H&M Marketing Analysis (2024)

Introduction

The H&M cluster is one of the world’s top fashion companies, with brands being H&M, Weekday, Monki amongst others. H&M hopes to inspire fashion globally to dress their individual style. With every exclusive identity, H&M offer brands amalgamated in their desire for fashion in a cost cost-effective and maintainable way.

Definition of Marketing

“Marketing includes research targeting also interacting through commercials in addition to direct mailings and on occasion public relations. Marketing is to sales as Ploughing is to plant for a farmer. It permits us to warm up the audience to accept a direct sales pitch” (Bianco, 2012).

“Marketing is supporting your customers to comprehend how much they require something they didn’t know they needed” (Moran, 2011).

Marketing Concept

Production Orientation

It is a promotion strategy that emphases solely on goods rather than the desires and wants of its buyers. The company will drive all their resources on just how to create merchandise unique and totally different to anything out there in the marketplace already. Worthy of the high quality of the merchandise, direct sales pitches and further types of advertising are not as vital as the excellence of the product itself i.e. Jaguar, Toni & Guy (Hair care product line), Nandos. Bentley. The product idea is the oldest in the industry. Consumers prefer goods that are extensively available/low-priced concentrating on high assembly efficiency, low cost and mass circulation.

Sales Orientation

A companies’ approach/philosophy that primarily focuses on advertising sales of anything it produces or distributes throughout marketing and sales calls, as opposed to product orientation. Effective management of the affiliation between company and shoppers define its accomplishment of sales and or selling. Generating value for consumers. “Selling concept: The idea that consumers are not capable to make decisions on their own to buy products or services. Stresses a mind-set of constant pressure to make sales”

Market Orientation

A company uses Market Orientation to organise its activities products and services around its customers wants needs. In the case of H&M it is seen that the company follows the philosophy, as H&M focus on the needs and wants of their customers before creating their products. Constantly monitoring customer’s desires and quality changing their products and services to what best suits their customers. “Putting the customers 1st and the customer is always right”. H&M recognises the ongoing dip in the world’s economy and recognises that it is becoming harder to buy expensive fashionable clothing. So, it is H&Ms concept of trendy fashionable clothing but within reach of the common man. H&M have a strong standing with the US and Europe but market and sell their products in 2 completely different ways. The US target the young and most fashion-conscious females and in Europe they are more of a department store. When designing a product H&M always keep their customers in mind. Designer Ann-Solie Johansson admits that finding the customer’s needs is very important. She also states that she used to follow people off the subway and question them about their fashion needs (scribed).

Market orientation viewpoints include the choice making perception, market intelligence view, ethnically based behavioural perspective, strategic perspective and consumer orientation perspective(Market orientation, n.d.).

Marketing Process

1. Market Analysis
2. Selecting Target Market.
3. Market Mix
4. Implementation and control

Market Analysis

Gathering information through various channels i.e. Market research, focus groups, surveys about conditions that can affect the market place. The aim of a market investigation is to work out the appeal of a marketplace and to be familiar with its evolving prospects and threats for example relates to the strengths and weaknesses of the company.

David A. Aaker marked out the following requirements of a market observation:

• Market size (current and future)
• Market development rate
• Market cost-effectiveness
• Industry cost composition
• Delivery channels
• Market movements
• Key performance indicators.

(Market Analysis, n.d.)

The tools used for Market Analysis are as follows PEST, SWOT and Porters Five forces.

PEST is a tool used to assess the marketplace for business or organizational structure. The PEST analysis headings are a framework for reviewing a situation.

• Political
• Economic
• Social
• Technological

The SWOT comparison is an extremely useful module designed for understanding and policymaking for all sorts of circ*mstances in business and industries. SWOT mean Strengths, Weaknesses, and Opportunities and Threats

(UNKNOWN, 2016)

Porters Five Forces

1. Existing competitive rivalry between suppliers
2. Threat of new market entrants
3. Bargaining power of buyers
4. Power of suppliers
5. Threat of substitute products (including technology change)

Michael Porter’s famous Five Forces of Competitive Position model provides a simple perspective for assessing and analyzing the competitive strength and position of a corporation or business organization

(Chapman, Alan, 2014)

Selecting Target market

“Dividing the Market into different sets of consumers with identifiable needs through Market segmentation”

“Market segmentation is the procedure of separating an entire market up into different customer sectors. Targeting or target marketing is used to decide which potential customer sectors the business will focus on. Marketing segmentation most defiantly comes before targeting, It helps be more selective on which people they should promote to”

Examples of Market Segmentation are as follows

• Identification – identify and target certain demographic groups. These may include gender, age, salary, family capabilities, geographic area and culture.
• Types – Marketing segmentation and targeting is used for both business and non-business customers. Demographics is not the only group used, other ways to divide customers is by different psychographic or behavioristic characteristics, like interest and usage percentage
• Function – Businesses need to know exactly which setors show the most potential sales for its company.

