International Marketing Report: Evaluating Primark's Global Strategies

This report delves into the realm of international marketing, focusing on its application to the UK-based clothing retailer, Primark. It begins by defining international marketing and outlining its scope, differentiating it from local marketing, and exploring the rationale behind Primark's potential global expansion. The report then examines key criteria for market selection, including environmental and market analysis, competition analysis, distribution channels, and demand analysis. It explores various market entry strategies such as exporting, licensing, franchising, and strategic alliances, while also addressing the global versus local marketing debate. The marketing mix in an international context, along with international marketing approaches, are also discussed. The report concludes by summarizing the opportunities and challenges Primark might face when operating internationally, and the ways to analyze its competitors both at home and abroad.

INTERNATIONAL
MARKETING

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Scope and concept of international marketing.............................................................................3
Rationale for global marketing in the context of Primark...........................................................4
Evaluation of key criteria and selection process..........................................................................6
Market entry strategies.................................................................................................................7
Key arguments between global vs local debate.........................................................................10
Marketing mix in international conext.......................................................................................11
International marketing approaches...........................................................................................12
Ways of accessing competitors at home and international orientation .....................................13
CONCLUSION..............................................................................................................................14
REFERENCES................................................................................................................................1

INTRODUCTION
Primark is one of the famous company of UK which deals in the sector of clothing, foot-
wares, fashion, beauty and other accessories. Its headquarter is in Mayfair, London, UK. The
founder of Primark is Arthur Ryan. It is a consumer centric company which works for providing
the best product to its customers. The current market that it operate its business includes UK and
some other countries. It is a company which is concerned with retailing industry. However, along
with the changing trends and raising competition it is very essential that the company will move
towards the concept of international marketing so that it can serve its customers at international
level too. This report will study about the concept of international marketing along with its
advantages. Key criteria for selection of market, market entry strategies, a detailed difference
between local and international market, international marketing approaches are all those topics
that will become a part of this report.
MAIN BODY
Scope and concept of international marketing
International marketing:
Marketing refers to promotion and selling of goods and services of the company to its
consumers. However, it can be performed at different level. This means that when it is being
performed at global level including selling and availing of goods to different places and countries
then it could be categorized as international marketing. In simple words when marketing is being
performed at global and international level then it is categorized as international marketing
(Cateora and et.al., 2020). It is also to be noted that when exchange of good is being occurred
outside the national boundaries and within the international frontier then it is known as
international marketing of business.
Scope:
The scope of international marketing is very wide. This means that it includes marketing
and exporting of goods by companies in the foreign countries. This indicates that the scope of
international marketing is very wide and broad because along with meeting the need of local and
national country, good and services are also being delivered and exchanged at international level
(Samiee and Chirapanda, 2019).

Local marketing:
It refers to marketing of the business of the company at the local level or within the same
city. This means that when any company sells and promote its product to sale within the same
city then it will be known as local marketing of business.
Scope:
As the scope of marketing is very wide in terms of initiating from business idea till its
conversation in the form of profit. But the scope of local marketing is concerned with selling and
making awareness of company's product within the local area and local community.
Difference:
The main difference between the international and local marketing is their scope and way
of operation. This means that while in local marketing companies operate their marketing within
the local area and local boundaries while in case of international marketing, the marketing
operations are being operated at global and international level.
The another difference is the presence of culture, language and nation. This means that in
local marketing there is no variation in these elements while in international marketing these
differs. In case of international marketing companies have to deal with various nations having
different language and culture (Morgan, Feng and Whitler, 2018).
The next difference includes currency variation. This means that the currency in the local
marketing is same while in case of international marketing the issue of the currency occurs.
Likewise, there is also a difference of risk factor, investment that in local marketing risk
factor and investment amount is usually low in comparison of international marketing.
International marketing concepts:
Domestic marketing:
When the targeted market is only the home country then it is counted as domestic
marketing. This means that the companies that target the home country as a main base of
marketing.
Export marketing:
Here the production of all the goods and services is being done in home country and then
the company make export of the goods and products outside the home country. This is usually
done for the raising and expansion of company’s business and operation.

