Primark Company Report
CONTENTS
1.0 Introduction
2.0 Nature of the business
3.0 Market position within the industry as a whole
4.0 Main objectives of the business
5.0 Quality standards & approaches for service quality
6.0 Customer profile & target market segment
7.0 Competitor profile & marketing methods
8.0 Employment practices & investing in people
9.0 External influences which impact on the business and your role in the business
10.0 Products & Services
11.0 Conclusion and Opportunities
APPENDIX 1
1.0 Introduction
Primark Stores Ltd. Is a value fashion retailer that was founded in 1969 and operates as a subsidiary of Associated British Foods plc. Primark sell a wide variety of product from clothing to homeware catering for all ages and sizes.
Primark is recognised as ‘the leading value fashion retailer in the UK’ (Mintel, 2011) and with 232 stores currently operating across the UK and Europe, in addition to more opening every few months, Primark is expanding quickly and predominately in the industry.
2.0 Nature of the business
Primark have adopted a price leadership strategy, which has helped define the brand and market position within the retail environment. The Primark brand aims to cover every product area their target consumer could want for, in turn eliminating the threat of competitors. Primark source products from several overseas suppliers and then have the goods shipped/air freighted back to be sold in the UK and Europe. When selecting appropriate suppliers, Primark’s main focus is on price and lead times. Primark tend to source garments that can have a long lead-time such as basic repeat lines, from the Far East as the prices are unbeatable and the brand can afford to wait for long shipment.
Sourcing supplier strategy differs slightly when looking to source ‘fashion’ products as to keep ahead of its competitors Primark may look to source closer to home, such as Turkey, to ensure they don’t miss out on
1.0 Introduction
2.0 Nature of the business
3.0 Market position within the industry as a whole
4.0 Main objectives of the business
5.0 Quality standards & approaches for service quality
6.0 Customer profile & target market segment
7.0 Competitor profile & marketing methods
8.0 Employment practices & investing in people
9.0 External influences which impact on the business and your role in the business
10.0 Products & Services
11.0 Conclusion and Opportunities
APPENDIX 1
1.0 Introduction
Primark Stores Ltd. Is a value fashion retailer that was founded in 1969 and operates as a subsidiary of Associated British Foods plc. Primark sell a wide variety of product from clothing to homeware catering for all ages and sizes.
Primark is recognised as ‘the leading value fashion retailer in the UK’ (Mintel, 2011) and with 232 stores currently operating across the UK and Europe, in addition to more opening every few months, Primark is expanding quickly and predominately in the industry.
2.0 Nature of the business
Primark have adopted a price leadership strategy, which has helped define the brand and market position within the retail environment. The Primark brand aims to cover every product area their target consumer could want for, in turn eliminating the threat of competitors. Primark source products from several overseas suppliers and then have the goods shipped/air freighted back to be sold in the UK and Europe. When selecting appropriate suppliers, Primark’s main focus is on price and lead times. Primark tend to source garments that can have a long lead-time such as basic repeat lines, from the Far East as the prices are unbeatable and the brand can afford to wait for long shipment.
Sourcing supplier strategy differs slightly when looking to source ‘fashion’ products as to keep ahead of its competitors Primark may look to source closer to home, such as Turkey, to ensure they don’t miss out on