Marketing Communication of Primark: Expanding into the Chinese Market

Running head: MARKETING COMMUNICATION
MARKETING COMMUNICATION
Name of the Student
Name of the University
Author Note

MARKETING COMMUNICATION1
Executive Summary
In this report, the aim of the discussion will be to discuss about the marketing communication
of Primark, an Irish retail brand, who wants to expand their business into new untapped
market of China. Analysis on SWOT and PESTLE will be done, as well as the tool of
SOSTAC will be used.

MARKETING COMMUNICATION2
Table of Contents
Introduction................................................................................................................................3
Marketing Communication........................................................................................................3
SWOT Analysis of Primark...................................................................................................4
PESTLE Analysis...................................................................................................................6
SOSTAC Framework.............................................................................................................8
Conclusion................................................................................................................................10

MARKETING COMMUNICATION3
Introduction
In this report, the discussion will be on the marketing communication as well as the
marketing strategies of Primark. A detailed analysis will be done of the company, and want to
expand their business in China. The untapped market analysis along with the strengths and
weaknesses of the company will be discussed. On the other hand, the opportunities and
threats of the company will be evaluated, so that the company can strategize their plans to
penetrate the market of China. Primark is a multinational organisation from the retail
industry. The company was founded in the year 1969 and headquarter is in Dublin, Ireland. It
is a fast fashion retailer company, which is located to almost 368 locations worldwide
(Killian and McManus 2019). Arthur Ryan is the founder of the company. Paul Marchant is
the Chief Executive Officer and John Lyttle is the Chief Operational Officer of this
prestigious organization. Total number of employees is 70,000 approximately and the
revenue of the company is over 6 billion pounds. The company sells a various range of
products, which includes new-born and children’s clothing, men’s clothing, women’s wear,
footwear, home ware, beauty products, accessories and confectionaries. The company serves
the community in about 14 countries (Batra and Keller 2016).
Marketing Communication
Marketing communication are those tools or techniques that an organization or a
business individual adopts to convey or pass the promotional news or messages about their
products or services to the society or to the end customers or consumers. It is the process or
way to communicate the messages to the market where they are serving or where they want
to serve, like Primark in this case, who wants to sell their brands in the brand new
marketplace of China. It includes the tools which includes advertising, sponsorship, personal
selling, direct marketing, promotion and communication to the people or the marketplace.