The key goal of this report is a critical review of H&M 's business place in order to establish a variety of future, actionable strategies. There is a brief introduction to the brand, including H&M history and context. A summary of the relevant literature on the subject proceeds. Mission and vision, internal audit, a resource-based view, value chains, an External audit, the industrial corporate strategy, the Porter 5-power model and, essentially, all forms of techniques are discussed critically. The main topics of Competitive Research include the following areas: The literature is objectively discussed and compared to offer an impartial review.