Foreign market entry strategy: case-study or analysis of "H&M" in DACH region

Turgunbekova Azia (2025) Foreign market entry strategy: case-study or analysis of "H&M" in DACH region. Külkereskedelmi Kar.

	PDF Bachelor thesis-Turgunbekova-Azia-FK7TEB.pdf Hozzáférés joga: Csak nyilvántartásba vett egyetemi IP címekről nyitható meg Download (1MB)
	PDF Bachelor thesis-Turgunbekova-Azia-FK7TEB_dissertation report_CF final signed.pdf Hozzáférés joga: Bizalmas dokumentum (bírálat) Download (516kB)
	PDF thesis evaluation_internal_Azia Turgunbekova.pdf Hozzáférés joga: Bizalmas dokumentum (bírálat) Download (83kB)

Absztrakt (kivonat)

The research investigates the strategy of international expansion of H&M's in the DACH region (Germany, Austria and Switzerland). It focuses on consumer behavior, localization and sustainability conception. The study aims to determine what organizational and branding elements affect H&M's market entry decisions; what cultural and competitive challenges it faces in the European Union, and how different are the consumer preferences in the region. A mixed method approach was employed for the research. It combined secondary data analysis and a quantitative survey answered among the consumers living in DACH countries. Total of 126 total responses has been collected, as a result, the sample was mostly young and female participants. 2 hypotheses were tested in the research. The first - whether regional differences in DACH significantly affect H&M's consumer perceptions - the hypothesis was rejected since results showed they were similar across the countries, no differences were noticed. The second hypothesis has been based on the literature review and it examined whether H&M adapts its product and marketing strategies to the local expectations on sustainability. This was partially supported based on the literature checked and online questionnaire results, as consumers showed both awareness and skepticism regarding H&M’s ecological claims. The research results provide helpful analysis on fast fashion branding, the need of honest sustainability communication and the possibility of regional marketing adaptation in global retail. The study also shows suggestions for the future research, such more equal sampling approaches and cross-market comparison.

Intézmény

Budapesti Gazdasági Egyetem

Kar

Külkereskedelmi Kar

Tanszék

Nemzetközi Kereskedelem és Logisztika Tanszék

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Nemzetközi gazdálkodás

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	business enterprises, divat, globális kihívások, nemzetközi gazdaság, textilipar
SWORD Depositor:	User Archive
Felhasználói azonosító szám (ID):	User Archive
Rekord készítés dátuma:	2025. Okt. 27. 14:20
Utolsó módosítás:	2025. Okt. 27. 14:20

Actions (login required)

Tétel nézet