Primark's Success Strategies

This report analyzes Primark's successful marketing strategies in a changing digital landscape. It examines the company's low-pricing model, its effectiveness in attracting customers, and its performance during economic downturns compared to rivals. The analysis highlights the importance of adapting to consumer behavior shifts and the role of effective management in achieving success.

Running Head: Project Management
PRIMARK Management

Project Management
Table of Contents
Organisation Overview..........................................................................................................................2
Vision and Mission Statement...............................................................................................................4
Mission of the company:...................................................................................................................4
Vision of the company:......................................................................................................................5
Strategic Objectives (250).....................................................................................................................6
Strategies, Goals and Programs (500)....................................................................................................7
Critiques (500).......................................................................................................................................9
Future Recommendations....................................................................................................................11
Conclusion...........................................................................................................................................11
References...........................................................................................................................................12
1

Project Management
Organisation Overview
PRIMARK is the Irish Clothing and Accessories Retail Industry. Initially Primark was
known by the name “PENNEYS”, which is an Irish clothing and accessories retail
organization. Primark is small part of AB foods. Primark Company founded by Arthur Ryan,
in June 13, 1962. Headquarter of the company is situated in Dublin, Ireland. The first store of
the company opened in 47 Mary Street, Dublin in June 1969, and the store still operative,
many people come to the store for buying products.
First store of Primark in the United States is located in Boston, Massachusetts, which opened
in 2015.The present CEO of the company is Paul Marchant and COO is John Lyttle. Parent
company of the Primark is Associated British Foods (Rothaermel, 2015). The products of the
company are Clothing, Cosmetics, and Housewares etc. there are 68,000 employees are
working in the company. After successes in Ireland, it headed up to expansion the business to
the United Kingdom. Though, company opened a large retail store in Belfast City Centre in
2

Project Management
1971, and the another store opened is in Derby England, in 1973. The “Penneys” company
name could not use outside the Ireland, in Europe, because J.C.Penny had already the
registered name. So, “Primark” new company name was created to use outside Ireland.
Currently Premark has opened its international headquarters in 2015 in a renovated Dublin
Office block, Arthur Ryan House, initially Chapel House.
Products:
Primark Company offers many varieties of the products like women wear, men wear, new
born child wear, accessories, footwear for both men and women, some beauty products, home
ware, and sweetmeat. Company sells their product like clothes and accessories, at the
economy rate below market averages prices. Company contributes to the modern fast fashion
style, along with traders as such Zara and H&M. According to the article about the company,
in The Economist,” For many shoppers, Primark has an irresistible offer: amazing trendy
clothes at amazingly low prices (Peppard, and Ward, 2016). The result is a new and even
faster kind of fast fashion, which forces consumers to buy heaps of items sometimes even the
same ones to use when the first ones worn out, discard them after a few wears and then come
back for another batch of new outfits”. Company also have created, a cosmetic line for its
cosmetic creation named” PS-PRO”. Many bloggers praised the cosmetic product of the
company because, the cost of the cosmetic product is very less and has high quality.
Stores of the Company:
Primark has the stores in following countries:
Country Number of Stores worldwide
Austria 5
Belgium 5
3

Project Management
France 11
Germany 24
Italy 4
Netherlands 18
Portugal 10
Ireland 37
Spain 44
Total 385
United Kingdom 184
United States 8
Company expanded very fast in UK in mid 2000s.
Vision and Mission Statement
Mission of the company:
According to the statement of Associated British Food ‘We aim to achieve strong, sustainable
leadership positions in markets that offer potential for profitable growth, and deliver quality
products and services that are central to people’s lives’. The aim of the company is, broaden
the company’s recent business strategy, by selling their product online, and achieve
considerable growth and keeping the recent position, as one the UK‘s top sellers (Eden, et al.,
2013).
After launching out of a transactional websites, retailer (parent company Associated British
Food) is now focusing on the growth of company’s global retail presences. This strategy will
4

