Fwd_ Global procurement and supply strategy_NOVA GUPTA (H&M) (1)-1
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LINCOLN INTERNATIONAL BUSINESS SCHOOL
MSC INTERNATIONAL BUSINESS
MODULE: Procurement and Supply Chains
MODULE CODE: LOG9705
MODULE COORDINATOR:
Assessment on
1
Abstract
The role of procurement and supply chain management has been discussed in this
report. The report is based on Hennes & Mauritz (H&M), it is mainly selling clothes
for all kinds of women. The report delivers information regarding various approaches
which is taken by the company for procurement and supply chain processes. Apart
from that, the report has also helped to analyse about what are the strategies that
should take to improve their supply chain system. Moreover, more things need to be
discussed in this report such as Macro and micro concerns of the Supply chain, a
proper pestle analysis regarding the company, Macro Environmental Factors and
more. The company has developed various tools for procurement and supply chain
which helps to survive every partner in the market. The tools help to execute a plan
for helping also the suppliers. In that case, they need to understand the Macro
Environmental Factors of the company. H&M has created future trends leading to
potential opportunities and threats worldwide. On the other side, the CSR
responsibility may take a plan for H&M where the sustainability, strengths and
Limitations related information also needs to be understood in this report and lastly,
the recommendations should take place followed by the situation.
2
Table of Contents
1. Introduction
...............................................................................................................
4
1.1 H&M background
.................................................................................................
4
1.2 Organisational Approach to Procurement and supply chain management
........
5
1.3 Brief Discussion and Analysis
.............................................................................
5
2. Analysis of procurement and supply strategy
...........................................................
7
2.1 Macro and micro concerns and supply chain of H&M
........................................
7
2.1.1 PESTEL Analysis of H&M
.............................................................................
7
2.1.2 Macro Environmental Factors of H&M
..........................................................
9
2.2 Future trends for H&M leading to potential opportunities and threats
..............
10
2.3 Procurement and supply strategy of H&M
........................................................
12
2.3 Strengths and limitations of H&M’s supply chain strategy
................................
13
2.4 Sustainability and corporate social responsibility of H&M
................................
14
3. Recommendations to H&M
.....................................................................................
15
3.1 Vendor management
.........................................................................................
15
3.2 Lean manufacturing method
.............................................................................
16
3.3 Just-in-time (JIT) inventory management
.........................................................
17
3.4 Data-Driven Analysis
.........................................................................................
17
3.5 Implementation of C.P.F.R supply chain strategy
..............................................
18
4. Conclusion
..............................................................................................................
19
Reference List
.............................................................................................................
22
3
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1. Introduction
1.1 H&M background
Figure 1: Business Revenue of H&M Group worldwide
(Source: statista, 2022)
Erling Persson, a Swedish citizen, introduced his company around 1947,
constructing the company's initial location throughout Västers, Sweden. The
company had previously been known and referred to as "Hennes". At that time, this
company people who bought sold their necessary clothes for all kinds of women.
The company did not survive until 1968 because Person Hunters were naming
Mauritz Widforss's clothing brand. In addition, the company not only sold women's
clothing but also included all kinds of men's clothing. For the reason of this, so the
name of the company is completely changed to the Hennes & Mauritz name of the
company. As a result of this, immediately shortly after the power source
5
amalgamation as well as its official restructuring become known as the abbreviated
H&M (hm.com, 2023). The company's development progressively proceeded
towards growing 76 marketplaces as well as 59 marketplaces on the internet abroad
from Sweden's boundaries.
1.2 Organisational Approach to Procurement and supply chain management
The company's recommended approach to obtaining items and offerings that fulfil its
current requirements includes "procurement and supply management" (PSM). PSM's
mission aims to make certain ensuring the resources that are required are
perpetually forthcoming whenever required while at the same time increasing
performance as well as decreasing expenses (
Pinto, 2020). Along with this, through
this method, the company achieves the business characteristics of the company in a
very good way. Not only this, the company's variety helps its business suppliers to
better understand the various specifications required (
Hanaysha and Alzoubi, 2022).
For this reason of this, all kinds of tools help the company to develop very well and
consider all kinds of needs of the company very well.
1.3 Brief Discussion and Analysis
Technologies towards
"procurement and supply management"
(PSM) represent
an outstanding foundation for evaluations and documentation retention. Along with
this,
"Procurement and supply management,"
Such various tools will be able to
save all kinds of partners of this company in a very good way. Side by side the
company will help all of its suppliers to fulfill their entire plan very well. H&M will be
able to communicate very well with its various suppliers. H&M's various types of
business in various countries market places and also their international markets their
work will be discussed very seriously and very well.
