UNIVERSITY TECHNOLOGY MARA CAWANGAN SELANGOR

KAMPUS PUNCAK ALAM

FACULTY OF BUSINESS AND MANAGEMENT

BACHELOR OF BUSINESS IN ISLAMIC BANKING (HONS.)

PRINCIPLES AND PRACTICE OF MARKETING

MKT 420 TITLE:

CASE STUDY: H&M MANUFACTURING

PREPARED FOR:
DR. NOORITA BINTI MOHAMMAD

CLASS: BA2791A (GROUP 1)

PREPARED BY:

NO. NAME REGISTRATION NUMBER

1. NUR ALIAH NUHA BINTI MOHD YUSRI 2024421194

2. SITI ZULAIKA BINIT DJUFRI 2024694334

3. FATIN ARISSA BINTI MOHD FAISAL 2024240062

4. NUR SYAZWANI BINTI FUZI 2024447616

5. ELLYNA BATRISYIA BINTI RAMLI 2024207908

 TABLE OF CONTENT

Item Pages

1.0 Introduction 2

2.0 Main Content 3-8

2.1 Market Segmentation 3-5

2.2 Market Targeting 6

2.3 Market Positioning 7-8

3.0 Recommendation and Conclusion 9

4.0 References 10

1
1.0 Introduction

In the fashion industry, H&M is a globally successful business with fantastic business
strategy and marketing plans. Hennes & Mauritz AB or commonly known by its brand name
H&M is a multinational retailer all over the world. This business was established in 1947 by
Erling Persson in Vasteras, Sweden. H&M offers affordable accessories, homeware, and clothing
to all customers regardless of age, gender, and other segmentation.

From a single store to an entire family of brands, H&M combines all of the brand
collaborations in one group known as H&M Group. H&M group ventures share the same vision
and mission for making great, more sustainable fashion and design available to everyone also to
build scalable businesses. H&M's combination of style, affordability, and responsible fashion
has made it a global and favourite among fashion-conscious consumers.

To stay consistent in the global market, H&M uses market segmentation, targeting and
positioning as part of their marketing strategy to ensure that they satisfy what consumers need.

2
2.0 MAIN CONTENT

2.1 MARKET SEGMENTATION

Market segmentation is the process of dividing prospective consumers into different

groups depending on factors like demographics, behaviour, and various characteristics.
H&M has divided their consumers into four categories which are demographic,
psychographic,behavioural and geographic.

2.1.1 Demographic segmentation

● H&M has included different age groups, genders and based on the financial status
of their targeted consumers. H&M has separated their products according to
different age groups between 15-30 years and by gender. H&M primarily targets
consumers in the age group of late teens to young adults, but it also offers
clothing for children, making it suitable for a wide range of age demographics.
H&M caters to both men and women, ensuring that its product lines are diverse
and inclusive.

3
2.1.2 Psychographic segmentation

● H&M also provides their consumers a variety of products that suit their interest
and meet their standards. H&M targets individuals who are fashion-conscious
and value keeping up with the latest trends. They attract those who seek
affordable yet stylish clothing options. H&M fast fashion models appeal to
consumers who enjoy experimenting with different styles and frequently updating
their wardrobes.

2.1.3 Behavioral segmentation

● H&M provides clothing for various occasions, from casual wear to formal attire.
Customers can find items for everyday wear, work and parties. H&M offers a
wide range of price points, making it attractive to budget conscious shoppers who
are looking for good value for their money.

4
2.1.4 Geographic segmentation

● H&M has a global presence with stores in numerous countries, catering to urban
and suburban areas. They adapt their product offerings to suit the local
preferences and weather conditions of different religions.

5
2.2 Marketing Targeting

● The selection of potential customers to whom a business wishes to sell products or

services.H&M focuses its marketing efforts on young,fashion-forward women aged 15 to
30. These target customers of H&M belong to a group of fashionable and trendy
consumers who enjoy shopping as a social activity, and seek stylish clothing at affordable
prices. While the brand offers products for men and children,its primary focus on women
allows it to customize its products offerings and promotional strategies to meet their
specific preferences.

H&M target audience is young,budget-conscious women from lower-middle and working

class who frequently refresh their wardrobes with affordable,trendy clothing for various
occasions,leveraging digital platforms like instagram and TikTok,designer
collaborations,and promotions to connect with this audience.By focusing on this
target,H&M has positioned itself as a global leader in fast fashion,offering accessible and
stylish options for young,budget-conscious women.

