6 Company for PR Final - Tài liệu tham khảo | Đại học Hoa Sen

H&M Company
Hennes & Mauritz (H&M) is a Swedish global retail brand with a finger constantly on the pulse of
fashion’s beating heart in order to source out trends and styles that even fashionable people with a
budget can buy. The collection range of the company covers all age groups and offers high-quality
apparel and accessories for women, men, teenagers, and children. Their focus on providing affordable
yet stylish fast fashion has enabled them to acquire a huge international following and establishing
themselves as a key player in the fashion industry. Target Audience
Hennes & Mauritz (H&M) is one of the largest clothing retailers worldwide. Their target market range
age group is about 0-40 years old, but is most popular for those 15-30 years old. SWOT of H&M Strengths Weakness  Effective Strategy  Overdependence on Outsourcing  Global Presence  Controversial Products  Competitive Pricing  Uninspired Fashion  Variety of Products  Valuable brand  Strong Online Channels  Efficient Supply Chain  Community-Centered Approach Opportunities Threats  Diversify Products  Impending Recession  Exploit e-Commerce Fully  Intense Competition  Focus on Emerging Markets  Increase in Counterfeits 
Expand through Acquisition and Mergers  Rising Operation Costs  Trade Tariffs  Global Pandemic Competitor
H&M's top competitors include Macy's, Zara, UNIQLO, Gap, Boohoo, PVH, Abercrombie & Fitch, Arcadia,
Inditex and Fast Retailing. H&M (Hennes & Mauritz) designs and retails apparel for women, men, teens, and children. Forever 21 Company
FOREVER 21, is an American fast fashion retailer headquartered in Los Angeles, California.
Originally known as Fashion 21, the first store was founded in Los Angeles on April 16, 1984 by husband
and wife, Do Won Chang and Jin Sook Chang from South Korea. Forever 21 is known for its trendy
offerings and low pricing. The company sells accessories, beauty products, home goods and clothing for women, men and children. Target Audience
They have an age group target including teenagers a with they're young adults. It's also directed to most
fashionable people. They attract people with they're shoes, purses , accessories and more. SWOT of Forever 21 Strengths Weakness  Staying in trend  Private ownership  Something new every day  Centralised decision making  Affordable  Excessive focus on teens  Customer Savvy 
Association with young celebrities Opportunities Threats 
Growing need for youngsters to stick to  Impending Recession trends  Intense Competition  Fashion changes  Economic Crisis  Personalisation clothing  Focus on recycling Competitor
Forever 21's top competitors include PVH, Ralph Lauren, American Eagle Outfitters, Inditex, Abercrombie
& Fitch, Urban Outfitters, H&M and Jollychic.
Victoria’s Secret Company
Victoria's Secret, the iconic brand featuring its celebrated Angels and world-famous fashion events, is the
leading specialty retailer of women’s lingerie, prestige fragrance, body care, accessories and athletic and
lounge wear. Victoria’s Secret products are sold in more than 1,600 stores worldwide and online at
VictoriasSecret.com, enabling customers to shop the brand anywhere, anytime, from any place. Target Audience
Victoria secret is basically targeting girls aged 13-29 years and women aged 30-50 years. Due to wide
range of products whenever we think of Victoria's secret the target market always vary with the age.
Victoria's Secret is especially popular among young consumers, with 77 percent and 70 percent of
consumers between the ages of 16 and 24 indicating that they would buy womenswear from Victoria's
Secret or its subsidiary, VS Pink, respectively.
SWOT of Victoria’s Secret Strengths Weakness 
Strong national and international brand 
Brand image focused on a specific body presence and recognition.
type – inability to relate to all women.  Models’ popularity. 
Heavy dependence on Photoshop and 
Heavily focuses on marketing, advertising airbrushing models. and social media.  Lack of adaptability. 
Largest global lingerie retail brand. 
Lower quality of products compared to 
Tailors products to what customers best French competitors. respond to online.  Product size ranges.  Relatively high pricing. Opportunities Threats  Globalization of markets. 
Strong competition in the French lingerie 
Global use of technology to increase market. brand presence worldwide.  Outstanding quality of French 
Expansion to more international markets. competitors’ products. 
