Internet Marketing Plan for PRIMARK: Business Management

This report provides a comprehensive internet marketing plan for PRIMARK, evaluating its current strategies and suggesting improvements. It begins with an introduction outlining the importance of digital marketing in the modern business environment, followed by an analysis of PRIMARK's competitor, MATALAN, focusing on how internet marketing affects the micro and macro environments. The report examines the benefits of internet marketing for both businesses and customers, evaluating various internet marketing tools like SEO, SEM, email marketing, and social media. It also includes an examination of interactive order processing elements. Further, the report incorporates market research, including an online survey, to support customer relationship management and demonstrates the use of electronic CRM tools. The report concludes with a proposed internet marketing plan for PRIMARK, including SWOT and competitor analyses, objectives, target markets, and a detailed discussion of marketing channels, media, and tools. Finally, a specific plan for selected marketing channels, media and tools is provided, along with a conclusion summarizing the key findings and recommendations.

Running head: INTERNET MARKETING PLAN
Internet Marketing Plan for PRIMARK
Name of the Student:
Name of the University:

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Table of Contents
Introduction................................................................................................................................3
Task 1:........................................................................................................................................3
1.1 Internet marketing used by a selected competitor............................................................3
1.1.1 Internet marketing affects five elements of a micro environment............................3
1.1.2 Six factors of macro environment influence internet marketing plan using PESTLE
analysis...............................................................................................................................4
1.1.3 Benefits of internet marketing for the business.........................................................5
1.1.4 Benefits of internet marketing for the customers......................................................6
1.2 Evaluation of internet marketing tools influence marketing mix objectives...................7
1.3 Compare of internet marketing tools................................................................................8
1.4 Examination of the elements of interactive order processing..........................................9
Task 3:......................................................................................................................................10
3.1 Market research to support customer relationship management for PRIMARK...........10
3.2 Online survey.................................................................................................................12
3.3 Demonstrate of electronic customer relationship marketing tool..................................14
Task 4:......................................................................................................................................16
4.1 Internet marketing plan for PRIMARK.........................................................................16
4.1.1 SWOT analysis........................................................................................................16
4.1.2 Competitor’s analysis..............................................................................................16
4.1.3 Set objectives..........................................................................................................17

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4.1.4 Target markets.........................................................................................................17
4.1.5 Internet marketing channels, media and tools.........................................................17
4.1.6 Specific plan for selected marketing channels, media and tools.............................17
Conclusion................................................................................................................................18
References................................................................................................................................19

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Introduction
The study is related to the role of internet marketing in the success of selected
company, PRIMARK. In current business environment, there is compulsory to change of
market requirement. Digital marketing becomes a required part for business culture which
improved the business functions. Tools for the internet marketing helps to study and evaluate
the customer's requirements and aware them of company's products and services. The
selected competitor of PRIMARK is MATALAN. Online public relations are introduced in
digital marketing for further process of a company.
Task 1:
1.1 Internet marketing used by a selected competitor
1.1.1 Internet marketing affects five elements of a micro environment
The selected competitor of PRIMARK is MATALAN. The use of internet marketing
into the business environment of PRIMARK and its competitor affects the five elements of
micro environment such as competitors, customers, suppliers, public and marketing
intermediaries and internet marketing has direct impact on those elements.
Customers: With beginning of the internet marketing, the customers get full range of
selections of the products than before. There is a rise in rivalry which reduces price level as
the customer's demands are clearness in business operations (Chaffey and Ellis-Chadwick
2016). Therefore, there is an increase in bargaining power of the customers.
Suppliers: Due to wide choice of products and services in internet marketing, there is
down of the bargaining power of the suppliers as choice of products, buying and other
purchasing activities are done through use of internet marketing (Joseph, Cook and Cook
2015).

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Public: The internet marketing enabled of quicker introduction of products as well as
services among the public. MATALAN has observed introduction of the products in the
market to avoid any loss of the market share.
Competitors: The internet marketing is started trend of faster commoditization of the
products. The company is required to find ways throughout which it can able to distinguish
itself from the competitors (Leung, Xue and Bai 2015). In order to benchmark, MATALAN
analyzes the website of their competitors for identifying current trends and future trends.
Marketing intermediaries: For the internet marketing, there are online intermediate
websites. The websites effort as platform among the customers in addition to suppliers
(Bianchi and Mathews 2016). The online social network is acted as intermediary who
facilitates of collaboration among the individuals.
1.1.2 Six factors of macro environment influence internet marketing plan using
PESTLE analysis
Political factor: The government is required to put control and monitor development
as well as usage of internet marketing (Natarajan et al. 2015). The internet is promoted of
global collaboration and governmental agencies required to collaborate for make sure about
safety of the e-commerce website of MATALAN. The country under which the company
operated is inspecting current tax structure to guarantee that the e-commerce activities are not
reduced tax collection of the local government as well as agencies.
Economic factor: There is financial prosperity of the country which will control
degree of the e-commerce activities. MATALAN is targeting the developed economy of the
internet based transaction as a comparison with the developed country. Globalization
encouraged development of single international market for the e-commerce (Andreopoulou et

