History About The Primark International Marketing Essay

PRIMARK is termed to be one of the ground breaking affordable retail store world wide. Primark shop grounded its root base from DULBIN, IRELAND, in the entire year 1969. The founder of Primark ARTHUR RYAN has played out a extraordinary role in uprising the business to attain revenue with its duplication of pet cat walk fashion at an inexpensive prices. The business operates under the name of Penneys, and being a subsidiary of Associated English Food Plc it was in the beginning under the hands of Weston Family. Penneys than realigned into Great Britain in 1973 as PRIMARK and in May 2009 after beginning its first store ever in DULBIN the company has now pass on its wings around the world. i. e. it has its franchise in countries like United Kingdom, Spain, Portugal, Netherland, Germany and today it is also widening in Belgium. Considering, today's circumstance Primark is operating 189 shops around the globe which are segmented as 38 outlet stores in Ireland, 12 in Spain, 136 in UK, 1 in Netherlands, 1 in Portugal and 1 in Germany. Currently, the employees composition of Primark is huge enough attaining 27500 employees pulling their socks up for the soft running of the company. PRIMARK is termed to be an absolute nuclear bomb in the current worlds the company is blown to be an epitome of the new fast fashion in retail era which aims at providing the kitten walk fashion at a realistic price to its customers. The business is self-assured enough about its goods and about its cheap. i. e. the affordable prices which proclaims the clients to be loyal to the brand i. e. it attracts and convinces a lot more amount of consumers and keeps them.

PRIMARK has a drive to enforce style, price, quality all the three aspects that are rolled on in a single shell. The company's is recognized as the clothing retail brand covering a variety of women's wear products, men's wear, children's wear and home products bearing cheap prices with a variety discounts and offers schemes which proves beneficial to the consumers. PRIMARK has not only restricted itself to the developing of clothes but also deals with apparels and accessories available to all individuals sizes.

The company's quest states to give ordinary people an opportunity to choose the same stuff as rich people do. i. e. at a cheap and affordable price. The business's objective retrieves to be the first choice of the consumers and make sure that the consumers do not opt for the opponents products. PRIMARK provides training to its employees on to the international standards and make them aware about customer romance management. It also ensures that the company gains ISO expectations through the organisation.

Management is considered to be the stem in regulation of an company. The company is designed to grow its market and place a benchmark because of its competitors which can only be possible insurance agencies a solid management team managing affairs of the company. Therefore, while this paper illustrates the speak about re-nouned retail company PRIMARK, its agenda is a mixture of product, price and individuals working for the company. PRIMARK'S founder, seat person and managing director Arthur Ryan and buying and merchandising director Julian Kilmartin shows their tremendous probable which shown in the development and success of the company and has led the company on to an expansion advantage.


Environmental research can be justified within an appropriate way by postering it as a PEST ANALYSIS. The examination assessments and examines the impact of certain factors such as political, economic, public and complex and their inter play available activities and the business can draw in changes to take advantage of the opportunities and also to undertake methods from various threats while getting ready the strategic strategies for the business enterprise activities. The Infestations analysis discusses the problems much in detail which is really as follows

Political factors:

Political factors reviews the impact of any politics or legislative changes that affect the business enterprise. PRIMARK'S business policies are at the mercy of government regulations, the company should confront and ensure that its abound to the guidelines and regulations which can be abide by the federal government in order to sustain the smooth operating of its business.

Economic factors:

Economic entity impact the progress and the steadiness of any business operations. Likewise, if we discuss PRIMARK, the company has generated itself to provide affordable products to its consumers and it has to set standards of cost range that the company can also attain maximum income even out of the low priced prices and will be offering which are placed. For attaining the economic growth PRIMARK must first analyse the price of the merchandise of its competitors and then take an good thing about the chance in setting up a price range which is lower than that of its rivals like TOP SHOP, MARK'S N SPENSOR, PRADA, FCUK etc. This can lead to the development of the business and will surge the profit percentage.

Social factors:

Conserving today's circumstance the business organisations along with the aim of achieving profits they are also involved with inculcating understanding about interpersonal and ethnical equality. It is vital for the business enterprise to understand the as to how the target consumers uses the sociable techniques today as well as taking into consideration the future aspects. PRIMARK must established a good account when it connects to the consumers. i. e. it should be able to understand the needs and requirements of the customers bearing the social aspect at heart and really should deliver the products accordingly.

Technological factors:

Technology brings about an tremendous change an puts an favourable impact in working of the organisation and also results the status and has an impact on the marketing programs. Innovative technology arises new pattern and causes rapid expansion in the organisation. PRIMARK should concentrate on which technology to work with modify a blogging software and choose the right technology which will make the process easier.

