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H&M Hennes & Mauritz is a clothing retail company founded by Erling Persson, in Sweden. The company is famous for its fast-fashion clothing for men, women, teenagers and children. It has an association with 62 other countries with over 4,000 stores. H&M is the second largest global clothing retailer. The online appearance of this company, covering 32 countries made it very popular brand among the mass. It has an expansion in European countries and the company has a strong online catalogue in 2008 for the selling of home furnishings. Following the expansion in Middle East and Asia, H&M also launched some of the concept stores, with the prestige of most valuable global brand.    

Task 1 - LO1

P 1 Key roles and responsibilities of the marketing function in relation with H&M:

H&M being a popular brand for the customers creates the brand value in the unique way so that the customer purchase from the brand. Marketing planning and strategy is the main triggering point for the brand to be globally popular and determine effective objectives of the code of Ethics. The company H&M has a transaction in all other countries so maintaining the good relation with the suppliers and the business partner can drive the business in the positive way. Collaboration with the stakeholders is the process of strong communication that the marketers follow with regular meetings, dedicated surveys and the active participation in several multi stakeholders’ initiatives. For the creation of the long-term relation and bonding with the customers, the markets of H&M also check the products and services along with the delivery channels, for future benefit of the company. Internal marketing is a sales technique of the company to maintain a harmony with the employees to treat them as customer and make them understood all the business functions (Gummesson et al. 2014). H&M believes in the same technique and they create value for the company to manage the employees very well. The segmentation and lead generation of the market gives the company a clear view about the company that how they can operate the stores in various places. The most essential plan in the marketing function is keeping an eye on the customer experience and service (Ehret et al. 2013). The marketing head decides the entire marketing component related to the customer of the H&M Company to match up with the customer preferences and delivering the high fashion things with time. As the business of the company operated in the open market, the marketing team promotes it through direct marketing. With the consideration of the trading rules H&M uses inside market information to get the knowledge about the significant effect on the trading price of the H&M share. For the employee appreciation, and to generate the progression of work the marketing team of the company creates employee incentive program.

P 2 The roles and responsibilities of marketing relate to H&M:

H&M has a clear strategy in the business concept to serve the best quality fashion at the very best price for the customers. The company believes in sustainability and keeps that in mind they are growing ahead in the global retail business criteria. The marketing strategy of any Company should value driven, customer-oriented, and responsible to maintain the brand value and believes in creativity (Schmidt et al. 2014). The marketing team has planned the company growth and productivity in different manner. The roles and responsibilities of the marketing team in H&M includes create appropriate customer base, deliver quality design and products with the standard of the market, meet customers need, long term cooperation with other suppliers and business partners. The marketing team is deeply in the brand management to exaggerate the brand value. Believing in the sustainability theory the targeted customer of this brand is Men, women and children with the basics of modern and high fashion. The marketing director with the sheer concentration of the market creates an overall strategy to compete with other global brands with the help of advertising online, through magazine along with the media and the agency relationship. The responsibilities includes insight in the market, apply innovative strategy of promotion, use project management initiatives through new platforms by get to know customer preferences and new fashion in the market. The marketing involves liaison with sales of the products, sales in different stores, effective pricing of the products so that the customer can feel of buying things, a broad market research about other competitors, production- consumption possibility, and distribution of the product, public relations, most effective events management to catch the attention of the customer.

M 1. Analysis of the role and responsibilities of marketing with the context of marketing environment relate to H&M:

The marketing environment is the foremost important thing for any company to operate in the global market (Perreault et al. 2013). H&M Company believes to create appropriate marketing environment to bring growth in and outside the company. The marketing environment is the forces and factors that affect the organization to build a successful market position for the company itself and for the customers (Gbadamosi et al. 2013). The marketing team with the concern of the macro and micro environment related to the internal and national factors that is small factors within the company that effects the customer base and ability to serve the customer and the larger societal forces that affect the microenvironment includes finance, operations, development, purchasing. The targeted customer of the company will get full satisfaction with the best product deliverance in proper time. The marketing environment of the H&M Company focuses on the demographic, cultural, economic and technological aspects because the company has a greater expansion in various countries and all the places and the customers are differentiated from each other in fashion sense, purchase behavior and consumption pattern. The company suppliers, competitors, publics, customers and intermediaries play a vital role to create the effective marketing environment because the suppliers of the product decides the smart way of transport the product through the help of best supply chain that can work in fastest way. The technological marketing environment of the H&M brand indicates towards the better communication in and outside the company. Inside the company, it uses advance technology with bar codes for the product scanning, inventory management in technical way and in-house brand transfer in minimum time. With the global aspect of the environmental marketing H&M focuses on better trade agreement, analysis of the competitors, future opportunities in the market and managing all the fashion trends to deliver the best things to the