Considerations – Businesses can use marketing segmentation and targeting by first carrying out some marketing research. They will have to include demographic categories of Target, to determine which demographic sets, comprise most their customer base at a later date.

(Suttle Rick, 2017)

Target Market Strategies- Each company and each creation requires a target market. The target market is a set of people, largely apprehended, toward which the marketing and advertising efforts are aimed. It is imperative to target creations towards a market so that the correct costing point is made, circulation channels and advertising strategies policies your company with be guided by

• Identifying Consumer Demand – As well as recognizing demographics and psychographics within the target market, a segment plan is needed to consider the consumer requirement.
• Heterogeneous method. – Alternative approach to focus market segment strategy is to concentrate on meeting the desires and wants of numerous unlike sub-categories. dividing the marketplace into bite-sized portions allows your business to accommodate to individuals.
• Recognizing a segment. – It’s not logic to continually cater to each customer’s urges. It can be expensive and inefficient if your trade isn’t focused by its efforts. To be able to justify reacting to a specific market section or sub-target, the customer request must produce enough revenue to validate the manpower and time obligation.

Positioning is a resource used in marketing which evaluates what a company must do to promote its product or facility to its clients. In positioning, the promotion department generates an image for the creation aimed at its intended viewers. This is gained using promotion, price, place and product. The more powerful a positioning strategy, typically the most effective the advertising strategy is for a business. A great positioning strategy raises the marketing hard work and helps a purchaser move from information of a merchandise or facility to its acquisition. (Lauren, Lynn 2017)

Marketing Mix Overview

The ‘marketing mix’ is a solid concept in marketing. The marketing mix has been described as the “set of marketing tools that the company uses to attack its marketing objectives in the target market”. Ultimately the marketing mix tool is structured to four broad levels of marketing conclusion, namely: product, price, promotion, and place. Using Marketing has been going on for Eras, the philosophy however, arose in the early 20th century. The contemporary marketing mix, or the 4Ps, is now the main background to enable management to make marketing decisions, 1st published in the 1960s.

THE Marketing Mix used by H&M also includes the 4P’s

1. Product – Vast range of clothing and other items with a lower price range and a decent quality. All products are inspired by the latest Catwalk trends. H&M’s product concept is “Everyday low price product”.
2. Price – Cheap and affordable.
3. Place – H&M stores are all located in well-known locations. They also and Online website which gives consumers access to different products that they offer. Consumers have the opportunity to browse and order products anytime and anywhere.
4. Promotion – H&M focuses a vast amount of time on Promotion and advertising. Direct marketing is also used as part of H&Ms campaign. H&M uses Celebrities, press and Bloggers to carry out the advertising message. Social Media, Video and print to make its products and services known to its customers.

Implementation and Control

The success of strategy application determines the consequence of marketing development. The management of the preparation process may improve implementation effectiveness thru building promise and ownership of the strategy and its implementation. For instance, actively handling the contribution of different purposes and administrators from diverse specializations may recover the fit amongst the idea and the company’s actual capabilities and possessions and avoid application barriers. Preparation and execution are symbiotic parts of tactical change.

Marketing executives increasingly function as border spanners both inside between functional parts and externally with dealers, organizational partners and customers. Additional efforts to make the strategy implementation process more effective are a high priority in many companies.

Estimates suggest as many as 70% of new strategic initiatives in businesses fail on the enactment stage. Many businesses now know that implementation competences are an important commercial capability that needs detailed organisation attention.

Implementation Process

A good implementation process spell out the

1. Doings to be implemented,
2. Who is answerable for implementation?
3. The time and site of application and
4. How application will be achieved.

Strategy Control

Control can be distinct as endeavouring to guarantee conduct and schemes conform to, and support, prearranged corporate purposes and policies.

The basis of control is ability to measure. It compares what should happen with what actually happened or is likely to happen. Specified the importance of dimension, a propensity exists to measure what is easy to count rather than what is significant. Project directors must protect against this and prominence on the crucial areas. Good switch systems often notice and rectify complications before they develop significant and executives should recollect that anticipation is healthier than cure. It is imperative to be active rather than responsive.

