The H&M group is one of the world’s leading fashion companies. It all started with a single womenswear store in Västerås, Sweden, in 1947. Today, the H&M group has six clearly defined fashion brands and more than 4,300 stores in 64 markets. Their expansion is long-term and they grow both online and with new stores, in existing as well as new markets. They want to make sustainable, good-quality fashion accessible to as many people as possible. (About.hm.com, 2017) According to the Reference USA company report (2009), H&M mainly operates in North America, Europe, and Asia and the company’s headquarters is located in Stockholm, Sweden. H&M stationed its stores in highly profitable cities around the world in order to achieve the most benefits of the company. Hennes & Mauritzs’ promotional strategy includes mobile marketing through SMS text messaging, celebrities, charities, and popular music artists (Butcher, 2009). Marketing is a managerial and social process by which individuals and groups obtain what they want and need through creating and exchanging products and value with others . (Kotler, 1991) The organizational structure of the marketing department of a company can differ according to individual company. Putting an organizational structure in place helps marketing employees of the company to understand the role of each person in the department. Vice president – the person in charge of the whole department and the person who creates the marketing strategy for the company. Marketing manager – responsible for carrying out the marketing strategy. Market researchers – finds out information’s about the target audience of the company and the company`s competitors. Public relations – is a subset of marketing. Creative services – graphic and web designers. (Smallbusiness.chron.com, 2017) Economical Sociocultural Political Technological Legal Ecological and Ethical Created by author. The macro environment consists of forces that are beyond the control of a company . These forces affect the company`s ability to serve it`s customers. To get an overview of how marketing can be influenced by the environment it`s good to use an environmental analysis model such as PESTLE. For a successful marketing strategy it`s important for the company to understand how the macro environment can affect the marketing. Political Since H&M have stores in a lot of different markets it's important to always be updated and aware of political changes in the different markets that can affect their business in a negative way. Economical Some countries have a more balanced economy than others and the challenge is to find an international marketing strategy that can be used in several markets (Doole & Lowe, 2008). For H&M it's important to analyze the potential of the market before they expand there to see the potential of it and the purchase power. Sociocultural Under the social and culture influences we found for example language, religion, buying behaviour and material culture. For some companies the brand name can be a problem when they go international, since differences in the language can give the brand name another meaning. For H&M this hasn't been a problem. But religious differences can in many ways be a problem for a clothing company like H&M. (Doole & Lowe, 2008). Technological For H&M it is very important to stay updated as the world is changing very fast as it is in the business of fashion and new trends are coming up every season. Considering the complexity involved in clothing business it has to embrace new technologies as the pave their path in this world in order to keep up with the current demand. (Free PESTEL Analysis, 2017) Legal The laws in the home country and in the countries that the company act in can affect the business in various ways. There can be restrictions for advertising and tariffs for export and import. The law can force companies to make changes in their marketing mix, which can affect the profit. H&M has stores in 45 different markets and they have to know the legal environment in each country so they don't break any rules. (Doole & Lowe, 2008) Environmental factors H&M is a giant retailer therefore it is always in the spotlight one way or another so it has to be really careful in whatever action it takes and to make sure that from whatever country it is sourcing its merchandise there are no environmental hazards involved in the making of these products. (Free PESTEL Analysis, 2017) Marketing is a process of identifying , anticipating and satisfying the needs of consumers profitably. Product: Fashionable clothing and accessories. Around the world, H&M is known for high fashion and high quality clothing. Place: There are 25000 H&M stores in the world. The aim for H&M is to always be placed in busy places. Price: The company is known for their fashionable, chic pieces for low prices. The business concept is to offer “fashionable high quality clothing with the BEST PRICE”.H&M attracts its customers with its low prices and gets celebrities and designers to market their clothing and also collaborate to make collections such as Beyoncé, David Beckham, Madonna, Kylie Minogue, Lana Del Ray, Karl Lagerfeld, Jimmy Choo, and Versace. It makes regular people believe they can look like their favourite celebrity by buying H&M because “they” wear it! Promotion: The main way of getting a buzz on their clothing is their commercials, and paper / online / app magazine – Showcases their new collections on social networking (Facebook, Twitter, Instagram) (Marketing - Business, 2017) Bibliography Marketing - Business. (2017). Marketing Mix For H&M. [online] Available at: https://thefashionidentity.wordpress.com/2013/09/20/marketing-mix-for-hm/ [Accessed 5 Mar. 2017]. Philip Kotler, Marketing Management: Analysis, Planning, Implementation, and Control, 7th ed. (Upper Saddle River, NJ: Prentice Hall, 1991), 31. Free PESTEL Analysis. (2017). PESTEL Analysis of H & M. [online] Available at: http://freepestelanalysis.com/pestel-analysis-of-h-m/ [Accessed 6 Mar. 2017]. About.hm.com. (2017). H&M group | At a glance. [online] Available at: https://about.hm.com/en/about-us/h-m-group-at-a-glance.html [Accessed 6 Mar. 2017]. Smallbusiness.chron.com. (2017). Marketing Department Organizational Structure. [online] Available at: http://smallbusiness.chron.com/marketing-department-organizational-structure-716.html [Accessed 6 Mar. 2017]. Butcher, Dan. (2009, January 23). Retail giant h&m runs multifaceted mobile marketing campaign. Retrieved from http://www.mobilemarketer.com/cms/news/advertising/2506.html