Primark's Romanian Expansion: Marketing, PESTLE, and SMART Objectives

This report provides a comprehensive analysis of Primark's marketing strategy for its expansion into the Romanian market. It emphasizes the importance of understanding the external factors that can influence business operations, particularly through a PESTLE analysis covering political, economic, social, technological, legal, and environmental aspects. The report highlights the need for Primark to be aware of trade policies, inflation rates, social preferences for Western clothing, technological advancements in transportation, taxation laws, and environmental regulations in Romania. Furthermore, it outlines SMART objectives for the expansion, focusing on specific, measurable, achievable, relevant, and time-bound goals such as increasing sales and profits by 20% within one year. The report concludes that effective marketing and thorough analysis of external factors are vital for Primark's successful entry and growth in the Romanian market. Desklib provides access to similar solved assignments and study tools for students.

MARKETING

INTRODUCTION
It is very important for the business organisation to
expand its business in order to achieve growth and
success. It has been analysed that it becomes very
essential for the organisation to identify the external
factors which can influence the business operations in
expanding in the other market.

Situational analysis based on the macro
environment
It is very important for the business organisation to
understand the market of the other country in which it needs
to expand its business. As in context of Primark the company
is planning to expand its business operations in Romania
where the company can use the PESTLE analysis in order to
identify the influence of the various factors.

PESTLE analysis
This is the tool which is used by the business organisation in order to identify the impact of macro
environment over the business organisation in the expansion in the other country. As the Primark is
expanding in Romania where the different factors can influence the organisation which is discussed
below;
◦Political- This is the factor which is in context of extent to which government policies can influence
the organisation and its operations. Such factors include trading policies, wars, terrorism, etc. it is
identified that it is very important for the Primark to be aware of the trade policies in Romania which
is different and can influence the business organisation. (Mondal, Rangan, and Uppaluri, 2021)
◦Economical- This is the factor which is related to the direct impact on the organisation with the
performance within the economy. Such factors induce international trade, inflation etc. it is identified
that high inflation rate within the country can impact the business organisation in a negative way. As
this will lead to rise in the prices of the products or services.

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◦Social- This is the factor which is related to the impact of surrounding over the
organisation and its operations. Such factors include demographics, lifestyle,
behaviour. As in the Romania people do more prefer with the western type of clothing
which need to be kept in mind with the Pimark in order to expand the market. It is
very essential for marketer to understand the taste and preferences of the people.
◦Technological- This is the factor which is related to the innovation and development
within the world which has a influence over the business organisation. Such factors
include communication, transportation etc. it is very important for the marketers to
analyse the transportation within the country which need to be effective in order to
provide with the best services to its customers(Ndofirepi, Farinloye, and Mogaji,
2020)

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◦Legal- This is the factor which is related to the certain laws of the country
which can impact the business operations. Such factors include taxation,
money laundering regulations. It is very important for the Primark to be
aware of the taxation laws within the country which can impact the
organisation.
◦Environmental- This is the factor which is related to the impact because of
the surrounding to the organisation. Such elements include climate, weather,
sustainability, environmental issues. It is very important for the Primark to
follow the certain rules and know of the environment conditions in order to
expand the market.(Saravan, and et.al., 2020)

SMART objectives
It is very important for the Primark to develop smart objectives ion order to expand its
business in an effective and efficient way.
◦Specific- To enhance the productivity and achieve growth in the other country which
is Romania.
◦Measurable- In order to increase the sales and profits of the company by 20 percent.
◦Achievable- The goal can be achieved by improving the quality of products and
analysing the various external factors.
◦Relevant- The goal is relevant where it can be achieved by the organisation to expand
the market in Romania.
◦Time frame- It is suggested that the time frame is to develop the new market in
Romania within one year. (Wang, and et.al., 2020)

CONCLUSION
From the above report it has been concluded that marketing plays a vital role in the development of the
business organisation. It is very important for evert to analyse the different external factors and their
influence over the business operations. As Primark is expanding its business sin Romania it is very
important or the marketer to analyse the various factors such as political, legal, social and environment.

REFERENCES
◦ Chikweche, T., Lappeman, J. and Egan, P., 2021. Targeting the Floating Middle of Pyramid Consumers in
Africa: Revisiting Marketing Mix Considerations. Journal of International Consumer Marketing, pp.1-20.
◦ Mondal, I.H., Rangan, L. and Uppaluri, R.V., 2021. Symphony of kinetics and statistical design approaches
for response analysis during tray drying of Lagenaria siceraria leaves. Journal of Thermal Analysis and
Calorimetry, 145(5), pp.2389-2403.
◦ Ndofirepi, E., Farinloye, T. and Mogaji, E., 2020. Marketing mix in a heterogenous higher education market:
A case of Africa. In Understanding the higher education market in Africa (pp. 241-262). Routledge.