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al. 2014). There is also promotion of culture of standardization of the prices and
intermediaries reduction.
Social factor: Throughout advent of the internet marketing, usage pattern is not
equivalent. There is level of internet access as well as usage which is influencing the
behaviour level of the customers (Madlenak et al. 2015). Social perception of internet is
influencing the usage of internet. The social impact of internet on selected competitor of
PRIMARK, MATALAN is not determined. Population with income as well as specific
degree of education is used of internet.
Technological factor: The digital technology is disruptive in nature. There is
initiation of internet which seen a increase of the online retailers, hamper of the other stores.
MATALAN is adopted for in-home fixed internet access, the technology will become mobile
connectivity. It is done throughout phone, digital TV, digital radio and others. With
obtainability of the digital devices, technology conjunction is on horizon (Bagautdinova,
Belikov and Murtazin 2016). Due to concern of security, it prevents from adoption of the
facilities related to e-commerce.
Ethical factor: Around use of the internet, there is specific behaviour which is
tolerated by society. There are some accepted norms which are taken as ethical standards.
MATALAN is followed by moral laws to use of their e-commerce website. Among usage of
the internet marketing, the concern is privacy. The internet users have online identified from
which they are performed by financial as well as personal transactions (Wang and Liu 2015).
The customers are concerned to protect protection of online identity.
1.1.3 Benefits of internet marketing for the business
Internet marketing is a key to MATALAN's international expansion. The presence of
e-commerce allows the retailed to provide services and tremendous opportunities towards

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growth into customer base. Following are the benefits of the internet marketing for the
business of MATALAN such as:
1. The selected competitor of PRIMARK is towards its business plan to propose lower
cost in addition to produce a higher turnover. The brand benefits from the internet
marketing to bid of cross border shopping services and extent the digital savvy
customers. There should not be any recurring cost and maintenance cost (Clarke
2015).
2. As the customers are moving towards the online, therefore the company should
improve its profit margins more.
3. The company can overcome with barriers of distances, and they are not required to set
up local outlets, widen the target market. In order to sell the products internationally,
MATALAN should use localization services to make sure that the products are
appropriate for the local markets (Chaston 2015).
4. Internet marketing also benefits business of MATALAN by personalizing offers to
the customers by building of their profile, purchasing history and its preferences. It
helps to track the web pages, product information that the customers are visited (Al-
Abdallah 2015).
5. It also provides of vital platform to build of relationships with the customers which
result into increase of customer retention levels. When the customers are procured of
product from online store, then strong relations are built by transferring of follow up
email to settle about the transaction (Yau and Tang 2018).
1.1.4 Benefits of internet marketing for the customers
Internet marketing provides business which benefits the customers that help to
provide better customer services. It attracts of more customers towards the online store as

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it is convenient as well as more accessible (Armstrong et al. 2015). Following are the
benefits of internet marketing for the customers such as:
1. Internet marketing is cost effective for the customers as it is not required for travel
cost, printing and other costs which make it cheaper. The benefit which is provided to
the customers is better customer services when MATALAN is entering new online
market sector (Constantinides et al. 2016).
2. Internet marketing is also more comfortable as digital advertising is placed on internet
for hours and when changes are required which is done immediately. It benefits the
customers by aware them of the company's products and its features. The customers
can access advertisements for more extended time which helps the business to attract
more customers.
3. Another benefit of internet marketing is that the customers can shop anytime and
anywhere as they can able to access to e-commerce website anytime (Leung, Xue and
Bai 2015). Through a single click, the customers can get to know about the features
and cost of products. The operating hours of website are 24*7 which better method
for customer services is.
4. Internet marketing offers of convenience to the customers as they can shop when they
want and what they like from their home (Wang and Liu 2015). The customers can
also access a lot of products in-store.
5. Internet marketing helps the customers through the promotion of their business. It
uses of websites to promote the store of MATALAN that the customers are visited
and promoted brick and mortar presence.
1.2 Evaluation of internet marketing tools influence marketing mix objectives
The internet marketing tools such as SEO, SEM, email marketing and social media
marketing influenced the objectives of marketing mix such as product, branding, place, price,

