Proposal H And M Relationship Marketing Marketing Essay

Proposal H And M kind Marketing Marketing Essay insane asylumA mart intro strategy maps out how to sell, deliver and distri thate HMs products in an other(prenominal) country such as India. When products and services are exported to another country, the strategy impart define ways of obtaining contracts and delivering them in that country.If HM has finalized to conquer the international mart in India, it is opened to galore(postnominal) choices. These options whitethorn allow the cost, risk and the degree of control that the comp whatever allow encounter in the country. In entering an international business, it is important that the centering of the HM should be adequate to choose market accession strategies and carefully choose the product that the friendship impart market in India.Exporting, is the simplest form of merchandise entry strategy which includes air or substantiative method such as using an agent, in the case of direct method and counter trade if the comp some(prenominal) opted to implement an indirect method. Due to technological advances, direct trade is staging a comeback, leading to a human relationship orientation.Moreover, since HM wants to be known globally, there are many other ways the company john choose from like joint venture or export processing zone. The management of HM may decide to choose the export strategy and include in their operation the specific channels to market their product.Relationship merchandising has revolutionized the traditional marketing and has become the biggest paradigmatic shift in marketing practice in recent decades.It has not only changed invitees to advocate by replacing client satisfaction by customer delight but has also increased quality service offers that exceeds expectations. Similarly, it will open new horizons for HM. It will trigger the HM to introduce new products and services. correspond to Berry and Parasuraman (1991 25) relationship marketing concerns attracting, developin g and retaining customer relationships. Relationship marketing will hand over HM with necessary selling approach to cope with mixed challenges, curing by the modern market in India. Relationship marketing transforms single usage to multiple service usage and will strengthen HM by providing them the wherewithal with which they house carry out effective customer services in India.Nowadays, competition in spirt application and claims of customers are increasing constantly. They demand for global make company like HM where there are provisions for an incentive to the customer. So, strong commitment to customer care, attraction and primary(prenominal)tenance at all trains are the top priority of HM, sequence dealing with the customers. Relationship marketing will help HM to overcome these problems and make the sales procedures ofttimes simpler. Palmer (2001) enumerated the components of relationship marketing as being a focus on customer loyalty and retention long term orientat ion tracing specifiable buyers distinguishing divers(prenominal) levels of relationship between the buyer and the seller high levels of customer dedication and service quality as being the responsibility of every employee. Relationship marketing will transform indifferent customers into loyal clientele and emphasizes on their retention. Customer retention is the inwardness to delivering long-term profitability in HM.Customer relationships management focuses on customer retention, and customer retention is believed to be more profitable than customer accomplishment. Dawkins and Reichheld (1990) found that higher retention rate leads to higher net stick value of customers. The longer customers house be retained by HM, the more and more tangible benefits will accrue from a sustained income stream. The end death of relationship marketing is profit for HM. Saren and Tzokas (2000) raised the usefulness of relationship marketing in creating unique, difficult to imitate knowledge thr ough the processes of interaction and dialogue with the customer. intimacy almost customers can only be enhanced if HM is able to maintain lasting relationships with their customers.The determinants of repositing choice, customer loyalty, patronage behaviour, customer retention and relationship marketing have been widely studied around the globe. Therefore, a getable volume of literature exists, peculiarly regarding fashion industry. However, there is still considerable mountain range for look into in this field as the surroundings of fashion industry is in a constant state of flux and the emergence of new store formats in India has led to dramatic changes in consumer behaviour. New and existing fashion industry tend to render a completely new experience for their consumers by offering sophisticated customer service, a wide and assorted variety of goods, breakfast ambience, quality imported and branded products.Since, fashion has invading people ardor of living and HMs the product that has been chosen to go international market. Hence, this research will fire a marketing entry strategy for HM using Porters five dollar bill Forces model (Porter, 1980) and SWOT analysis of other HM companies in other countries. The company is a new entrant to the Indian Market, thus, this paper will provide a marketing entry strategy analysis for the company as it invade the market in India.Competitors AnalysisCompetitors analysis is very important since HM is a new entrant within the market place. It is essential so that the HM will be able to know their competitors and the possible strategy that they may use to level up such competitors and know the needs of the target market. Thus, this means that HM will enter the India as a beginning industry considering many competitors within the market place.Marketing Entry AnalysisUtilizing Marketing MixMarketing is considered as one of the most important element underpinning booming business creation and because of its com plex applications, marketing is defined in a