Marketing

Strategies
Assignment

Jackson Bird

Introduction
In this research, the researcher has incorporated with the various discussions related to the
strategic management of an organization. Here, this can be stated that an organization has to face
several challenges that are prevailing within the market. The market is highly competitive in nature
and hence every company are focusing much on developing the marketing strategies that would
enable them to cope up with the competition.In this assignment, the researcher has considered the
marketing strategy of the Primark. It is an organization, which deals with the trending fashion of both
men and women. It is an Irish company having its headquarter in Dublin, Ireland. The company
successfully operates in Belgium, France, UK, US, Austria, Ireland, etc. the company is now
developing plans to introduce its products in India. As they are the new entrants in the market, they
have to develop a well-defined marketing strategy.Mission, vision, goals, objectives and core
competencies of the company
In this section, the Mission, vision, goals, objectives and core competencies of Primark will be briefly
discussed:

Mission of PrimarkTo serve their ordinary folks with the opportunity to purchase the products as
rich people but at low prices.
Vision
To be the first choice of the customers
Grab the opportunity to be the market leader
Proper training to the employees
To operate being customer centric
Goals and objectives
Offer customers with low price products
New innovated products
To be the first choice of the customers
Make strong marketing objectives to be the market leader
Operate sustainably
Core competencies
Develop strategies that would help them to be the market leader and to pose high competition in the
market. The competitors are mainly Pantaloons, Zara and H&M (Alexis).
Factors contributing strategic planning
There are certain factors that contribute to the strategic planning of the organization named, Primark.
According to Sadler, it can be stated that strategic planning is considered to be the stepwise and
systematic process to develop the strategy for an organization (Bravo). It was further mentioned, that
there are three issues that contributes to the strategic planning which are mainly the detachment
from reality, lack of ownership and dampening of innovations.
Issues in strategic planning
It is very essential to overcome the issues and to make suitable plans that would develop brand
image of the organization. Five major factors contribute to the development of strategic planning are
mainly the Engagement, Innovation, Culture, Communication and Project Management. The

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development in these factors would help in better strategic planning for Primark.
Factors contributing to strategic planning
Effectiveness of techniques used for strategic planning
There are certain techniques that would help the management to develop a well- defined marketing
strategies. For instance, the command planning is only applicable for small business, which has a
stable environment (Cohen). On the other hand, another technique that would help in strategic
planning is the directive planning is only applicable for the large organizations having stable
environment. In addition, the top- level management is highly involved in this planning. The third
techniques are the emergent strategy planning. The Primark mainly makes the use of the emergent
strategy planning, as it is only applicable for complex organizational environment and mostly
performed by expert teams or corporate strategic department.
Analysis of Strategic position by SWOT analysisIn order to analyse the strategic position, it is very
important to undertake a SWOT analysis.
SWOT analysis of Primark

Strength

Weakness Opportunities Threats Have

highly

Poor

Have several High

customer

opportunities competition use of highly products opportunity

trained services

staffs

as in

prevails in

developed

The

sold by

the market. technologies Primark

Have the

develop its

communica

several

for

are of

cases the

production

low cost transportat

staffs

but is

failed to

not trust

provide

worthy.

the

customers

with their

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to expand.

Makes the

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as well as

system.

required

or choice

of colour,

size etc.

Product cost

is low as

compared to

the

competitors.

Table 1: SWOT analysis

Environmental Audit
In order to proceed with the environmental audit it is very important to make a PESTEL analysis for
the organization. In the below table thePESTEL analysis of Primark has been clearly evaluated.

Political

Economical

The business is failing to keep their

The VAT also affects other business,

low price due to increasing VAT in

which in turn enables Primark to be

business.

the cheapest product seller.

The recession caused huge loss for

The purchasing power got adversely

By selling chea

organization and shifted towards the

affected due to recession.

attract a custom

down- market.

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up- market to th

Social

Taste and preferences of the

Due to recession, un-employability

The main custo

customers change a lot and it

increased which limited the

around the age

sometimes affects the organization.

opportunity of growth.

a huge proporti

a better opportu

Technological

Uses highly innovated technologies in Make advertisements over social

Using social me

production

advertisements

media.

advertisement

Environmental

The method of production is eco-

Primark follows certain policies and

friendly.

procedures that are concerned with

the well- being of the environment.

Legal

Primark highly complies with the laws, The organization is abided by the

regulations and policies while trading

rules of Consumer Act and is a

and operating.

customer centric company.

Table 2: PESTEL analysis

Stakeholders analysis
The main stakeholders of Primark are the Employees, Government, Suppliers, Customers and the
Shareholders.
Stakeholders of Primark
The company must be able to keep the following two stakeholders in order to achieve their
objectives: Employees- the employees are considered to be one of the main stakeholders of the
organization, Primark. In this case, it can be stated that the activities of the organization also
influences the employees and depends into the fact how the organization treat its employees. As

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Primark is customer centric, it tries to develop a soothing relationship with the employees that
motivate them at work .
Suppliers the suppliers are also observed to play a very significant role in the organization as they
are directly linked with the distribution of raw materials and goods. The suppliers also ask the
company regarding the taste and preferences of the customers, demand for any products and
supply. This enhances their production strategy at the same time.