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promotion, people, processes and physical evidence. Social engine optimization (SEO)
encompasses traditional PR to social media marketing. Information which is provided on an
e-commerce website is optimized on search engine. It helps the customers to collect
information related to company (Bagautdinova, Belikov and Murtazin 2016). This search
engine is a source to promote company through online channel. Search engine marketing
(SEM) is comprised of pay-per-click advertising which started with design and content of e-
commerce website. SEM should focus on understanding the customer’s needs and set up
relations with them. Email marketing helps to promote the products and services of the
company among the customers. Social media marketing influences the marketing mix by
improvement of price transparency, impact of various pricing. As this marketing medium
improves the price transparency, then it is required to understand price elasticity.
1.3 Compare of internet marketing tools
Types of internet
marketing tools
Cost and Effectiveness
SEO SEO is cost-effective marketing strategy as it targets the users those are
looking for the products as well as services online. It helps the business to
save money. It leads to generate of 61% cost by the inbound strategy.
SEM It is highly cost-effective as it acquires of new customers from the
keyword advertisements. It is faster to time to market and targeted
advertising medium (Armstrong et al. 2015).
Email marketing It is cost effective as it reaches the customers through a work based email
account. It has a higher rate of delivery. Email marketing has excellent
conversion rate. At click of a button, the receipt can able to forward the
email to the colleague and then it is shared on the social media (Wang and
Liu 2015). Therefore, important marketing communication is work

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emails.
Social marketing The social media is a vast cost-effective asset for the business
organization. Most of the customers are relied on the social media
marketing for getting aware of the products and services which are
offered by the business (Bagautdinova, Belikov and Murtazin 2016).
There is print advertising, the cost for 2 column x 2-inch and is around £
175 for each month. Creating a profile in the social media does not cost
anything. Maintenance of the site cost is nothing. Therefore this internet
marketing tool is most popular among the customers as compared to
others.
1.4 Examination of the elements of interactive order processing
In order to do successful online business, it is compulsory to have communicating
order processing system in business. Following are the elements of interactive order
processing of MATALAN’s e-commerce website such as:
Selection of product: The customer should select the product over website and
compare them based on features, specifications.
Check for stock availability: After selection of product, the customers checked for if
the product is in stock or not.
Placing order: The finalized product is then get ordered after fulfilling of
requirements like shipping address, contact number and others.
Authorisation of payment: After filling the necessary information, the customers
moved towards payment option where they have to select payment options such as debit card,

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credit card, cash on delivery, net banking, Paypal. The customer then chooses payment mode
to pay for the amount against the purchased product.
Method for inputting of data: There is checking of authenticity of the accounts and
funds when the customer inputs the payment data (Wang and Liu 2015).
Order processing: After the order is placed, there is processing of order after
confirming the shipping documents and final invoice from the customer.
Online confirmation: Based on availability of the funds as well as authenticity of the
detailed order, the placed order is confirmed or cancelled (Bagautdinova, Belikov and
Murtazin 2016).
Delivery information: There is mailing of the order details to the customers and the
date of delivery to the email ID of the customers which is provided at the time of order
placing.
Tracking of order: It provides the customers with s status of their shipped order by
tracking the order once it is released from warehouse (Armstrong et al. 2015).
Delivery of order: The order is then delivered to the right person.
Data integrity: The customer signs in the order document to ensure that the order is
received.
Security system: For secure the order, the delivery boy sends a confirmation email to
the customer that the order is received by the customer (Madlenak et al. 2015). All the
information of the customer is kept secured into the database of company so that no third
party person can able to access it.

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Task 3:
3.1 Market research to support customer relationship management for
PRIMARK
PRIMARK is UK's clothing as well as footwear company where its market was worth
an estimated of around £46.05bn in the year 2009. From the market research, it is also
analyzed that there is accounting for 5.3% of their total customer's spending. There are nearly
half such as 12.7 million of the women in the UK spent on clothes in the same year (Primark
2016). PRIMARK is recorded of 17 percent year-on-year sales increase. New products of
PRIMARK belongs to the customer's market as it reaches to customers and satisfies with
their requirements (Bagautdinova, Belikov and Murtazin 2016). The fashion industry follows
the market trend and provides of goods based on the latest trend. The secondary data are
collected to evaluate effect of implementation of internet marketing by PRIMARK such as:
Points Before implementation of
internet marketing
(in 2009)
After implementation of internet
marketing
(in 2017)
Sales £2314 million £7053 million
Market share 6.9% 10%
Channel for
distribution
127 stores 325 stores
Consumer
base
1.37 million 3.20 million
Profit share £796 million £1336 million