6
2.3 Market Positioning

● It is a marketing strategy that aims to ensure that a brand occupies a distinct

position, compared to competing brands, in the minds of customers. H&M is a
retailer that seeks to provide consumers with fashionable and high-quality
clothing at the best possible price. They offer "fast fashion" clothing, meaning
that it hits the shelves in record time, and sell European-inspired clothing to the
American market. In addition, H&M offers clothing in a variety of categories,
including women's casual clothing, men's clothing, children's clothing, footwear
and accessories. The company is the second largest clothing retailer in the world,
the largest in Europe and is actively engaged in online sales. H&M is also
economically, socially and environmentally sustainable.

7
 Image of Brand Positioning for Nike
Physic Personality

● Quality fashion ● Trendy, fashionable, young,

● Long lasting up-to-date

Relationship Culture
● European,
● Good quality Exclusion,
● Affordable prices International

Reflection Self-Image

● Suitable for young people ● Stylish, Unique, Urban wear

● Western casual style

(https://www.behance.net/gallery/156411483/H-M-Brand-Positioning)

8
3.0 RECOMMENDATION AND CONCLUSION

In conclusion, when approaching this question, it would be wise for the business world to
recognise these factors. In my point of view, H&m is a pioneer in fashion, a monopoly that is
impossible to overcome in the fashion industry. At the same time, H&m continuously attracts the
best from all fashion with affordable prices and signs contracts that bring tremendous
profitability to the company, generating the need for customers to purchase the product. Clearly,
the company has applied the STP strategy correctly, as well as having recognised with great
success the needs of customers influencing their purchasing decisions. We feel that this issue will
be explored and further examined in order to make marketing plans more effective and creative.

9
4.0 REFERENCES

1. H&M – A Brand Delivering Affordable Fashion for Everyone (2020) from

TheBrandHopper.com website:
https://thebrandhopper.com/2020/05/15/hm-fashion-delivering-affordable-fashion/

2. Market Segmentation of H&M (2024) from TheSocialGrabber.com website:

https://thesocialgrabber.com/market-segmentation-of-hm-2/

3. H&M Marketing Strategy – How H&M Became the Second-Largest Global Clothing
Retailer (2021) from StartupTalky.com website:
https://startuptalky.com/h-m-marketing-strategy/

4. Marketing Strategies for H&M's Target Audience (2024) from Aithor.com website:
https://aithor.com/essay-examples/marketing-strategies-for-h-ms-target-audience

5. H&M Brand Positioning (2022) from Behance.net website:

https://www.behance.net/gallery/156411483/H-M-Brand-Positioning

10
FACULTY OF BUSINESS AND MANAGEMENT
UNIVERSITI TEKNOLOGI MARA, MALAYSIA

RUBRIC MARKETING ENVIRONMENT

PRINCIPLES AND PRACTICE OF MARKETING
MKT420
BY
DR MUHAMMAD AZMAN IBRAHIM
RESOURCE PERSON
 FACULTY OF BUSINESS AND MANAGEMENT
UNIVERSITI TEKNOLOGI MARA, MALAYSIA

MARKETING ENVIRONMENT RUBRICS

Course Name: Principles and Practice of Marketing Student’s Name: FATIN ARISSA BINTI MOHD Lecturer’s Name: DR. NOORITA BINTI
FAISAL MOHAMMAD

Course Code: MKT420 Student’s ID: 2024240062 Group: 1

Criteria Marks C P A Weighted Marks

Allocated Poor Moderate Satisfactory Good Excellent Obtained (%)

Introduction 20 0 - 4 marks 5 - 8 marks 9 - 12 marks 13 - 16 marks 17 - 20 marks

Poor introduction Moderate Satisfactory Good Excellent introduction
of company introduction of introduction of introduction of of company
background company background company company background
background background

Information 25 0 - 5 marks 6 - 10 marks 11 - 15 marks 16 - 20 marks 21 - 25 marks

of • Poor • Moderate • Satisfactory • Good • Excellent
microenviron information on information on information on
information on the information on the
ment the the the
microenvironment microenvironment
microenvironm microenvironme microenviron
ent. nt ment

Information 25 0 - 5 marks 6 - 10 marks 11 - 15 marks 16 - 20 marks 21 - 25 marks

of macro • Poor • Moderate • Satisfactory • Good • Excellent
environment information on information on the information the information on information on the
the macro the macro macro environment
macro macro
environment.
environment environment environment
 Marks Weighted Marks
Criteria Poor Moderate Satisfactory Good Excellent C P A
Allocated Obtained (%)

Conclusion 20 0 - 4 marks 5 - 8 marks 9 - 12 marks 13 - 16 marks 17 - 20 marks

Poor conclusion Moderate Satisfactory Good Excellent conclusion
conclusion conclusion conclusion

