Report Brief: Managing Marketing in Primark
By: Rivu Barua, Marketing Consultant, Primark
Table of Contents 1.0 Introduction 3 2.0 Marketing Environment Analysis of Primark 4 2.1 S.W.O.T Analysis 4 2.1.1 Strength and Weaknesses 4 2.1.2 Opportunities and threats 4 2.2 Macro environment 5 3.0 Market Segmentation and Marketing Mix 6 3.1 Market Segmentation 6 3.2 Marketing Mix 7 4.0 Conclusion and Recommendations 8 4.1 Conclusion 8 4.2 Recommendations 8
1.0 Introduction
In today’s world marketing can be define in many ways. It has been changed in way of its market but definition rarely states the same. Marketing can also be defined as the process of creating value for customers in order to building
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The S.W.O.T analysis of Primark has been pinpointed below:
2.1.1 Strength * Primark has demand amongst the people because of the high street quality clothes and the lowest price amongst other retail shop. It also provides clothes for all groups of ages and people. * Primark is the second largest retail clothing shop of United Kingdom according to TNS by the volume of market share. * The company is a part of ETI (Ethical trading Initiative) which focuses on the labour rights and their production of goods. * It has good markets amongst the women for home appliances and cosmetics.
Weaknesses
* Primark has its little issues about communicating and advertising because Primark does not advertise for itself which is a big weaker point for the company and advantage for its competitors. * Primark had issues with cheap labour which headed labours to a poor working condition and argued about labours right issues. * This company doesn’t have online access or online shopping which is a big weakness in today’s high-tech world.
2.1.2 Opportunities * They can provide high quality clothes and can gain trends of fashion world. Although can promoting of products to the fashion conscious people in cheap price. * Primark has the opportunities of share their market in overseas to keep the trend in United Kingdom. * Primark can expand a very big market in footwear and cosmetics which are very limited at the moment.
Threats
* It
UK clothing retailer Primark has ended its contracts with three suppliers in India following allegations channelled through a BBC documentary that they used child labour to finish garments with embroidery and sequin work.
Primark meets the corporate social responsibility to environment at large. Firstly, Primark establishes a partnership with CottonConnect aiming to improve the farming technique that growing cotton with fewer resources. In this way, the farmers can earn more money for themselves. Secondly, in order to promote a green production
Primark is a subsidiary company and retail division of Associated British Foods. They started Primark in 1969 at Mary Street, Dublin. It is an Irish fast fashion retailer with more than 250 selling space across Austria, Belgium, Germany, Ireland, the Netherlands, Portugal, Spain and the UK. The company is registered and headquartered in the city of Northern Ireland, Dublin. In Northern Ireland, Primark stores are traded with the name of Penneys. They will always follow this ‘Operated by Primark’ that customers can see on their shopping bags. Primark offers a wide variety and deep assortment of products, stocking everything from home ware to womenswear, menswear, accessories, beauty products and confectionary. The products are
This report is based on the marketing techniques/ skills of Primark and Oxfam based on their products/services.
Primark never do promotion, according to one manager of Primark in London. Regular business is what Primark concerns. In other words, they could pay more attention to the regular business. Cost caused by promotion could be saved. In addition, there are fewer advertisements about Primark which should be a big part of their marketing cost. We could never see brochure in Primark. No billboard of Primark in the street. No advertisement on the internet. But we could see Primark bags in people’s hand along the street. Nevertheless, Primark saves a lot of money in this aspect.
Primark has functional structure in order to ensure that every organizational aspect is being grouped according to its principle. With such type of business, it consists of various marketing division, like a production division and sales division. Primark is operating with tall structure.
No, I think that Primark made a mistake for sacking their suppliers where they could have improved working conditions in India. They are a multi-million company and are known worldwide they had the money to improve working conditions for their workers instead of sacking 3 suppliers, which means that people who were not at any fault had lost their job and couldn’t provide for their families. In my opinion I think Primark could have easily overcome this situation which occurred in June 2008 by improving working conditions, they have gone against the rights of some people as research showed hundreds of people lost their jobs who had a right to be working there and were at no
The retail fashion sector is an enormous industry in the UK and there are many branded fashion retailers having
According to Primark, the cheaper the clothes, the more shoppers will buy. This is reflected in its sales. Primark is able to sell on low prices because Primark enjoys economies of
I am looking at Topshop for this report. Topshop is a very large British fashion store for young women selling fashion clothes, shoes and accessories. There are Topshop stores throughout the UK. The flagship store in London Oxford Street is the biggest fashion store in Europe. Topshop is part of the Arcadia group which owns other fashion stores such as Miss Selfridge and Warehouse. Topshop mainly sells its own brand products but in larger stores it has concessions of other more expensive similar clothes. As well as selling Topshop clothes in Topshop store, they have concessions in large department stores such as Selfridges. They also have a website where you can buy a lot of the Topshop range including shoes and clothes for
Unlike other fashion retailers, Primark do not use marketing strategies to attract interest and customers as the brand try to keep overheads to a minimum in order to sustain the best prices for the consumer. Primark market its products using its store window displays, which are changed twice a week to showcase the newness in product currently in store. There are also a few weekly magazines that showcase Primark womenswear’s latest products, but this is done independently and Primark play no part in marketing these products themselves.
This marketing plan examines the case of TOPSHOP as a UK’s fast-fashion retailer. The following marketing plan is structured according the SOSTAC framework. Topshop is operating under the parental Arcadia Group. Over the latest years, Topshop has been one of the most popular UK’s fast-fashion retailers. The company is a multinational Omni-channel fashion retailer. Topshop is well-known for its high-quality products in medium low prices. The company’s portfolio owns a wide range of products and services. According to the Situational Analysis, the UK’s macro environment has changed over the latest years. The UK’s fast-fashion industry is becoming more and more cluttered with competitors from both UK
In United Kindom the economical contribution of the Primark is very important, and the primark followed business rules and regulation.
Topshop are known for their fast fashion, selling trend based pieces at an affordable price, capitalizing on being British and selling the ideology of the British it girl who is unique, stylish and out there. Selling clothing, footwear, jewelry, bags, accessories and make up all under one roof they are seen as more of a lifestyle brand that just a fashion retailer.
‘Fashion industry is characterised by short product life cycles, volatile and unpredictable demand, tremendous product variety, long and inflexible supply processes and a complex supply chain.’