variety of ways (Sheth, Gardner, and Garrett 1988). According to Elliot (1990), the marketing concept was first promulgated in the late 1950s. The importance of marketing concept incorporates oft-repeated elements such as customer orientation integrated marketing efforts and topant profitability (Elliot, 1990).The marketing mix principles can be adjusted on a frequent basis to meet the changing needs of the target market and other dynamics of marketing environment (McCarthy, 2004). In relation to marketing plan, marketing mix includes both short term and long term strategies makes for a more profitable marketing mix. wide term strategies build brand/company awareness and give sales revenue a permanent, gradual boost. Short term strategies create a temporary, ready revenue boost by giving buyers an incentive to purchase. By implementing both long and short term strategies, you can attend to immediate sales goals while building your busi ness reputation and goodwill (Kyle, 2004).1.1. ProductHM AB (originally known as Hennes Mauritz) is a Swedish clothing company, known for retail of affordable designer clothings. It was established in Vsters in Sweden in 1947 by Erling Persson, though at the time it only exchange womens clothing and was called Hennes, which means hers in Swedish. Persson acquired the premises and inventory of a Stockholm hunting equipment store named Mauritz Widforss in 1968. Persson expanded into menswear and renamed the store to Hennes Mauritz, later abbreviated to HM (www.hm.com).H M is the worlds favourite and preferred designer of apparels and clothing for man and women. In addition, H M is also known not only for their fashion cosmetic but because of the quality of the clothes designed durability and the funkiness of its clothes. Through the online stores, HM provides the regional, continental and European Market an exclusive clothing designs. The main goal of HM is to provide innovative designs of apparels and clothes for different types of people in different countries all over the world. The company is known because of its strategy of providing clothing designs exclusively for each countrys preferences and needs.1.2. determineH M is believed to have advantages when it comes to its pricing tactic. In order to be known into the market place and as a new entrant, the company will provide its target market with an affordable cost while providing them a high quality products and services. The company will be given the customer and client a price that is lesser than its competitors so that the consumer will be enhanced to buy and patronize the H M clothes and cosmetics.1.3. Placement/DistributionThe HMs products will be distributed directly to its clients and consumers in order to be known in the market place. HM products can utilize joint venture strategies with distinguished allocator of apparels, clothes and cosmetics, providing them with great offers, so as to market the product of the H M internationally.In 2003, HM announced its entry into the traditionally exclusive Milan fashion scene. It remains to be seen if HM and other low-end retailers will be able to find a market there. In February 2004, The Gap, another prominent international retailer, sold off all of its German outlets to its competitor, HM.HM launched its first American outlet on March 31, 2000 on New Yorks famous Fifth Avenue. by-line the victory its stores, additional outlets were opened in the SoHo, Gramercy, and Herald Square areas of Manhattan, followed by outlets in Upstate New York in Syracuse, Utica, and West Nyack. The brand then expanded to other regions of the country, including Chicago and its outlying suburbs.The first two HM stores to appear on the West Coast of the US opened in San Francisco, California on November 19th, 2005. HM opened its first Canadian store in Fairview Mall in Toronto and soon after, its store in Torontos Eaton Centre was opened in Mar ch 2004. Following great financial success, HM opened ten other stores within the Greater Toronto Area. Stores were also opened in Montreal in Spring 2006.HM keep its expansion in the Canadian market and doubled the number of stores in 2006. It planned new markets include Barrie, Hamilton, London, Kitchener/Cambridge/Waterloo, St. Catharines and Windsor and Ontario market, Fairview (Pointe Claire) shopping centre, Rockland Centre, the Galeries dAnjou and the Carre quaternion Laval. (www.hm.com)1.4. Promotion/CommunicationHM can use video advertisements, print advertisements and the concept of e-marketing to promote its products. These promotion and communication strategy will tend to meet the consumers form different places everywhere, especially those target markets or the consumers in the working place.Moreover, since the trend in the market place today is the usage of e-marketing, the company will provide a website that any client can access. The use of the Internet is changing technologically advanced marketing overnight while different industries have been trying to use it as part of their marketing strategy. It does not only reconfigured the way different firms do business and the way the consumers buy goods and services but it also become submissive in transforming the value chain from manufacturers to retailers to consumers, creating a new retail distribution channel (Donthu and Garcia, 1999). E-marketing is a powerful tool utilize that can be used by HM. E-marketing is defined as the process of achieving marketing objectives through the use of electronic communications technology (ICT). Smith and Chaffey (2001) have provided a 5Ss learning devices on how the internet can be applied by all business firms for different e-marketing tactics. These 5Ss are useful for HM and are selling, serve, speak, save and sizzle.E-marketing or online marketing strategy can be used by HM to market its products. Thus, the HM has created its own website (www.hm.com). H M will use the e-marketing strategy is to keep in touch to different internet users and to be able to attract more clients