Marketing In Primark

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Marketing Strategies in Primark
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Table of Content

Part A – Situation Analysis 1
1. Introduction 1
2. Situation analysis 1
2.1. Internal analysis 1
2.1.1. Vision 1
2.1.2. Mission 1
2.1.3. Objectives 1
2.1.4. Strategies 2
2.2. External analysis of US retail market 4
2.2.1. Macro analysis – PESTLE 4
2.2.2. Micro analysis – 3Cs 7
2.3. S.O.W.T analysis 11
2.4. Strategic Implications and Conclusion 14
Part B – Competitive Environment through Porter’s Five Forces 14
Part C – Marketing Strategies of Primark in US market 15
1. Product strategies 15
2. Price strategies 16
3. Promotion strategies 16
3.1. Advertising through paid media 16
3.1.1. Objectives 16
3.1.2. Tactics 17
3.2. Using social media such as Facebook and Youtube 17
3.3. Public Relation 18
3.3.1. Objectives 18
3.3.2. Tactics 18
3.4. Direct Marketing 18
3.4.1. Objectives 18
3.4.2. Tactics 18
3.5. Place strategies 19
4. Conclusion 20
References 20

List of Figure

Figure 1: GE model in Primark 2
Figure 2: Percent of Population by Race 5
Figure 3: The Internet user in the world from 2000 - 2011 6
Figure 4: Top 10 Global Fast Fashion Companies (2006–2010) 8
Figure 5: The number of stores of Zara 9
Figure 6: The revenue of Zara 10

List of Tables
Table 1: Industry Attractiveness of Primark 2
Table 2: Business Unit Growth of Primark 4
Part A – Situation Analysis
1. Introduction
Primark, after launching in Ireland in 1969, has owned over 270 stores in some Europe countries. For international expansion strategy, Primark has planned to open big store in US in 2015. This paper will focus on situation analysis and competitive analysis to understand external and internal environment and understand their resources and power. Basing on these understandings, there is the suggestion for Primark in aspect of marketing strategies to build and develop Primark in US market which is the excellent fashion destination in the globe
2.

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