Retail Marketing Plan Assignment

RETAIL
MARKETING PLAN

Contents
INTRODUCTION...........................................................................................................................1
CASE SCENARIO..........................................................................................................................1
COUNTRY ANALYSIS.................................................................................................................1
MARKET ENTRY..........................................................................................................................3
MARKETING OBJECTIVES.........................................................................................................4
PEST ANALYSIS...........................................................................................................................5
SWOT..............................................................................................................................................5
STP...................................................................................................................................................6
MARKETING PROGRAMME.......................................................................................................7
IMPLEMENTATION......................................................................................................................8
BUDGET.........................................................................................................................................8
CONTROL.......................................................................................................................................9
CONCLUSION................................................................................................................................9
As per the above mentioned report it has been concluded that, in order to expand business
services in Kuwait Primark can take advantage of many market entry options such as, Licensing,
franchising and joint venture. In addition with this report covers SWOT and PESTLE analysis
that will further aid company to effectively analyse overall condition of country as to effectively
conduct their operation of expanding. In addition with this, report covers STP, marketing
programme, marketing objectives and budget with the help of which company can expand their
services in country while taking numerous set of advantages by grabbing profit from overall
market condition of country.............................................................................................................9
REFERENCES..............................................................................................................................10
REFERENCES..............................................................................................................................10

INTRODUCTION
Marketing is ascertained to be one of the most crucial aspects of the organisation which is
associated with development of effective relations with customers with a view to inflate the
existing reach of entity. In this regard, companies make use of marketing plan in order to devise
the strategic course of action through which communication can be optimally set with people to
transmit the objectives and vision of organisation. The following report consists of a marketing
plan for Primark which is a well renowned and leading Irish fashion retail brand. It has its
headquarters situated within Mayfair area of London, UK. The assignment consists of all the
essential aspects of marketing plan taking into account the current marketing strategies along
with those of its rival firms.
CASE SCENARIO
Primark is one of the leading clothing retail store chains across the globe. It has high
brand image and market positioning owing to its provision of high quality offerings to customers
spread in international landscape. Looking upon the rapid and large scale success of the entity
within the world, the management of entity is considering carrying out expansion of business
operations in a new location so that the reach of entity can be expanded. In this regard, looking
upon the analysis of 3 countries (See next topic), Kuwait has been selected as the place to inflate
the scale of business activities. This has been done looking upon the marketing trends prevailing
within this country which reflect that 91% of the total population of this location has internet
access. Further, the social media penetration found here is approximately 96% which
demonstrates the expected likelihood of a company intending to carry out expansion here by
emphasizing upon marketing programmes and related strategic course of action (How will
marketing in Kuwait change in 2016?, 2019).
COUNTRY ANALYSIS
Primark considered a number of factors while selecting the country for carrying out
expansion. Out of the chosen 3 countries, a country analysis was conducted by the management
to reach at the final decision. The country analysis performed by Primark is presented as
follows:-
KUWAIT
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MEASURE YEAR INDEX WEBSITE
TI Corruption
Perceptions Index
2018 78 of 180 https://www.transparency.org/cpi2018
World Bank’s
Doing Business
Report “Ease of
Doing Business”
2018 97 of 190 http://www.doingbusiness.org/en/rankings
Global Innovation
Index
2018 60 of 126 https://www.globalinnovationindex.org/
analysis-indicator
U.S. FDI in partner
country (M USD,
stock positions)
2017 $296 https://apps.bea.gov/international/
factsheet/factsheet.cfm?Area=506
World Bank GNI
per capita
2017 $31,430 https://data.worldbank.org/indicator/
NY.GNP.PCAP.CD?locations=KW
VIETNAM
MEASURE YEAR INDEX WEBSITE
TI Corruption
Perceptions Index
2018 117 of 180 https://www.transparency.org/cpi2018
World Bank’s
Doing Business
Report “Ease of
Doing Business”
2019 69 of 190 http://www.doingbusiness.org/en/rankings
Global Innovation
Index
2018 45 of 126 https://www.globalinnovationindex.org/
analysis-indicator
U.S. FDI in partner
country (M USD,
stock positions)
2017 $2,010 https://apps.bea.gov/international/
factsheet/factsheet.cfm?Area=506
2

World Bank GNI
per capita
2017 $2,160 http://data.worldbank.org/
indicator/NY.GNP.PCAP.CD
DENMARK
MEASURE YEAR INDEX WEBSITE
TI Corruption
Perceptions Index
2018 1 of 180 https://www.transparency.org/cpi2018
World Bank’s
Doing Business
Report “Ease of
Doing Business”
2019 3 of 190 http://www.doingbusiness.org/en/rankings
Global Innovation
Index
2018 8 of 126 https://www.globalinnovationindex.org/
analysis-indicator
U.S. FDI in partner
country (M USD,
stock positions)
2017 $13,873 https://apps.bea.gov/international/
factsheet/factsheet.cfm?Area=506
World Bank GNI
per capita
2017 $55,220 http://data.worldbank.org/indicator/
NY.GNP.PCAP.CD
On the basis of above analysis, Kuwait has been selected as the location for facilitating
expansion. Further, the accessibility of labour, infrastructure, machinery, material etc. is quite
high looking upon which also the selection is made.
