1. How does management at H&M use global branding and global product development to create and offer its fashions? How does the firm use marketing mix elements to market its offerings around the world?
2. A key aspect of H&M's strategy is to provide value to customers by maximizing perceived product benefits, minimizing prices, or both. Given this, how can H&M further increase the value of its offerings to customers? That is, what steps can management take to increase the benefits and reduce the prices that its customers encounter when shopping for H&M products?
3. How does H&M strike a balance between standardization and adaptation of its marketing program? What advantages does H&M gain from standardization? From adaptation? What factors drive management to adapt offerings in particular markets?
4. Increasingly, H&M targets emerging markets like China, Russia, and Saudi Arabia, which are often characterized by distinctive cultures, lower incomes, and inexperience with leading-edge fashion. Thinking in terms of marketing program elements, what can management do to ensure H&M succeeds in these markets?