PRIMARK

Primark

Primark

Primark has a market premier position, Primark is the most entitled brand of jeans acquired or obtained in the last 2 years - 34% of men and 24% of women in a purchase survey. Brand Image: Huge promotion (August 2000) for 'Engineered' jeans positioned denim as 'cool' one time again. Brand Image: Primark pioneer position develops believe and commitment through establishment Distribution Control: EU law(*) stops the trade of lower items from 'gray' markets out-of-doors the EU, without the 'brand' owners' permission. Therefore retailers for example Tesco can not deal imported Primark at lower prices. Innovative Ability: Primark decisive gifts to subtly change methods and conceive exclusive trading points parallels the spectrum of the segmented market (see *1) Primark in the midst of a strong market: Internal productivity improvements are needed in strong markets through well aimed at buying into in better merchandising schemes, supply command and forecasting systems. Primark provide string of connections expansion have duplicated these requirements. As well as advancing controls Primark has furthermore shortened the time between supply organising and supply. (Glenn, 2007, pp. 20)

External Opportunities

The market has become segmented into a spectrum (*1) of examines, aligns, slashes and finishes. This devotes Primark the opening to completely capitalize upon their powerful NPD programmes. Recent conquests encompass Primark Engineered jeans. Translated Desire: Youth market 'grown up' wearing brands have converted the direction of stylish latest tendency brands that order premium prices. Strong Consumer Confidence: Expenditure development much quicker then Personal Disposable Income development (PDI) and individual's propensity to save decreased. Segmentation & Innovation: Primark identified gifts to innovate and variant method (NPD) persuades distinct clientele assemblies and needs. (Glenn, 2007, pp. 20)

Weaknesses Concentrated Product Portfolio

Lack of diversification and position of products in the segmented markets of the trouser market one time overridden by denim. Concentrated Product Portfolio: Denim jeans are a winter variety Primark under-developed summer variety directs to reliance on freezing summers Reducing market share: Between 1998 and 2000 Primark (inl. Wrangler and Lee) lost market share while other designer (Diesel, CK) and premium brands profited market share EXTERNAL - Threats Diversification: Trend to diversify into more kind of trouser, expanding variety and amount of alternates (Chinos, khakis, pathway trousers, battle trousers, moleskins and cord jeans) segments the mass market replacing expending from classic denim and decreasing finances of scale. Challenges to Distribution Control: Threat of EU regulation (see*) being turned around as retailers for example Tesco trading Primark at lower prices. Diverted Spending: Increase in PDI administered in the direction of the leisure commerce, Hi tech retail items and firm promises to monthly fee designs have redirected expending away from clothes. (Retail expending only comprises 5.7% of PDI.) Market Collapse: Between 1996 and 2001 jeans market dropped by 19% in genuine terms. Lower demand = smaller prices Other Retailers: Explosion of manufacturer outlets decreasing the number of expert jeans outlets. Supermarkets are increasing their apparel varieties and have very powerfully pledged dwelling buying by catalogues and the ...