MARKET ENTRY
Market entry is process in which distribution of product and services is done to attract large
market share. In other words, it is an activity to deliver new services of product to the customers.
In export and import of service, it refers to the creation and management to services in other
countries.
Licensing & Franchise: Under this owner have all the powers and control the brand and
licenses which is a permission for selling the product which is already well known in market.
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The franchisee is using a successful business model by paying the fees as per the norms of the
organization. Licensing can be known as heart of franchise business venture. Licensing is a
process where company sell it right to use their property and profit would be share as per agreed
terms and conditions. Whereas in franchising, franchisor allows the franchisee to use business
model and a brand name as a fee in order to run business. It this franchisee runs its own firm as
an independent branch but as the parent company. The licensing is governed by contract law and
franchising comes under the franchising law as per the company.
Joint venture: this is known as cooperative enter prize and two or more than two companies
comes together to perform their activities in order to sustain for long. By joint venture Primark
can manage to carry out business operation in vast area. This will help the company to reach the
untapped market. It is Beneficial for both the company because employees of different
organization can exchange their thoughts and idea. The main reasons of joint venture can be
specific and in the case of PRIMARK Company wants to expand their business in Kuwait so, to
perform well and to make Profit Company must joint venture with some established firm to gain
competitive advantages.
Thus, with the help of above mentioned market entry methods Primark can effectively able
to expand their services in Kuwait while attracting adequate amount of profitability.
MARKETING OBJECTIVES
This is acknowledged to be a vital and relevant aspect of the marketing plan. This is so
because it underlines the desirable output or condition of corporation post the successful
execution of marketing plan. In this regard, while carrying out expansion within Kuwait, Primark
also realises the significance of laying out the objectives beforehand so as to ensure the
alignment of course of action with the predetermined outcome. To facilitate this, the marketing
department of Primark has devised certain SMART objectives which are intended to be achieved
within a time span of 2 years. Thus, the objectives laid down by the respective corporation to
feasibly gain access to Kuwait and succeed, are as follows:-
“To accelerate the sales of entity by 15% by the end of 2 years by making use of extensive
marketing practices”
“To enhance the global market share of corporation by 4.5% by next 2 years by utilising
social media marketing”
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“To raise the profitability of entity by 10% within next 2 years through the execution of
marketing campaigns”
PEST ANALYSIS
This is a strategic framework which is usually taken into use by organisations to gain
comprehensive knowledge of the external environmental factors that are acknowledged to have a
significant impact over the operations of a business entity. Primark has also gained knowledge of
the external environmental factors of Kuwait that may influence its operations. For this, PEST
analysis has been taken into use by entity as follows:-
Political: Kuwait is ascertained to be a constitutional monarchy headed by Emir.
Although Kuwait claims itself as a democracy, it is not totally true. Thus, the risk of political
conflicts within this nation is acknowledged to be extremely high for Primark.
