Primark's Business Strategy in Austria
Added on 2020-02-12
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Business Organisationsand Environments in aGlobal Context
EXECUTIVE SUMMARYThis report evaluate the concept of Business organisations and environments in a global contextfor Primark a fashion clothing and retail store chain to expand its business in Austria. Thecompany's operation in various countries and the beginning as a retail store in Dublin. In thisreport we have discussed the potential of the mentioned company to operate in the environmentof Austria dealing with all the issues prevailing in the country as well as benefiting from thefavourable conditions. It focuses on the economic conditions in the country and its developmentfor creating ideal strategies to start up Primark's first store in the location.
Table of ContentsEXECUTIVE SUMMARY.............................................................................................................1INTRODUCTION...........................................................................................................................1TASK 1............................................................................................................................................1Background of business organisation.....................................................................................1TASK 2............................................................................................................................................3Background of the country.....................................................................................................3TASK 3............................................................................................................................................5Analysis of business environment..........................................................................................5TASK 4............................................................................................................................................8Interpretation with examples and statistics.............................................................................8CONCLUSION..............................................................................................................................10REFERENCES..............................................................................................................................11Illustration IndexIllustration 1: Premark Revenue chart.............................................................................................3Illustration 2: Austria's GDP per capita...........................................................................................4Illustration 3: Austria Employment Skill.........................................................................................9Illustration 4: Austria Inflation Rate..............................................................................................10
INTRODUCTIONBusiness organisation is a group of people who collaborate in order to achieve a commongoal. These are usually formed to generate profits by providing products and services to thecustomers fulfilling their demands (Alshamaila, Papagiannidis and Li, 2013). Whereas somefirms which work for the welfare of the society are known as non profit organisations. Thebusiness organisations comprises of different members, employees, shareholders, etc. For abusiness to operate in any country some factors are needed to be considered known as internaland external factors. These are the major elements which guide the working operations of anyfirm as well as provide base for the future planning and strategies. The internal environment ofthe organisation can be controlled by the management whereas, the external environmentincludes such factors which have huge impact and cannot be controlled by the company. In thegiven report, a retail company Primark of UK is taken as an example to evaluate these factors foroperating in the country of Austria (Bachmann and Inkpen, 2011).TASK 1Background of business organisationPrimark is an Irish retail clothing store chain started by Arthur Ryan in 1969. It wasestablished in Dublin with the name Penneys and is a subsidiary of Associated British Foods. Itbecame a huge success in the region which made it expand the company outside to othercountries. However, another store operating with the name of Penneys in Europe and beingalready established in the area became the reason for the company to change its name to Primarkas now widely known. The company deals in the range of clothes for everyone, footwear,accessories, beauty products, etc. The main factor for the success of the organisation despite ofmany clothing retailers in the market is providing quality products at low costs making itaffordable for every class of people. This factor has helped the company to grow and expandcontinuously even in the cut throat competition of fashion clothing industry (Caligiuri andTarique, 2012). There are many competitors of Primark such as Marks and Spencer GroupP.L.C., ASADA group limited, Tesco Plc. But company has marked to remain second-largestclothing skills. The performance of the company can be analysed through its annual reports and financialstatements. To measure the recent growth in the operation of the store a collective evaluation ofreports for the period of previous 3 years is conducted. According to those, Primark has been the1
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