Retailing: United Colors of Benetton and H&M Hennes & Mauritz

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Retailing: United Colours of Benetton and H&M Hennes & Mauritz Table of Contents PART I 4 Introduction 4 Benetton Group S.P.A: A Brief Overview 5 Hennes & Mauritz: A Brief Overview 6 PESTEL Framework 6 PORTER’s five forces framework 8 Retailers Strategy 8 Targeting 10 Positioning Map 10 PART II 10 Retail Mix 10 Store Personality 15 Assessment 16 Summary of SWOT 17 Conclusion & Recommendation 18 References 20 Appendix 23 PART I Introduction The retailing industry can be highlighted as one of the dynamic industries of the world.


Some of the largest retailing companies of the world are Zara, Target corporation, Walmart, Benetton Group, Hennes & Mauritz and Inditex SA among other. However this study will only focus on the apparel retailing companies of the world. According to the reports, the global apparel retail industry was valued at $1,031.5 billion, which grew by 2 % from the previous year. In addition, the report also forecasted that the global apparel retail industry will reach $1,162.8 billion by the year 2014, which is an increase of 12.7 % from 2009 (datamonitor, 2011). Figure 1 (Source: Euromonitor, n.d.) This report will try to uncover the strategies of the cloth retailing companies. The companies chosen for this purpose are Benetton Group, and Hennes & Mauritz. The study will be divided into two parts. The primary aim of the first part is to underpin the strategy, target customers and position of these companies in the context of its competitive environment. In the second part the report will shed light on the chosen company’s implementation of retail mix in the light of its competitive surroundings. ...
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