Marketing Intelligence Report: Primark's Shoe Launch Research

This report details a marketing research plan developed for Primark's new shoe launch, focusing on the UK market. The research includes an overview of the UK fashion industry, market size, and trends, along with a competitor analysis, specifically highlighting Marks and Spencer as a strategic group. The methodology involves a qualitative approach using surveys and thematic analysis to assess customer preferences and satisfaction. The report outlines the research objectives, timeline, and budget, along with a customer satisfaction survey. It also identifies opportunities and threats for the new shoe product, such as innovative features versus changing buyer tastes and competitor actions. The report concludes with an evaluation of the questionnaire's effectiveness, emphasizing the use of both closed and open-ended questions to gather comprehensive customer insights. The provided references support the research and analysis conducted.

MARKETING INTELLIGENCE

TABLE OF CONTENTS
TASK 2 ...........................................................................................................................................1
2.4 ...............................................................................................................................................1
3.1................................................................................................................................................2
3.2................................................................................................................................................2
3.3 ..............................................................................................................................................2
4.1 ...............................................................................................................................................3
4.2 ...............................................................................................................................................3
REFERENCES................................................................................................................................6

TASK 2
2.4
Following is the research plan with respect to the launch of new product of Primark such
as shoe.
Background of the study
Primark which is the famous clothing retailer of UK is planning for launching a new shoe
in market. The main aim behind this is to raise the sales and profits of firm.
Rationale
The study conducted has its importance as it assist manager in giving answer to the
question that whether it is beneficial form them with regard to introduce new product in market
or not (Murray and Carter, 2005).
Objective of research
Two main objectives behind this study is as follows:
 To raise the sales of firm. To assess the tastes and preferences of UK buyers regarding new product.
Methodology
The research will be conducted using qualitative technique such as survey. Here,
questionnaire will be framed with an aim to conduct survey upon UK market.
Data analysis
With an aim to analyze the collected data, the technique such as thematic analysis will be
used.
Time frame
Activity 1st
Month
2nd
Month
3rd
Month
4th
Month
5th
Month
6th
Month
Research objective
Review of the research
Research Methodologies
Collection of data or
information
Analysis of data
Conclusions and
recommendation
Submission of report
Budget section
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Around 10,000 pound will be require with an aim to conduct the given research.
3.1
NEWS LETTER
The size and market trends prevailing in UK fashion industry is being discussed.
Market size
 The revenue of UK fashion industry is £39bn. As per 2015-16 statistics its annual growth is 1.3% (Diller, 2007).
Market trends
 The UK household customers spends around 59 billion euro on footwear and clothing.
 The expenditure as being made by UK buyers will likely to increase further.
3.2
Competitor analysis is the practice of getting the information about the competitors of
firm. Strategic group is the group of companies that uses similar type of strategies with an aim to
compete in the business environment (Strategic group, 2015). In this regard, it can be said that
the Marks and Spencer is the strategic group of Primark. ASDA, Tesco and Marks and Spencer
are the main competitors of cited firm. However, all the small street shops will be consider as
likely competitors of enterprises.
3.3
UK fashion industry is one of the leading industry and it is lead by the players such as
Burberry, Marks and Spencer and Next etc. The industry gives employment to many individual,
Thus, it is playing crucial role in the growth of UK economy (Aaker, Kumar and Day, 2008). In
this regard, opportunities and threats for new shoe product of Primark is identified.
Opportunity
 To introduce shoe with some innovative feature. To entail new design in shoe
Threat
 Changing tastes of buyers
 Competitors which employs similar type of innovative practices
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4.1
The responses of Primark customers with respect to new product can be gather through
feedback form and video conferencing. By filling the feedback form the satisfaction level of
buyers can be assessed. It is an effective approach as by using this firm can gather the responses
of large number of customers. However, by using the given tool the reliability of answers which
is being given by customers cannot be assessed (Zineldin, 2004). In addition to this, by
conducting video conferencing face to face interaction can be carried out by Primark with its
buyers. But, this method and very expensive and time consuming.
4.2
Customer satisfaction survey
Name:............................
Age:................................
Gender:............................
1. How frequently do you visit Primark store?
 Daily
 Weekly
 Monthly
 Yearly
2. Do you believe that the services which is being given in Primark store is fast?
 Yes
 No
3. Did employees of Primark behaves appropriately?
 Strongly agree
 Agree
 Neither agree nor disagree
 Disagree
 Strongly disagree
4. Did employees of Primark resolves your queries?
 Yes
 No
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5. Did firm provides high quality of goods and services?
 Yes
 No
6. Are you satisfied with the services as being given by firm?
 Yes
 No
7. How was your purchasing experience with firm?
 Good
 Poor
8. Do you believe the price charged for the product is reliable?
 Yes
 No
9. Did you have to wait for the long period of time in the payment section?
 Yes
 No
10. Did firm has good collection of products?
 Yes
 No
11. Suggest some measures for improving the quality of product?
…......................................................................................................................................................
................................................................................................
12. Suggest the product which you want that firm should sale?
…......................................................................................................................................................
.......................................................................................................................................
4.3
The questionnaire framed is evaluated. In this context, it can be said that the
questionnaire framed is effective as it possesses different type of questions such as close and
open ended. Here, with the help of close ended question, Primark can gather exact information
about its product (Shoham, Rose and Kropp, 2005). In the similar way, with the use of open
ended question views as being given by buyers can be analyzed by firm in an effective manner.
4

However, the questions possess very less number of open ended questions. This may affect the
result of conducted survey.
5

REFERENCES
Books, online and journals
Aaker, D. A., Kumar, V. and Day, G. S., 2008. Marketing research. John Wiley & Sons.
Diller, H., 2007. Grundprinzipien des Marketing. WiGIM ev Nürnberg.
Murray, P. and Carter, L., 2005. Improving marketing intelligence through learning systems and
knowledge communities in not-for-profit workplaces. Journal of workplace learning.
17(7). pp. 421-435.
Shoham, A., Rose, G. M. and Kropp, F., 2005. Market orientation and performance: a meta-
analysis. Marketing Intelligence & Planning. 23(5). pp. 435-454.
Strategic group. 2015. [Online]. Available through: <http://strategicgroup.ca/>. [Accessed on 7th
December 2015].
Zineldin, M., 2004. Co-opetition: the organisation of the future. Marketing Intelligence &
Planning. 22(7). pp. 780-790.
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