Market Dynamics and Consumer Behavior: Primark's Journey in India

Primark’s entry into the Indian retail market presents both significant opportunities and challenges. The analysis begins by exploring the broader implications of expanding into emerging markets like India, where economic potential is high but so are risks such as local competition and regulatory hurdles. Key to Primark’s strategy is leveraging social media platforms to enhance brand awareness and engagement among a young and digitally-savvy consumer base. This approach not only aids in establishing a robust market presence but also facilitates direct communication and feedback from consumers, fostering brand loyalty. The study further delves into the local retail dynamics, highlighting how Primark can position itself against established players by adapting its offerings to meet local preferences while maintaining its core value proposition of affordable fashion. Consumer behavior insights indicate a growing demand for fast fashion in India, driven by urbanization and increased disposable income among younger demographics. However, this trend also calls for sensitivity towards cultural nuances and sustainability concerns, areas where Primark must innovate to maintain relevance. Overall, the analysis underscores that while the Indian market offers substantial growth prospects for Primark, success will depend on its ability to navigate local complexities effectively through strategic adaptation and robust marketing efforts.

RUNNING HEAD: INTERNATIONAL MARKETING 1
NAME OF THE STUDENT:
ROLL NO.:
NAME OF THE UNIVERSITY:
AUTHOR’S NOTE:

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Executive summary
The report provides with an analysis of the international marketing plan of Primark to expand in
Indian market. The analysis is based on exploring the international market exploration strategy.
The model is divided in 4 parts in order to examine the growing opportunities in foreign market.
Part 1 of the report is focused on the macro environmental factors through PESTLE analysis.
Part 2 is focused on examining the general market and focus on how the chosen market is
effective from the point of gaining effectiveness. Part 4 is focused on understanding the specific
information. Lastly the 4 part is related to the target market and corporate factors influencing the
market entry decision. The conclusion part specifically focuses on the decision making strategy
and describes the probable market, Recommendations and the limitation of this report.

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Contents
Introduction......................................................................................................................................5
Company overview..........................................................................................................................6
PART 1............................................................................................................................................6
Macro environmental factors.......................................................................................................6
Political factors.........................................................................................................................8
Economic factors......................................................................................................................9
Social Factors...........................................................................................................................9
Technological factors...............................................................................................................9
Legal and Environmental factors...........................................................................................10
SWOT Analysis.........................................................................................................................11
Strength..................................................................................................................................11
Weakness................................................................................................................................11
Opportunity............................................................................................................................11
Threats....................................................................................................................................12
Chosen Product description.......................................................................................................12

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PART 2..........................................................................................................................................13
General market related to the product........................................................................................13
PART 3..........................................................................................................................................14
Specific factors affecting the product........................................................................................14
PART4...........................................................................................................................................15
Target Market Profile and market entry strategy.......................................................................15
Available opportunities..................................................................................................................16
Budget........................................................................................................................................16
Recommendations & Conclusion..................................................................................................17
References......................................................................................................................................18

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Introduction
The decision to enter in a new market is not a small feet. The company irrespective of its size
has to consider the pros and cons before expanding business internationally. For the first time, it
is important for the company to be aware of all the factors that can potentially cause risk to the
company in abroad. It is evident to explore the macro environmental factors that can affect the
brand image (Agrawal and Smith, 2009). It is important from the point of view of generating
effectiveness while expanding business internationally. The purpose is to grab the available
opportunities and utilize them in the most effective way. It is important from the point of
developing interest among the people in order to utilize the best available resources. It is
important for a business to expand internationally in order to sustain global competition. It is
necessary for managing effectiveness. It is necessary for generating sustainable efforts and
developing better consequences and arranging effective role and responsibility. It is better for
the purpose of getting effective information pertaining to decision making. It is necessary for
entering into the market for the purpose of attaining long-term sustenance. This is important
from the point of view of managing goals necessary for developing a purpose in order to excel in
international market.
For the purpose of managing the goals it is evident to prepare accurate international marketing
policies (Malhotra, 2014). This is important for developing the most effective and possible
policies that are important for gaining effective role. These policies are important to manage the
long term factors in order to gain a platform in order to arrange the factors for securing results. It
is important for arranging the factors in the best possible way and providing with a best solution
(Patibandla, 2012). It is purposeful for managing organizational effectiveness and developing

