Principles and Practices of Marketing: A Case Study of Primark

Principle and
Practices of
Marketing

Table of Contents
INTRODUCTION...........................................................................................................................3
Overview of the business............................................................................................................3
Marketing mix of PRIMARK.....................................................................................................4
Reflecting the strategic decisions and relevant theories in efforts of marketing ......................7
Evaluation of the effectiveness of efforts in marketing.........................................................10
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Marketing is known as the collection of all sources and set of actions which are vital
for directing and facilitating the smooth flow of products and services from producers to end
users. Marketing is referred to as the process of attaining potential consumer's interested in the
firms goods and services. It includes the research,promotion, selling and distributing the goods
and services. Marketing is what every organisation implement in its growth and development
strategy. Firms use techniques of marketing for achieving the goals and targets. It starts with
determining the needs and wants of the buyers and satisfy them by the means of products and
services. The present topic of marketing is focused on buyers and concentrated on only earning
profits and improving revenue by the fulfilment of demands and needs of the consumer's. The
employees of marketing department main motive is to satisfy the wants and needs of buyers and
so they do research about what users want. It starts with buyers and end on ends users. This
project is made in context of PRIMARK which is a Irish multinational fast fashion retailer
having its headquarter in Dublin, Ireland. Company was incorporated in the year 1969 by
Arthur Ryan(Araujo and et,al., 2021) . It deals in clothing,cosmetics and housewares segment
and have its stores presence in almost more than 400 locations. It trades as the name of Penneys
in Republic of Ireland. This project will mention the marketing strategy adopted by Primark in
detail and its marketing mix used for effective marketing. A reflection on the strategic decisions
and their relevance by different theories in the efforts of marketing will also be stated. In end the
evaluation of the effectiveness of the efforts of marketing will be discussed.
Overview of the business
PRIMARK is a Irish retailer which is a subsidiary of Associated British Foods and its
stores presence all across Europe and United States. It was established on 13 June, 1969 in by
Arthur Ryan on behalf of Weston family at 47 Mary Street in Dublin. Irelands success led to
expansion of the business, by opening a big store in Belfast City Centre in year 1971. After this
firm opened store outside Ireland in Derby, England in 1973. Company offers a wide range of
goods such as baby and small children clothes, menswear, women wear, home ware,footwear,
accessories, beauty products and confectionery. The firm sells the clothes at cost below which is
usually charged. From the year 2914 onwards company has started selling the make up products
and vegan snacks in 2018. With its competitors Zara and H&M firm contributes to modern fast