Marketing report (Strategic analysis of Primark Stores Ltd.) Assignment

Marketing report (Strategic analysis of Primark Stores Ltd.) - Assignment Example Data gathering as a methodology of research is done in an exploratory manner. Sources of data come from secondary information from published statistics, journals and company website. Result of the situation analysis provides Primark vital information as to changes of objectives, strategies and marketing plan in order to attain profitability of the company. Proposal for new objectives, strategies and marketing plan is recommended. Part 1 showed that economic factors slows down growth of the industry, thus limiting potentials of Primark in UK; their leadership in the market is threatened by stiff competition, and that the image created by their â€Å"cheap† product does not augurs well for the company. In view of these findings, part 2 shows changes in the marketing objectives, strategies and marketing plan in order to correspond with the findings. Situation analysis has been done in order to provide information as to decisions for changes and improvement of the company. Title: Strategic Analysis of Primark Stores Ltd. From: To: Date: Strategic analysis of Primark Stores Ltd. Introduction This report comes in two parts. First part reports on the situational analysis of the environmental factors that influences strategic decision of Primark Stores Ltd. Second part details the strategic choices company should undertake in response to the major issues identified in the situation analysis. ... Part 2 includes recommendation for new marketing objectives, targeting and positioning, growth strategies, competitive advantage and a marketing mix program. Method of research. This will be an exploratory research wherein secondary data is gathered from published journals, company website, books and internet sources. Data is collated to form a concrete opinion and findings. Findings will be relevant to the company in forming strategic marketing decisions to improve strategies and approaches in Primark’s operation. Findings and discussion . Part 1. Report begins with the internal analysis of the company, and the external analysis of customers, competitors, and climate. Company. The Primark Stores Ltd. Started operations in Dublin, Ireland in June 1969. Today, it has expanded operations in other places; has increased the total number of its stores from 191 in 2009 to 204 in 2010 and plans to enlarge the number of their stores thru expansion by region. Their stores are located i n Republic of Ireland, United Kingdom, Iberia, Spain and in other places Its product line includes women’s wear, lingerie, children’s wear, men’s wear, footwear, accessories, hosiery and home ware. Image created in the market is the cheapest clothing retailer. Primark has become a fashion sensation through its high quality, high fashion basics culture. Immediate goal is to achieve profitability through expansion into new countries, arrive at new products that will excite customers and staff alike. Primark has established its leadership in the market through low cost and differentiation strategies to get the loyalty of its customers. Primark, in its annual report, has reported a 35% increase in income and is considered as an