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the most necessary results. This is necessary for ascertaining the level of growth and
assimilating the most possible way. The market is important enough for generating results with a
primary focus to retain long-term growth and sustainable efforts. While accommodating the
results it is necessary for the business organization to ascertain the sustainable growth.
Company overview
Primark is known as Penneys an Irish clothing and accessories company. It is a subsidiary of AB
Foods which is based in Dublin. The first store of the company was founded by Arthur Ryan in
June 1969, Mary Street, Dublin. The success of company in Ireland has helped it in gaining
continuous recognition. The name Primark was invented for the purpose to be used outside
Europe. The Company has opened its existing international headquarter in redeveloped Dublin
building, Arthur Ryan House formerly known as Chapel house. The company offers a diverse
range of products that includes children clothing, women’s wear, home-ware, accessories,
footwear, beauty products etc. The company is known for selling products below the average
prices. The brand comes up with irritable offers that form to be its marketing strategy. Primark
owns over 350 stores. The largest Primark store is located on Market Street Manchester, England
(About Us, 2018).
PART 1
Macro environmental factors
The first part of the report specifically focuses on the macro environmental factors. After the
competition of these factors, one can easily analyse the factors that are responsible for expansion
in abroad. The rise in preliminary opportunities has created a wide market in order to

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understand the changes. The analysis is important for ascertaining the expansion of company in
a better way. It is one of the most effective and better exercise for the business organization. This
is necessary for ascertaining sustainable market growth and development. The product is
chosen prior to the successful implementation of growth and development. The analysis is
important to manage the effective role and responsibility in order to organize macro
environmental analysis. This is better from the point of view of arranging better role and
responsibility. It is necessary for understanding better roles and responsibility in order to manage
the product effectiveness. In Order to understand the market effectiveness in term of market
expansion and growth it is evident to understand roles and responsibility.
The report focuses on Indian market and look after the possibilities that can allow Primark to
expand business in India. For the purpose of gaining accuracy it is evident to expand business in
Asia. India is a large size market with wide growing opportunities. Under the current market
strategy it is important for Primark to develop effective market strategy. These strategies are
important from the point of gaining long-term effective growth. Currently, Primark is working in
more than 10 countries which are mostly European. Under such a competitive market, it is
evident to focus on Asian market. This will certainly help in attaining long term growth and
managing sustainable growth. With so much of competition in the market it is evident to look
forward in order to gain better competitive strategy (Bisaria, 2012). This is important to manage
the organizational effectiveness and retaining growth for managing organizational popularity. It
is necessary for arranging long term continuity. It is necessary for developing long term
sustainable results. This is one of the most effective business exercise that allow in motivating
employees. It is necessary for ascertaining better role and responsibilities that is important to
manage the competitiveness. A company need to focus on competitive advantage and

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understanding the best possible solution in order to manage competiveness. It is one of the best
solutions that are required for ascertaining long term sustainable growth (Bharadwaj and Kumar,
2014). The purpose of a business organization is to arrange the growth and development. It is
necessary for arranging better and effective relationship in between the company and the local
population. It is important for the business organization to ascertain the long term sustainable
growth by focusing over the market. This will have a long term impact on the growth and
development in order to arrange effective roles and responsibility that will certainly allow in
gaining effective role (Chari and Madhav Raghavan, 2012).
India has experienced tremendous growth in past 10 years. There is a constant growth in the
GDP after the country has adopted liberalization policies in 1991. For the reason it has opened
doors for the foreign investors.
PESTLE Analysis
Political factors
India is one of the largest democracies in the world. The political environment is influenced by
the factors like government policies, political interests and the political ideologies. The taxation
system is well-develops and there are multi-layer taxation system (Srivastava, 2008). The
liberalization policies are important enough for the foreign investors from the point of
investment. This has helped in making effective market growth for Primark (Retail Industry in
India.2016).

