Primark Store: PESTLE, SWOT, Marketing Mix & Sales Analysis

This report provides a comprehensive analysis of Primark Store, a multinational fast-fashion retailer, focusing on its marketing, sales, and negotiation strategies. It begins with a PESTLE analysis, examining the political, economic, social, technological, legal, and environmental factors impacting Primark's operations, followed by a SWOT analysis to identify the company's strengths, weaknesses, opportunities, and threats. The report then delves into Primark's marketing mix, evaluating the effectiveness of its product, price, place, promotion, process, people, and physical evidence strategies. It further explores the sales and negotiation skills employed by Primark, highlighting their importance in building customer relationships and driving sales. The report concludes with recommendations for improving Primark's marketing tactics, including focusing on latest trends, using discount cards, expanding online presence, enhancing digital marketing efforts, and redesigning store layouts to enhance customer convenience. Overall, the report offers valuable insights into Primark's strategic approach to navigating the competitive fast-fashion market.

Marketing Sales and
Negotiation Skills

Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Identification of PESTLE and SWOT analysis of the company..................................................1
Discussion and analysis of Marketing Mix .................................................................................4
Sales and Negotiation skills applied by the chosen organisation................................................5
RECOMMENDATION...................................................................................................................5
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Negotiation skills describes some qualities that allow a dialogue in between two or more
individual for solving the conflicts. It is also important skills for the company which helps them
to success as it helps them to make better relationship with their customers by making them
satisfied (Sharma, 2021). For the following report, selected company is Primark Store which is a
multinational fast fashion retailing company and its headquarters is in Dublin Ireland. The report
covers PESTLE and SWOT analysis of the company along with the discussion and analysis of
marketing mix. It further includes sales and negotiation skills which has been applied by the
selected company.
MAIN BODY
Identification of PESTLE and SWOT analysis of the company
PESTLE Analysis-
PESTLE analysis refers to a strategic framework that help company to analysis its macro
environment which has great impact on their business operations (Hatthakijphong and Ting,
2019). In context of Primark Store, its PESTLE analysis are described below:
Factors Impact
Political Industry regulation, tax,
government policy, political
stability and global trade
agreements are some factors that
affects the business environment of
Primark Store.
If the government of the country
imposed strict restriction on the
companies which may also create
problems for Primark Store. If the
tax rate is higher may affects its
total profit and if the tax rate is
low of the country it creates
opportunity for the company in
order to earn more profit.
Economic Exchange rates, inflation, interest
rates, consumer spending habits,
globalisation and labour costs are
some economic factors that affects
Change is consumer spending
habit is also affects the profit
generation of Primark Store.
Increasing globalisation also has a
1

the business operations of Primark
Store.
great influence on the company as
it makes company to improve their
growth.
Social Consumer buying habits, career
attitudes, consumer trends, work-
life balance and lifestyles factors
are some social factors that has
great influence on the business
environment of Primark Store.
Change in consumer trends or
tastes will affects the product
supply of Primark Store which
makes them to focus on latest
trends in order to make their
product trending for their
customers.
Technological Automation, artificial intelligence,
innovation, and robotics are some
trending technological factors that
affects the business environment of
Primark Store (Karttunen, 2018).
Developing technologies and
innovation has a great impact on
Primark Store which makes them
to improve their business
operations with their latest
technologies as well as provide
proper training to their employees
in order to use it.
Legal Employment law, health and safety
regulations as well as local labour
law are legal factors of the
company that may affects the
business environment of Primark
Store.
Health and safety regulation has a
great impact on the business
environment of Primark Store
which makes them to provide
health and safe working
environment to their employees.
Environmental Environmental restriction imposed
by the government, sustainable
resources, supply chain
management and corporate social
responsibility are some
environmental factors that provide
Corporate social responsibility
makes Primark Store to make their
focus on protecting the
environment of the country as it
may also create problems in order
to operate their business in better
2

great influence on Primark Store. manner (Chen, 2019).
SWOT Analysis-
SWOT analysis refers to an effective framework that helps company to analysis its
internal environment in order to identify its strengths and weaknesses along with the external
environment to identify its opportunities and threats (Jung and Krebs, 2019). In regards of
Primark Store, its strengths, weaknesses, opportunities and threats are described below:
Strengths-
 Primark Store has wide range of
apparels which includes women-wear,
menswear, footwear, children-wear,
hosiery, accessories as well as
homewear.
 The company has strong existence in
Europe by opening its stores in 500
locations.
 It provides its services in more than 10
countries.
Weaknesses-
 Primark Store has limited market share
growth because of intense competition
in the market.
 Its manufacturing of apparels can not
be outsource as it may increase its
inconsistencies in the quality of their
products.
Opportunities-
 Primark Stores can expand their
international growth by continue focus
in Asia, Europe and America by
opening more stores.
 Company can used strategic partnership
and acquisition method in order to
expand its business.
 Primark can also use online method and
social campaigns in order to attract
more and more customer.
Threats-
 Primark Stores has limited international
presence as compared to its strong
competitors.
 Due to uncertainty such as pandemics
may also affects them and can lead loss
also (Topps and Taylor, 2018).
 Low brand recall of the company from
its competitors.
3

