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분야
ppt- What is SPA
- About H&M
2. Capture
- Core Competencies
- Strategies
- Strategies for Entry into foreign market
3. How to enter into Korean Market
- How did they enter?
- How it should be in the future
4. Conclusion
Business
type Specialty Apparel Production Clothing, Cosmetics
, Lingerie
Nationality Sweden Year
Established 1947 yeas
Founder Erling Persson Employees 64,680 Employees
Market sets 1, 490 sets Globalization Europe, the United States and 29 countries
Store
operations 100% self-control Eexcutive Stefen Persson(CEO)
Concept Fashion and quality at the best price
Tarket 18 and 45 years old female who are strongly trendy
- Global SPA brands (ZARA, GAP, etc) penetrated the
Korean market by collaborating with the local conglomerates
- Easiest way to make success in Korean market due to the
unique Korean distribution system
“Korean consumers are used to finding their favorite stores
through department store chains”
- Refused Hyundai’s JV proposal (18% incentive)
-Heavy & Concentrated marketing in heavily populated area
-Zoning every corner of Myundong district
(Subway & Bus stations, signpost, container box, etc)
-Daring & Large scale outdoor advertising
“We started outdoor ads near the store because the H&M’s most important strategy is the store itself”
