Digital Marketing Report: Primark's Strategy and Analysis

This report provides a detailed analysis of Primark's digital marketing strategy, focusing on its application within the fashion retail industry. It begins with an executive summary outlining the organization's approach to digital marketing for business improvement. The report then delves into a critical digital marketing audit, examining key challenges presented by the macro environment, including political, economic, technological, social, legal, and environmental factors. It describes Primark's current and potential customers, emphasizing the importance of market segmentation and customer journey mapping. The evaluation of Primark's digital marketing mix includes an analysis of price, product, place, and promotion. The report concludes with recommendations for strategic web development, content improvements, and the identification of managerial objectives. The report uses various models and frameworks for analysis, providing a comprehensive overview of Primark's digital marketing efforts.