Marketing strategy
You required to perform situation analysis for H&M Specifically, you are expected to evaluate H&M business scope, remote and near environments (industry, competitors, consumers) and internal resources. In conclusion of your situation analysis, a problem and opportunity statement should be formulated and justified.
You are then expected to develop a marketing strategy for H&M analysis. You are expected to draw on your situation analysis to justify your proposed marketing objectives, high-level strategic alternatives and implementation of tactical strategies (marketing mix).
You are expected to cover the following sections in your report:
Executive Summary
provide an overview on the company and a conscience of your report
Introduction: Business Scope
Section 1. Where we are now
a. External Analysis
b. Internal Analysis
Section 2. Where we want & need to be
a. Problems and Opportunity Statement (based on critical success factors and situation analysis)
b. Strategic Objectives
Section 3. How we are going to get there
a. High-level strategic planning and evaluation
b. Tactical Planning and Implementation