Economical: The economy of Kuwait is small yet wealthy that has been experiencing
consistent growth from Gulf War and the major source behind the income of country is crude oil.
It comprises of 95% of the country’s export and governmental revenues. Kuwait is ascertained to
be an excellent location for Foreign Direct Investment by potential investors. This presents
opportunities for Primark to make use of strong economy and infrastructural facilities of this
location to gain success in market place.
Social: Primark has lucrative opportunity to ascertain the fashion trends prevailing in
market and thus offer products which cater to the needs and demands of population of Kuwait.
Technological: The technological resources of Kuwait are so well established that can be
taken into use by Primark to meet the needs of consumers and thereby inflate its overall market
share and profitability.
SWOT
Primark is looking forwards to extend their business offering services in Kuwait, Thus it
is essential for company to effectively analyse the whole country market situation in order to
effectively take numerous set of advantages as to gain best possible outcomes. Thus, mentioned
below SWOT analysis is defined:
STRENGTHS WEAKNESSES
As Primark offer trendy and attractive clothes
at reasonable and affordable price range, it has
Primark is not taking advantage of online
websites as to offer their products and services
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been evaluated that company offer 30 to 40 %
cheap price range clothing as compared to their
competitors. Thus, company can gain benefits
from the Kuwait economies by offering their
products at low pricing. In addition with this,
Kuwait is having financial stable economy and
it is included in the list of world’s 5th richest
country around the world. Thus, this makes
Primark to extract best possible benefits while
expanding their business in country.
along with this it lacks in e-commerce
websites. Thus, this makes company to reach
out to maximum number of customers in
Kuwait. Along with this, it has been seen that
Kuwait is having labour issues along with
atmospheric conditions which make Primark
hard to operate their functions in smooth and
effective way.
THREATS OPPORTUNITIES
Kuwait is lacking in regulation that may acts as
a threat for Primark as to operate their
operations in effective way. Along with this,
company may find difficulty in ethical
challenges that may further affect smooth
functioning of organisational operations.
Primark is having the opportunity to take
advantage of large stores as to effectively
encourage volume shopping. Along with this,
With the advancements in technology and
innovation in Kuwait, Primark can emerge
advances in technology and can further offer
their services via e-commerce websites in order
to attract large base of customers.
STP
This model can be undertaken by marketing manager of Primark as to target customers. It
can further be done by considering process that includes segmentation, targeting and positioning.
Thus, Primark can undertake this method as to grab various advantages while expanding their
services in Kuwait:
Segmentation: This stage includes identification of audience for organisation. In context wit
Primark organisation conduct segmentation on demographic basis according to income level of
individuals.
Targeting: Company target the customers from all income level, as products and services
provided by them are of affordable price range.
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Positioning: In this company analyse the manner through which they are require to position
themselves in Kuwait market place. In this Primark take advantage of number of strategies
through which they encourage population of company to use social media, gift voucher and other
attractive coupons.
Action Plan: Primark is taking advantage of marketing plan of 2 years within which they cover
long term objectives.
MARKETING PROGRAMME
In order to attract large base of consumer by enlarge profit earning capacity by expanding
business in Kuwait Primark can take advantage of different types of marketing programme.
With the help of this company can not only able to attract attention of large base of customers
but can also create brand image of company in best effective way. Mentioned below there are
some certain marketing programme that can be consider by Primark as to expand their business
in Kuwait:
Social Media:
There are different types of platforms on social media that offer versatile way to company
as to effectively reach out to maximum and potential number of buyers. Thus, by taking
advantage of different types of social media platforms Primark can effectively able to increase
their sales margin that further allow company to gain suitable benefits and profitability. Thus, it
is essential for Primark to increase their social media presence and effectively consider social
media marketing as to increase and boost sales in Kuwait economies.
Digital Marketing:
By taking advantage of digital media tactics Primark can effectively able to reach out to
large and target base of customer. As by using online measures company can effectively able to
offer their products and services to large base of customer set. It will not only aid company to
increase their profitability but can also benefit them to offer their products and services in cost
effective method. Major advantage of digital marketing it that it will offer, Primark to have
access to mass market at affordable prices.
