Primark's Marketing Strategies in a Globalised World

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1MSBP
Positive economic and cultural effect of globalisation on operations and marketing functions in
Primark
Student’s ID:
University Name:
Author’s Note:

2MSBP
Abstract
In any business regardless of the industry in which it operates in, stakeholder management is a
very essential activity. It can be said that for an organisation such as Primark, consumers are the
main stakeholders and therefore every market demand in terms of product quality and price must
be met properly. However, any business operates in a competitive market with objective to gain
a set an amount of profit. Therefore, the organisational objectives must be incorporated in every
business activity. Globalisation can be regarded as one of the most effective ways to gain a larger
amount of profit as well as goodwill. It helps the business to make sure that it obtains a larger
market share in the Global market. This particular research paper will take into account a
detailed research to understand the impacts of globalisation on marketing and other factors as far
as Primark is concerned.

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Table of Contents
Introduction......................................................................................................................................4
LO1:.................................................................................................................................................5
Project Aims/Objectives..............................................................................................................5
Project Management Plan............................................................................................................5
WBS (Work Breakdown Structure).............................................................................................9
Work Schedule with Gantt chart................................................................................................10
LO 2:..............................................................................................................................................13
Literature Review......................................................................................................................13
Globalisation..............................................................................................................................13
Effects of globalisation..............................................................................................................13
Globalisation affecting the UK retail industry...........................................................................14
Methodology..............................................................................................................................14
Survey Results...........................................................................................................................17
LO3:...............................................................................................................................................21
Findings.....................................................................................................................................21
Recommendations......................................................................................................................27
LO4: Value Gained from Performance..........................................................................................28
Development of Skills and competencies..................................................................................28
Project logbook..........................................................................................................................28
Performance Review..................................................................................................................30
Conclusion.....................................................................................................................................32
References......................................................................................................................................33

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Introduction
The research topic is based on how globalisation is affecting the marketing functions in terms of
operations for Primark. Globalisation has provided business an opportunity to propel awareness
for brand, establish markets and increase sales for new economies. Globalisation has a massive
effect of marketing functions, as marketing managers of company make up decisions that tend to
ensure success of the business. Primark, known as the Irish Fashion retailer has been expanding
its channel with the rise of globalisation, and has made presence in parts of Europe hugely. The
company offers diverse product range, comprising of children clothing to homeware accessories
to other confectionaries (Hornstein, 2015). The ongoing research is effective, as it brings a small-
scale research to analyse how better information can analyse the effect of globalisation on
economic and cultural area of operations for Primark. This will be assessed with a Project
management plan, so that a better architecture could be developed with WBS and Gantt chart.

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LO1:
Project Aims/Objectives
Aim
The project aim is to analyse positive economic and cultural effect of globalisation on operations
and marketing functions in Primark in England.
Objectives
 To identify how positive effect of globalisation on marketing functions has increased
success factor of Primark
 To analyse the economic and cultural effect of globalisation that can increase
productivity and profits for Primark in England
 To scrutinise the factors responsible for increasing globalisation for Primark, offering
new clothes and accessories to local and regional people
Company Background
Primark, a retail subsidiary that is found in 1969 in Dublin, Ireland has 368 stores as of 2018,
and it serves areas of Austria, Germany, Spain, US, UK, Spain, and many more. The key product
line includes clothing, housewares and cosmetics. The number of employees, as of 20116 was
70,000 while the revenue was £5.949 billion. Because it offers diverse product range, it started
selling the vegan snacks, in Jan 2018 (Primark.com, 2019). Along retailers like H&M and Zara,
it also contributes to fast fashion trend, and the result is offering trendy and fashionable clothing
with low prices.
Project Management Plan
Project management and its steps
Project management is considered as the function of skills and techniques that forms a broad
series of activities to convene a certain project. It comprises of four stages that includes the

