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Good introduction to the whole assignment with immediate reference to current marketing theory Good introduction to the whole assignment with immediate reference to current marketing theory Analyse

According to Hollensen (2007) , « global marketing consists of finding and satisfying global customers needs better than the competition, and of coordinating marketing activities within the constraint of the global environment ». In this essay, we come to think about: In what way Primark’s strategy could correspond to the needs of French customers. In other words, is there an opportunity for Primark to set itself up in France given the attractive French environment. Irish clothing retailer founded in 1969 under the name of Penney’s (still in Ireland), Primark represented in 2008 3,9% of the global clothing retail value in United Kingdom. (Eurominitor, 2009) and counted 21827 employees. (Primark report,Fame,2010) Good use of numbers to briefly describe the business

Good use of numbers to briefly describe the business
With a revenue which has reached £2,314m in 2009, Primark have 206 stores, spread across England (with the majority of 144 stores) ,Ireland Spain, Portugal, Germany , Netherland and more recently in Belgium. (Associated British Food Annual report and account 2009). Source: Primark website, Primark stores in Europe A Retail arm of the Associated British food group, in which it represents 25,5% of the entire revenue of the group in 2009. Primark enjoys the stability and the power that ABF group brings to the retailer. With a strategy of a good quality, for cheap price, after 40 years of experience Primark is recognised the second largest retailer in Uk with a growth in 2009-2010 higher than its competitors. (ABF corporate website 2010) Good secondary source of information, not just relying on companies own website (which is PR) Good secondary source of information, not just relying on companies own website (which is PR) Visual information saving on word count

Visual information saving on word count

Clear tabular evaluation (not in word count)
Clear tabular evaluation (not in word count)

Good identification of competitors
Good identification of competitors
Sources: Euromonitor, November 2010

With a gloomy economic climate which encourages people to look after the opportunity to buy cheaper, some leaders of the French fashion market as Zara, Kiabi and H&M keep watching close this giant that is surrounding France and that nothing seems to stop. Good reference to accepted marketing theory; in context, well referenced and current Good reference to accepted marketing theory; in context, well referenced and current In today competitive market, satisfying the customers is seen as the only source of the firm profits. Precisely targeting our market seems to be the key success factor. In segmenting a market, factors such as geography, demography, psychographic and behavioural would be relevant to analyse. (Doyle, 2006). Today, Primark’s strategy is to propose an entire concept through all these stores.Allowing to realise economy of scale in the production and marketing, Primark is able to propose low prices. In the target market analysis, it is relevant to analyse if the target market of Primark in the UK would be suitable and have an opportunity of growth in France.(because changing the target market would bring to much costs for Primark). Table 1: characteristics of Primark’s strategy to define the basics of Primark’s target market. Primark strategy| Target market|

ProductMen’s wear, women’s wear Women footwear AccessoriesCosmetics Home ItemsBaby clothes| Men but women essentially seeing the fact that there is bag, cosmetics, footwear more oriented toward women.The home and baby clothes target the young mum with an objective to put Primark in the young mum mind as the place to buy clothes for...
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