Writing 10 0 - 2 marks 3 - 4 marks 5 - 6 marks 7 - 8 marks 9 - 10 marks

style, spelling The writing lack of Sentences were Sentences were Sentences were Sentences were well
& grammar sentence variety somewhat varied, and correctly correctly written and expressed
and few some were constructed constructed and
grammatical errors inappropriate with well-articulated
minimal grammatical
errors

Total: 100 /100

 FACULTY OF BUSINESS AND MANAGEMENT
UNIVERSITI TEKNOLOGI MARA, MALAYSIA

MARKETING ENVIRONMENT RUBRICS

Course Name: Principles and Practice of Marketing Student’s Name: NUR ALIAH NUHA BINTI Lecturer’s Name: DR. NOORITA BINTI
MOHD YUSRI MOHAMMAD

Course Code: MKT420 Student’s ID: 2024421194 Group: 1

Criteria Marks C P A Weighted Marks

Allocated Poor Moderate Satisfactory Good Excellent Obtained (%)

Introduction 20 0 - 4 marks 5 - 8 marks 9 - 12 marks 13 - 16 marks 17 - 20 marks

Poor introduction Moderate Satisfactory Good Excellent introduction
of company introduction of introduction of introduction of of company
background company background company company background
background background

Information 25 0 - 5 marks 6 - 10 marks 11 - 15 marks 16 - 20 marks 21 - 25 marks

of • Poor • Moderate • Satisfactory • Good • Excellent
microenviron information on information on information on
information on the information on the
ment the the the
microenvironment microenvironment
microenvironm microenvironme microenviron
ent. nt ment

Information 25 0 - 5 marks 6 - 10 marks 11 - 15 marks 16 - 20 marks 21 - 25 marks

of macro • Poor • Moderate • Satisfactory • Good • Excellent
environment information on information on the information the information on information on the
the macro the macro macro environment
macro macro
environment.
environment environment environment
 Marks Weighted Marks
Criteria Poor Moderate Satisfactory Good Excellent C P A
Allocated Obtained (%)

Conclusion 20 0 - 4 marks 5 - 8 marks 9 - 12 marks 13 - 16 marks 17 - 20 marks

Poor conclusion Moderate Satisfactory Good Excellent conclusion
conclusion conclusion conclusion

Writing 10 0 - 2 marks 3 - 4 marks 5 - 6 marks 7 - 8 marks 9 - 10 marks

style, spelling The writing lack of Sentences were Sentences were Sentences were Sentences were well
& grammar sentence variety somewhat varied, and correctly correctly written and expressed
and few some were constructed constructed and
grammatical errors inappropriate with well-articulated
minimal grammatical
errors

Total: 100 /100

 FACULTY OF BUSINESS AND MANAGEMENT
UNIVERSITI TEKNOLOGI MARA, MALAYSIA

MARKETING ENVIRONMENT RUBRICS

Course Name: Principles and Practice of Marketing Student’s Name: SITI ZULAIKA BINTI DJUFRI Lecturer’s Name: DR. NOORITA BINTI
MOHAMMAD

Course Code: MKT420 Student’s ID: 2024694334 Group: 1

Criteria Marks C P A Weighted Marks

Allocated Poor Moderate Satisfactory Good Excellent Obtained (%)

Introduction 20 0 - 4 marks 5 - 8 marks 9 - 12 marks 13 - 16 marks 17 - 20 marks

Poor introduction Moderate Satisfactory Good Excellent introduction
of company introduction of introduction of introduction of of company
background company background company company background
background background

Information 25 0 - 5 marks 6 - 10 marks 11 - 15 marks 16 - 20 marks 21 - 25 marks

of • Poor • Moderate • Satisfactory • Good • Excellent
microenviron information on information on information on
information on the information on the
ment the the the
microenvironment microenvironment
microenvironm microenvironme microenviron
ent. nt ment

Information 25 0 - 5 marks 6 - 10 marks 11 - 15 marks 16 - 20 marks 21 - 25 marks

of macro • Poor • Moderate • Satisfactory • Good • Excellent
environment information on information on the information the information on information on the
the macro the macro macro environment
macro macro
environment.
environment environment environment
 Marks Weighted Marks
Criteria Poor Moderate Satisfactory Good Excellent C P A
Allocated Obtained (%)

Conclusion 20 0 - 4 marks 5 - 8 marks 9 - 12 marks 13 - 16 marks 17 - 20 marks

Poor conclusion Moderate Satisfactory Good Excellent conclusion
conclusion conclusion conclusion

Writing 10 0 - 2 marks 3 - 4 marks 5 - 6 marks 7 - 8 marks 9 - 10 marks

style, spelling The writing lack of Sentences were Sentences were Sentences were Sentences were well
& grammar sentence variety somewhat varied, and correctly correctly written and expressed
and few some were constructed constructed and
grammatical errors inappropriate with well-articulated
minimal grammatical
errors