6
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2. Analysis of procurement and supply strategy
2.1 Macro and micro concerns and supply chain of H&M
2.1.1 PESTEL Analysis of H&M
Political Factor:
The globally expanded fashion organisation has to maintain the
rules and regulations of the different countries. The Brexit issue made the cost higher
in the UK market (
Tomaszewska, 2021). The high inflation rate influences the
company to increase the product rate or lower the profit margin.
Economic Factors:
The annual report of H&M describes that the sale decreased by
approximately 15% in the year 2020 due to the lockdown. The increasing rate of the
US dollar forced the brand to sell the product in a high range in the USA (
Chen and
He, 2020). On the other hand, increased focus on the online business helps the
company to reduce the percentage of their loss amount.
Social Factors:
The most popular fashion brand is working also for social
development besides fashion product production. H&M is offering more job offers to
women than a man to empower the ladies in society (
Galica, 2022). The Brand has
also collaborated with the international labour authority to provide better wages and
safety to the employees.
7
Figure 2: PESTEL analysis
(Source: edrawmax, 2023)
Technological Factors:
In this modern technology-based era, H&M is also following
the trending path. It has improved its technology in production by concentrating on
almost every sector. The technology department has tried to reduce the return
percentage by launching an AI tool where people can try their product virtually to get
an idea bout fitting the clothes (
Candeloro, 2020). It has also started to apply or to
trial the designer product using 3D technology and thus it has started Zero wastage
of fabrics for the sample test.
Legal Factors:
The brand is working all over the world and to sustain itself in the
market of the countries, the company need to follow all the rules and regulations of
the government. Being a social activist, the organisation has restricted the
involvement of children in their manufacturing unit or any work for the organisation
(
Calderón Carrillo, 2019). The Authority believes in equality, so they started to
8
provide equal wages to every employee depending on tier respective positions and
departments.
Environmental Factors:
According to the global report, the industry is responsible
for second rank in terms of polluting the environment. H&M decides has set up a
mission of a 56% reduction the Green House Gas emission by the year 2030 (
Asif
and Asif, 2020). The group has signed a contract with the European Country to use
green electricity for all of the operations of the company.
2.1.2 Macro Environmental Factors of H&M
The business is also influenced by many external factors throughout the world to run
a successful and sustainable business.
Figure 3: Macro Environmental Factors
(Source: linkedin, 2019)
Suppliers
:
The organisation maintains a healthy and transparent relationship with
the suppliers by revealing the suppliers' names and locations and other details about
the suppliers. The company has tied up with the mills too to supply the fabric to the
suppliers of the ready product. The brand is working with the labour department to
maintain or increase wages (
Distelhorst and Shin, 2023
). On the other hand, the
9
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brand is providing the liability to the suppliers to outsource any unavailable products
to the factories with the approval of H&M authorities. The organisation has tried to
focus on local people for the work in the factories and on the local market to supply
the fabrics of respective factories.
Marketing Intermediaries:
The second-largest fashion brand in the world does not
believe in marketing through Intermediaries. They believe to reach the customer
direct from the manufacturer by maintaining high quality and producing the latest
design product in a large number of varieties (Putri
et al.
2022). The marketing team
focuses on digital promotion and subsumes advertisement to make aware people of
the brand. The brand is attracting people by producing the latest fashion in price
throughout the world to sustain its place in the textile industry.
Competitors:
In this textile industry, there are lots of companies lined up in the
competition to grab the market position. H&M has become the second-largest retail
brand in the world by producing a quality products at a lower price than the others
(
Jamshid, 2019). The positive approach toward the customer increases the brand
value of this fashion brand.
Customers:
The H&M research team has made the target people of age 20-35
mostly as they intend to buy the latest styled product at reasonable prices (
Sandberg
and Abrahamsson, 2019
). The fashion brand is focused to build a strong relationship
with their customer through both online and offline stores (
Tumundo
et al
. 2022).
Also, they launched many rewards for the offline store to encourage them to connect
their business to digital platforms.
10
2.2 Future trends for H&M leading to potential opportunities and threats
H&M is a global fashion company that has experienced several challenges in recent
years due to changing behaviour of consumers, increased competition and
disruptions in the supply chain. According to
Salehi-Amiri
et al.
(2021), the fashion
industry is increasingly focusing more on sustainability and H&M has already taken
various steps to improve sustainable practices. It is also observed that by continuing
to invest in sustainable materials and production methods the company is trying to
position itself as a leader in the sustainable fashion market.
