion and quality at the best price .” B usines s Concept :
  3. 3. More than 1,490 stores in 29 countries
  4. 4. international H&M is an fashion house with around 60,000 employees
  5. 5. Concepts… Women Men Young Trend Children Accessories- Underwear Future Mothers
  6. 6. Expansion development 1974 – 2006 Number of stores Number of markets 3 4 5 6 7 8 9 10 11 12 14 18 *Expansion since the stock-exchange quotation 1974 22 20 24
  7. 7. while maintaining Grow profitability stores by 10-15 per cent per year Increase the amount of in existing Increase sales stores
  8. 8. Major Competitors VS
  9. 9. Employees
  10. 10. Target Groups W ome n H&M defines several concepts of women, offering them from the basic items to more exclusive sets and keeping in mind to satisfy those who want to keep up with the international trends M e n Their various lifestyles, needs and tastes are reflected in the collections, including as in the women department, a whole selection of sportswear Y oun g T ren d The fun teenager department is oriented for girls and boys. C hildre n From babies, children and young teenagers. F utur e M other s There is a special section for women who still want to be fashionable during their pregnancy without refusing comfort
  11. 11. Winning Wheels of Service C ustomers E mployees S hareholders T he Moment of Tru e
  12. 12. Value Chain t Firm Infrastructure Human Resource Management Technological development E-Procurement Inbound Logistic Operations Outbound Logistic Marketing & Sales Service Margin Margin
  13. 13. The Service Profit Chain Internal service quality (the working environment, workplace) Employee satisfaction External service value Customer satisfaction Customer loyalty Revenue growth Improved profitability Employee productivity Employee retention
  14. 14. Product
  15. 15. Product
  16. 16. Pricing <ul><li>Few middleman </li></ul><ul><li>Buying in large volumes </li></ul><ul><li>Having a broad, in depth knowledge of design, fashion buying the right product from the right market and textiles. </li></ul><ul><li>Being cost-conscious at every stage </li></ul><ul><li>Having efficient distribution. </li></ul><ul><li>(Annual report 2007 ). </li></ul>
  17. 17. Promotion Offers, used some important designers....
  18. 18. Always the best location.... Place Milan Stockholm Vienna London New York
  19. 19. Sales markets New markets 2007/2008 Production offices No factories of our own Around 700 suppliers Around 20 production offices Place -Major Suppliers- 40% 60%
  20. 20. People <ul><li>Internal Marketing of H&M: </li></ul><ul><ul><ul><li>Moral Involvement </li></ul></ul></ul><ul><ul><ul><li>Motivation </li></ul></ul></ul><ul><ul><ul><li>Communication </li></ul></ul></ul><ul><ul><ul><li>Increase employee’ involvement </li></ul></ul></ul><ul><li>Recruiting, training and rewarding </li></ul><ul><li>Recruiting different types of employees </li></ul><ul><li>Training employees. </li></ul><ul><li>Career development </li></ul><ul><li>Rewarding with fixed salary and extra benefits. </li></ul>
  21. 21. Physical evidence <ul><li>F acility Exterio r </li></ul><ul><li>Different exterior design. </li></ul><ul><li>Impressive shop window. </li></ul><ul><li>F acility Interio r </li></ul><ul><li>Different shops in the same store </li></ul><ul><li>Music </li></ul><ul><li>Nice furniture </li></ul><ul><li>Interior decor </li></ul><ul><li>O ther Tangible s </li></ul><ul><li>Free H&M magazine </li></ul><ul><li>Employees </li></ul>
  22. 22. Processes
  23. 23. Conclusions
  24. 24. Mains problems
  25. 25. Recommendations
  26. 26. Bibliography <ul><li>H&M 2007. Corporate Social Responsibility (CSR) Report, Stockholm, http://www.hm.comH&M2007 . </li></ul><ul><li>Annual Report, Stockholm, http://www.hm.com </li></ul><ul><li>Unander-Scharin, Malin (2007).Reposicioning. A brand personality. Lulea University of Technology. Sweden </li></ul><ul><li>Palmer, Adrian (2005). Principles of Services Marketing. 4 th edition. UK. </li></ul>
  27. 27. ? ? ? ? ? ? ? ? ? ? ? ? ? ? Questions
  28. 28. T HANK S FOR YOUR A TTENTIO N

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