How external and internal factors affect performance of Primark

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Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
How external and internal factors affect performance of Primark..............................................3
Different ways by which Primark can impact on external environmental factors......................5
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................8
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INTRODUCTION
This study is based on Primark; an Irish fashion retailer offers qualitative clothing,
Cosmetics and house wares. It is going to discuss impacts of internal and external environmental factors such as:
strengths, weakness, political factors, environmental and others factors. It will further discuss different ways by
which company can impact on external environmental factors.
MAIN BODY
How external and internal factors affect performance of Primark
Business environment is made up of internal and external factors that may affect overall
performance of companies. For growth and development, it is important to analyse all factors.
SWOT tool can help in identifying internal environmental factors of Primark, fashion retailer
such as:
Strengths
 Primark offers varieties and ranges of products including women wear, men wear,
accessories and others.
 It relies heavily on word of mouth publicity that helps in decreasing cost.
 It is successful in increasing sales every year.
 It has around 50,000 skilled employees.
Weaknesses
 Slow economic growth of EU affected its profit margin.
 Poor quality of products that are being outsourced is another main weakness.
Opportunities
 Opportunities to expand business in Middle East, India, South Africa and others.
 Increasing profit margin from sportswear because of increasing demand is another main
opportunity.
Threats
 Majority of stores of Primark are in Europe and its sales majorly depend on economy of
EU and it can create barriers.
 Lack of presence in emerging markets.
 Increasing competition from Zara and other brands.
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