Primark swot analysis
Étude de cas : Primark swot analysis. Recherche parmi 300 000+ dissertationsPar cecemoi5 • 29 Mars 2016 • Étude de cas • 364 Mots (2 Pages) • 3 829 Vues
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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