and consumers. HM will use e-marketing to accelerate its business portfolio whether the user of the website is a customer, employee, stockholders, vendors, retailers or end customers.1.5. Market SegmentationMarketing fractionation is defined as an aggregating process clustering people with similar needs into a market segment (Perreault McCarthy, 2002 74). According to Ravesteyn (2005), customer segmentation is critical for an effective relationship marketing strategy. HM will provide its target consumers for its product by using market segmentation strategy. The segmentation of the market is a critical aspect of relationship marketing and the segmentation of business customers by HM must be in line with the different levels of relationship offered by the company. They need to make use of relationship marketing and management at segment or market level to iden tify the target market they intend pursuing (Stewart, 1995). Primarily, the context of the market segmentation for this company will be the Psychographics. Strydom, Cant Jooste (2000) identify the following four types of segmentation demographic, geographic, psychographic and behavioral segmentation. Psychographics includes social clear, lifestyle, and personality variables (Chiagouris and Kahle, 2000). The end result of using these variables is a psychological profile of each market segment. Issues also take cared the customers loyalties, habits and self-concept. Social class describes how individuals want their office automation will meet their comfort and satisfaction, what they consider important around their immediate surroundings, their opinions on various issues, and their interests.As lifestyle studies concentrates on what the consumer requires, using these study results as marketing strategies eventually became a marketing concept. The marketing concept is a basic phil osophy that maintains that HM should endeavour to gather the needs and wants of customers through a coordinated set of activities that also allows the HM to achieve its goals at a profit. The HM must be able to consider its consumer, especially the demands of the consumer so as to let the business have an opportunity of having an expansion of its business portfolio as required by the consumers.The focus of this overview is on the behavioural segmentation process, which refers to the segmentation of buyers or customers into groups on the basis of their knowledge of, attitude towards, use of or response to a product or service of a HM. The behavioural variables identified by Kotler (2000) includeOccasions occasional buyers develop needs, purchase, or use products.Benefits refer to the benefits that buyers seek.User status includes potential users, regular users, non-users, first-time users or ex-users.Usage rate will include light, medium or heavy users.Loyalty status are classi fied as hard-core loyals, split loyals, transmutation loyals and switchers.Buyers-readiness stages where the customers are either aware or unaware of the product or service, informed, interested, have a desire for the product or service and have innovation to buy.Attitude enthusiastic, positive, indifferent, negative and hostile.Research ObjectivesRelationship marketing will contribute significantly to the development of HM in India. Therefore, it becomes essential to study its applications in a fashion company in India. This study fulfils this need. The study addresses the different pros and cons of relationship marketing in a fashion company in India.Thus, the general propose of this research investigation is to identify, describe and analyse factors that have an match on relationship marketing, customer retention and customer acquisition in Indian fashion context. The main objectives of this study are given below,To identify, describe and analyse factors that will have an i mpact on relationship marketing, customer retention and customer acquisition in a fashion company and at HM in India.To appraise the views of customers of HM in India, how they feel about the companys relationship with them.To gain discernment on how HM in India build customer relationship marketing tactics.To understand and determine the mediating role of customer behavior between relationship marketing and customer retention and acquisition.To indentify the market entry strategies for HM in India.Research QuestionsWhat is the relationship marketing tactics practiced by the HM in India?What is the market entry strategy practiced by the HM in India?DeliverablesAs it has been described in the objectives of the research project that the main advise of this study is to examine the market entry strategies and relationship marketing by HM in India and customer relationships in fashion Company and to find out how fashion company relationships with customers promotes its entry in India. The final product of this research project will be a subject, containing the HMs relationship strategy and market entry strategy in India, what are their advantages and disadvantages. The report will contain the perceptions of employee and customers. Finally, the report will highlight some relationship marketing problems of HM and a fashion company and counsel some guidelines to remove these problems and improve its customers base in India.Research MethodologyInterested customer and would be customers of HM in India will be approached to attract the data. There are two kinds of data.Primary dataSecondary dataPrimary data includes the information about relationship marketing and market entry strategy available from customers of HM in India. This also includes responses by the different employee of HM on the shop-floor. Secondary data will tell about the impact of relationship marketing in the retailers and the data has been available in their system. To collect the data, retailer s employees, posted at different positions, will be contacted. Similarly, to assess the changes in retail services, caused by the relationship marketing, customers views will also be found out.The