International Marketing, Innovation and E-commerce

International
Marketing, Innovation
and E-commerce

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
TASK 2............................................................................................................................................5
TASK 3............................................................................................................................................6
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9
Books and Journals......................................................................................................................9

INTRODUCTION
International marketing is a process of dealing the goods and services of the across
different countries in the world. The process includes certain stages namely; planning and
execution of rates, promotion of products and distribution of products effectively. E-commerce is
the process of selling the goods and services electronically through internet. This process
initiates the transfer of money and delivery of goods at the destination. This report mainly
focuses on the functioning of Primark Stores Limited which is an Irish fashion retail store
headquartered in Dublin, Ireland (Agarwal and Wu, 2018). This report mainly focuses on the
marketing strategy adopted by Primark Stores Limited for enhancing their operations. Moreover,
for this there is an analysis of STP approach of the company for international market.
Furthermore, this report considers the Glocal strategies and adaptation of the company in the
international environment. Lastly, it covers the marketing mix of the company which focuses on
the range of products offered by the company. It also covers the product life cycle and Boston
Matrix of the company.
TASK 1
Primark is a famous fashion retail which offers latest fashion styled clothes to their potential
customers. This company was founded by Arthur Ryan in 1969. The company offers a range of
products which also include the sale of makeup products. The company contribute to the
contemporary fashion trend by offering the products at lower prices to their customers. It
encourages customer to buy heaps of products and discard them after a few wears to come back
and buy new batch of outfits. STP approach is used to segment the targeted market which will be
helpful for the company to achieve their goals. It includes three stages which can be explained in
the context of Primark as follows:
 Segmentation: International markets are formed through diversified customers and
dynamic companies. It is difficult for Primark to understand the expectations of the
customers and build a competitive edge over its competitors. The aim of Primark is to
target the customers group on the basis of their products (Baines, Rosengren and
Antonetti, 2017). Likewise if the company wants to sell baby products then they have to
segment the market on the basis of married people as they are the target of the company.