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nies such as Zara, H&M and other local high street retail businesses. Primark is still working to match the needs of the customer in terms of fashion and uniqueness.

Company is still struggling in advertising area whilst their competitors do. That is the biggest threat to the business because Marketing is the key factor to establish the business.

Task 6

Take two of the Primark’s products (e.g. baby cloths, Ladies ware etc) and suggest segmentation criteria that could be applied in different markets.

Marketing segmentation is the subdividing of a market into distinct subsets of customers, where any subset may be selected as a target market to be reached with a distinct marketing mix. Market segmentation is a design to subdivide target market into a manageable form.

Segmenting the market help business make better plan of project. Help to identify profitable market. It is important for business to segment the market to make right decision and identify the market needs.

Positioning is, “The act of designing the company's offering and image so that they occupy a meaningful and distinct competitive position in the target customer's minds” (Kotler 1997). Positioning is all about what the customer thinks about the product or organisation. Therefore it is about visibility and recognition of what a product represents for a buyer.

Primark targets males, females and children within the mass market. Age of company target customers are from early teens to the middle aged (mostly women buying for the family). It has good positions itself in customer’s minds as the cheapest fashion clothing brand in the UK and does not partake in advertising strategies to emphasise this. However, the positioning strategy only works on differentiating Primark as the cheapest clothing retailer, and does not gain a meaningful position in customers minds as being fashion forward.

I would suggest that Primark adopts a positioning concept that emphasises how quickly it responds to new fashions and creates imitations off the catwalk (i.e. product features). Instead of positioning Primark primarily as 'cheap' it would serve them better to create an illusion of youth culture and being fresh and foremost with the newest fashions in a bid to remove associations with mass production and mass culture. One way to overcome on it is, if they would establish an online store, giving Primark an online physical presence also.

The teenage / young adult generation of today are highly influenced and dependent on the internet for research, what people want to see, what is in the fashion world, social networking and downloading music. However, many of the online clothing stores target women aged 25-45 who may see ordering online as more convenient (i.e. Next, Debenhams, Little woods, Dorothy Perkins).

If Primark open an online store it could position itself as a dominant in the minds of teenagers as the most accessible online store, with the freshest fashions. The only competition currently is New Look which is still more expensive about 50% in the case of jeans, accessories and shoes.

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