Marketing In Primark
[Type the company name]
Marketing Strategies in Primark
[Type the document subtitle]
DELL
[Pick the date]
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.
Marketing Strategies in Primark
[Type the document subtitle]
DELL
[Pick the date]
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.
References: Abell, D.F., & Hammond, J.S. (1979). Strategic Market Planning. Englewood Cliffs, NJ: Prentice Hall. Barnes, L. and Lea-Greenwood, G. 2006. Fast fashioning the supply chain: shaping the research agenda. Journal of Fashion Marketing and Management 10(3), pp.259- 271. Bhardwaj, V Chakravarthy, B., & Henderson, J. (2007). From a hierarchy to a heterarchy of strategies: adapting to a changing context. Management Decision. 45 (3), 642–652. Christopher, M, Lowson, R & Peck, H (2004) Creating agile supply chains in the fashion industry, International Journal of Retail & Distribution Management. 32(8), 367- 376. Czinkota, M Conti, S. (2014). Primark to Launch in US. WWD. Retrieved at: http://www.wwd.com/retail-news/mass-off-price/primark-to-open-stores-in-america-7653356 Dishman, L Fashionbi (2013). Fast Fashion Market Report. Fashionbi. Retrieved from http://fashionbi.com/market/fast-fashion/all Fast Retailing (2014) Joon-Hwan, L., Shi-Hyun, A. and Sun-Young, H. (2011). Fast Fashion: Out-of-the-Box Thinking in the Apparel Industry. Monthly Focus, 5 H&M (2013) Keller, P. Anand, (2014). Social Marketing and Healthy Behavior. Handbook of Persuasion and Social Marketing David W. Stewart (ed.), Marketing, New York: Routledge, Forthcoming. Liang, H., Saraf, N., Hu, Q., and Xue, Y. (2007). Assimilation of enterprise systems: the effect of institutional pressures and the mediating role of top management. Management Information System. 31, 59-87. Low, W. and Cheng, S. (2006).A comparison study of manufacturing industry in Taiwan and China: managers’ perceptions of environment, capability, strategy and performance, Asia Pacific Business Review,12(1), 19-38. McKinsey & Company. (2008). Enduring Ideas: The GE–McKinsey nine-box matrix. The McKinsey Quarterly, September. [Online] Available: https://www.mckinseyquarterly.com/Enduring_ideas_The_GE-McKinsey_nine-box_matrix_2198 Nicolate, A., Maha, A. and Ignat, I. (2012). E-Commerce across United States of America: Amazon.com. Economy Transdisciplinarity Cognition, 15(1), 252-258 Primark (2015) Porter, M. (1982). La Strategia competitiva. Bologna: Compositori Sherry, F., Alladi, J., Wang, J PwC (2014). Retailing 2020: Winning in a polarized world. PwC/Kantar Retail. Shimp T Zara (2013). Inditex Group Annual Report 2013. Zara. Retrieved from http://www.inditex.com/documents/10279/18789/Inditex_Group_Annual_Report_2013.pdf/88b623b8-b6b0-4d38-b45e-45822932ff72