Project Management
begin with the opening of seven stand-alone stores in Northern America. Company’s main
aim is, providing their new customers some affordable, on style fashionable, and better
quality in and ‘over-exciting, stylish and fun’ in-store atmosphere. Company has stores in
many countries internationally like Ireland, Austria, Spain, Netherland, Italy, Germany,
France etc. According to researchers, the total store in United Kingdom of Primark has 184.
And now the company is thinking to expand their business in other countries as well. So, for
that company is working on their supply chain management strategy. Primark is known as the
one the best clothing and accessories brand, in the retail industry of United Kingdome. To
meet the global demand of the company, Amcor needs to bring a good and an effective
supply chain management (Hill, et al., 2014).
Mission of the company, objectives and targets are the essential contribution in an
organization. A good marketing plan and effective supply chain strategy, helps the
organization to achieve the goals and profits. These strategies will also help in expansion of
the Primark stores worldwide. So, the mission of the Primark- (A leading clothing and
accessories company) is clear.
Vision of the company:
The vision of the company is to develop and improvement in the websites in terms of, design,
product offering method, increasing the stock of products, improvement in product features.
Introducing effective reality features is used for enhancing the interest of the new customers.
Company wants to see itself at the top of, in clothing and accessories retail industry. So they
have many opportunities as such: sign up to cell phone messaging apps like UK found app:
snap chat, to interact with their customers and can offer many deals.
The vision, Company wants to be the most widely spread center coverings organization
worldwide. Another strategy is, full filling the customers need and making a pleasant
5

Project Management
environment for them (Bettis, et al., 2016). Provide the proper training to their staff members
of the retail stores, and train them about, how to know the customer needs? What customer
wants? And how to full fill the customer need? How to satisfy their customer by providing
good services? A good store manager knows all the needs of customers. Foe every
organization customer should the first priority. In case of Primark, the tag line shows itself
“customer comes first”. Give their customer to place order into store and get their product at
home (If there is any delay). To promote the company products, company should use digital
platform as such plasma screens in their retail stores, in malls, and in shopping streets.
Strategic Objectives
The strategic planning of the Primark is decided to achieve the main goals and objectives of
the organizations. It lays the roadmap of achieving the goals of the organisation. It is the
process of determining and formulating the strategies implementing in the organisation.
Primark is one of the leading retailers and affordable fashion brand clothing in UK. Moreover
there is a high amount of competition in the market among the other companies. The Primark
has set the various strategies to attract the customers to visit their company they have
accepted the challenging task in the current scenario (Marchington et al., 2016). The
demographics of the Primark consumer market have identified the strategies which need to be
implemented for the following objectives which is been set. The Primark has set the various
strategies to attract the customers to visit their company they have accepted the challenging
task in the current scenario:
1. Primark has adopted the Cost Leadership i.e. the Strategy is been implemented and
pursued on the basis of the companies selling the reasonable products across all the
6

Project Management
sectors in the market. The strategy made on this have pursued successfully in the
Aviation industry.
2. The strategy is been set on the basis of the target been specified for the audience and
buying the product for the potential benefit which is applicable for directing the
specific audience and mainly aim to take the correct decision.
3. It is essential to have the strategy planned for measuring the order of the productivity
in terms of quality and quantity.
4. The strategy should be implied that the marketing process should be realistic and
hence should be applied in reality without nay dilemma.
5. The analysis on the data should be used for strategic marketing the planning processes
and the data collected should be authentic and accurate (Gunaratne et al., 2014).
Strategies, Goals and Programs
The strategic plans is been designed for the achieving the goals and the objectives of the retail
clothing industry which is the fastest moving industry in the market which mainly demands to
have the marketing process in the continuous process of the retail organisation and should be
managed having the various strategies. It is important to relate the characters that majorly
involve implementing the principles of the strategic management (Pruijn, 2014). The various
strategies being implemented to achieve all the goals to lead are:
The following programs applied are:
 Target Market Programs- It is been used for achieving the maximum possibilities of
the differentiation made over the competition in meeting the customer desires, gaining
the competitive advantage and sustaining into that for capitalizing and corporate the
strength and abilities. The process is used for leading in the market and must carry out
the systematic way of being effective for the main purpose.
7