Total: 100 /100

 FACULTY OF BUSINESS AND MANAGEMENT
UNIVERSITI TEKNOLOGI MARA, MALAYSIA

MARKETING ENVIRONMENT RUBRICS

Course Name: Principles and Practice of Marketing Student’s Name: NUR SYAZWANI BINTI FUZI Lecturer’s Name: DR. NOORITA BINTI
MOHAMMAD

Course Code: MKT420 Student’s ID: 2024447616 Group: 1

Criteria Marks C P A Weighted Marks

Allocated Poor Moderate Satisfactory Good Excellent Obtained (%)

Introduction 20 0 - 4 marks 5 - 8 marks 9 - 12 marks 13 - 16 marks 17 - 20 marks

Poor introduction Moderate Satisfactory Good Excellent introduction
of company introduction of introduction of introduction of of company
background company background company company background
background background

Information 25 0 - 5 marks 6 - 10 marks 11 - 15 marks 16 - 20 marks 21 - 25 marks

of • Poor • Moderate • Satisfactory • Good • Excellent
microenviron information on information on information on
information on the information on the
ment the the the
microenvironment microenvironment
microenvironm microenvironme microenviron
ent. nt ment

Information 25 0 - 5 marks 6 - 10 marks 11 - 15 marks 16 - 20 marks 21 - 25 marks

of macro • Poor • Moderate • Satisfactory • Good • Excellent
environment information on information on the information the information on information on the
the macro the macro macro environment
macro macro
environment.
environment environment environment
 Marks Weighted Marks
Criteria Poor Moderate Satisfactory Good Excellent C P A
Allocated Obtained (%)

Conclusion 20 0 - 4 marks 5 - 8 marks 9 - 12 marks 13 - 16 marks 17 - 20 marks

Poor conclusion Moderate Satisfactory Good Excellent conclusion
conclusion conclusion conclusion

Writing 10 0 - 2 marks 3 - 4 marks 5 - 6 marks 7 - 8 marks 9 - 10 marks

style, spelling The writing lack of Sentences were Sentences were Sentences were Sentences were well
& grammar sentence variety somewhat varied, and correctly correctly written and expressed
and few some were constructed constructed and
grammatical errors inappropriate with well-articulated
minimal grammatical
errors

Total: 100 /100

 FACULTY OF BUSINESS AND MANAGEMENT
UNIVERSITI TEKNOLOGI MARA, MALAYSIA

MARKETING ENVIRONMENT RUBRICS

Course Name: Principles and Practice of Marketing Student’s Name: ELLYNA BATRISYIA BINTI Lecturer’s Name: DR. NOORITA BINTI
RAMLI MOHAMMAD

Course Code: MKT420 Student’s ID: 2024207908 Group: 1

Criteria Marks C P A Weighted Marks

Allocated Poor Moderate Satisfactory Good Excellent Obtained (%)

Introduction 20 0 - 4 marks 5 - 8 marks 9 - 12 marks 13 - 16 marks 17 - 20 marks

Poor introduction Moderate Satisfactory Good Excellent introduction
of company introduction of introduction of introduction of of company
background company background company company background
background background

Information 25 0 - 5 marks 6 - 10 marks 11 - 15 marks 16 - 20 marks 21 - 25 marks

of • Poor • Moderate • Satisfactory • Good • Excellent
microenviron information on information on information on
information on the information on the
ment the the the
microenvironment microenvironment
microenvironm microenvironme microenviron
ent. nt ment

Information 25 0 - 5 marks 6 - 10 marks 11 - 15 marks 16 - 20 marks 21 - 25 marks

of macro • Poor • Moderate • Satisfactory • Good • Excellent
environment information on information on the information the information on information on the
the macro the macro macro environment
macro macro
environment.
environment environment environment
 Marks Weighted Marks
Criteria Poor Moderate Satisfactory Good Excellent C P A
Allocated Obtained (%)

Conclusion 20 0 - 4 marks 5 - 8 marks 9 - 12 marks 13 - 16 marks 17 - 20 marks

Poor conclusion Moderate Satisfactory Good Excellent conclusion
conclusion conclusion conclusion

Writing 10 0 - 2 marks 3 - 4 marks 5 - 6 marks 7 - 8 marks 9 - 10 marks

style, spelling The writing lack of Sentences were Sentences were Sentences were Sentences were well
& grammar sentence variety somewhat varied, and correctly correctly written and expressed
and few some were constructed constructed and
grammatical errors inappropriate with well-articulated
minimal grammatical
errors

Total: 100 /100