Developing New strategy

In order to enter into the new market of India, the company has decided to enter into a Franchising
with an existing company. This would help the company to understand the specific requirements of
the customers (Finkin). Franchising is considered to provide a better growth to the business along
with limited risk. This is a partnership for long-term basis in order to be successful. In addition, the
company must launch new fashion trends that are prevailing within the Indian market. The taste and
preferences of the customers differ and hence based on the similar aspect, Primark have to launch
new fashion dresses (Nash-Hoff).
Appropriateness of the alternative strategies
A business organization should always look for different ways in which it can expand its operation.
There are different ways, using which the organization can expand their business. The present
section will discuss about the probable ways in which Primark will be able to carry out their
expansion. In addition this, an effective future strategy for the organization will also be proposed.
To expand further, it is important for the organization to develop some market-entry strategies.
These market entry strategies can be framed by keeping in mind the country or the region in which
they are trying to enter. After serving the developed countries, it will be beneficial for the organization
to expand in developing countries. Expanding in India will be a good choice (Ctb.ku.edu).
There are different kinds of market-entry strategies. However, for Primark, Franchising will be good
option. Franchising is expected to provide a good growth of the business but with limited risk. This is
a partnership for long-term basis in order to be successful. Different big companies like McDonalds,
Coca Cola and Singer has opted for this strategy to carry out their business. This is type of

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marketing procedure which creates an image of the product and the service of the company in the
minds of the consumer. In a developing country like India, it is very significant to repartition the
products and service so that the needs of the customers are fulfilled.
According to Thomson, there are two factors which help to implement substantive growth
strategies. These two factors are mergers and acquisition. Merger is the amalgamation of two
initially separated organizations. Primark has more potential to develop merger as a substantive
growth strategy due to its market strength. Another substantive growth strategy which can be
implemented for Primark isDiversification in which the company will introduce new products for new
market. Considering the taste and the culture of the Indians, the organization should frame the
diversification strategies (Small Business Chron.com).
For Limited Growth strategies, the organization can go for market development strategies. In this
strategy, Primark will introduce their existing product in the new market. However, it is important to
analyse the taste and preference of customers before using this strategy. So, Limited Growth
Strategy is not recommended for Primark.
Justification of the selected strategy
For market entry strategy, Franchising has been selected for Primark. With this strategy, the
organization will be building a long-term partnership with some existing organization in new market.
This strategy will provide Primark with the opportunity to expand more but with minimized risk. Most
importantly, with franchising, Primark will be able to set the brand standard for the products. It will
also help in building consumer relationship and carry out Brand management
marketing (Startups.co.uk).
Diversification has been chosen for substantive growth strategy of Primark because it will help
Primark to build a strong base in India. The culture, choice and preferences of the Indians and the
Europeans are not same. So, to gain competitive advantage and customer loyalty in the new,
Primark should introduce such products which are preferred by the customers of India.
Roles and responsibilities of the personnel charged with strategic implementation After the selection
of the strategy, it is significant for the organization to implement it. The personnel, who are in charge
with the strategy implementation, should carry out with his roles and responsibilities in an efficient
manner. This section will discuss about the basic roles and responsibilities.
Envision Future Strategy
A successful personnel, who is in charge with strategy implementation, should envision the future
strategy of the organization. The personnel should communicate the strategy to the internal as well
as to the external party. It is important to make the stakeholders as well as the other members of the
organization to know about the future strategy of the organization.
Marketing Strategies Assignment for the initial start-up-cost, the organization should acquire
enough financial resources. To make the strategy successful, it is important for any organization to
arrange for financial resources.
Contribution of SMART objectives in strategic planning
Specific

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The objective specifically mentions that the Primark will enter into a new market with its existing
product as well as with some new products. This will help them to maximize the profit of the
organization.
Measurable
With the aim to increase the profit and the market share, Primark has framed the strategy of
diversification and Franchising. With these strategies the organization will be able to increase their
profit by 12%. All these will also help the organization enhance their market share (Montgomery).
Achievable
All the business organization should determine their abilities as well as the marketing environment
before setting the objectives. This would help the business organization to make sure whether the
objective framed is achievable or not. Primark is no exception. For determining the market condition,
the organization has carried out SWOT and PESTLE analysis. It has also listed the resources which
will be required to fulfil the strategy. After all the analysis, it has been seen, that it will be possible for
the organization, to achieve its objective.
Realistic
It is also important for Primark to make the objective more realistic by reviewing its resources,
employees, competitors as well as current market. The strategy of Primark to enter into new market
is realistic because it would help the organization to gain success and maximize its profit if
everything is done accordingly. It will help to provide identity to their brand (Basili et al.).
Timescale
To attain the objective the organization has included a time span of two years.
Conclusion
Primark is responsible for contributing to the contemporary trend of fast fashion. Primark is best
known because of its trendy clothes and cheap price. This feature of Primark has made it quite
famous all over Europe as well as in USA. The organization is now required to expand further in
some other.

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