International marketing:
In case of international marketing companies instead of making export establish their
subsidiaries in the international economy and perform the business. It is like the
internationalization of company’s business.
Multinational marketing:
Here the marketing and performance of business operation is to be executed in more than
one country. This means performance of business operation and marketing in multi nation.
Global marketing:
Here the performance of marketing operation is at global level. This means that the
company can make operation of business at global and worldwide level.
Rationale for global marketing in the context of Primark
Primark is one of the famous clothing retailer company of UK which operate its business
in clothing, foot-wares and accessories. Since it has global appearance but it is very essential for
it to raise its business and perform its marketing at global and international level. It is essential
for Primark to operate and executes its marketing activities at international level because through
the operation of marketing at global level it can avail its product in various different countries.
International marketing helps the company to raise its sales and profit percentage (Alvarez-Milán
and et.al., 2018). Since the main objective of every company including Primark is to explore and
expand its appearance along with securing a big and larger customer's share so the concept of
international marketing helps the companies to execute this planning into reality. Likewise, it
will also enable the Primark to have an approach with customers of abroad. This will lead to
raise its customer share. Along with this it will also lead to market development for company.
Primark being a growth oriented company may lead to explore growth in international market
with the adoption of internationalization. It will also able to explore international market and
become more competitive at international level.
Also one more reason that justifies international marketing of business of Primark is
economic conditions. This means, as economic environment of every country is different and
fluctuating in terms of changing rate of interest, tax, employment and various other. So this has
again a direct impact over the companies and their business in terms of affecting profits and
revenues.

Likewise, consideration of external and internal factor would also important for the
Primark with regard to internationalization. Internal factors may include looking towards the
resources including cost, time, efficiency along with analysation of risk and opportunities too.
However, external factors including entry barrier in the form of tax, laws, intense competition,
international operations also need to be consider by Primark before making internationalization.
And in case if majority of factor are in favour then only it need to take this decision.
Various routes for international marketing:
There are various routes that can be adopted by Primark to execute international marketing.
These routes include:
Exporting:
As per this route of international marketing companies can make export of their products
to some other country. Here products are exported from home country to some other country.
Primark by keeping its business in its own home country i.e. UK it can make export of its
product to some other country which will lead to internationalization of company and
international presence too.
Licensing:
Under this method the company need to acquire license from the another company of
foreign country with regard to performance of its business for a specified period of time. It is one
of the best and easiest mode of international marketing and business operation. Primark can also
raise its international share with this method.
Franchising:
As per this method the owner or the franchisor will enable the franchisee or the company
to run its business in terms of selling the product, or providing services with a use of franchisor
business system. Through this mode also Primark can make international marketing and perform
its business at international level.
Alliances:
As per this concept alliances and strategic relation is made between two companies. It
will enable them to carry out business operation with co-ordination and co-operation. It is the
best mode of internationalization. Primark by making strategic alliances with the existing
company of foreign company can perform international marketing.
Multi-domestic:

As per this marketing strategy, marketing operations are performed by companies as per
the need and demand of customers of the concerned country. This is because it works on the fact
that the need and demand of the customers of different countries are different from each other.
Primark with this strategy can meet the demand of home as well as foreign country too.
Global:
Here companies marketing efforts are designed in such a way that it can meet the demand
of several countries across the globe. This will lead to better serving of its customers across the
globe.
Opportunities and challenges that Primark can face when it operate marketing at
international level:
Along with operation of marketing at international level, various challenges and
opportunities can arise that Primark can face and grabbed. When, Primark will perform internal
marketing of its product that the biggest challenge that it can face is the compliance of rules and
regulations of the concerned country. Along with that it can also face challenge in the form of
cultural difference, environmental issues, customer's acceptance and various other. However on
the other hand when it will be compared with the opportunities then it can grab opportunities in
the form of raising its business, raising of sales, revenues, customer's share and many more.
Thus, international marketing of products of the Primark will help it to raise global appearance,
along with availing it many opportunities that can raise the performance of the business of the
company.
Evaluation of key criteria and selection process
The main criteria that is being concerned while selecting any international market for marketing
the business of the company includes:
Environmental and market analysis:
This is one of the major and important criteria and factor that is being concerned with
internalization of marketing. A thorough analysis of environment and market will help the
companies including Primark to know the recent trends and requirement of market along with an
analysation of impact of various environmental forces on the business of the company. Since
these criteria is highly volatile and have significant impact over the business of the company so a
through and detailed analysis regarding the concerned laws, rules and regulations, environmental