6MSBP
Initiation that decides the project feasibility, so that before project approval, the documents are
generated to sell to sponsors or stakeholders. Project planning is the next stage, as it associates
the project deliverables to manage the project to attain goals within time and budget. A scope is
made, so that tasks can be identified to analyse the project schedule and cost (Silvius and
Schipper, 2014). Next is Execution and Control, as it executes the project plan in order to assign
tasks to project team members. As the project is monitored, so that measuring the quality of
project could be met. Finally, in the closure phase, the scope of the project deliverables should be
completed in order to check, if it is planned well.
Project cost
It is identified that the project cost would be the funds required to complete the project, given the
expenditures needed for monetary obligations. The project manager of Primark has to fix certain
project cost, so that no extra cost may be increased for the project (Mir and Pinnington, 2014).
The expense that would be needed for fixing the project is accounted on below table.
Actions Time required
(in days)
Expense per
Hour
Total Expenses (in
£)
Develop tasks and operations for the
organisation
25 50 1250
Develop resources needed to frame Project
management plan
45 60 2700
Improve activities for establishing needs by
using equipments or laptops
40 60 2400
Carry out the survey and interview process 40 50 2000
Improve aspects and project records for
better identification
60 40 2400
Total 60 days £10,700
Table 1: Project Cost

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(Source: Learner)
Project time
The time that would be required for completing the project will be 2 months. It will start from 1st
of June 2019 and it will end in 31st of July 2019. During this time, the project would use key
steps, so that a better completion can be developed by the project manager and team.
Project scope
The project scope is to analyse how the rise of globalisation is affecting marketing functions of
Primark heavily, considering its economic and cultural effect on operations. Since Primark is a
leading fashion retailer in UK, it would make good progress with its marketing strategies, so that
it can develop competitive advantage for customers (Alias et al. 2014). In quest, the project
manager appointed by Primark is liable to implement such organisational policies, so that better
progression can be made in order to have profits and productivity. The included scope is to
arrange the key project activities based on globalisation that needs to be included, so that
deliverables can be aligned with set guidelines (Ahern et al. 2014). Further, a specific timeline of
the project needs to be made with WBS, which can help in delivering business performance
associated to the project. Further, the quality of the project actions needs to be maintained so that
selecting commodity of project could be adjusted.
Project quality
For attaining better quality of the project, the project manager of Primark has to be determined to
adopt a range of practices, so that actions and results can determine project quality. It is crucial
to analyse the duties and roles of quality management, so that it can be handled by authorities,
like the manager that handles the project operations in a better way (Too and Weaver, 2014). The
head authority of the company has to frame a plan that can execute and develop the duties of
Primark in a responsible way (Ramasesh and Browning, 2014). The project manager of Primark
should work with supervision with the project facts, so that maintenance with quality and
standards for task execution can be developed. It is crucial for the project manager of Primark to
identify the project requirements, so that stakeholder association could be built for services that
are rendered properly for Primark.

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Risk log with risk involved
Risk Probabilit
y (1-5)
Impact
(1-5)
Mitigation
Loss of the team members during project
execution resulting in large delay
3 4 Make better coordination
with team members, and
allocating them each task, so
that they can work well on
objectives.
No included scope of the project that could
jeopardize the business case
4 5 Work on the project
responsibly, so that scope
does not gets distracted.
Risk in budget and time that may increase
or decrease during project execution
5 4 Setting the budget and time
of the project estimating
what activities needs to be
done, so that no extra cost or
time is being added extra.
No documentation of the project to report it
to the higher authority of Primark
4 4 Performance review needs to
be done well, so that better
execution of the tasks can be
made permissibly.
Table 2: Risk log
(Source: Learner)
Project deliverables
The project deliverables will be mainly the resources that would be included to make up for the
project’s success. It would include buying journals, books, doing surveys, electricity/phone bills,
laptops, etc for making up the project work well (Kerzner, 2017).
Project communication

