The marketing policy research and improvement at H&M Hennes & Mauritz Sp. z.o.o. on the clothing market of Poland
Students Name: Romaniuk Valentyna
Qualification Level: magister
Speciality: Marketing
Institute: Institute of Economics and Management
Mode of Study: part
Academic Year: 2024-2025 н.р.
Language of Defence: ukrainian
Abstract: Marketing policy is a key tool for ensuring the competitiveness of enterprises, especially in highly competitive industries such as fashion. It not only defines strategies for promotion and customer interaction but also helps companies adapt their offerings to changing market conditions. The Polish clothing market is a vivid example of a dynamic environment where international brands, particularly H&M, compete with local manufacturers by adjusting their strategies to the cultural, economic, and demographic characteristics of the market. As the Polish market continues to develop, it is important to consider the needs and preferences of local consumers, which requires continuous adjustment of marketing approaches. The use of digital technologies, personalized marketing, and sustainable practices has become an important direction for the development of modern marketing strategies. In the context of globalization and the influence of technological innovations, brands are forced to approach the creation of their marketing campaigns more flexibly, focusing on individual consumer needs and aligning with ethical standards that have become significant for modern buyers. Research Object: The marketing policy of H&M in Poland. Research Subject: Approaches to adapting the marketing policy of H&M to the conditions of the Polish clothing market. Research Objective: To determine ways to improve the marketing policy of H&M, considering local features, modern trends, and consumer needs. Research Tasks: ? To explore the essence and importance of marketing policy; ? To analyze the main concepts of marketing policy management; ? To characterize the peculiarities of marketing activities in the clothing market; ? To provide a general description of the Polish clothing market; ? To evaluate the marketing strategy of H&M in Poland; ? To conduct a comparative analysis of competitors and their impact on H&M’s marketing policy; ? To carry out a marketing study on consumer attitudes towards H&M’s policy; ? To determine the influence of marketing channels on consumer behavior; ? To identify key success factors in marketing policy; ? To analyze needs and opportunities for improvement; ? To develop new marketing initiatives to strengthen the company’s position; ? To justify the economic efficiency of the proposed measures. Research Results:The study explores the essence of marketing policy and analyzes key concepts of its management. A review of the Polish clothing market was conducted, the marketing strategy of H&M was evaluated, and a comparative analysis of competitors was carried out. The marketing research identified three key areas for improving the company’s marketing policy, including: ? Expanding the product range. ? Optimizing digital communication and sales channels. ? Enhancing loyalty programs. The proposed measures include integrating digital tools, personalized marketing communications, and sustainable development strategies, which will strengthen H&M’s competitive position in Poland and other Central European markets. Keywords: marketing policy, H&M, clothing market, Poland, consumer behavior, competitiveness. List of References 1. Borisenko O. S., Shevchenko A. V., Fisun Yu. V. Marketing Management: Study Guide. Kyiv: NAU, 2022. 204 p. URL: https://er.nau.edu.ua/handle/NAU/56295 2. Burdonos L., Stetsenko V., Yaremenko L. Business Planning and Marketing Strategy as Key Factors of Successful Enterprise Development in Crisis Conditions. Successes and Achievements in Science. 2024. No. 8 (8). Pp. 267 – 284. URL: http://perspectives.pp.ua/index.php/sas/article/view/15741/15813 3. Dudyak R., Buhil S., Karpova Ya. Modern Marketing Pricing Policy and Pricing Problems in the Activities of Ukrainian Enterprises. Bulletin of Lviv National Agrarian University. Series: Economics of the Agro-Industrial Complex. 2013. No. 20 (1). Pp. 361 – 367. URL: http://nbuv.gov.ua/UJRN/Vlnau_econ_2013_20%281%29__62 4. Zakusylo V., Havlovska N. Theoretical Aspects of Implementing the Marketing Policy of an Enterprise. Modeling the Development of Economic Systems. 2024. No. 2. Pp. 28 – 32. URL: https://doi.org/10.31891/mdes/2024-12-4 (accessed: November 27, 2024). 5. Syvolap Yu. Yu. Approaches to Forming the Concept of Marketing Management Organization and its Implementation in Corporate Enterprises. Bulletin of Economic Science of Ukraine. 2023. No. 2 (45). Pp. 200 – 209. URL: http://www.venu-journal.org/download/2023/2023-2/25-Syvolap.pdf