Primark Sales Planning & Operations: Strategic Market Analysis

This report provides an analysis of Primark's sales planning and operations, focusing on strategies to enhance sales and meet evolving consumer demands. It identifies challenges such as declining winter sales and intense market competition. The proposed solutions include brand extension through a new sportswear line and a focus on domestic sales. The report outlines the benefits of these strategies, such as enhanced sales, increased market demand, and improved brand recognition. The company's mission is to promote sportswear sales in the UK, with specific objectives for 2017, including achieving sales figures of £40,000 and increasing overall sales by 11%. The actions involve segmenting the market geographically and behaviorally, adopting concentrated marketing measures to target health-conscious and young consumers, and focusing on cities with populations exceeding one million, positioning the product as value-oriented and associating it with the parent brand.

SALES PLANNING AND
OPERATIONS
TASK 2

Introduction
 The pressure of enhancing sales has
become fierce.
 Companies in the present era thus focus on
adopting effective means of sales and
planning operations to meet business
objectives while enhancing brand name in
the market.
 The present study focuses on planning
sales strategies for Primark which is a well
established retail fashion brand.

Company analysis
Primark is a well established retail fashion
brand providing apparels and fashion
products for consumers
 Primark is an Irish retail store operating in
Europe
 The organization was established in 969 in
Dublin
 Effective production operations of the
company has helped it in offering low cost
products and services

Product analysis
 Fashion product range
 Low cost products
 Quality ascertained
 Meets consumer demand
 Wide variety

Marketing concepts
Primark has established effective brand image
by:
 Aggressive promotion
 Ethical business operations
 High CSR
 Effective branding
 Offering cheapest retail products

Problem
The problems faced by the company
involves:
 Fall in sales in winter
 High market competition
 Changing demand of consumers

Solution
In order to deal with the above issues
company focused on:
 Brand extension
 Developed new product line in sports wear
 Focusing on developing domestic sales
 Promoting for product recognition

Benefits
It will help the company in:
 Enhancing overall sales
 Developing high market demand
 Enhance brand recognition
 Develop market sales
 Influence consumer needs

Evidence
Mission:
To establish and promote the sales of
sports wear for Primark in UK
Objective 2017:
Attain the sales figure of ₤40000 pounds
Enhance overall sales by 11%
Undertake aggressive promotional strategies for
young consumers

Summary
In order to develop sales and meet changing
consumer needs in the market Primark:
 Introduced new product line of sports wear
 Will help in meeting specific consumer
needs
 Will develop brand recognition in the
market

Actions
The actions the company will undertake
Segment the market on geographic and
behavioural basis
Adopt concentrated marketing measures to target
consumers
Target health concious and young consumers
Develop strategies to enhance sales in cities with
population more that 1000000 people
positing product as value oriented associating it
with parent brand