Discussion and analysis of Marketing Mix
Marketing mix describes the combination of some actions or tactics which has been used
by the companies in order to promote its product or brand in the market (Jevremovic, 2019). In
case of Primark Store, its marketing mix are described below:
Marketing
tactical tools
Current strategy (based on each P)
applied by the organisation.
Evaluation or argument on
the effectiveness of each
marketing tool currently
applied
Product The Products of Primark Stores are wide
range of apparels for men, women and
children. The company will also ads new
products to its existing product lines.
This marketing element of
Primark store is highly
effective.
Price The management of Primark Stores uses
affordable price strategy in order to
attract more customers for their products.
This marketing tool of Primark
Stores is moderately effective as
compared to its competitors.
Place The company has approximately 500
stores within Europe which helps them to
distribute their products to its target
customers.
This marketing tool of Primark
Store is not that effective.
Promotion Primark Store uses word of mouth as a
promotional strategy in promote their
product within its existing market. It also
uses various social media campaigns like
Twitter, Facebook, Pinterest, etc. in order
to get millions of shares and likes within
short period of time.
This marketing element of
Primark Store is quietly
effective in order to gain
attraction of its potential
customers.
Process In Primark Stores, it have different
processes for its different activities.
Customers have to go to its stores in
order to make their purchases. They also
This marketing tool of Primark
Store is fairly effective.
4

need to stay in a queue to pay for their
purchases.
People Primark Stores has more than 70000
employees which helps them to provide
effective service to their potential
customers. It also provides employment
to 700,000 workers that work as a
suppliers for its product.
This marketing tools is not
effective as it failed in solving
the safety issues and working
condition of its suppliers.
Physical evidence The stores of Primark are multi-levelled
as well as very massive. But its narrow
aisles in some of its stores are
inconvenient for some of its stores.
This marketing tools of Primark
Stores is moderately effective in
order to increase its sales.
Sales and Negotiation skills applied by the chosen organisation
Sales and Negotiation skills describes some abilities which makes marketing team of the
company in order to resolve the conflicts and problems of their consumers related to the product
and service. This makes company to make effective communication with their consumers in
order to influence them to make their purchases (England and Nagel, 2021). Sales and
negotiation sessions are most important session for me which helps to learn how effectively I can
sale my product and service in the market. The skills I have from my sales and negotiation
session are preparation, being human, silence, defining discount in advance, allow the prospect
to begin, identify and include decision makers, demonstrate value, patience, know when to walk
away as well as ask for something in return. As these skills combined helps me to become
successful salesperson in order to sale my product and service in effective manner.
As these skills are also important for the marketing team of Primark Stores in order to
sale their products in effective manner. This will helps them to make strategic discussion with
their potential customers that leads to the deal in confirmed and closed manner. This will helps
company to make better relationship with their customers as well as make them satisfied by
properly understanding their needs and wants.
5

RECOMMENDATION
Marketing Tactical Tools Recommendation to each P
Product Primark Stores can also focus on latest trends and customisation
method in order to make their wide range of products trending
and fashionable for their customers.
Price Primark Stores can also use discount cards strategy which helps
is making their customers engaged. It can also charge reasonable
prices and even low price from their competitors.
Place Primark Stores suggest to use online channels in order to
increase their sales. The company can also expand their business
in other countries also in order to enhance their sales.
Promotion The management of the Primark Stores need to focus on digital
marketing in order to promote their products in effective manner.
The company can enhance its social media channels by listening
and answering the queries of their target customers which helps
in increasing their sales in better manner.
Process The Primark Stores can follow effective methods in their process
which helps in making easier for their customers in order to gain
attraction of their customers.
People The employees are highly effective of Primark Stores which
helps in providing quality service to their customers. This makes
important to them provide healthy and safest working
environment to their employees.
Physical evidence Primark Stores should redesign their some of its stores in order
to make convenient for their customers. The company can also
use online channels in order to make easier for the customers to
make their purchases.
6

7

CONCLUSION
From the above mentioned report, it has been concluded that sales and negotiation skills
are important skills that helps companies to sale and promote their product and service in better
manner. Pestle analysis and Swot analysis help companies to analyse their internal and external
environment of the company in order to gain various advantages. Marketing mix is an effective
tool that help company to promote their product and service as well as gain competitive
advantages in better manner.
8

REFERENCES
Books and Journals:
Sharma, P., 2021. Soft Skills 3rd Edition: Personality Development for Life Success (English
Edition). BPB publications.
Hatthakijphong, P. and Ting, H.I., 2019. Prioritizing successful entrepreneurial skills: An
emphasis on the perspectives of entrepreneurs versus aspiring entrepreneurs. Thinking
Skills and Creativity, 34, p.100603.
Karttunen, E., 2018. Purchasing and supply management skills revisited: an extensive literature
review. Benchmarking: An International Journal.
Chen, C.L., 2019. Value creation by SMEs participating in global value chains under industry
4.0 trend: case study of textile industry in Taiwan. Journal of Global Information
Technology Management, 22(2), pp.120-145.
Jung, S. and Krebs, P., 2019. The Essentials of Contract Negotiation. Springer.
Topps, J. and Taylor, G., 2018. Managing the Retail Supply Chain: Merchandising Strategies
that Increase Sales and Improve Profitability. Kogan Page Publishers.
Jevremovic, N., 2019. CISG and Contracting Practice: Facilitating Negotiation of Contract
Terms. JL & Com., 38, p.189.
England, T.K. and Nagel, G.L., 2021. Developing emotional intelligence skills for e-
negotiations. Journal of Education for Business, pp.1-6.
9