Retail Theory and Practice

Retail Theory and Practice

Table of Contents
Retail Theory and Practice/Practical...............................................................................................1
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Relevant Changes in Macro-Environment...................................................................................3
Relevant changes in Micro-Environment....................................................................................5
Strategies and Tactics that Primark can apply.............................................................................6
Recommendation.........................................................................................................................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Primark, an Irish fast fashion retailer founded in 1969 and headquartered in Dublin,
Ireland. The store and fashion retailer is subsidiary of food processing and retail company ABF.
The company operates at Europe and United States at around 373 locations. Products of the
company are clothing, cosmetic and house wares. The area served by the company is Austria,
Belgium, France, Germany, Italy, Netherlands, Portugal, Spain, Slovenia, UK and US. First store
of company was started at Dublin in 1969 and its success in Ireland led to its international
expansion. The company was initially started as Penneys and in Ireland is known as Penneys but
outside Ireland company operates as Primark. Product range of the company includes baby,
children clothing, womenswear, menswear, homewear, accessories, footwear and beauty
products. Primark competes with Zara and H&M and contributes to contemporary and fast
fashion. This report will discuss changes in its macro environment with help of PESTLE
Analysis and analysis of its micro environment which includes analysis of competitors and
internal analysis of the company. Later strategies that company can use will be discussed and
suggested in the report and what retailers can do to deal with challenges.
MAIN BODY
Relevant Changes in Macro-Environment
External environment and more specifically macro environment is ever changing and
changes which are difficult to predict. This can be identified and understood with the help of
PESTLE analysis model. The model provides information about factors which exist in Macro
environment of the Primark. These factors are-
Political
Political factor plays significant role in operations of the company and Primark operates
its business in many countries and get exposed to political certainties of all those countries
(Perera, 2017). Some of the factors which are included in this factor of Primark are political
stability and how important retail sector in the economy of respective country. Interference of the
government in the retail industry and Primark also distributes in many countries so one of the