Evaluation of H&M's current market strategy and its fit with internal and external environment

This task is one section of a 5000 words essay 

For this section, only 900-1000 words are required.

This essay is for the course "Strategic Management" and aims to analyse H&M Group's current strategy, its strategic issues has been identified (which is the group's unwillingness to switch to online shopping) This has led to a decline of profit since 2014.

My task is for you to help me to evaluate H&M's current market strategy, on the basis of my analyses above, this should be to evaluate whether the current strategy actually fits the internal environment of the firm and the structure and challenges of its external environment.