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

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market position (Jones, B., Temperley and Lima, 2009). India is a vast market. There are wide
business opportunities that will allow in gaining effective market position. The overall purpose is
to gain consistent growth and allowing certainty that will allow in measuring effective results. It
is necessary from the point of view of gaining better situation. It is necessarily important for the
purpose for targeting a wide section of the market. It is necessary enough for contributing
towards the different factors that will certainly allow in managing factors for the purpose of long
term growth in the Indian market. It is necessarily for understanding the situation in order to
managing the goals and allowing the considerable growth. It is necessary for attaining a better
role and responsibility that will assure effective results in the market. This is necessary from the
point of view of gaining continuous growth. It is necessary for ensuring necessary and applicable
growth. This will therefore allow in gaining consistent growth in order to manage the continuous
progress. It is helpful for the purpose of targeting the customers who are ready t invest in the
industry (Drummond, Ensor and Ashford, 2010).
PART 2
General market related to the product
India is a wide market with a long lasting market opportunity. There are long term sustainable
market opportunities that have a potential to gain market effectiveness. It is necessary for a brand
to come up with a competitive strategy. This strategy will allow in managing the efforts in the
best possible way. The overall purpose is to target the right market with a right approach. This
approach will surely allow in gaining competitive advantage (Kotler, 2009). It is important to
understand that the market is wide enough and requires an effective approach to sustain the
competition. The competition is not only from the local brands but also from the International

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brands. The brand like Zara and H&M are already famous in India. By encouraging consistent
growth and development in the market it is possible to gain effective roles (Crouch, and
Housden, 2012). This is necessary for managing the roles and responsibilities while expanding
business internationally. This is important from the point of gaining competitive advantage. It is
necessary to understand the role of the business in order to manage the competition. It is
necessary foe gathering business effectiveness and growing opportunity. This will surely allow
in managing the competition. It is important to develop the competitive advantage that will allow
in meeting the result with a consistent approach (Easey, 2009).
PART 3
Specific factors affecting the product
The specific factors that are affecting the product are the growth aspects in the Indian market. It
is important to understand the upcoming opportunities that are available for product development
and growth. This is necessary in order to manage effective role and responsibilities. It is
necessary in arranging growth in order to manage effectiveness. This is important for the
purpose to gain an effective market position (Dunning, 2012). In order to gain a proper market
place, this is necessary for an organization to come up with the effective market project result.
In order to attain results that will allow in arranging better results. While ensuring the growth in
a market this is one of the important parameter that will allow in generating results. For a reason
it is important to understand the roles and responsibility in order to expand business operations
(Kalhan, 2007). It is necessary for attaining effective business expansion to measure consistent
opportunity. It is necessary for the purpose to develop effective roles and reflects the necessary
growth in the market. This is important to manage different role and responsibilities that will

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allow in generating better results. It is necessary for experiencing consistent growth and gaining
undefined growth. It is necessary for ensuring consistent growth and applying towards long term
sustainable growth (Fernie and Sparks, 2014).
PART4
Target Market Profile and market entry strategy
The market entry strategy is through franchising. This is one of the most efficient and effective
way to enter in Indian market. This is important for the business organization to expand in a
better way. There are large sized brands that are already present in India. This may pose a heavy
competition in the market. It is important for ensuring effective growth and progress in
understanding the market and working in a progressive way (Jones, 2010). This is important for
a business to understand the long term purpose that will help in managing the situation. It is
necessary for attaining sustainable growth for the business in building a long sustainable
platform. Primark is a people brand. With an increasing market expansion and business strategy
it will be easy for them to attain an effective role and responsibility. It is necessary in order to
manage the ongoing competition in the market. This is necessary for attaining market capacity
and allowing sustainable competition (Steenkamp, 2017). It is necessary to ensure effective role
and responsibilities and arranging better opportunities that will help in achieving market goals. It
is necessary to ensure consistent role that has a potential to gain effective market. . 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

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effective roles and responsibility that will certainly allow in gaining effective role(Khanna,
Palepu, and Sinha,2005; Kim, Park, Park and Joo, 2005).
Available opportunities
The changes in the business organizations are occurring in order to keep up with the changing
market scenario. It is important for an individual to adopt the most effective and a better tool in
order to sustain in the market (Killing, 2012). This technique is effective in order to arrange the
most possible way to define the organizational growth. It is necessary for the business
organization to look forward in order to find out the most effective and best solution. This is
done in order to ensure better growth opportunity that will help in arranging effective focus. It is
important from the point of gaining better organizational growth. Being an international
organization, it is necessary to manage the most probable force in order to gain effective results.
It is the procedure that is necessary to be followed in order to arrange organizational
effectiveness. This is important to manage sustainable results and applying the knowledge in
gaining organizational effectiveness. It is necessary for managing roles and responsibilities in
order to arrange long term sustainable growth (Kinra, 2006; Kolstad and Villanger, 2008).
Budget
For expanding business India, Primark firstly need to analyse increasing sales in order to meet
the expectations. In some instances, expanding is important for the purpose of gaining accurate
figure. This is important from the point of view of gaining competency. This is important from
the point of view of gaining market knowledge and to calculate optimistic and conservative sales
and revenue projections in order to manage future sales in India. It is evident from the point of
view of generating better sales. It is necessary for ascertaining the growth of the company in

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coming years. It is evident from the point of view of gaining effectiveness on a long run. It is
necessary for gaining better results while assimilating long term consequences.
It is evident to check the expansion cost include one-time purchases, such as new store another
location, or short-term expenses, such as a marketing campaign etc. It is important to check the
initial costs of an expansion and the operating costs in order to determine the cost.
Recommendations & Conclusion
To conclude, Primark has a wide range of opportunities available in the Indian market. In this
way it is possible for the brand to manage its position in the market. This is evident for arranging
the brand position in an effective way. The purpose is to attain a suitable market position that
will allow in gaining an effective market place. The policies and procedures in India are
supporting enough for the companies in abroad. This is important to manage the effectiveness in
order to increase the overall investments in order to organize resources. This is important enough
for the business organization in order to sustain changes. The political scenario is supportive
from the point of gaining effective role and responsibility. It is hence evident from the point of
gaining effective role and responsibility and arranging the best possible result in order to be
progressive. Under such a situation it is important to manage the changes in order to adopt the
growing scenario. Privatization is influenced in order to encourage free business through a
variety of programs.

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