Managing Marketing in Primark

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Report Brief: Managing Marketing in Primark
By: Rivu Barua, Marketing Consultant, Primark

Table of Contents
1.0 Introduction3
2.0 Marketing Environment Analysis of Primark4
2.1 S.W.O.T Analysis4
2.1.1 Strength and Weaknesses4
2.1.2 Opportunities and threats4
2.2 Macro environment5
3.0 Market Segmentation and Marketing Mix6
3.1 Market Segmentation6
3.2 Marketing Mix7
4.0 Conclusion and Recommendations8
4.1 Conclusion8
4.2 Recommendations8

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 strong customer relationship and gain valuable feedback from customers in return. In general marketing can be easily described with few words such as customer focus, advertising, packaging, selling etc. There are so many definitions which is similarly describing the same definitions as others. Some of the definitions have been given below: Dr. Philip Kotler defines marketing as,

“The science and art of exploring, creating and delivering value to satisfy the needs of a target market at a profit. Marketing identifies unfulfilled needs and desires. It defines measures and quantifies the size of the identified market and the profit potential. It pinpoints which segments the company is capable of serving best and it designs and promotes the appropriate products and services. According to Doreen Moran,

“Marketing is helping your customers understand how much they need something they never knew they needed.” According to Dr. Augustine Foe, Founder, Marketing Science Consulting group, Inc. “Marketing is the process of exposing target customers to a product through appropriate tactics and channels, gauging their reaction and feedback, the ultimately facilitating their path to purchase.” From the above discussion it can be easily state the process which includes people to keep busy in manufacturing products and to meet expectations from the customers. A positive feedback and rolling process of give and take idea is mutually dependent to each other. A successful market requires a business which has satisfying customer who returns the business an additional tradition. That is why customer is the centre of marketing strategy. This report is about frequent marketing analysis of Primark. Primark is the largest ethical trading company in UK which based in Dublin. It’s an international and expanding clothing retailer. Primark is the name of style, fashion and affordable price. Primark is a company based on Home, childrenswear, menswear and womenswear. The main purpose of this organization is to make distributor, customer, employees, suppliers and local community’s part of their success and make them work with any way they can. In the first part of these will variably discuss the (internal and external) environment of the company. As the environment creates some opportunities and makes threat for the company. Second part is about the market segmentation of Primark and its market and the marketing mix. Finally conclusion will be drawn and recommendation will be will be made to come on a decision to make its improvement. 2.0 Marketing environment analysis of Primark

Marketing environment is known as the special environment where marketing elements and the organization surrounds. Change in marketing environment does have impact on the organization. Some political change, trend, ethical change or financial change may happen. In order to tackle this change a company must have strategy which organizes to make strong platform in the business. The market environment both offers opportunity and threats. The importance of this changing environment keeps those companies aware and as result competitive advantage can be made within the organization. These can follows in to some tools or in frameworks which has...
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