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Economic factors
Indian economy is significantly stable since the introduction of the new economic policies
reform introduced in 1991. As per the policies, a reduction in the industrial licensing has
resulted in trade and commerce. This is important enough for the International companies to
bring in investment in order to attain effective goals and results (Shaha and Shinde, 2013). This
is important enough for gaining effectiveness in the country. The continuous growth in the GDP
is responsible for the continuous development in terms of trade and commerce. It is necessary
for attaining effective growth in terms of policies development and for the companies to make
their way (Chakraborty and Nunnenkamp, 2006).
Social Factors
The social factors are changing with time and affecting the international business organization in
an effective way. The rise in the old age people is considerably putting a concern on overall cost.
The increasing ageing section in the Indian society is a concern while affecting the structures
affecting the varying flexibility in the education, work, income distribution etc.
Technological factors
The technological factors are responsible in many ways while developing the changes. It is
important enough for gaining accuracy in terms of expanding business opportunity. This is
important for gaining continuous effectiveness and generating better results. The process is
strong enough for managing organizational growth. Technology is important for managing the
sector in the best possible way. IT development and changes has significantly affected the brand
on a long run. Technology has played an important role in matching up with the customer
expectations. India has been making considerable technological development that has helped

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the international brands in coping up with excessive work pressure. This is evident from the
point of generating better roles and responsibilities that has helped in managing sustainable
results (Churchill and Iacobucci, 2006).
Legal and Environmental factors
The legal changes in the country have caused a tremendous change in the trade and commerce.
In terms of growth and development there have been effective changes. This has directly
affected the growth in the sector with possible results in order to manage the changes. There is a
consistent support from the legal system that has helped in organizing the sector in the best
possible way (Brooks, 2016). It is important from the point of view of gaining better roles and
responsibilities that will certainly allow in gaining competency. It is important from the point of
view of gaining effective growth for the international companies. It is necessary in order to
match up with the expectations of the people. It is evident from the point of developing
organizational growth and attaining result in a better way. This is necessary for managing the
growth in a better way. There are strict rules and regulations for taking effective measures in
order to assure consistent growth. As a result there are effective measures for the purpose of
generating effectiveness. It is necessary enough for managing consistent results and attaining
results. For Primark it is one of the important measures that needed to be considered while
considering various measures. It is evident from the point of gaining effect in order to attain
secured result. This is necessary for managing effective results and assuring goals for the
international brand.

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SWOT Analysis
Strength
 They have employed more than 50,000 people around the world.
 Provide with an extensive range of clothes for means, women’s, children’s, accessories,
hosiery and home wear
 Profit has increased at a constant currency that has helped in managing organizational
effectiveness.
 A proactive organization is taking care of the ethical trade program that has allowed in
gaining competitive position in the international market.
 Sales is increasing year after year
 Strong presence in the European market
Weakness
 Outsourcing of the manufacturing of appeals has lead to inconsistencies in quality.
 The slow economic growth of EU has led to held back of overall profit.
Opportunity
 There is an opportunity to look outside the European countries. This will allow in
managing competition in order to attain effective role and responsibility.
 There are possibilities to expand the business in the other European nation.

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 Sportswear is one of the fastest growing markets in the world. By focusing on this section
it is possible for them to increase the overall segment.
Threats
 The sales highly depend upon the European market. Brexit has an impact on the business.
This might affect the overall target as proposed.
 No presence in the emerging market like Asia.
 The supply chain might get affected by the natural disasters and other incidence.
Chosen Product description
Prior to Pestle the overall purpose of Primark is to expand the business intervention by
developing effective growth. There is already a wide market section in India looking onto the
growing opportunity. This will however help in managing the competitive advantage. This is
important for furnishing effective growth and development. In such a situation it is important to
seek effective growth and measures that will allow in gaining a competitive advantage (Harris
and Rae, 2009). While expanding business to India it is important to manage the decision. This
is necessary for generating better results in order to arrange effectiveness. It is necessary for
ensuring effective growth in order to gain effective role and responsibility in order to generate
results that will allow in gaining Indian market. It is necessary for the brand to allow generate a
sustainable position in the market. It is necessary for ensuring effective role and responsibilities
that have a potential to mark effective role and responsibility it is evident from the point of
developing the measures in order to attain define aspects. After considering the macro
environmental factors, it is easily decided that the purpose for Primark is to gain a sustainable