Primark Strategic Marketing Audit
Primark
Strategic Marketing Audit
ARTD3039-26820
25613537
Image One
Primark Facebook
Image Two
Primark Facebook
ontents
1. Executive Summary
2. Brand Introduction
3. Brand Onion
4-5. The Consumer
6-7. Internal Analysis
8. Promotional Strategy
9. Price Strategy
10. Product & Price Hierarchy
11. Product Strategy
Appendix
12. Distribution strategy
24. Brand Identity Prism
14. The Competition
15. Brand Positioning Map
16-17. H&M
18-19. Financial Analysis
25. Rogers Theory of Innovation
26. Consumer Segmentation Table
27. Ansoff’s Matrix Theory
28. H&M SWOT Analysis
29. Like for Like Comparison
20-21. External Analysis
30. PESTLE Analysis
22-23. Objectives
31-32. Bibliography
This marketing audit will critically analyse the current marketing situation for the leading high street brand Primark, with a specific focus around technological influences which impact the consumer, internal, competitive and external factors. The audit will discuss the current objectives and future strategies of the brand, current promotional, product and price strategies and assess the strengths and weaknesses of Primark’s current competitors, including a thorough examination of leading competitor H&M. It will determine the current consumer market for Primark with an in depth analysis on the consumer behaviour and influences.
A financial analysis will critically assess the brands current strengths and weaknesses within the market and concluding with several strategic objectives for Primark to adopt within the brands current business structure.
Image Three
Primark Facebook
-1-
rand Introduction
Offering fast, fashionable product for the low-end cost of the market, Primark are one of the leading high street brands in the UK and Europe, operating through 278 stores across 8 different countries with a mass selling space of 9 million square feet, (ABF Interim Results 2014).
Primark’s strategic unique selling points that are significant to the brands core and values are to offer
Strategic Marketing Audit
ARTD3039-26820
25613537
Image One
Primark Facebook
Image Two
Primark Facebook
ontents
1. Executive Summary
2. Brand Introduction
3. Brand Onion
4-5. The Consumer
6-7. Internal Analysis
8. Promotional Strategy
9. Price Strategy
10. Product & Price Hierarchy
11. Product Strategy
Appendix
12. Distribution strategy
24. Brand Identity Prism
14. The Competition
15. Brand Positioning Map
16-17. H&M
18-19. Financial Analysis
25. Rogers Theory of Innovation
26. Consumer Segmentation Table
27. Ansoff’s Matrix Theory
28. H&M SWOT Analysis
29. Like for Like Comparison
20-21. External Analysis
30. PESTLE Analysis
22-23. Objectives
31-32. Bibliography
This marketing audit will critically analyse the current marketing situation for the leading high street brand Primark, with a specific focus around technological influences which impact the consumer, internal, competitive and external factors. The audit will discuss the current objectives and future strategies of the brand, current promotional, product and price strategies and assess the strengths and weaknesses of Primark’s current competitors, including a thorough examination of leading competitor H&M. It will determine the current consumer market for Primark with an in depth analysis on the consumer behaviour and influences.
A financial analysis will critically assess the brands current strengths and weaknesses within the market and concluding with several strategic objectives for Primark to adopt within the brands current business structure.
Image Three
Primark Facebook
-1-
rand Introduction
Offering fast, fashionable product for the low-end cost of the market, Primark are one of the leading high street brands in the UK and Europe, operating through 278 stores across 8 different countries with a mass selling space of 9 million square feet, (ABF Interim Results 2014).
Primark’s strategic unique selling points that are significant to the brands core and values are to offer
Bibliography: of 9 million square feet, (ABF Interim Results 2014).