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Title: Primark: The Inter-Cultural Issues and Ethics and their Effect on Marketing Communications
Description: A brief on the current effects of Primark and it's ethics on their target consumer. These notes are targeted at a 1st year beginner, wanting to gain an initial understanding of the motives behind a companies' marketing strategy and the macro effects of this on both the consumer and the world.
Description: A brief on the current effects of Primark and it's ethics on their target consumer. These notes are targeted at a 1st year beginner, wanting to gain an initial understanding of the motives behind a companies' marketing strategy and the macro effects of this on both the consumer and the world.
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Topics to include:
- Product Awareness in Europe and it’s European market
- Areas which may impact product/brand and it’s marketing: Geography, Climate, Taxation
prices/wealth of country, Laws, Demography, Internet usage
- Do the following affect the brand/product: consumer protection principles, regulations and
directives, different cultures in the countries of which the company sell to, different languages,
different currency
- Analyse company based on: Hofstede cultural dimensions, Eurostyles categories, the vast changes
in Europe (family structures, employment patterns and income levels) and how these affect the
marketing of Primark
- Stereotypes of the origin country of Primark affecting brand image, brand image as a whole
- Marketing communications: difference b/w Primark’s global and EU marketing communication
...
- Their profit margins benefit from this, as they don’t invest in advertisement costs, and are
guaranteed to have loyal customers who admire their pattern pieces for the low price
...
They also own: Twinings, The Silver Spoon Company etc
Sales turnover in 2013: Profits increase 44% after sales increase of 22%
(source: http://www
...
co
...
html)
This year Primark have had a 22% rise in revenue (start of the year-september) to £4
...
ABF's group revenue rose 9% to £13
...
source:
http://www
...
com/world/2013/oct/24/primark-compensation-rana-plaza-factorycollapse-bangladesh
To some extent this macro-environment factors can directly affect Primark, as consumers are
becoming more ethically conscious
...
If it’s
target consumers see this as an issue, this could affect Primark’s entire marketing communications
strategy
Title: Primark: The Inter-Cultural Issues and Ethics and their Effect on Marketing Communications
Description: A brief on the current effects of Primark and it's ethics on their target consumer. These notes are targeted at a 1st year beginner, wanting to gain an initial understanding of the motives behind a companies' marketing strategy and the macro effects of this on both the consumer and the world.
Description: A brief on the current effects of Primark and it's ethics on their target consumer. These notes are targeted at a 1st year beginner, wanting to gain an initial understanding of the motives behind a companies' marketing strategy and the macro effects of this on both the consumer and the world.