Marketing Strategy Primark

2276 WordsDec 5, 201210 Pages
MARKETING STRATEGY PRIMARK Opportunities 8 Threats 8 Retail Mix 9 Conclusion 11 Bibliography 11 Introduction Primark is a fashion Retailer in Europe which trades as Penneys in Ireland. It has 223 stores currently operating in Ireland, UK, Spain, Germany, Portugal, Netherlands and Belgium with 38 stores in Ireland. There are plans to open more stores in the next few years particularly in Germany. Primark now operates from 7.2 million sq. ft. of retail selling space with a minimum space of 10,000 sq. ft. and has 30 stores trading from over 50,000 sq. ft. of which 8 trade from over 70,000 sq. ft. Penneys sell low priced merchandise with their own brand names such as Atmosphere, Active, early days and Denim co. Target…show more content…
economic climate The overall economy is suffering a downturn in recent years, Penneys currently have a huge demand for its products as its prices reflect consumers budgets, they are very low prices while maintaining fashionable goods.It has also became more socially acceptable as a brand due to a large amount of consumers suffering financially.It is important for Penneys to use the current economic climate to their advantage to build a sustainable image of a fashionable brand. * Self Analysis Strengths * Merchandising Capabilities Cost Leadership- Penneys targets to the fashion conscious age group of up to thirty five. Its most attractive element to this market segment is “Look Good Pay Less” meaning they provide up to date fashion by copying the very latest catwalk fashion and at low prices. Penneys goods must be sold at low prices but most importantly they must be the lowest in the market segment. Fashion must be copied as quickly as possible to ensure the goods remain hot merchandise. Supply Chain- Penneys have a low cost Global Supply chain they source their goods from China, India Bangladesh and Turkey. The goods are produced at low price in these
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