Primark have recently announced an international expansion to the USA market which is a big move for them and may change the face of clothing retailing in that country. They already have a number of stores in the UK and across Europe but this is the first time that they have ventured further afield.
The Chief Executive has recently indicated that international expansion is a key strategy for them and that they will be looking for other new markets for them to expand in to.
You have been appointed as a management consultant to undertake research in to a new market for Primark to expand in to. You will be required to submit the report on the 24th November 2014 and your report should cover the following areas;
1. What would the justification be for Primark to expand further internationally?
2. Detail the macro and micro criteria that would be relevant to screen the markets. Why are these criteria relevant to Primark in their new market selection
3. Using the macro and micro criteria detailed in point 2 screen from the list of all available markets to a potential shortlist of 2 countries. This needs to be demonstrated logically and concisely
4. Using a recognised International Marketing theoretical framework, research and compare two of shortlisted countries and clearly suggest a final selected market for you company to enter. Develop a proposed strategic positioning for the final shortlisted market for Primark and underpin with relevant data and statistics.
5. If you need to adapt Primark's women, men and children's wear to the country that you selected, what must you consider and how will you adjust the marketing mix?
6. Which two market entry strategies will be best for Primark to enter your selected countries, discuss the advantages and disadvantages of these two market entry strategies? Which one is best for Primark and discusses why it is the best?
7. What methods are available to manage Primark's overseas operations? Show with diagrams of the kinds of an organizational structure that Primark can use for their international expansion for the selected country. Discuss how you can use technology to make the structure more successful.