Essay on Primark
Some history
From the first Penneys store in Ireland to the latest flagship store in Liverpool, Primark story has been one of continuing success founded on the unique combination of fast fashion and lean operations. In June 1969, the first Penneys store opened in Mary Street, Dublin (http://www.primark.co.uk/page.aspx?pointerid=eb44df4565934edca627dac6ec12145a). Within a year, four more stores were added – all in the Greater Dublin area. In 1971, the first large store outside Dublin was opened in Cork and by the end of that year there were 11 more stores in Ireland and one in Northern Ireland. There was then move to Britain as in the Woolworth store. There has been presence of business expansion in the United Kingdom as well as Ireland. The acquisitions standing that had happened during the year in 1995. During 2001, Primark stores opened and in 2005, acquisition of little woods stores transferred to Primark. There was also expansion in Spain, Germany and many others.
Main area of business
Primark is known for selling clothes at the budget end of the market. The company’s success is based on sourcing supply cheaply, making clothes with simple designs and fabrics, only making them in the most popular sizes, buying stock in huge bulks and varieties and not advertising. There were issues towards branding and reputation such as at how Primark positions itself in the context of web era in order to build solid relationship with its stakeholders as well as to protect its reputation whilst enhancing its brand image and value. The spread of information across the web feeds traditional media channels and reaches larger audiences potentially damaging reputation and thus tarnishing the brand. There indicate social web and social media utility tools to communicate their social responsibility (Jones, Temperley and Lima, 2009). Primark marketing require focus on innovation and the building of brand relationships as there are view of Godin (2008) in which the proponent noted that, organizations have to be “remarkable” to succeed in the marketplace today, which comes down to getting “talked about virally” both online and offline. He is critical of organizations that attempt a “quick fix” by “bolting on” new forms of marketing communication to structures, processes and culture which have yet to evolve from their deeply embedded “command and control” preoccupations of the mass marketing era. There can be Primark sense as there continue to preserve the culture being established of long lasting conformity which does not sit immediately into online marketing base. There is a need had to consider social networks for communicating with Primark customers, extent to which different segments of customer base might be receptive to strategies in the process. There was the valuing importance of Primark employees, in delivering effective customer services that can go updated with various trends in fashion in today’s time as Primark quality and standards impose imperative tools that can provide security of Primark to expand stores with positive motivation and innovative culture. The medium to communicate to customers is important at Primark wherein monitoring and constant updates on their store sites has provided them stability and stature to remain strong despite adversaries in the business industry Primark is part of.
Thus, one of slickest marketing operations on the planet was humbled the moment living, breathing ‘touch points’ came into the equation. Johnson & Johnson Baby fared little better in a similar call, managing only 2/10, while not one among Bernard Matthews, Primark, Harrods and Defra could scrape above the 5/10 mark. The principal among strategic domain, as such market basis of getting operational success being significance to Primark employees and the tendency to rely on business techniques of persuasion into several attempts to bring employees on side. Primark management has been in keeping effective strategies into the UK markets, it can be turning overall marketing operation into presented stance of communication planning and customer satisfaction know how from within impact of innovation technology at Primark. For positive notion, there has been ideal program involving marketing research, interactive workshops, brand events, intranet communications and Primark brand reviews respectively.
Reference Jones B Temperley J and Lima A (2009) Corporate reputation in the era of Web 2.0: the case of Primark. Journal of Marketing Management, Volume 25, Numbers 9-10, November 2009 , pp. 927-939(13), Routledge, part of the Taylor & Francis Group
Credit:ivythesis.typepad.com
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