Essay about Marketing Strategy Primark

2290 Words Dec 15th, 2012 10 Pages
MARKETING STRATEGY PRIMARK

Opportunities 8 Threats 8
Retail Mix 9
Conclusion 11
Bibliography 11

Introduction

Primark is a fashion Retailer in Europe which trades as Penneys in Ireland. It has 223 stores currently operating in Ireland, UK, Spain, Germany, Portugal, Netherlands and Belgium with 38 stores in Ireland. There are plans to open more stores in the next few years particularly in Germany. Primark now operates from 7.2 million sq. ft. of retail selling space with a minimum space of 10,000 sq. ft. and has 30 stores trading from over 50,000 sq. ft. of which 8 trade from over 70,000 sq. ft.
Penneys sell low priced merchandise with their own brand names such as Atmosphere, Active, early days and Denim co.
Target
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Heatons
Heatons has become one of Ireland's largest group of department stores. There are 53 stores in Ireland, they sell clothing for women, men and children and homeware.
What makes Heatons a competitor to PENNEYS? * Similar target markets with their fashion items and homeware. * Pricing of merchandise aims to satisfy a low budget.

Heatons competitive advantages

* Wider variety of types of products such as c.d’s and dvd’s.New Heatons stores are being built with an attached "Sportsworld" store and existing Heatons stores are being upgraded to accommodate a Sportsworld.This means Heatons will widen their range of customers. * Incentive for customers to buy- Heatons give a voucher with every 25euro spent to customers to avail of holidays breaks they offer and can be booked online with www.heatonhotelbreaks.com

Penneys competitive advantages with Heatons * Location – Penneys locate only high streets and shopping centres which have a higher density of shoppers in an area and appeal to all customers. Heatons locate some of their stores in retail parks which is not as accessible to all customers. * Penneys only use their own brand products which are associated with Penneys which facilitates store loyalty because people know what they are going to get when purchasing in Penneys. Heatons sell products with brand names that can be purchased in other stores therefore customers don’t associate a certain brand with Heatons, which leads to a

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