policies, changing trends and preferences and various others is very important (Rana and et.al.,
2020).
Analysis of competition:
No company can achieve growth and success if the competition analysis is not being
performed of the market. This means that before entering into any new market for internalization
of business a detailed analysis of the existing competition is required. This will clarify the
success and performance along with growth that company can achieve. This can also be
understood as if the existing level of competition in the market is very high then indicates that
there is more requirement of efforts of the company. So a careful analysis of this factor will help
the company in making its plans and future strategies.
Distribution channel:
If there is a lack of adequate distribution system in the planned international market then
it will no doubt affect the company and its sales percentages. This means that without the
presence of adequate distribution channel no sales of products and goods will be possible.
Demand analysis:
Like other criteria, this is also an important factor that need to be considered before
making internalization of business of Primark. This means that if in the market there is no
demand of goods and products then there is no sense to enter into such market.
Thus, these are the main criteria which is always kept in consideration while selecting
any market for executing international promotion and marketing. It is very important for Primark
also to consider these criteria so that it can grab the opportunities that are being associated with
internalization of marketing. A careful analysis of these factors and criteria raises the
probabilities of getting success along with exploration and expansion of the market (Morgan,
Feng and Whitler, 2018). Thus, Primark always have to determine and consider these factors
along with their impacts so that it will not face issue regarding the operation of the business of
the company.
Market entry strategies
There are various strategies by which companies will enter into different market of
different countries. As market of different countries vary in terms of culture, way of working so
it is very essential for every company including Primark to make appropriate marketing

strategies by which they can establish their business in different countries. The market entry
strategies are:
Merger and acquisition:
As per the method of acquisition one company will overtake the business of another company
and become the owner (Meisel, 2017). While in case of merger two companies will merge their
business and then continue in merged form as a single entity. Through this method companies
can easily enter into new market of different country.
Advantages of merger:
Raising of market share along with reduction in the cost of operations, advocation of
replication in terms of merging the business producing same products, expansion and grabbing of
new geographical area and various other benefits the companies can grab if they choose this
method (What is a Merger?, 2021).
Advantages of acquisition:
There are various advantage of this mode that may include internationalisation of
business, best method of obtaining asset, saving of time, reduction of cost and various other.
Disadvantages of merger:
Since due to merger competition decreases so it raise the prices of product for customers,
occurrence of communication gap, creation of unemployment are some adverse impacts of
merger.
Disadvantages of acquisition:
Cultural differentiation, confusion in the market, affection over brand image, financial
issue in the market in terms of high prices and many more are included in the adverse impacts of
acquisition.
Direct exporting:
Under this mode companies will make sale of their product in the market of international
country. In this case companies will instead of setting up business entity in the foreign market
will make the sale of their product through distributors and local agents. It is one of the best
marketing strategy by which companies can make their business internationally.
Advantages:

Control over the product, efficient after sales services, attractive return on investment,
short channel of execution, raising expertise are all included in positive outcome of direct
exporting.
Disadvantage:
High risk, high dependency on distributors, difficulty in the maintenance of inventory,
are all included under the negative aspects of direct exporting.
Licensing:
It refer to granting of license by the licensor for the carrying out of business operation for
specific period. As per this method the company will make its international presence through
obtaining licence from another company. This means that the company will grant licence to the
other company who want to execute its business internationally. Thus, through this method
companies can raise their business at international level.
Pros:
Reduces risk, raising growth and internationalization, high income, easy foreign market
entry, raising of business opportunities are all those advantage that companies can grab from this
mode.
Cons:
Security issue, non guarantee of revenue, high dependency on licensor, offered for
limited time and various other cons associated with licensing method.
Joint ventures:
It is also categorized as one of the best method by which companies will make their
international presence. Under this method of joint venture companies will agrees to work
together, and they will form a new business entity (Nippa and Reuer, 2019). Here the amount of
profit as well as emerging risk will be shared by both the partners companies in equal manner.
Also, the sharing of resources will be equal.
Advantages:
Low production cost, access to high technology, access to new market, innovation in
product and services and many other benefits a company can grab from this mode.
Disadvantage:
Clashes due to cultural and language difference, lack of clearance of objectives, high
expectation of partners, unequal or wrong distribution of resources and various other.

