Marketing Strategy of Zara and H&M - Desklib
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Added on 2020-02-05
Marketing Strategy of Zara and H&M - Desklib
Added on 2020-02-05
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Table of ContentsEXCEUTIVESUMMARY.................................................................................................................................................... 31.INTRODUCTION............................................................................................................................................................... 32.HistoryoftheCompany...................................................................................................................................................... 43.Observation, identification, analysis and interpretation of marketing activities, tactics andstrategies................. 43.1 Targets of the product / services / company ororganization............................................................................... 43.3 Current product / service of life cycle stage of thecompany.............................................................................. 53.4Kindofdemandproducts/organizationfacing...................................................................................................... 63.5SWOTAnalysisofthecompany.............................................................................................................................. 64.CorporateandDivisionStrategicPlanning..................................................................................................................... 74.1 Business portfolio analysis on the SBU choosing any oneportfolio................................................................. 74.2StrategiesforGrowthCompanycanfollow........................................................................................................... 74.3 Is the company following any strategicalliances.................................................................................................. 84.4 Is the company or organization following one of the Porter's GenericStrategies........................................... 84.5SalesManagementElement....................................................................................................................................... 9CONCLUSION...................................................................................................................................................................... 10REFERENCES....................................................................................................................................................................... 11
EXECUTIVE SUMMARYFor example, if the Gazprom Group do the business whether it is domestically orinternationally and by that it can not be overestimated. It is a dominant supplier in thegas markets and according to that it is a big influence to these markets. To find theWestern sanctions which is imposed on Russia it can be find by using the PESTEL andSWOT analysis. EXECUTIVE SUMMARYPrimark has emerged has one of the fasting growing company in clothing and apparelsegments and giving tough competition to brands like Zara and H&M. It is known sellingquality product at a low price. This attracts a lots of customers to it but there are somethings in which it lacks for example it does not advertise himself so this can beconsidered as disadvantage because almost all the world is on internet and are usestechnology for communication. A detailed study has been done so that it could manageits marketing, various strategies will be adopted to give a pace to the growth (Hollensen,2015). For all this the background of the company need to studied about that fromwhere it has evolved, what are its targets, goals of its products and services, how tocreate a position in the minds of the people, deciding the product price and to what timeit will sustain in market through discussing its life cycle. Demands of its productsaccording to the fashion trends and SWOT analysis can be done to know the strengthsand weakness or other external factors affecting its growth. How a business portfoliocan be analysed through use of Boston Matrix Model and how important is the strategicalliance to boost the sales and performance will be discussed. The company hasexperienced rise a rise in its sales, it was expected that due to Brexit it will fall down butthere was no impact on its sales. Its sales expected to be 11% ahead of the last yearand it has also increased its retail selling space by 0.8m sq ft. Primark's Oxford streetstores sales went upto 10% high. This all will bring a report which will be a completesummary of the company.INTRODUCTIONMarketing Management is the term used to define the situation in which themarket of the company is managed through adopting various techniques. The person
who manages the market or the operations of the company is called manager. In thisactivity inspection, tracking and review of the company is done to find out the factorsresponsible for the growth of the firm. It has various scope depending upon the size ofthe industry in which it runs its business. To make marketing plan all the things will beconsidered like its SWOT analysis, Pestle analysis, socio cultural factors and at whatsituation what tasks will be performed. Marketing management skills will be used tomaintain the coordination and workflow in the organization (Wilson and Gilligan, 2012).Brand analysis, creating marketing strategy, implementation of the plans, allocation ofthe funds, feedback and measurement of the strategies will be the step which will befollowed in sequence and will be added in the marketing management strategy. Thescope of the research is to find out how the markets are managed by taking thescenerio of Primark Company and all the reserch which are taken in the considerationare based on the facts and statics available on the internet.2. History of the CompanyPrimark is a international subsidiary Ireland based company who deals in theclothes of the children, women's wear, men's wear, footwear and other accessories.The company was founded in 1969 by Arthur Ryan in Ireland. Success in Ireland led toexpansion to the United Kingdom. It sells clothes at the low cost in comparison to themarket price and has clubbed with the big brand like Zara and H&M. Primark providesmany offers to the customers and are setting new standards in the fashion industry. Ithas also started a cosmetic line with the name “PS Pro” and has high quality products atlow price (Wang and Pizam, 2011). Taking about its area and structure, it has overapprox 320 stores in 11 countries mainly situated in European countries and its largeststore is situated at Manchester, England acquiring the area of 155,000 sq ft in threefloors building. 68000 employees are working for the company in 325 locations ofdifferent parts of the world and Associated British Foods is the parent organisation ofthis company. It had been into various controversies where its image or reputation hasgone done like providing immigrants labour half wages and in 2014 the prisoners wereforced to work for 15 hours per day to make clothes to export.( use online refrencing)
3.Observation, identification, analysis and interpretation of marketing activities,tactics and strategies.3.1 Targets of the product / services / company or organization.Every company has a plan or strategies on which they work to achieve desiredgoals. Making strategies helps them to give an advantage in comparison to others andmake them achieve profits. The aim of the strategy is to define how the targets will beachieved so for that the target should be relevant and before setting any target abackground study is must. Primark has also some goals for vision on which they arerunning their business and timely modification on them is done.The main vision of themanagement of the Primark is to provide quality products to the buyers within aaffordable price. They need to focus on the promotion of their products and servicesthrough different ways (Moutinho, 2011). Its competitors might be selling the qualityproducts but they are not compromising on the area of the price or cost this gives anadvantage to the company over its competitors. Through this vision they have a missionto promote the culture of value for money. Items are differentiated on the basis of age,sex, lifestyle and the income level of the people and through this they want to reach tothe all segments of the society from a middle class to the upper class. Primark hastarget of opening its stores in US market and will be investing 200 million punds inopening its stores in Boston, 10 stores in north east. Their targets will be youth peoplewho aim to wear the branded clothes but they cannot afford the big price so byintroducing their brand in US they will encourage young people to buy branded clothesat low price from their stores. Kohl's, J.C. Penny and Macy's would be Primark's maincompetitors because they also follow the same concept as Primark. 3.2 Positioning of the product / services / company or organization.Firm or brand positioning is a process through which the company occupies its positionin the minds of the people mainly, other than this the position in the market is also calledas the brand positioning. Through this Primark could analyse its performance and on
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