H&M Internal Analyse Essay

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4. Internanalyse - analyse av H&M’ interne konkurranseforutsetninger

I eksternanalysen så vi på hvordan de eksterne omgivelsene der Hennes&Mauritz opererer kan skape strategiske muligheter og trusler. Vellykkede strategier er også avhengige av at bedriften har den interne strategiske kapasiteten som kreves for overlevelse og suksess. I denne delen av oppgaven vil vi vurdere om H&M innehar egenskaper som kan gi konkurransefortrinn i bransjen. Dette fordi en bedrift bør kjenne til bakgrunnen for sine konkurransefortrinn for å kunne utnytte disse på best mulig måte. Årsaken til en bedrifts konkurransefortrinn bunner som oftest ut i bedriftens ressurser og bruken av disse. Vi vil først presentere ulike ressurser en bedrift kan inneha som …show more content…
Som resultat prøver H&M nå å endre sitt rykte ovenfor kundene, gjennom nevnte organisatoriske tiltak.

4.3.2 Analyse av Hennes & Mauritz’ interne konkurransefortrinn
Vi har valgt å analyse fire ressurser; merkenavnet Hennes&Mauritz, butikkomfang- og lokalisering, de lave prisene og til slutt bedriftens miljøprofil og –fokus. H&M’ hoved-vekstmål er å øke antall butikker med 10-15% per år , samt opprettholde de lave prisene. Deres omtanke for miljøet er – som tidligere nevnt – også innlemmet i deres hovedstrategi. I tillegg jobber H&M stadig for å styrke merkenavnet, og er opptatt av at merkenavnet skal gi kunder over hele verden de samme assosiasjonene . Ettersom de fire ressursene er en såpass viktig del av deres egen strategier, føler vi at de kan være interessante å teste ut ved hjelp av SVIMA, for senere å kunne bruke de i vår egen strategi.

Merkenavnet Hennes&Mauritz
Innenfor vår valgte bransje er det få, om ingen, merkenavn som er like sterke som Hennes&Mauritz. Et slikt konkurransefortrinn vil være vanskelig tilgjengelig for andre bedrifter, og vi klassifiserer ressursen som sjelden. Mange oppsøker Hennes&Mauritz-butikker på grunn av deres kjennskap til merkenavnet, og merkenavnet gir således økte inntekter til kjeden. Dette mener vi gjør merkevaren viktig. Et merkenavn så sterkt som hos H&M vil kreve svært mange år for å bygge opp, og vi mener derfor at ressursen er ikke
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