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Primark on the Dutch market : look good, pay less

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Primark on the Dutch market : look good, pay less

Rechten: Alle rechten voorbehouden

Samenvatting

In this report the marketing plan of Primark will be discussed. Primark was established in 1969 and is originally an Irish brand. After 1969, Primark expanded very quickly to several other countries.
Its main goal is to sell inexpensive clothing and other accessories for women, men, children next to interior design products; it entered the Dutch market with the first Primark in Rotterdam in 2008.
Primark is a very well-known brand on the Dutch clothing market, since Primark is immensely popular, the main question is: "Should Primark further expand on the Dutch market?".
The methodology of the research was mainly conducted by desk-research, but field-research was also conducted. The field research consisted chiefly of background reading on the company and their annual report. Primark is a British company and part of Associated British Foods plc. It is a very well-know store with more than 250 stores in Europe. Primarks target group are mainly student girls from around the 14 until 35 years old with a sense of fashion.
Primarks main competitors are Zara and H&M which are also very well known under the target group of Primark. Zara has some different style of clothes, but is a more expensive compared to Primark. H&M on the other side is no expansive and more a competitor for Primark. Zara and H&M have around the 139 stores in The Netherlands whereas Primark only has four.
There are different models used to see how Primark is doing and will be doing on the Dutch market compared to its competitors. The first is Ansoff model, when Primark wants to enter a new market with new or existing products in new stores in The Netherlands. The SWOT analysis shows that Primark can improve on product quality and quantity of stores. Furthermore, Primark has no online webshop, which its competitors has and its not using advertisement, where its competitors to use advertisements. Another weakness for Primark are the products poor quality, according to the customers not for the whole collection, but a huge part of the clothing collection can be improved on quality. Primark can improve on better product quality, customers find the product quality not as good as Primark does. Next improvement for Primark is to expand with more stores, the more stores it will have the more profit it will gain from it. To improve on prices of Primark is possible, however, they are already selling the products very inexpensive. If Primark will improve on pricing and
make the products more inexpensive it could lead to child labour. Last but not least Primark could improve on their promotion like advertisement or opening a online webshop, so they can attract
more consumers from another targer group.

Toon meer
OrganisatieDe Haagse Hogeschool
AfdelingESC Europese Studies / European Studies
PartnersPrimark (mode en interieur)
Jaar2013
TypeBachelor
TaalEngels

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