The case study is about H&M and the focus on its Supply Chain Management.
Draft table of contents:
1. Historical Background of H&M
2. The Fast Fashion Industry
3. Supply Chain Management at Zara, H&M and Benetton
4. H&M Supply Chain Management
5. H&M Today
In 2012, Hennes & Maurtiz (H&M) was the second-largest specialty apparel retailer in the world. Sales for fiscal 2012 were $18.1 billion and operating profits were $3.3 billion. H&M operated 2,776 stores, 93% of them outside its home base of Sweden. Over the past decade, H&M had passed Gap in sales, but the company had failed to keep up with Inditex's growth and its Spanish rival had larger sales and greater profitability than H&M. H&M had also lagged behind Inditex in supply pipeline speed, brand diversification, online retail presence, and expansion into China. Meanwhile, the world's leading hypermarket chains, including Wal-Mart and Tesco, were making significant headway in apparel and challenge H&M's basic clothing segment. In 2012, CEO Karl-Johan Persson, grandson of the company's founder Erling Persson, promised increased expansion into underdeveloped markets, a stronger push to online retailing, and the launch of a major new retail brand. Whether Persson's plans were enough to catch up with Inditex remained to be seen.
Our most important obejectives are the supply chain management in H&M and the meaning of Fast Fashion Industry
Moreover we will screen the value chain from the first outlines to the end product.
Learning objectives: This case intends to teach students about the strategic challenges of fast-fashion retailing, which include attention to supply-chain dynamics, design sourcing, and management structure. Students will also discuss how to successfully challenge industry leaders and build market share.
When students are presented with the case, they place themselves in the role of the decision maker as they read through the situation and identify the problem they are faced with. The next step is to perform the necessary analysis - examining the causes and considering alternative courses of actions to come to a set of recommendations.
Please describe the key aspects of the didactical / instructional design
The case method is a profound educationalinnovation that presents the greatest challenges confronting leading companies,non-profits, and government organizations - complete with the constraints andincomplete information found in real business issues - and places the studentin the role of the decision maker. There are no simple solutions; yet through the dynamic process of exchanging perspectives, countering and defending points, and building on each other's ideas, students become adept at analyzing issues, exercising judgment, and making difficult decisions