Richmond University: Strategic Marketing Planning for Primark

This report presents a detailed analysis of Primark's strategic marketing plan, considering the impact of external factors like BREXIT and COVID-19. It begins with an introduction to strategic marketing planning and Primark's business model, followed by an environmental analysis using the PESTLE framework to identify political, economic, social, technological, environmental, and legal factors affecting the company. The report outlines Primark's corporate and marketing objectives, examines its marketing strategies, including responses to the pandemic, and analyzes its market targeting and positioning. The 7Ps of marketing are discussed in detail, highlighting their impact on Primark's operations. Finally, the report covers implementation, control, and evaluation aspects, concluding with a summary of key findings and recommendations. The report is based on the assignment brief provided by Richmond University, focusing on the retail industry in the UK.