MARKET Examination:

The market evaluation of PRIMARK could be analyzed more profoundly by using Porter's Five Drive model which is as follows

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Threat of new entrants:

Entry of new sections in market is been the major reason in declining of self-employed retailers. PRIMARK is also facing competition from many new entrants in the market and the nearly given and centralised behavior is proving advantages to the chain stores over self-employed retailers.

Bargaining electric power of suppliers:

Bargaining power of suppliers plays a two way role for the company. Firstly, if the company does not seek the merchandise from the dealer, then the consumers would prefer the product of the rivals which would indeed verify a reduction to the supplier as well as its product therefore the bargaining of suppliers is going hand in hand.

Bargaining vitality of customers:

Customers employ a little bargaining ability at a retail store. As the merchandise which are proposed by PRIMARK are being already sold at a reasonable and a discounted price, so in this case the client would lack the power to bargain for such products.

Threat of substitutes:

PRIMARK not only specials in clothing after that it also concentrates on the apparels, accessories and household products considering individuals sizes. Similarly, the merchandise which are provided by PRIMARK are also provided by many of its challengers. Therefore, it demonstrates to be a menace to such stores and merchants who distribute the products that happen to be unique can only have an advantage over its rivals.


While concluding the marketing plan, i'd conclude the plan with swot research. We can use the swot research which would provide a specific picture of the business on the market which would help to potray the existing scenario of the company.

Swot analysis is the analysis and examination of the data regulating the business enterprise activities and the result evaluates the strengths, weakness, opportunities and the threats that the business faces.

Strengths :

Price can be the major strength for the business. As PRIMARK handles the merchandise that are affordable it drives the interest of the consumers by reselling the merchandise at an discounted prices which appeals to more range of customers.

An established brand can also prove to be a durability for the business. As PRIMARK has a well recognised brand around the globe it has generated a strong goodwill in the market.

PRIMARK has exposed many franchise in almost every locations and town which is simple for the customers to access any shop in the vicinity.

The company also have varied its product range which is a significant power as consumer can get all types of variety under one roof covering.

According if you ask me, PRIMARK has is kind of present to the students and consumers who are trapped to shed out more amount of money without reducing on the style and fashion available.

The products of the competition like the TOP SHOP, Neglect SELFRIDGE, ACCESSORIES can be purchased at a tenth of the price.

Weakness :

Primark's customers services are incredibly few while customers in crowed that's why you observe long and long queues, which are extremely big problem because of their customers, while their competitors properly manage their customers, and also you never see long queue there.

Customers fail to like PRIMARK'S product as they feel the merchandise are not durable and people neglect to trust the quality of the products.

The atmosphere also demonstrates to be always a weakness for the business as the products are not managed tidily and there's a crowded and untidy atmosphere which would inturn damage the shopping experience of the customer.


The company has prepared a new firm structure which was created to serve its customers better, take benefit of market opportunities and reduce costs.

The company is planning to significantly increase its count number of franchise and increasing its market.


The competitors providing the same products become a hazard for the company. As PRIMARK has to ensure about its rivals pricing strategies, and to avail the merchandise at a cheaper price than that of the competitors.


In a highly competitive market PRIMARK is remarkable its performance and the reason why for the amazing performance is the cost benefits over rival organizations.

In past three years PRIMARK has got lot of privileges which can be been reserved. Its strongest rivals are TK Potential, MARKS N SPENSOR, GEORGE at ASDA.

Although all three are in the 'value' portion and therefore have similar market positioning, the other two have different strategies to that of Primark. TK Maxx sells heavily-discounted prestige brands and George at Asda has created its private-label brand typically at out-of town stores. Primark is a higher street retailer which has a family of brands and focuses a lot more on buying, logistics and supply chain management somewhat than branding.

In order to maintain in the market Primark should follow cost management strategy i. e. it should not sell the merchandise at a lower price rather lowest price than of the competition to be able to raise its profit margin.


PRIMARK has many competitors in market such as MALTAN and BH'S that happen to be struggling to market the same kind of products which PRIMARK does indeed. Relatively, its not easy to market cheap fashion but PRIMARK does quite well with it.

PRIMARK has targeted customers under this group of 35 years that are fashion conscious. It includes products at an extremely competitive prices and with an acceptable quality this strategy utilized by PRIMARK is recognized as affordability strategy. It generally does not prefer to market its products to every arbitrary segment, its aim for segment include the age group of 18-30. This concludes the client analysis.


Overview about the analysis states that every organisation has its own external and inner problems which should be looked after. Therefore, this is possible by doing Infestations and SWOT examination. The impact of the analyses reflects the business enterprise scenario.

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