Project Management
 Product Market Programs- It is likely linked with the company market strategies. It
has the unique way of marketing the products with respect to the customer, brands
and competitors. It has the major way of dealing with the market strategies. It is the
combination of the elements that contributes in the success of the organisation
(Hospers, 2017).
The major goals are in the following ways:
 Segmentation- In the first stage the market is been divided into the various groups
which have the major form to respond favourably to the different products and
services. The company needs is to determine the most appropriate and the specific
segmentation for identifying the characteristics for the individual segments and
developing the criteria for evaluating the commercial attraction and possibility.
 Targeting- The company mainly focus on evaluating and selecting the particular one
for the identification the market segments which needs to be identified for the
marketing resources and developing the appropriate marketing mix and the strategic
development. The main objective for achieving the goal is to have the multiple
products and consumers that can be segmented into various forms by identifying the
products on the basis of the age, sex, life style, social status etc.
 Positioning- The strategy is been implemented on having the product
positioning for the marketing management and mix elements that is been used to
have a particular place in the market. It mainly helps in branding and positioning the
products for the brand performance that majorly gives the input in the market
communications for supporting the particular brand. Primark emphasise on the in-
store services and convenience in the budgeting to maintain the current position to set
the major goals on the market (Banks et al., 2016).
8

Project Management
The Strategies used for implementing-
 Branding Strategies- It has the marketing strategy which is used for branding the
particular product in the strategic place. It is the easy way of creating the foundation
for all the components for building the brand in the market. It mainly includes
Motivate buyers, User loyalty, credibility confirmation etc.
 Cost Leadership Strategies- The strategy is been used for selling the products
across all the sectors and these strategies is used for leading in the cost and market
value in all the sectors. It majorly provides the services in the aviation as well as in
the e-commerce platforms. It has the leading qualities in the retail industry
(Christopher, 2016).
Critiques
The business environment that is affecting the Primark Company has the basic layer of
business environment and mainly consisting of the broader surroundings of consisting the
environmental factors that have the major impact on the organisation across all the industries.
It is essential to make the analysis on the current business situation that mainly affecting the
clothing industry. The process of the organisational can be facilitated by the specified concept
of the marketing by doing the analysis externally on the consumer buying behaviour. As the
organisation, is well known for delivering the well fashionable fabrics and accessories with
the tasteful designs with an affordable price rate. The Pestle analysis is quite significant for
making the analysis on having the prior knowledge about the external business and the
operations on the plans of the business.
Political- It has the main aspect of concerning about the primary factors with the political
climate in which the organisation mainly aim to conduct the various operations and therefor it
highlights the effect made on taking the initiatives with the government that have the main
9

Project Management
power in the performances of the retail brand. The Primark take care of making the activities
compliant with the various kinds of the governmental rules and regulations like sex
discrimination, protecting of the data for health and safety etc. (Bettis et al., 2014).
Economic- In this, the analysis is made on the retail brand and can easily access to the risk
factors that is used for challenging or avoiding the enterprise at the time of the operations
being made on the basis of the challenges and the issues being rise on the operational
activities. Such as changing rates of the interests, price trends etc. Moreover it helps in
development of the deliberate decision or the choices made dealing with the future
possibilities and ambiguity that can have the major effect on the organisation.
Social- It has the major aspect on the demographic factors that generally highlights the
factors being affected by the social elements which deals to the major impact on the
performance made on the business organisation and have the region of the operations. The
perception is made on the customers that have the new regions which is generally been
highlighted and also have the factors in income, choices and majorly take time for changing
the preferences of the target be segmented and analysed for reaching to the high benefits.
Technological- The analysis is made on the basis of the organisational ability and utilizing
and changing the available technology for the new way of processing the manufacturing
products. It has the major aspects on improving the quality of the product and the quality
transformation for featuring the products and to minimize the uncertainty.
Legal- The analysis has the major legal aspect that mainly helps the Primark for collecting
and conducting the business operations for the various kinds of the trade and taxation policies
and the tariff laws. It has the strict regulations to the governmental legislations in the business
activities.
10

