Marketing Plan for Primark: Business Expansion Strategy Analysis

This report outlines a marketing plan for Primark, a global fashion retailer. It begins with a company overview, highlighting Primark's vision, mission, and objectives, including revenue and customer base growth targets. The plan incorporates the STP (Segmentation, Targeting, Positioning) framework, detailing demographic and geographic segmentation strategies. A budget is allocated for research and development, marketing, and recruitment. The evaluation section emphasizes the use of KPIs to assess performance and make necessary adjustments for achieving the set objectives. The report concludes with a list of cited references, providing a comprehensive marketing strategy for Primark's business expansion.

Marketing Plan for
Primark

Table of Contents
LO3 .................................................................................................................................................3
P4 Basic marketing plan for Primark.....................................................................................3
REFERENCES................................................................................................................................5

LO3
P4 Basic marketing plan for Primark
Company overview
Primark is an Irish fashion retailer, which was founded in 1969 by Arthur Ryan. The
headquarters of Primark is in Dublin, Ireland and it is operating on numerous geographical
locations serving to wide range of customers (Galli, 2020). Main products in which company
deals in and serve to their customers are clothings, cosmetics and housewares. This business plan
is developed in order to increase company's accessibility around the globe to wide range of
customers belonging to separate segment of society.
Vision
Primark deals in fashion industry which is a diversified business segment, there vision is
to provide best quality products to its customers through appropriate pricing strategy.
Mission
The goals or mission of company to be most effective by achieving all its objectives and
render best services to buyers. Primark aim at providing best quality goods to its customers
present at different corners of the world.
Objectives
 To enhance the revenue units by 7% in next six months.
 To increase customer base of the organisation by 15% in next one year.
 To improve and increase profit units by at least 10% in next one year.
STP
 Segmentation- It is a process of dividing marketplace in small groups and divisions.
Primark segment their audience into Demographic and Geographical sector (Saura,
Palos-Sanchez and Correia, 2019). This business model is developed to increase
accessibility and with motive of moving into new market and developing business in new
locations.
 Targeting- This stage comes after segmenting, where company will select an appropriate
segment for making sales and expanding their business in new market. Primark will
conduct research of different markets and according to their segmentation techniques
expand its operations into new locations.

 Positioning- This dimension refers to how company make its presence in new
marketplace and how it presents its offerings in front of public. This stage identifies the
unique selling propositions and develop a positioning map (Chaffey and Ellis-Chadwick,
2019). The positioning strategy which Primark adopts will be flexible in nature. This
technique will be developed according the needs, desires, demands and buying
behaviours of individuals.
Budget
Particulars Amount ($'000)
Research and Development 10
Marketing 12
Recruitment and Selection 15
TOTAL 37
Evaluation
Above sections of this report covers a business plan for Primark, this is a marketing plan
which is developed for expansion of business and operations in different geographical locations.
Company first identify its mission in relation with its vision statement and develop a mission
statement accordingly. These are basically short term objectives which are developed in order to
attain long term objectives of entity. Once these aims are developed and appropriate actions are
taken an evaluation is conducted for analysing its performance after applying the plan
effectively. Primark will make use of KPI's for seeking knowledge about their performance
levels by comparing their past and present financial digits. This will enable Primark to make
changes and improvements if required for attaining its determined objectives.

REFERENCES
Books and Journals
Chaffey, D. and Ellis-Chadwick, F., 2019. Digital marketing. Pearson UK.
Galli, B. J., 2020. Using marketing to implement a strategic plan: Reflection of practiced
literature. In Start-Ups and SMEs: Concepts, Methodologies, Tools, and
Applications (pp. 1518-1532). IGI Global.
Saura, J. R., Palos-Sanchez, P. R. and Correia, M. B., 2019. Digital marketing strategies based on
the e-business model: Literature review and future directions. In Organizational
Transformation and Managing Innovation in the Fourth Industrial Revolution (pp. 86-
103). IGI Global.