Figure 4: Future trends in the retail business sector
(Source: peoplemattersglobal, 2023)
As opined by
Peng
et al.
(2020), e-commerce is growing rapidly and has taken
various steps as the key channel for fashion retail. The company has already
invested a lot of money in e-commerce capabilities and the improvements in this
area are also helping the company to drive growth and improve customer
engagement. H&M is already a global company and there are still various markets in
11
which the company can expand. Contrarily,
Jian
et al.
(2021), the pandemic has
highlighted the fragility of the global supply chain and hence the company has faced
supply chain disruption as an outcome. The fashion is industries highly competitive
and H&M is usually facing huge competition from conventional retailers and e-
commerce companies as well (Pretel
et al.
2022). To stay competitive the company
is trying to differentiate itself through various pricing policies customer experiences
and designs of products. As consumers of become more conscious regarding
various issues H&M have faced backlash and it does not continue to improve its
sustainability and ethical practices as well.
2.3 Procurement and supply strategy of H&M
According to
Hamadneh
et al.
(2021), H&M is it Global fashion retailer that designs
and sells clothing, shoes and accessories for men and women and children. The
procurement and supplies strategy of this organisation is focusing on sustainability
and ethical sourcing. H&M has set a target to utilise only sustainable materials in its
products by 2030. This usually means that the company is working with suppliers to
ensure that the materials used to make their products are sustainably sourced and
do not harm the environment. As opined by
Wieland, (2021), H&M has a code of
conduct for its suppliers, which is outlining the expectations of the company on social
and environmental sustainability. The company is also working with suppliers to
reduce the environmental impact of its supply chain which includes the usage of
water and energy.
12
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Figure 5: Supply chain operations of H&M
(Source: hmgroup, 2022)
According to
Remko, (2020), to implement its procurement and supply strategy the
company has a team of procurement and sustainability experts who usually work
closely with suppliers to ensure that they meet the sustainability standards of the
organisation. The company also conducts regular audits of its suppliers to ensure
that they are complying with the code of conduct. The procurement and supply
strategy of the company has helped it to build a reputation for sustainability and
ethical sourcing (
Xuejie
et al.
2020). This has also helped H&M to attract customers
who are concerned about the environment and social responsibility as well. The
tactic has also had the company reduce the risk of supply chain disruption and
improve the long-term sustainability of the business organisation.
2.3 Strengths and limitations of H&M’s supply chain strategy
According to
Chang and Chen, (2020), the supply chain strategy of H&M has several
strengths that enable the company to remain competitive in the business industry.
One of the major students of this company is its ability to respond quickly to
changing customer demands. The companies also use a just-in-time inventory
system that is allowing the organisation to produce goods quickly in response to
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changing trends. On the other hand,
Helo and Hao, (2019), another major strength of
this organisation is its supply chain strategy which is focusing more on sustainability.
H&M has implemented several initiatives to reduce its environmental footprint which
include using sustainable materials and reducing its energy and water consumption.
This approach has also helped the organisation to appeal to consumers increasingly
concerned about sustainability and the environment. Moreover, H&M's supply chain
strategy usually focuses on sustainability (Hemant
et al.
2022). It is also focusing on
maintaining a close relationship with suppliers through which the company works
closely with its suppliers to ensure that they try to add here to the standards of the
company for labour rights and environmental practices.
This approach has also helped the company to improve the working conditions of its
suppliers and promote ethical practices in the fashion industry. According to
Peters
and Simaens, (2020.), the supply chain strategy of disorganisation has several
limitations as well. One of the major limitations is the heavy Reliance of the company
on low-cost suppliers. This approach allowed the company to keep its costs low and
maintain its competitive edge in the market. However, it has also exposed the
company to risks which include supply chain disruption quality control complex which
is and reputational risk associated with unethical supplier practices. In addition to
this, the focus of the organisation is on sustainability which has been criticised for not
going far enough.
2.4 Sustainability and corporate social responsibility of H&M
H&M is a leading Global fashion retailer and as a part of its commitment to corporate
social responsibility and sustainability, the company has developed a series of
initiatives and programs. H&M has taken various steps to reduce the environment of
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its operations as well as to improve the working conditions in the textile and garment
industries. One of the key sustainability initiatives of this company is its
consciousness collection which characterises clothings made from sustainable
materials which include organic cotton, recycled polyester and Tencel. It is also
observed that the company is trying to encourage customers to donate their used
clothing to recycle or re-purpose it (
Peters and Simaens, 2020). The companies are
also members of the Better Cotton initiative with areas to improve the social,
economic and environmental circumstances of cotton farming. In terms of corporate
Social responsibility H&M has taken various steps to improve working conditions in
the government industry. According to
Majumdar
et al.