tools to collect this data will be the surveys. For this, employees and customers will be interviewed, where as to know the views of customers, different questionnaires will be prepared to ask them different questions.To analyze the collected data, different statistical techniques will be used.Qualitative research can be referred to as the opposite of quantitative research method. Any research method has its advantages and it disadvantages. Qualitative research is a study done that produces its results and findings that do not result from statistical means or other method of quantification. This method of inquiry requires a high level of intelligence and experience from the researcher to arrive at a more realistic and targeted data from the respondent.Quantitative research is referred to a s a measurement of how people feel, think or act in a particular way and that this survey tend to include large samples from fifty to any number of interviews, structured questionnaires containing mostly closed questions that require questions along with set responds. This involves the clear statement of variables i.e. specifying the dependent and the independent variable.ResourcesThe most important thing to carry out any research project is to know the background, research objectives, and research methodology of the research project. For this literature is searched out. The University Library will be the primary source to review the literature. Books in hard and soft form will be obtained from the library. Similarly, different research journals and articles in the library will be valuable assets to prepare a comprehensive research report.To prepare the questionnaires, surveys done by Fashion Company to know the relationship marketing and market entry strategy will be used. Similar ly new questionnaires, depending on the situation, will also be prepared.Project PlanThe project is divided into three stages.Literature reviewInterviews of employees of HM and their customersReport writingLiterature ReviewTo carry out any research project, a research must be able to review the literature. This makes researcher aware of work, done by other people in the single field. The main source of literature is the journals, in which different researchers publish their findings of problems.Interviews of retail employees and customersIn order to collect information on the impact of market entry strategy and know impact on relationship marketing in the Indian fashion company, the employees of HM will be interviewed. They will be asked about the positive and negative points of relationship marketing utilization in their stores. Similarly, customer views will be taken through the interviews. Considering all these views, suggestion to improve the customer services will be advised.R eport writingThe final product of the research project will be a written report. The structure of my report will be divided in following categories,IntroductionIn the introduction, the market entry strategy and history of relationship marketing use in fashion sector will be discussed and how different relationship marketing systems will be used to address the issues of HM, with the passage of time.Aims and objectivesIn this part of report, purpose of the research project will be stated very clearly what are the aims of the study and what are the problems, which will be discussed in the report.Research methodologyThis is the core part of the report. After stating the problem, different research methodologies will be explained to gather the data. The primary source will be the interviews of the employees and customers. From these interviews, impact of relationship marketing and market entry strategy of HM will be assessed. The questions asked to employees and customers will be provide d in the appendix of report.ConclusionsAfter describing the problems and research methods, suggestion will be advised to eliminate the highlighted problems.RiskIn order to carry out any research project, it is very important to study all the aspects of the project. One of the main aspects regarding any project is the risks involved. There are also some risks involved, regarding the research project under consideration. One risk can be privacy. HM employees can be duty-bound and show reluctance to give information about their working procedures and on relationship marketing operations, used in the fashion company. electric shock and Beneficiaries of ResearchThe main objective of this research activity is to investigate the market entry strategies and relationship marketing by HM in India and customer relationships in Fashion Company and to find out how fashion company relationships with customers promotes its entry in India. This research can be very helpful for the fashion sector. F or instance, it will analyze the effectiveness of relationship marketing and its market entry strategies in India. It will determine the views of HM employees about the introduction of relationship marketing in their working environment. From this, both positive and negative points about the role of relationship marketing in the fashion sector, put forward by the HM employees, can be known. Similarly, the customers views about the insertion of relationship marketing and the effect of HMs market entry strategy can be found out. Customers level of satisfaction about the HMs customer services can be assessed. This report will also show the comparison of different strategies among different HMs companies worldwide and how they use relationship marketing to achieve the same target. By knowing the views of customers through this study, their difficulties while dealing with HM, can also be discovered. This report will also address these issues and suggest solutions to eradicate these probl ems. So, the major beneficiaries of this report are the management of HM and by considering the suggestions of the report, they can improve their market entry strategies, customer services and hence the customer relationship from HM will be invigorated.