From the above various methods of market entry Primark can choose any of these
methods but the most appropriate mode can be considered as joint venture or merger and
acquisition because it will enable the Primark to establish its business internationally along with
establishment of its entity. Since, these modes also enable the Primark to obtain the advantage of
local market so through these methods it can easily internationalize its business.
Key arguments between global vs local debate
Globalized marketing refers to the form of marketing that is intended to target a large
proportions of audience at once. This means that this will enables the business of companies to
be internationally dealt. The best example for this may include the official and online website of
company from which it can deal with local as well as customers of other countries.
Localized marketing can be referred as a mode of marketing that is being executed within
the local economy. This will have a focus on much smaller proportion of audience. The best
suited example may include a sales mails that is being sent by companies to their potential and
local customers.
Globalised company and their marketing never focus over the end user of their services.
This means that they simply aim to cover and grab more and more customers.
On the other hand the localized market and the business of companies performing local
operation have more focus towards their customers. This means that they have care for their
customers in terms of providing them the best products to them.
While comparing the scope of operation regarding global and localized marketing, the
scope of global market is much larger and big. This means that local marketing is having a
consideration towards the local market or the local area whereby companies make the sale of
product to meet the need of local economy. However, in case of globalized marketing the scope
is much wider (Wei, Ang and Liou, 2020). This means that the global market deals with various
economy by enabling its services in more than one economy and market.
No international market can persist without marketing locally. This can be understood as
if an international level of market is considered then it means acquiring audience from across the
world. This will expand the reach of market of companies and enable them to operate many
markets at once. But while dealing with the customer of a specific place, it is necessary to be

specific. Here come the concept of localization. This means that focussing and targeting a
specific set of audience. As under localized market a set of segment is being targeted so it can be
said that international marketing is just incomplete without the presence of local marketing.
While determining the local and global market it is very essential for every company to
maintain and acquire a balance between these form of marketing. This means that whatever the
type of market but a balance between the local and global market will make the companies to
win the situation.
Marketing mix in international conext
Marketing mix:
It refers to a set of tools and techniques that are used by companies in order to make the
promotion and marketing of its products among the customers. It is the best technique by which
companies can raise their sales and raise their business.
Elements of marketing mix:
Product:
It refers to physical product or the services which is being offered by companies to their
customers. It is the ultimate item that is being offered and sold by companies to their respective
customers. It is considered as an important element of marketing mix because if it will not be
good then all the other element will be of no worth (Sulaiman and Masri, 2017). However, as in
case of Primark which is planning to expanding its business at international level so it is very
important for it to consider this element. Since, it is not essential that a product that is well
famous in one country will offer the same success in other country. This means that it is very
essential for Primark that there should be adequate market analysis in terms of targeting the
customers and their needs before launching its product in that country.
Price:
It refers to the value and selling price of the product. It is a crucial element for both the
seller and the buyer. This means that the consumers will pay only that amount which is matching
to the value of the product. Likewise, the seller will charge that amount which will give adequate
profit along with coving cost of operation (Thabit and Raewf, 2018). So while making
internationalization of business by Primark it has to carefully determine the price of product as
there is an existence of currency difference in different countries. So, Primark have to be careful

regarding the price because it is being affected by many ways in terms of promotional price,
prices that is being covered under distribution of products and various other. So if the expense
regarding these terms will raise then the prices of the product will also raise. So determination of
pricing is very important.
Promotion:
It refers to making promotion or creation of brand awareness among the customers. It is
also an important element because in case of internationalization of business and international
marketing it is affected by various modes in terms of language, colours, norms, religious beliefs
and various other (Bruskova, 2019). This means that Primark has to be careful regarding the
concept of promotion that its promotional strategy will not hurt any of these elements of
marketing.
Place:
It refers to the place which will assist the companies to distribute its product among the
customers. It includes mode of distribution or the distribution channel. It is also an important
element in case of Primark. This means that it is not necessary that the practice of distribution
that is being adopted in the local company will be same in the new country. It is considered as
challenging and crucial element because it requires a detailed research to launch a product in a
specific market of a particular country at global level.
International marketing approaches
Transaction cost approach:
As per this approach the focus is on mode of entry and the transaction cost. This means
that as per this approach the companies will enter into new international market through
appropriate mode that will enable them full control over the product along with cost (Asseraf and
Shoham, 2019). Since companies have better control so that they can execute their strategies and
thereby raising the returns.
Standardization and adaptation approach:
As per this approaches company have two operation in the international market. This
means that either company can adopt standard approach or adaptive approach. Standardization
approach said that company will work on the notion of one for all. This means that it will not
change its product policy and will sale and continue with the same product. However, as per

