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Primark

In: Business and Management

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Objective
The purpose of this report is to conduct an External Environmental analysis influencing UK Fashion retail company Primark. The report reviews Political, environmental, societal, technological and legal factors that could affect the functioning of the retail chain. The analysis is then used to draw a conclusion on opportunities and threats that are faced by the company.
Primark - An Overview
Launched in 1969 on Mary Street, Dublin as ‘Penny’s’, Primark is an Irish retailer with 254 stores across Ireland, United Kingdom, Austria, Belgium, Germany, The Netherlands, Spain & Portugal. Headquartered in Dublin, the company is a subsidiary of Associated British Foods Plc. Their product categories include ladies wear, menswear, children’s wear, lingerie, fashion accessories, cosmetics and home products. Primarily the company’s merchandize is made specifically for its own brands, but they also stocks certain products from other well known brands like Haribo sweets, Disney, Warner Brothers & Nivea.
Primark’s business model includes faster turnaround of product lines at cheap prices. It prides itself as a brand that sells ‘Fast Fashion’ and targets its product towards customers who are looking for bargain shopping. Its apparel product lines typically showcase simple fabrics and designs in popular sizes. Primark launches it stores in high street locations and the all product categories/lines are stocked in bulk at each location.
Its main market competitors include BHS, John Lewis, Marks and Spencer, George at ASDA, TK Max and Debenhams.

PESTLE ANALYSIS
Political
A political analysis is the ability of an organization to adapt to different governmental directives. Political factors that might influence the performance of an industry include policy changes and amendments, governmental initiatives and regulations that might force a company to revaluate...

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