Marketing Campaign:
It is essential for Primark to take use of different set of marketing campaign as to attract
attention of large base of customers. There are different types of marketing campaign measures
that can be considered by Primark to expand their services in Kuwait. Some of that include, Co-
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Branding and Affinity marketing, merchandising advertising, pricing and promotion. With the
help of all these measures company can effectively able to offer their services at large scale by
creating brand awareness of company product and services. There are some other marketing
campaign that can be use by Primark that include, seasonal push, rebranding, brand launch and
revenue push.
IMPLEMENTATION
Primark is implementing the marketing plan in an effective manner by making use of 3
strategies that are, namely, marketing campaigns, social media marketing and digital marketing.
All of these will together aid the entity to reach the new audience in an optimum manner such
that the profits as well as sales of entity could inflate within market place. When the marketing
plan is executed in the desired manner, the probability of deriving the desired outcomes within
the stipulated course of time inflates. This aids Primark to easily expand its customer base and
thereby the global market share by predetermined margin.
BUDGET
The budget set by Primark for gaining entry into Kuwait in order to expand its reach as
well as sales is as follows:-
PARTICULARS 1st Year 2nd Year
Initial investment 70000 90000
Borrowings (Bank loans, credits) 45000 50000
Retaining earnings 35000 45000
TOTAL 150000 185000
MARKETING OUTLAY
Promotion activities 30000 29000
Sales publicity 25000 21000
Distribution and supply expenses 22000 23000
TOTAL 73000 112000
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CONTROL
It is essential for an organisation to control the activities post the execution of marketing
plan in an effective manner. This aids the corporation to ensure that the course of action is being
executed as per the predetermined goals and objectives of company. In this regard, Primark will
also carry out effective control of activities in order to make sure that the deviations between
actual and desired outcomes are under the acceptable margins. This will ensure feasible and
successful entry of Primark into Kuwait through which the profits as well as sales of the
respective retailer would inflate by fair margins.
CONCLUSION
As per the above mentioned report it has been concluded that, in order to expand business
services in Kuwait Primark can take advantage of many market entry options such as, Licensing,
franchising and joint venture. In addition with this report covers SWOT and PESTLE analysis
that will further aid company to effectively analyse overall condition of country as to effectively
conduct their operation of expanding. In addition with this, report covers STP, marketing
programme, marketing objectives and budget with the help of which company can expand their
services in country while taking numerous set of advantages by grabbing profit from overall
market condition of country.
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REFERENCES
Books and Journals
Glanz, K., Bader, M. D. and Iyer, S., 2012. Retail grocery store marketing strategies and obesity:
an integrative review. American journal of preventive medicine. 42(5). pp.503-512.
Gummesson, E., Kuusela, H. and Närvänen, E., 2014. Reinventing marketing strategy by
recasting supplier/customer roles. Journal of Service Management.25(2). pp.228-2
Henriksen, L., 2012. Comprehensive tobacco marketing restrictions: promotion, packaging, price
and place. Tobacco control. 21(2). pp.147-153.
Jobber, D. and Ellis-Chadwick, F., 2012. Principles and practice of marketing (No. 7th).
McGraw-Hill Higher Education.
Möller, K. and Parvinen, P., 2015. An impact-oriented implementation approach in business
marketing research: Introduction to the Special Issue on “Implementing Strategies and
Theories of B2B Marketing and Sales Management”. Industrial Marketing Management.
45. pp.3-11.
Nagle, T. T. and Muller, G., 2017. The strategy and tactics of pricing: A guide to growing more
profitably. Routledge.
Tanner, J. and Raymond, M., 2015. Principles of marketing. University of Minnesota Libraries
Publishing.
Viswanathan, M., and et. al., 2012. Marketing interactions in subsistence marketplaces: A
bottom-up approach to designing public policy. Journal of Public Policy & Marketing.
31(2). pp.159-177.
Online
How will marketing in Kuwait change in 2016?. 2019. [Online]. Available
Through:<http://refocusmedia.com/how-will-marketing-in-kuwait-change-in-2016/>.
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