adaptive approach the company will adapt and evolve the product as per need and requirement of
the customers (Cateora and et.al., 2020). This means that the product of the company will be
emerged and evolved as per the requirement of the customers.
Likewise, this option also prevails in terms of pricing too. This means that company
again have two options in terms of keeping the standard prices in terms of globalised prices.
Under this same prices are charged irrespective of location. However, this is not possible because
of difference in costing, difference in production cost, purchasing power difference and
fluctuating currency difference. However, other option is related with adaptive pricing wherein
as per the actual analysis prices are determined. Here the prices are different in different country.
In the same manner promotion is also having two option regarding standard wherein all
the promotion are made in same manner without considering the country and its language and
requirement. However, adaptive promotion involves making promotion as per the country’s
requirement and need.
Distribution approach:
As per this approach, managers determine the distribution policies based on requirement
of market exposure and cost related with distribution. This means that if the length of distribution
is long in terms of various intermediaries then it will add-on cost and accordingly further
decision related with distribution and pricing are taken.
Global integration market approach:
As per this approach the whole international market will be integrated by the company,
and they will try to adopt and implement the same method of operation of business across
different market of the globe (Douglas and Craig, 2021). In simple words using of same product
and process in different countries by a company is comprised with this approach.
From the above approaches the Primark will most suitable use a glimpse and combination
of these approaches. This means that as like other company's minimization of operation cost is
also very important for it. So it will carefully select the market of international economy, that
will lead to reduction of operation cost for it along with raising controlling. Likewise, as it is
famous for its beauty product but due to persistence of different culture in different country it
will focus over the adaptive approach where it will make adaptation in its product as per the
customers need. Lastly it will also comply and implement evolutionary approach in its workplace
and make evolution in its product as it will achieve growth and expansion.

Ways of accessing competitors at home and international orientation
There are different approaches of accessing competitors by Primark at different level.
This means that in case of analysation within home country it will lie its more focus towards
perceptual mapping whereby it will identify its place among the competitors. Under this method
certain attributes including the best quality, the best price and various other will be set by the
company and then the analysis will be performed (Perceptual Mapping: The Benefit of
Visualizing Your Competitive Landscape, 2020). Through this analysis Primark can analyse its
position in the market along with analysing the competitor's strength and intensity. This analysis
will also give knowledge about the position of product of company in comparison of other home
competitors.
Implication of perceptual mapping:
Perceptual mapping is one of the best practice and method that enable the companies in
determining the information about customers. This means that through this method the detailed
information about the customer can be grabbed that what is the need of customers and what
changes they want in the existing products. Through this companies including Primark can easily
grab competitive advantage in terms of acquiring and attracting more customers towards it. Thus,
it will deliver dual advantage in the form of raising competitive advantage along with sales
proportions.
But in case where global competition and international competition is needed to be
analysed then the perspective as well as approach will change. Since at international level there
are many competitors persist. This means that the level of competition is much higher. So here,
Primark usually adopt Strategic group analysis method. As per this method certain clusters will
be made as per similarity of strategies. After making clusters organization will analyse its
position among the clusters (Mas-Ruiz, Ruiz-Conde and Calderón-Martínez, 2018). This analysis
will help the company in terms of analysing the strategies that are being adopted by various
companies and how the strategies of Primark will be efficient and better in comparison of other.
So through this method the Primark will not only analyse the intensity of market
competition but it will also analyse its own adopted strategy along with making and implement
any change that is being needed in order to win the competition at internation level.
Implication of Strategic group analysis method:

This method is very helpful in determining the current strategic trends and moves.
Through this analysis, Primark can analyse the strategic change of competitors. This will lead as
a base for making its own strategic direction. This means that Primark through this analysis can
get the knowledge about strategic moves of competitor and thereby get competitive advantage.
CONCLUSION
From the above report it is concluded that internalization of business and international
marketing plays an important role in the exploration and success of business of every company
including Primark. This will helps the companies to explore various growth opportunities. This
reports also describe various internal routes including online selling and other through which
Primark can expand its business internationally. As it is essential that in order to enter into any
country, companies have to carefully analyse the various mode of market entry and choose the
most suitable one. Likewise, this report also summarize about the various strategies of marketing
mix and competitor analysis whose consideration will help the Primark to internalize its business
along with getting expansion and exploration. In addition, of this it would be recommended to
Primark that through adequate competitor's analysis and developing marketing strategies in terms
of careful analysing over 4 P's of marketing it can not only able to internationalize its business
but it can also achieve success in the form of grabbing more customers and raising sales
percentages.

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