The control process entails the following steps:

1. Set targets – preferably these is combined into overall advertising planning.
2. Encoding the method of dimension- performance appraisal
3. Measured results are likened with the predetermined boards and remedial action if mandatory is undertaken

Control must be carried out in both the inputs and the outputs. This assistances management to enhance the process and take tactical view. Characteristic inputs include:

• Money: funds, working capital and cash.
• Operatives: volume, usage, competence and application of apparatuses, systems and other belongings.
• People: Statistics, quality then skills of employees.

Output is calculated in terms of overall organisation performance. Routine is derived from mixture of efficiency and success.

• Efficiency: How well applied are the efforts? Do we make all-out use of funds, minimize cost and work at optimal levels of capacity?
• Effectiveness: Are we undertaking the right things? This relays to actual presentation and will include sales income, profit, market share and measures of customer satisfaction.

Difference between Business and consumer Markets (B2B vs. B2C)

Customer service is crucial in both B2B and B2C though its effects are more prominent in the case of B2C. Creating a brand image is perhaps more important in B2B, while creating a desire in the minds of end consumers is more important in B2C. It is important to understand the needs of the target audience in both B2B and B2C.

B2B (business-to-business) marketing

• “Marketing of products to businesses or other organizations for use in production of goods, for use in general business operations (such as office supplies), or for resale to other consumers, such as a wholesaler selling to a retailer.”

B2C (business to consumer) marketing

• “B2C is an acronym for “business to consumer”. A B2C business is one that offers items or administrations direct to the buyer, instead of another business (B2B).”

Comparison between H&M and Zara

Aims and Objectives H&M

Our supportability vision: H&M’s business operations mean to be keep running in a way that is monetarily, socially and naturally maintainable. By maintainable, we imply that the necessities of both present and future eras must be satisfied.

H&M is considered as one of the world’s most loved and favoured originator of array and dress for man and ladies. The H&M mission, “Design and Quality getting it done cost”. The primary point of this organization is to give quick design products (high fashion, prepared to-wear, purses, perfumery, and beauty care products among others) in various nations everywhere throughout the world (H&M, 2009)

Aims and Objectives Zara

Zara is an apparel retailer who has adopted another strategy in the business. It was established by Amancio Ortega in 1963 in Spain. Zara has around 2000 thousands branches far and wide. Zara is a merchant of array. It offers an extensive variety of decisions: the accumulations for ladies, men and kids. Nonetheless, the brand propelled a line of beauty care products, fragrances and family unit items. Targets

– The primary target is to build the clients’ request and fulfilment, by allowing them to encounter new interesting outlines week after week.

– Spread broadly and open more branches in the principle urban areas around the globe and cover 80% of them before the finish of 2011.

How Marketing Mix helps in achieving organisations objectives

Showcasing is the foundation of any industry, without promoting the organization is in the same class as nothing. For showcasing considers the item, costs it disseminates it among all the strategically doable ranges and advances it the most ideal way it ought to (fundamental four Ps). More along these lines, it likewise defines the best system/is all together for the firm to adapt up and meet the regularly changing and quick paced patterns and requests of the business condition. It conducts consider, makes short, mid and long haul arranges and creates 10 – 15 attainability contemplates on whether a specific wander would turn into a tick in the market. Basically, put promoting is the most basic and crucial component of any association since the one produces benefit and clients and holds them for the firm. Additionally, the most practical.Click to see answer

• How does Marketing help the organization to meet its organizational goals?
• Marketing is the lifeblood and the backbone of any organization. Without this, a
• firm is good as nothing. For marketing conceives the product, prices it,
• distributes it among all the logistically feasible areas and promotes it the
• best way it shoud (basic four Ps).More so, it also formulates the most
• effcective strategy/ies in order for the firm to cope up and meet the
• ever-changing and fast-paced trends and demands of the business environment. It
• conducts research, creates short, mid and long-term plans and develops

Executive Summary

Internal analysis Human capabilities :> These competences of H&M refer to the volume of staff and the level of skill concerned. The physical capabilities of H&M refer to the businesses locations of operation, where products are produced and the quality processes within production. Financial capabilities of H&M are the financial circ*mstances of the business and the ability to raise additional capital. External analysis Porter’s five forces analysis Porter’s Five Forces is a structure used for business industry analysis and understanding the various dynamics amongst industry players and external “Forces.” It is based on the theory that competition in any business industry is dependent on 5 basic forces-Potential Entrants, internal Competition, Suppliers, Buyers, and Alternatives.

