Business Report: Primark Market Analysis and Strategies

This business report provides a comprehensive analysis of Primark, an Irish fashion retailer. It utilizes both primary and secondary research methods to evaluate various aspects of the company's performance. The primary research includes a questionnaire-based survey to understand customer demographics, buying patterns, promotion effectiveness, and satisfaction levels. The analysis of the survey data includes graphical representations and interpretations of customer preferences for online versus offline shopping, shopping frequency, spending habits, and product ratings. Secondary research involves comparing Primark's market share with competitors like M&S and NEXT, examining their financial performance and market trends. The report also provides recommendations for improvements based on the findings, focusing on enhancing customer experience, optimizing product offerings, and expanding market reach, including suggestions for improvements to online presence and pricing strategies. The report concludes with a summary of the key findings and recommendations.

Business Report

EXECUTIVE SUMMARY
The report has included various research techniques which comprises of Primary and
Secondary research. It has also mentioned the comparison with the competitors of company on
the basis of market and operating profit. Various factors like demographic, buying pattern of
customer, promotion techniques and so on have been explained in the report.

Contents
INTRODUCTION.......................................................................................................................................3
MAIN BODY..............................................................................................................................................3
Primary data collection and analysis........................................................................................................3
Secondary data collection and analysis..................................................................................................12
Findings and discussion.........................................................................................................................15
Recommendations.................................................................................................................................15
CONCLUSION.........................................................................................................................................15
REFERENCES..........................................................................................................................................17

INTRODUCTION
Decision making is considered as an integral part of business that helps in selecting the
best options from all the given alternatives in order to achieve the pre defined purpose. It plays
an essential role in assigning the goals and it gives the ways to achieve those assigned goals
within stipulates period of time (He, Wang and Akula, 2017). Integral decision making helps the
manager to have a clear head and guide their subordinates for a specific goal oriented work. For
the better understanding of report Primark company has been selected which is the Irish fashion
retailer whose headquarter is in Dublin. The company deals in clothing, accessories, footwear as
well as cosmetic items for both men and women. This report cover topics like analysis of
primary data under which buying pattern of the customer is identified and their demographic
segmentation done. Along with that efforts made by Primary on promotion of the retail business
is also identified. Moreover, within secondary data comparison is made with other competitors
on basis of market share, gross profit/operating profit percentage.
MAIN BODY
Primary data collection and analysis
Primary data is the original data which is collected y investigator and then it is used to do
market research. Here the researchers are first time investigator so the chances of duplicacy and
biasness are less or null. Within, Primark company collection of primary data is done so that
company can seek active participation from respondents through Questionnaire method and
make decisions to expansion their operations within London. Additionally, primary data is
collected on basis of demographic, buying pattern of customers and satisfaction level of
customer (Weygandt and et. al., 2018). So the company has made a Questionnaire which will be
having series of questions that will help the company to meet the mentioned objectives
(demography, buying pattern of customer, promotion effort of company and satisfaction level of
customer).
Name: Qualification:
Age: Gender:

Average Spending:
1. How do you prefer your shopping
a. Online
b. Offline
2. How often do you shop?
a. Weekly basis
b. Monthly basis
c. During Occasions/Festivals
3. What percentage of your income you prefer to spend on shopping
a. 10%
b. 10% - 30%
c. More than 30%
4. Would you like to visit Primark store on the basis of your last purchase experience
a. Yes
b. No
5. How would you like to rate our services out of 5 stars on the basis of your experience
6. What age group is more engaged in purchasing items for our outlet?
a. Kids
b. Teens
c. Middle age group
d. Elderly
7. Which sales promotion activity is most appealing?
a. Discounts
b. Coupons and Signage
c. Members for customers
8. Do you get all the products on the basis of your taste and preference?
a. Yes
b. No
9. Is location of the outlet works as an advantage?
a. Yes

b. No
10. What you will say about the product range available with the company?
a. High
b. Medium
c. Low
11. Post your recommendations for further improvement?
1. Shopping preference
How do you prefer your shopping?
a. Online 8
b. Offline 7
How do you prefer
your shopping? a. Online b. Offline
6.4
6.6
6.8
7
7.2
7.4
7.6
7.8
8
Series1
Interpretation: On the basis of above graph respondents are more focused in doing
online shopping at the same time customer also like to visit the store and have a experience of
offline shopping that is going traditional. Amongst 15 respondents, 8 are more likely to prefer
online shopping whereas 7 opted for offline shopping.
2. Shopping pattern
How often do you shop?
a. Weekly basis 3