(2020), the organisation is a
member of the Fair Labour Association that is also implemented several policies and
initiatives to ensure that workers in its supply chain at treated fairly. The company
has also implemented a code of conduct for its suppliers with sets out standards for
working conditions including wages and working hours. H&M has implemented
various fair base methods which are designed to ensure that the workers in its
supply chain are paid a fair wage (
Liu
et al.
2021). Another limitation of the
sustainability of this company is the CSR initiative that may be viewed as a form of
greenwashing or using PR and marketing strategies to present a false or misleading
image of the environmental and social impact on the organisation. The company has
also faced criticism for this, particularly for its use of eco-friendly marketing language
that when not always reflect the true sustainability of its products and practices.
15
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3. Recommendations to H&M
3.1 Vendor management
Through this management, H&M will communicate very well with the various types of
sellers in their business market. Along with this, Vendors will have the opportunity
better acquainted with this company more extensively over longer. As a result of this,
H&M will have the advantage of being enabled to boost the performance of the
service they provide by employing reasonable cost, outstanding customer service as
well as trustworthiness (
Seth and Rastogi, 2019). There is a very important aspect of
vendor management which is E-procurement technologies assist departments of
procurement streamline their buying procedures. As a result of this, this will help the
H&M company to better engage and onboard their vendors (
Erasmus and
Marnewick, 2021). Enhanced compliance has become an additional benefit of
excellent vendor management which helps H&M to grow their business globally and
can improve the business in a better way. For this reason of this, H&M will decrease
numerous vendor-related problems through partnerships with compliant vendors.
3.2 Lean manufacturing method
Through this method, this H&M will increase the quality of their products in a very
good way. In addition to this, the number of errors in various internal and external
work of the company will be reduced by this method. As a result of this, this H&M will
grow their business very well in the international market and will take the business
forward very well. Not only that but as a result, H&M will be able to grow its turnover
very well and reach a much larger area (
Hidayat
et al.
2021). Along with this, this
company will be able to develop the skills of their employees very well for their
16
business activities. As a result, this company will be able to produce its products in a
very short period. This method will allow the H&M company to deliver their products
very well at home and improve their performance to a greater extent. As a result, the
company will be able to profit more from its business in the international market due
to the production of its products in larger quantities (
Buer
et al.
2021). Besides this
H&M will satisfy their customers with their products very well through this method
and attract customers very well. For this, the company has to keep the quality of its
products and its business services very well. As a result, their customers will get their
products very well and the H&M will buy more products, so the company will get a lot
of profit.
3.3 Just-in-time (JIT) inventory management
JIT is an approach carried out by many companies, including H&M, to upgrade their
stock levels and limit costs. H&M, a worldwide style retailer, has effectively used JIT
to further develop its production network proficiency and fulfil the constantly
changing needs of the design business (Siddiqui, 2022). JIT stock administration
rotates around the guideline of having the right stock, in the right amount, with
flawless timing. As opposed to keeping up with huge reserves of product, H&M
centres around a smoothed-out inventory network that guarantees items are
conveyed on a case-by-case basis, lessening the requirement for over-the-top stock
stockpiling.
One of the critical advantages of JIT for H&M is the decrease in conveying costs
related to unnecessary stock. By having a lean stock framework, H&M limits the
costs connected with warehousing, taking care of, and capacity. This permits the
organisation to apportion its monetary assets all the more proficiently, putting
17
resources into different parts of the business like promoting, item improvement, and
client experience (Milewski, 2022). One more benefit of JIT stock administration is
the expanded responsiveness to advertising requests. The style business is
infamous for its quickly changing patterns and customer inclinations. By executing
JIT, H&M can rapidly adjust to these changes, guaranteeing that the perfect items
are accessible at the ideal time. This assists with limiting the gamble of being left
with obsolete or unsold stock, which can bring about huge monetary misfortunes.
3.4 Data-Driven Analysis
An important factor of H&M's prosperity is its capacity to use information-driven bits
of knowledge for different purposes. The organisation gathers and breaks down
tremendous measures of information, including client inclinations, deal patterns, and
market elements. By outfitting this data, H&M can pursue informed choices with item
configuration, stock administration, estimating procedures, and advertising efforts.
Regarding product design, H&M utilizes information examination to recognize arising
styles and client inclinations. This permits them to foster dress lines that line up with
current market requests, bringing about expanded deals and consumer loyalty.