Industry Competition – Competitors refer to the activities and capabilities of business rivals.

A SWOT analysis can be carried out for a business, product, place, industry, or person. It provides a valuable framework for reviewing the position and direction of a business.

Current market situation analysis

Internal analysis

• Human capabilities :> These capabilities of H&M refer to the volume of staff and the level of skill concerned (Mehta, 2014). According to H&M annual report 2014, they have a vast range of sales associates in over 3500 stores across 55 countries. Other functions include IT, HR Finance, Purchasing, Production, design and distribution, which have a vast number of roles within them. They have over 132000 employees. Most of H&M’s management are internally employed. Role rotation and development is highly recommended for personal growth at all levels. Staff also take training programs and are offered incentives to assist in them accomplishing their goals and promotion within the business.

H&M rely heavily on job commitment from their staff in order to achieve success

• Physical Capabilities :> The physical capabilities of H&M refer to the businesses locations of operation, where products are produced and the quality processes within production. They are the scope of investment and the need for preservation involved (Mehta 2014). With over 3500 stores worldwide and future plans for store expansion in both existing markets and other countries. H&M have an online store available to 13 countries thus enabling further reach of customers globally (H&M, 2014)
• Financial capabilities :> Financial capabilities of H&M are the financial circ*mstances of the business and the ability to raise additional capital. This include stakeholder’s capital, bank loans and overdrafts. (Mehta, 2014) Opening multiple stores across the globe, their financial status is seen as stable and growing in profits, allowing high capability for raising capital in-house, and going investment and to repay debts.

External analysis

Porter’s five forces analysis

Porter’s Five Forces is a structure used for business industry analysis and understanding the various dynamics amongst industry players and external “forces.”

It is based on the theory that competition in any business industry is dependent on 5 basic forces—Potential Entrants, Internal Competition, Suppliers, Buyers, and Alternatives (or Complements). The combined strength of these forces defines the greatest profit potential and allocation in the business.

Using this structure, we can determine how to catch the attention to compete in any Business industry, as well as what the predominant plan should only to compete successfully in the industry—success is determined by the capability and ability to develop a maintainable competitive advantage. It can also be used to measure which industry trends may pose as opportunities or threats. (Tang David, 2013)

New Entrants – H&M barrier power is high as they are recognized globally due to their sizable investment in marketing, as well as global expansion. New entrants has little ability to enter the market and rival H&M as doing so would require major capital and time.

Customers – H&M products are subjective to customer demand. If they fail to offer on trend products of good quality and reasonable prices the run the risk of losing customers to their competitors.

Suppliers- suppliers have the power to influence the increase of a business’s product prices. H&M outsource their production labour to countries where there are alternatives – the supplier power is low enabling them to sell product to customers at affordable prices.

Substrates – The level of threat posed by competitors to a business. The ability for customers to find good substitutes dictates the products they offer including prices and features the threat of substitute for H&M is high as many other brands offer similar products.

Industry Competition – Competitors refer to the activities and capabilities of business rivals. Where the number of competitors and capabilities are high, there is little power. Where rivals with limited capabilities put them in a position of great strength. H&M’s competition is high as products offered are not unique and alternatives can be widely accessed by customers of the fast fashion industry.

Source: Anonymous

SWOTS analysis

SWOT analysis is an acronym for strengths, weaknesses, opportunities, and threats and is a structured planning method that evaluates those four elements of the project or business venture. A SWOT analysis can be carried out for a business, product, place, industry, or person. It involves identifying the objective of the business venture or project and pinpointing the internal and external factors that are favourable and unfavourable to achieve that goal.

Your difference: How do you differentiate from your competition to make it easier for your prospective new customers to select you?

A SWOT analysis provides a valuable framework for reviewing the position and direction of a business. It helps refine your business goals, your objectives and your strategies.

Strengths and weaknesses are internal factors which you have some control over, whereas opportunities and threats are commonly driven by external market factors.

STRENGTHS AND WEAKNESSES: The focus is on the present – this is the internal environment inside your start-up that you can shape. Factors relating to products, pricing, costs, quality, people, brand, services, reputation, processes and infrastructure are things to be considered.

OPPORTUNITIES AND THREATS: The focus is on the future – this is the external environment outside your start-up. Factors relating to target markets, seasonality, Competition, economics, politics, regulation, culture, technology, media etc. should be considered here.