b. Monthly basis 7
c. During Occasions/Festivals 5
a. Weekly basis b. Monthly basis c. During
Occasions/Festivals
0
1
2
3
4
5
6
7
Series1
Interpretation: From the above data company can interpret that purchasing pattern of
customer is divided into the categories, though most of the customers like to shop on monthly
basis and during occasions. Only few of them like to shop on weekly basis reason being
respondent don’t won’t to shop on frequent basis.
3. Income spend on shopping
What percentage of your income you prefer to spend on shopping?
10% 4
10% - 30% 8
More than 30% 3

10% 10% - 30% More than 30%
0
1
2
3
4
5
6
7
8
Series1
Interpretation: The above data represent that the income share of customers hover
around 10% - 30% as 8 respondents out of 15 opted for this option. As customer has to make
other commitments also so they are hesitate in spending huge junk in clothing industry.
4. Shopping in the basis of last purchasing experience
Would you like to visit Primark store on the basis of your last purchase experience?
a. Yes 9
b. No 6
a. Yes b. No
0
1
2
3
4
5
6
7
8
9
Series1
Interpretation: The company can observe that there is a scope of improvement as 6
respondents out of 15 didn’t gave positive response so company can work on product quality and
training can be given to sales employees so that better feedback can be received.
5. Customer rating

How would you like to rate our services out of 5 stars on the basis of your experience?
1 Star 1
2 Star 1
3 Star 2
4 Star 4
5 Star 7
1 Star 2 Star 3 Star 4 Star 5 Star
0
1
2
3
4
5
6
7
Series1
Interpretation: From the above bar graph it has been displayed that the reviews are
mixed, though company has got 7 five star rating but still it need to focus on the reason behind
negative ratings and find out favorable solution for the same.
6. Customer engagement
What age group is more engaged in purchasing items for our outlet?
Kids 3
Teens 6
Middle age group 4
Elderly 2

Kids Teens Middle age
group Elderly
0
1
2
3
4
5
6
Series1
Interpretation: From the study company knows where they actually need to focus that is
young and middle age people as the concentration is more there, along with that they internal
manager need to articulate the product in such a way so that they can catch the attention of youth
and adult of country.
7. Sales promotion technique
Which sales promotion activity is most appealing?
Discounts 8
Coupons and Signage 4
Membership for customers 3
Discounts Coupons and
Signage Membership for
customers
0
1
2
3
4
5
6
7
8
Series1
Interpretation: According to the response of respondents the company can analyse that
human psychology has come into picture, as 8 out of 15 has responded for instant discounts.
Similar, there is a fair share of Coupons and membership which is 4 and 3 respectively.

Memberships are for those who want to maintain long term relationship so special attention
needs to be given to such customers.
8. Availability of products in the basis of taste and preferences
Do you get all the products on the basis of your taste and preference?
Yes 13
No 2
Yes No
0
2
4
6
8
10
12
14
Series1
Interpretation: On the basis of above analysis it can be observed that customer is often
getting what they are in need of. Whereas, in some of the rare cases the bonds are not satisfied so
company will work on rectifying the same so that the satisfaction level of customer can be
attained.
9. Location of outlet works as an advantage
Is location of the outlet works as an advantage?
Yes 11
No 4

Yes No
0
2
4
6
8
10
12
Series1
Interpretation: The location of company is at the heart of the city it means where most
of the business activity is done so 11 of respondents give value to the location. Whereas, 4
respondents still feels more stores can be opened for their convenience.
10. Product range available with the company
What you will say about the product range available with the company?
High 4
Medium 9
Low 2
High Medium Low
0
1
2
3
4
5
6
7
8
9
Series1
Interpretation: Company provide customer all kinds of product in their retail sector, the
focus is to cater all the needs of customer so company has covered everything but still there is
some bits and pieces which needs to be covered by company.
11. Recommendations