Besides, information investigation advances stock administration by precisely
estimating requests and changing stock levels also (Fan
et al.
2022). By abstaining
from overloading or understocking, H&M can limit costs and augment income.
Moreover, information-driven estimating techniques assume a vital part in H&M's
tasks. By investigating information on client conduct, buying examples, and
contender evaluation, H&M can decide on ideal costs for its items. This approach
empowers them to work out some kind of harmony between drawing in clients with
serious costs and expanding benefits (Sarker, 2022). In addition, information
18
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examination engages H&M to devise viable promoting efforts. By fragmenting its
client base and concentrating on individual inclinations, H&M can convey customised
ads, offers, and proposals. This designated promoting approach improves client
commitment, encourages dedication, and drives deals development.
3.5 Implementation of C.P.F.R supply chain strategy
H&M, a famous fashion retailer, executed the C.P.F.R strategy to improve its tasks
and upgrade collaboration activities with its providers. C.P.F.R concentrates on
further developing interest estimating, stock administration, and renewal processes
through shared data and joint independent direction. H&M started cooperative
preparation by laying out a nearby organisation with its providers (
Hemant
et al.
2022). They shared deals and datastore to work with accurate need anticipating. By
analysing authentic deal patterns and market bits of knowledge, H&M and its
providers cooperatively anticipated future demand, empowering effective production
planning. The predicting data was then used to drive recharging decisions. H&M and
its providers synchronised stock levels and laid out programmed replenishment
processes. Besides, H&M incorporated innovation frameworks with its providers to
empower constant data sharing. This considered consistent correspondence and
permeability all through the production network, working with fast reactions to
changes in popular or supply disturbances.
By carrying out the C.P.F.R system, H&M accomplished a few advantages. It
improved item accessibility, diminished stockouts, and enhanced stock levels. The
cooperative methodology encouraged more grounded associations with providers,
prompting further developed responsiveness and deftness. Moreover, the technique
empowered H&M to smooth out its store network, limit costs, and convey a superior
19
client experience through quicker item conveyance and diminished lead times (
Sajja,
2021). Overall, H&M's execution of the C.P.F.R process upset its activities by
cultivating joint effort, upgrading and anticipating exactness, and further developing
stock administration, eventually driving consumer loyalty and business achievement.
4. Conclusion
The overall study has demonstrated the global procurement procedure of H&M. This
company is a fashion retailer, which has a significant impact on its prosperity and
development in this specific retail industry. H&M obtaining and provider connections,
H&M has had the option to keep areas of strength for a store network, guarantee
item quality, and satisfy client needs effectively. The organisation has carried out
severe rules and prerequisites for its providers, guaranteeing consistency with social
and ecological principles. H&M effectively makes progress toward advancing fair
work works on, decreasing fossil fuel by-products, and limiting the natural effect of its
store network.
Through its worldwide procurement organisation, H&M has had the option to take
advantage of an assorted scope of providers from various districts. This permits the
organisation to use upper hands, for example, lower creation costs, specific aptitude,
and admittance to remarkable materials. By obtaining worldwide, H&M can offer its
clients a wide assortment of stylish and reasonable design items. Moreover, H&M's
worldwide acquirement procedure underlines major areas of strength for building
long-haul associations with its providers. The organisation values coordinated effort
and open correspondence with its providers, cultivating a commonly helpful
association. This empowers H&M to acquire bits of knowledge into market patterns,
adjust creation to client interest, and adjust rapidly to changing design inclinations.
20
H&M's worldwide obtainment methodology likewise centres on effective operations
and conveyance. The organisation enhances transportation courses, uses
progressed stock administration frameworks, and uses innovation to guarantee
smooth and opportune conveyance of items to its stores around the world. By
smoothing out its coordinated factors activities, H&M can diminish lead times, limit
stockouts, and further develop consumer loyalty. Besides, H&M's worldwide
obtainment technique empowers it to oversee gambles and alleviate disturbances in
the production network. By expanding its provider base and carrying out alternate
courses of action, the organisation decreases its reliance on a solitary source or
district. This guarantees congruity of supply, even notwithstanding unanticipated
occasions like catastrophic events or political unsteadiness.
Overall, H&M's worldwide acquisition methodology is a vital driver of its progress in
the style retail industry. By focusing on maintainability, building solid provider
connections, and enhancing coordinated operations, H&M has made a strong
worldwide inventory network that empowers it to convey in vogue and reasonable
items to clients around the world. The organisation's obligation to moral acquisition
and its capacity to adjust to changing business sector elements position H&M as a
forerunner in the business.
21
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