Once you have completed the SWOT analysis, you should review the results to help decide the next step for your business growth. (Blake & Wijetilaka, n.d)

H&M SWOT

Marketing objectives

• Company should be able to increase market share
• Company should be able to open new stores
• Company should be able to launch new brands

Market segmentation

Advertise division is the way toward partitioning a whole market up into various client fragments. Focusing on or target advertising then involves choosing which potential client fragments the organization will concentrate on. Showcasing division dependably precedes focusing on, which helps an organization be more particular about their identity promoting their items to. Promoting division and focusing on are similarly critical for guaranteeing the general achievement of an organization.

Advertising division and focusing on are especially imperative for discovering clients that are the best match for a business items and administrations. It is not plausible to pursue all clients, since clients have distinctive needs, needs and tastes. A few clients need to be style pioneers. They will dependably purchase certain styles and often pay a prohibitive cost for them. Different clients are deal customers. They attempt to locate the most minimal cost. Clearly, an organization would experience issues focusing on both market portions all the while with one sort of item. For instance, an organization with premium items would not interest deal customers. Distinguishing proof

The way toward promoting division and focusing on are important to recognize and focus on certain statistic gatherings. Client socioeconomics can incorporate sexual orientation, age, pay, family measure, geographic territory and even different ethnic gatherings. At least one of these statistic portions will probably buy an organization items or administrations, while other statistic fragments might be more appropriate for aggressive items or administrations.

These are ways to deal with subdivision of a market or populace into sections with characterized comparative qualities. Socioeconomics and psychographic division are utilized for H&M to achieve every one of their clients. H&M is spread all through the world. This implies the organization targets numerous religions, culture and way of life. Thusly, their promoting must be done another way in various territories.

1. Portions by class: H&M methodology is putting forth high form at low costs, ordinarily focusing on common laborers, bring down working class and understudies.

2. Portions by class/home: The most prominent fragment is ladies maturing near 15 and 30 years, either yet living at home, in understudy dormitories, or in their first house in urban districts.

3. Fragments by age: The most prevalent portion is ladies maturing near 15 and 30 years ordinarily known as era Y, eager with high purchasing power.

4. Portions by family life: Typical school to graduate female’s life at home single, all alone in dormitories or in their first home, either single or as a youthful couple without kids. (Unknown, n.d)

Market Target strategies

“Target Marketinginvolves breaking a market into segments and then concentrating your marketing efforts on one or a few key segments consisting of the customers whose needs and desires most closely match your product or service offerings.It can be the key toattracting new business, increasing your sales, and making your businessa success.”

Adifferentiated marketing strategyis when a company creates campaigns that appeal to at least twomarketsegments ortargetgroups. For example, a store can promote a sale that appeals to people in at least two cities or locations, or a company canmarketa product that appeals to women in at least two age groups.

Theundifferentiated marketing strategyfocuses on an entiretarget market rather than a segment of it. Thisstrategyemploys a singlemarketingmix — one product, one price, one placement and a single promotional effort — to reach the maximum number of consumers in thattarget market.

H&M should adopt a concentrationstrategyto focus its marketingefforts on only one very defined and specificmarketsegment. Accordingly, only onemarketingmix is developed. For example, the manufacturer of Rolex watches has chosen to concentrate on the luxury segment of the watch market. (Uhlig Daria Keely, 2017)

The objective clients of H&M have a place with the gathering of stylish and in vogue buyers who consider shopping to be a social movement give delight in their day by day life, who needs to take after the patterns without contributing a ton of cash. The objective market for H&M is for more youthful individuals. Even though H&M offers attire and frill for all ages, their objective market is ladies. Ladies ordinarily shop more for them, additionally purchase every one of their youngsters’ dress and regularly their spouses too. With their low costs, H&M targets lady in the lower white collar class and average workers, this is a concentrated focusing on system.

Positioning

Is a marketing strategy that aims to make abrand occupy a distinct position, relative to competing brands inthe mind of the of customers. H&M is a retailer that is looking to provide consumers with fashionable, high-quality. Clothing at the best pricepossible. They offer “fast Fashion” clothing, in other words from runway to racks in record time, and sell European influenced clothing inthe American market. Additionally, H&M carries clothing ina variety of categories including women’s casual,men’s business, children’s wear, footwear andaccessories. The company is the second largest clothing retailer in the world, the largest in Europe and actively engages in E-retailing. H&M is also economically, socially, and environmentally sustainable. (Unknown, n.d)

