Primark swot analysis

STRENGTHS

- Provide « on-trend », fast fashion at low prices

- Wide and shallow range of products

- Active on social media (post frequently on Facebook, Twitter, Google + and Pinterest

- The advertising of Primark is due to the word of mouth – less expensive

- Support a large numbers of charities in order to perform as ethically and environmentally friendly as possible. They are art of the ethical trading initiative.

- There is a digital advanced flagship shop in London, attracting a lot of customers and tourists due to their location (near to Soho)

- Adhere to current consumer lifestyle trends : they recently developed a range of fitness clothing

- Create B2C and C2C relationship thanks to features on their website such as “Primania” maximizing the customer’s involvement with the brand

- The company has almost 300 shops in Europe and 1 in USA

- Well established brand

- Creates a lot of jobs

- High market share

WEAKNESSES

- Not a relaxing atmosphere in store: poor customer service, lengthy queues and a little chaotic looking. The stores are maybe too large and could be overwhelming for some potential customers

- A lack of consistency across all of their stores, in terms of digital innovation and visual merchandising

- Customers can not buy Primark products online

- Some products appears with low quality

- Limited advertising

- Negative press regarding the way they do business (Bangladesh collapse)

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OPPORTUNITIES

- Development of social medias such as Snapchat in order to interact more and more with users

- E-commerce:

- Develop and improve their website

- Develop a Primark mobile app which could be used to promote new products notify customers of any offers and increase brand awareness

- Give customers the option to deliver to home or click and collect

- Develop advertising to promote their brand ethical practices

- Improve merchandising in stores

- Develop new lines targeting older customers for example

- Make collaboration with celebrities which could help them to succeed in USA especially

- Customers are looking for low prices THREATS

- Some customers are looking more and more for better quality

- The new entrants could be less expensive with a better competitive edge

- When working with low price employees you could have the problem

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