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Relationship marketing is important to satisfy and establish relationships with customers and other parties so that objectives of both parties can be met. It is more focused on customer retention with highly customer service and commitment.

Primark take good care of suppliers in the first place and then aim to develop long-term relationships. Primark have more than 400 first tier suppliers from where they buy directly - less than 2% in the UK or Ireland, while remainder of production takes place overseas.

Six out of 10 suppliers have been with Primark for a decade or more. The mutual understanding that results from relationships is essential to being able to offer value in the market. Suppliers know what business want in terms of quality, product specification and lead times; and in return they get stability, large volume orders and payment within 30 days.

Task five

Identify and explain macro and micro environmental factors which have influenced Primark’s marketing strategy.

S.W.O.T stands for Strengths, Weakness, Opportunities, Threats. SWOT is the only analysis which deals with both internal and external factors which may influence on business. SWOT analysis will explain the macro and micro environmental factors which have influenced Primark.

Strengths:

Primark has over 161 stores located. Out of 161 stores 125 are located in the UK. This gives them good business and well recognised in the market. It has an organised business structure according to customers need.

Primark offers job opportunities and employs over 27,000 people and offers high street quality clothes for cheap prices and quality services to attract its customers. It provides clothing for all ages and sexes.

The company is part of the ETI (Ethical Trading Initiative) which focuses on worker’s rights, their production of goods and bringing businesses together to work on labour rights issues.

Weaknesses:

Although Primark is a member of the ETI (Ethical Trading Initiative), but there are numerous negative reports concerning its business operations in the way they produce their goods. A study was shown that Primark used child labour to produce their goods.

Other issues are with poor working conditions and disvaluing workers rights. The company have problems concerning advertising. Primark does not advertise and this gives competitors the advantage over them.

Opportunities:

With its already expanding ventures such as opening 47 new stores in the UK, Primark has now opened 7 new stores in Spain to battle along its competition like Zara.

Expanding business widely now they have an opportunity to share their high quality products and services overseas and provide high quality clothes to fashion in the market.

Threats:

Primark’s threats are the competition with other compa本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。