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What Who Why When Method
Develop written
communication
among team
members for
executing in
project
development
The HR and line
manager should
take the project
authority to
maximum in
order to
communicate best
possible outcomes
of the project on
the issues arisen.
The management of
Primark needs to
involve for sorting
out the issues on
the marketing and
operations
department of
England mainly.
Varied steps of the
project needs to be
implemented and
adopted
Diverse written
communication like
sending surveys or
emails would be
considered as a
specific method of
communication that
would be done by
Primark.
Certain ideas
and perceptions
would be
developed in
this specific
context, so that
project manager
can ensure
smooth flow of
actions intended
in this project
Managers and
workers personnel
need to be
included for the
development and
planning of the
project.
Better
communication has
to be done with
managers and
employees, so that
establishing project
activities can be
done in an effective
way to increase
project reliability.
Project manager
has to communicate
properly, so that
developing the
study can be made
in a more effective
way. This will be
done, so that
organised
principles of the
project can be
executed.
Employees of
Primark have to be
in touch with
customers in the
form of social media
platform or websites
for promoting
project ideas
inclusively.
Table 3: Project Communication for Primark
(Source: Learner)
WBS (Work Breakdown Structure)
Task Activities
Theme: Positive economic and cultural effect of globalisation on operations and

10MSBP
marketing functions in Primark
1.0 Starting the project
1.1 Implementing the project study on Primark
1.2 Develop the project items, from cost, time and deliverables
1.3 Develop study that is required to make Primary research
1.4 Preparing the required project needs
2.0 Project Acknowledgement with Research project study
2.1 Gathering data and information
2.2 Conducting Data analysis from quantitative and qualitative research
2.3 Analysing data from the data results attained from Surveys/interviews
2.4 Supervising the project
2.5 Evaluating the project with set criteria
2.6 Validating the project as per project requirements
3.0 Finalising the project with its needs and validating requirements
3.1 Establish project credits
3.2 Project valuation
3.3 Administering it with performance review
3.4 Final submission
Table 4: WBS
(Source: Learner)
Work Schedule with Gantt chart
Task Activities Start Date Duration End Date

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(Days)
1.0 Starting the project 01-06-2019 15 15-06-2019
1.1 Implementing the project study on Primark 01-06-2019 3 03-06-2019
1.2 Develop the project items, from cost, time
and deliverables 04-06-2019 4 07-06-2019
1.3 Develop study that is required to make
Primary research 08-06-2019 5 12-06-2019
1.4 Preparing the required project needs 13-06-2019 3 15-06-2019
2.0 Project Acknowledgement with
Research project study 16-06-2019 34 19-07-2019
2.1 Gathering data and information 16-06-2019 3 19-06-2019
2.2 Conducting Data analysis from quantitative
and qualitative research 20-06-2019 7 26-06-2019
2.3 Analysing data from the data results
attained from Surveys/interviews 27-06-2019 7 03-07-2019
2.4 Supervising the project 04-07-2019 5 08-07-2019
2.5 Evaluating the project with set criteria 09-07-2019 4 12-07-2019
2.6 Validating the project as per project
requirements 13-07-2019 7 19-07-2019
3.0 Finalising the project with its needs and
validating requirements 18-07-2019 14 31-06-2019
3.1 Establish project credits 18-07-2019 4 21-07-2019
3.2 Project valuation 22-7-2019 5 26-07-2019
3.3 Administering it with performance review 27-07-2019 3 29-07-2019
3.4 Final submission 30-07-2019 2 31-07-2019

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Table 5: Work Schedule
(Source: Learner)
Startin...
Implem...
Develop...
Develop...
Prepari...
Projec...
Gather...
Conduct...
Analysi...
Supervi...
Evaluat...
Validat...
Finalis...
Establi...
Project...
Adminis...
Final s...
Mar-19 May-19 Jul-19 Aug-19
Figure 1: Gantt chart
(Source: Learner)