Incongruity with the modern women,
who think beauty is several layers deeper than the skin.  Counterfeits. Competitor
Victoria's Secret's top competitors include True & Co, Adore Me, Nordstrom, American Eagle Outfitters, Calvin Klein and ThirdLove. Uniqlo Company
UNIQLO is a clothing apparel company, which was originally founded in Yamaguchi, Japan in 1949 as a
textiles manufacturer. Now it is a global brand with over 1000 stores around the world. Redefining
clothing, with a focus on quality and textiles which has been unwavered since the company's origins in 1949. Target Audience
Uniqlo's fashion target market includes both men and women. The general age range is 18-34 year olds,
which includes teenagers as well as individuals well into adulthood. The clothing is on trend, yet casual and laidback. SWOT of Uniqlo Strengths Weakness  Visionary Leader 
Inability to penetrate successfully in  Branding foreign markets  Innovations  Weather sensitive apparel  Sound Operational Strategy  Supply Chain Issues  Organization culture  In-store experience Opportunities Threats  New Segments  Competition Competitor
The main competitors of Uniqlo are Gap, Tommy Hilfiger, Zara and United Colors of Benetton. Starbucks Company
Starbucks story began in 1971. Back then we were a roaster and retailer of whole bean and ground
coffee, tea and spices with a single store in Seattle’s Pike Place Market.
Today, we are privileged to connect with millions of customers every day with exceptional products and
more than 30,000 retail stores in 80 markets. Target Audience
The target age of Starbucks' market is 22 to 60, with the teen audience growing steadily. Even the 50-
and 60-year-olds rely on their smartphones to make their lives easier. SWOT of Starbucks Strengths Weakness  Strong brand image  High prices  Strong financial performance  Imitability of products  Growth in stores 
Generalized standards for most products 
Extensive international supply chain  European Tax avoidance  Acquisitions  Procurement Practices  Moderate diversification  Recall of Products 
Quality, Taste and Standardization 
Efficiency, Strategic Planning, and Reinvestment Strategy  Employee treatment  Strong Loyalty Program  Gender Neutral Restrooms Opportunities Threats 
Expansion in developing markets 
Competition with low-cost coffee sellers 
Business diversification and Products  Competition with big outlets Specifications  Imitation  Introducing new products 
Third-party Delivery Suppliers Strike 
Partnerships or alliances with other firms 
Independent coffeehouse movements 
Exploit Latest Coffee Trends and 
Controversy on California warning rule Technologies  Philadelphia arrests  Adopt Price Differentiation  Coronavirus  Strengthen Online Channels  Global Recession  Coffee Delivery Service 
Rising Prices of Raw Coffee Beans  Coffee Subscription Competitor
The top 10 competitors in Starbucks' competitive set are Costa Coffee, McDonald's, Dunkin' Donuts, CCD,
Tim Hortons, Peet's, Caribou Coffee, Barista Coffee, Tullys, Luigi Lavazza. Highland Company
Established in 1999 by Vietnamese businessman David Thais in the form of packaged coffee. In 2002, the
first Highlands store was established in the Metropolitan Building in Ho Chi Minh City. One week later,
the first Highlands Coffee Shop in Hanoi was also launched, and 17 marked a new development of the
international Vietnamese company. So far, Highlands Coffee has more than 100 stores in seven provinces nationwide.
Highlands Coffee, with its philosophy of "combining the essence of the modern world with the
traditional Vietnamese charm and values," provides customers with an opportunity to experience the
dynamic life of the modern and cultural traditions of Vietnam. Target Audience
It can be seen that the market for coffee shop is becoming more and more competitive, and threats to
Highlands café come from both their direct and indirect competitors. The age of customers in Highlands
Coffee usually focuses on 20-50, the age of students who have worked. The reason is that customers at
this age have a lot of relationships and jobs besides having a stable finances. Coffee shops are therefore
a good place for social gatherings, business discussions. Entrepreneurs can bring their partners here to
discuss business, meet friends can rent a room to organize the event legal proceedings, etc.
SWOT of Highlands Coffee Strengths Weakness  Strong brand equity 
It looks so premium that many customers  Quick service
seem reluctant to enter while they can  Use material coffee in Vietnam afford 
Good location with beautifull view 
Western style need time to be suitable 
New style of mixed culture between the for Vietnamese lifestyle West and the East 
Highlands coffee is rather expensive due 
Consistency in Western identical
to high cost in materials and operating
decoration and delivery service system. 
Highlands Coffee shops located at central 
Highlands coffee does not focus much on of city or trade centers promotion campaign. Opportunities Threats 
There are not many coffee stores  Foreign competitor's entry
professional in style and service  Population shif 
Vietnamese people habit is to go to  High-interest rate cafeteria for their business  Fierce competition  Viet Nam Joins WTO  Tax. 
The macroeconomic stability, Growth.  Market potential. 
Preferential policies Of the state.
Competitor of Highlands Coffee
In some recent years, number of coffee shop in Vietnam raising quicly with a lot of international brand
come to Vietnam sush as Starbucks, Coffee Bean & Tea Leaf and many Vietnamese coffee shop chains
like Passio, Urban Station, Thuc Coffee, so on. They become direct and indirect competiors of Highlands Coffee in domestic market.
The closest competior of Highlands Coffee is Trung Nguyen Coffee, the leading in Vietnam coffee market today.