Conclusion

H&M have from their establishment in 1947 developed from a little Swedish attire organization to one of the greatest on the planet with regards to shabby and popular garments. H&M have possessed the capacity to build up a solid and practical brand name where the item is all around adjusted to the necessities and needs of the clients. They have demonstrated the market that form doesn’t need to be costly and you don’t need to gain a considerable measure of cash to have the capacity to dress elegantly. This idea is for the most part extremely alluring for more youthful individuals that still don’t have such a high pay since they are in the start of their vocation or they are yet considering. H&M has effectively imparted their vision to their clients and made a solid brand name, and in this manner possessed the capacity to pick up a place in the psyche of the clients, which is essential in a focused point of view. Amid the most recent decade the opposition between organizations that offer shabby and popular garments has expanded, which will drive H&M to never quit creating and enhance their business. Their showcasing methodologies must be focused and in the meantime moral to draw in and keep clients

References

Author Unknown. (2017) Compare any two retail websites, side-by-side. [Online] Knoji: Zipfworks. Available at https://hm.knoji.com/compare-vs/zara [Accessed 28th January 2017].

Bianco, M. (2012) 72 Definitions of marketing [Online]Getzler Henrih: Available at http://www.studymode.com/course-notes/72-Definition-Of-Marketing-1318592.html [Accessed 15 March 2017].

Blake, Wijetilaka (2013) Grow your Startup [Online]Fairfax media: Available at http://www.afr.com/it-pro/5-tips-to-grow-your-startup-using-swot-analysis-20150226-13pkj5 [Accessed 12February 2017].

Delirium, P (2017) Marketing Strategy H&M [Online] Academia: Available at http://www.academia.edu/12881172/Marketing_Strategy_H_and_M [Accessed 17 February 2017].

Duermyer, R. (2016) B2C Business to Consumer Sales[Online] The Balance: Available at

https://www.thebalance.com/b2c-business-to-consumer-sales-1794400 [Accessed 15 April 2017].

Lauren, L (2017) Positioning [Online] Hearst: LLC: Available at http://smallbusiness.chron.com/positioning-marketing-plan-22983.html [Acessed 22 April 2017].

Moran, D (2011) Actionable Marketing 101 [Online] Heidi Cohen: Available at http://heidicohen.com/category/actionable-marketing-101/[ Accessed 15 February 2017].

Parietti, M. (2015) H&M Vs. Zara Vs. Uniqlo: Comparing Business Models [Online] Investopedia: Available at http://www.investopedia.com/articles/markets/120215/hm-vs-zara-vs-uniqlo-comparing-business-models.asp#ixzz4gQOP7yGv [Accessed February 15th 2017].

Powell, S. (2012) What products does H&M sell? [Online] Knoji: Available at https://hm.knoji.com/questions/what-products-and-services-does-hm-sell-offer/ [Accessed 22 March 2017].

Reshim, R. (2016) What are the products of Zara? [Online] Quora: Available at https://www.quora.com/What-are-the-products-of-zara [Accessed 17 February 2017].

Suttle, R. (2017) Market Segmentation Targeting [Online] Hearts Newspapers: LLC: Available at http://smallbusiness.chron.com/define-market-segmentation-targeting-3253.html [Accessed 28th January 2017.

Tang, D. (2014) Operations and Supply Chain [Online] Flevy: Available at http://flevy.com/blog/introduction-to-strategy-development-and-strategy-execution/[Accessed 12 February 2017].

Uhlig, D. (2017) consumer-marketing [Online] Boundless Books: Available at https://www.boundless.com/marketing/textbooks/boundless-marketing-textbook/consumer-marketing-4/identification-of-target-markets-37/concentrated-targeting-190-609/ [Accessed 12 February 2017].

Uhlig, D. (2017) Difference between differentiated and undifferentiated market strategies [Online] SmallBusiness.com: Available at http://smallbusiness.chron.com/difference-between-differentiated-undifferentiated-marketing-strategies-26197.html [Accessed 22nd March, 2017].

Unknown (n.d) Concentrated Targeting [Online] Boundless: Available at https://www.boundless.com/marketing/textbooks/boundless-marketing-textbook/consumer-marketing-4/identification-of-target-markets-37/concentrated-targeting-190-609/ [ Accessed 22 March 2017].

Unknown. (2015) Zara clothing [Online] Uk Essays: Available at https://www.ukessays.com/essays/management/zara-clothing.php#vision-mission-and-objectives [Accessed 2 April 2017].

Ward, S. (2016) Target Marketing [ Online] The Balance: Available at https://www.thebalance.com/target-marketing-2948355 [Accessed 25 March 2017].