Marketing Mix and STP Analysis of Primark

SUMMATIVE
ASSESSMENT

TABLE OF CONTENT
INTRODUCTION...........................................................................................................................4
COMPANY OVERIEW..............................................................................................................4
SEGMENTATION AND TARGETING....................................................................................5
POSITIONING............................................................................................................................6
MARKETING MIX- PRODUCT AND PRICE..........................................................................6
MARKETING MIX- PROMOTION AND PLACE...................................................................7
MARKRING MIX- PEOPLE AND PHYSICAL EVIDENCE...................................................7
MARKRING MIX- PROCESS...................................................................................................8
MARKETING MIX RECOMMENDATIONS...........................................................................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Business environment refers to all those factors which used to affect the operations of the
company. The current presentation is based on Primark which is the Irish multinational fashion
retailer store having its headquartered in Dublin, Ireland. The presentation will outline the
overview of the company. Further this presentation will outline the Segmentation, Targeting and
positioning of the product of the company. This presentation will also outline the 7P's of
marketing mix and the recommendations to the company.
COMPANY OVERIEW
Primark Plc. is the Irish multinational fast fashion retail store and having its
headquartered in Dublin, Ireland. This is one of the subsidiary company of the Associated British
Foods. The company used to serve in the areas like European Union, United Kingdom and
United States (Eisenberg, 2019). The company was founded on 13 June 1969 that is 52 years ago
in Dublin, Ireland. It used to operate in almost 392 locations and the company has lots of stores
in the areas it used to operate. The CEO and COO of the company is Paul Merchant and has
78000 number of employees working in overall store. The mission of the company is to provide
the best and high quality of products to the customers which helps them to gain good profitability
to them. As this is the fast retail store it used to provide the new and trending products to their
customers that helps them to grow in the market. This is the subsidiary and the parent company
of this is Associated British Foods. The first store of the company is still in operation named
Penneys which was established by Arthur Ryan in June 1969. The company used to sell the
diverse range of products which includes baby and children's clothing, menswear, homeware,
accessories, beauty products, women wear and confectionery (Yu, Cao and Tan, 2018). The
company used to sell its products at the affordable prices as there are many competitors in the
market. In year 2020 the company has launched its wellness collection which used to include 80
eco- conscious products which is very good for the environment. The products produced by the
company is organic, sustainable and can be recycled. The company used to provide irresistible
offer that is trendy and fashionable clothes to the people at the reasonable and at affordable
prices. This used to results in the new and faster fast fashion as the new fashion used to attract
the consumers to buy the products at the affordable prices (Sáenz, Revilla and Acero, 2018). The
desire and wants in the clothing line is kept on increasing that shows that the company will have
increase in the market share.