Project Management
Environmental- It has the analysis on the environmental factors that is been raised for
bringing the major contributions and the company toward the operations that work on the
corporate social responsibilities of the Primark that is mainly highlighted in the business
processes. It has the major concern on the utilising the recycled and bio-degradable products
for packaging and services (Bettis et al., 2014).
Future Recommendations
Primark should accept the new opportunities of the digital revolution. It is stated, that
Primark should use the transaction feature now on their company website, to get the stable
financial position.
 Primark should launch an official company you-tube channel.
 Also introduce to their consumer, an eco-friendly clothing range.
 Provide personal shopping services to their customers.
 Prime delivery service or one day delivery services.
 Introduce a new catalogue of company magazine.
 Should endorse the celebrity in promotions of the product.
 Should be a good collaboration with other rivals brands in premium markets.
 Should be more digital POS in the store.
Conclusion
Conclusion of this report, it shows digital revolution continuously changing the e-consumers
behaviour. It is authoritative for the Primark, to formulate revolutionary and resourceful
marketing strategies. Primark has been reported a good profit in recent economic collapse as
compared to its rivals, which badly suffers from the current situation. From the given analysis
11

Project Management
of the Primark it is clear that, management of the Primark is most effective and drawing more
customers (Bettis, et al., 2014). Primark has been accepted the lowest pricing strategy that
most effecting. Also Primark promises to their customers, to provide lowest price and good
quality products. Key point of the report is company’s performance is increasing day by day
12

Project Management
References
Banks, M.A., Vera, D., Pathak, S. and Ballard, K., 2016. Stakeholder management as a
source of competitive advantage. Organizational Dynamics, 45, pp.18-27.
Bettis, R., Gambardella, A., Helfat, C. and Mitchell, W., 2014, Quantitative empirical
analysis in strategic management. Strategic Management Journal, 35(7), pp.949-953.
Bettis, R.A., Ethiraj, S., Gambardella, A., Helfat, C. and Mitchell, W., 2016, Creating
repeatable cumulative knowledge in strategic management. Strategic Management Journal,
37(2), pp.257-261.
Christopher, M., 2016. Logistics & supply chain management. Pearson UK.
Eden, C. and Ackermann, F., 2013, Making strategy: The journey of strategic management.
Sage.
Gunaratne, A.M.T.A., Gunatilleke, C.V.S., Gunatilleke, I.A.U.N., Madawala, H.M.S.P. and
Burslem, D.F.R.P., 2014. Overcoming ecological barriers to tropical lower montane forest
succession on anthropogenic grasslands: Synthesis and future prospects. Forest ecology and
management, 329, pp.340-350.
Heizer, J., 2016. Operations Management, 11/e. Pearson Education India.
Hill, C.W., Jones, G.R. and Schilling, M.A., 2014, Strategic management: theory: an
integrated approach. Cengage Learning.
Hospers, G.J., 2017. People, Place and Partnership: Exploring Strategies to Revitalise Town
Centres. European spatial research and policy, 24(1), pp.65-79.
Marchington, M., Wilkinson, A., Donnelly, R. and Kynighou, A., 2016. Human resource
management at work. Kogan Page Publishers.
13

Project Management
Peppard, J. and Ward, J., 2016, The strategic management of information systems: Building a
digital strategy. John Wiley & Sons.
Pruijn, A., 2014. The Integration of Corporate Social Responsibility into Business Strategies.
Rothaermel, F.T., 2015, Strategic management. McGraw-Hill Education.
14