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Primark

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Primark Case Study
Contents:
1: Exclusive Summary
2: Brand Introduction
3: Task 1: Target Market
4: Task 2: Environmental Analysis
5: Task 3: Growth Strategies With Respect To
6: Task 5: Poster Design For Advertising Campaign
7: Task 7: Ethics
8: Appendix
9: Reference

Exclusive Summary:
This marketing report will provide an integrated marketing campaign for Primark to expand its businesses to Boston, the USA, and Milan, Italy. It will use relevant marketing theories and strategies, which may help Primark to reposition itself to be more competitive and successfully access the new markets.

Introduction:
Primark, which was founded in Ireland in June 1969, is a subsidiary of Associated British Foods. It has nearly 300 stores and 50000 employees in Austria, Belgium, France, Germany, Ireland, Portugal, Spain, Netherlands, the United Kingdom, the United States and Italy (Primark, 2016a). Primark now wants to reposition itself to be more competitive in its new markets of Boston, the USA, and Milan, Italy.

TASK 1: Target Market

Segmentation Criteria in Boston:

The US market is one of the most competitive retail markets in the world. In the long term, the main customers for Primark in Boston are generation Y, especially 20-34-year-olds, because there is about 35% of aged 20-34 people in Boston (Melnik, 2011). (The age demographic of Boston is showed in Appendix 1)

However, in the short term, Primark in Boston, which involves youthful elements in its decoration, targets a large number of college students (age 18-25) as its initial strategy. Boston has approximately 35 colleges and over 152000 college students. The number of college students in Boston is still increasing (Meade, 2011). (The figure of college students in Boston is shown in Appendix 2). Primark hopes these college students can rapidly and widely spread its name in the social network

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