The Relevancy Of The Primark Brand Commerce Essay

By August 5, 2017 Commerce

Primark Stores Limited is a major apparels and linens retail merchant in the UK and Republic of Ireland with over 200+ subdivisions including other European states. Primark commenced its initial operations in 1969 under the name Penneys in Ireland, were it still runs its Head one-fourth operations. It is besides a subordinate of Associated British Foods plc. It has become a good established household name in recent old ages

From the first Penneys shop in Ireland to the latestA flagship shop in Liverpool, A the Primark narrative has been one of go oning success founded on a alone combination of fast manner and thin operations.A Since its origin in Ireland Primark bit by bit increased its shops across Great Britain which it predicted as a major market in the retail industry particularly in the European part. The anticipation turned out to be a success narrative where the figure of shops increased bit by bit and targeted all the cardinal high street parts.

We Will Write a Custom Essay Specifically
For You For Only $13.90/page!

order now

Primark has set a benchmark for many companies to follow in a section of the market labelled the value sector. The company was founded to bring forth vesture that is value for money, in other words you are paying for the quality of the merchandise and non for the label that semen attached.

Primark presently caters in the undermentioned parts in Europe with a sum of 200 plus shops and farther programs ongoing for future enlargement and regenerating bing shops.

Irish republic


United kingdom


Portuguese republic



The aim of this study is to foreground cardinal countries of operations at Primark and it assorted attacks. The countries cover in this study includes Establishing client demands, operational activities, controls and ratings and patterned advances etc.

Establishing Customers Requirements

Operations direction involves pull offing activities associated with production and distribution of goods and services. While bring forthing and administering goods and services, a maker should hold a end to carry through and schemes of accomplishing it ( Shim & A ; Siegel, 1999 ) . Primark shops ltd is an organisation which is the largest vesture retail merchant by volume and the best budget shop on High street in Great Britain harmonizing to All concern ( 2009 ) . The shop establishes its clients ‘ demands through market cleavage which entails set uping a mark market in which to sell its merchandises. Target selling enables Primark to place itself and its trade names against rivals in the vesture industry hence increasing its gross revenues.

There are assorted ways of sectioning a market such as ; based on geographic conditions, demographic, psychographic, behavioral features among others ( Proctor, 2000 ) . Primark segments its market harmonizing to demographic factors such as ; age and gender. It targets clients of below 35 old ages of age and largely females in high street locations ( Allbusiness, 2009 ) . Its apparels and designs are simple, of high quality and cheap and it offers the most popular sizes although late it offers dresss and accoutrements to all human sizes ( Fabe, 2008 ) . Target selling enables organisation to use the best market mixes and hence cut down wastages and maximize net incomes ( Kotler & A ; Armstrong, 1999 ) . Primark does n’t publicize its merchandises therefore cut downing operation costs.

Primark has been listed in the head in the past and during recent times of working child labors through its provider ‘s who have been inefficient to mind for basic jurisprudence. It is besides accused of development and maltreatment of labour force and hapless work conditions ( Fabe, 208 ) . This impacts negatively on its image and may deter clients.

Primark has taken stairss in order to undertake this issue by ending its contacts with providers who are identified to reiterate the same mistake and go against its ethical values.

Operational Systems and Procedures

Customer satisfaction is the ultimate end of all organisations. The operating systems and procedures are hence geared towards fulfilling client demands. Harmonizing to Muffatto & A ; Panizzolo ( 1995 ) , be aftering, design and monitoring are the procedures required for a company to accomplish client satisfaction. Inappropriate pick of procedure leads to hapless public presentation. Primark has established different subdivisions in different states guaranting efficient distribution and therefore fulfilling clients. Recently, Primark has partnered with Island Pacific to put in high value advanced package that assists in client and seller relationship direction, selling, point of sale, planning and demand prediction. Shim and Siegel ( 1999 ) argue that these procedures comprise operations direction which aid in client satisfaction.

Primark is involved with batch processing which entails clear designation of place of markets its covering with and thenceforth puting operation maps in line with the market. Galloway ( 1993 ) observes that batch procedures are the best as they satisfy an order easy and can get by with minor alterations without trouble. It is besides a member of ethical trading enterprise and has established a codification of behavior for its providers to guarantee ethical criterions are maintained ( Primark, 2010 ) .

Primark focuses on value of merchandise in term of low monetary value and good quality as stated in its motto, “ Look good, pay less ” ( Primark 2009 ) . In order to present its promise, many resources have been used which can be described as follows:

Skills and cognition of human resource from both internal organisation and provider sides play an of import function to drive primary and support activities in effectual manner.

Customer service employees are trained to manage purchasers efficaciously. An unsated client who has a ailment resolved is beginning of positive word of oral cavity therefore pulling more clients ( Stauss & A ; Seidal, 2005 ) .

Geting many premier locations for its mercantile establishments in many states such as UK, Spain, Ireland, latest in Germany and Portugal which deliver convenience to clients and besides provide cost economy and increase chance to do the net income to its concern.

Primark is a thin concern organisation that caters for clients demands ( Primark, 2010 ) . Its operations are based on giving value to the client while extinguishing waste such as ; extra stock list, overrun and underutilized staffs ( Carreira, 2005 ) . To guarantee quality, each finished portion is examined after industry and defects identified and returned to production line for rectification. This ensures smooth flow of the procedure until the coveted merchandise is achieved. Thin technique therefore enables Primark to fulfill client demands.

Capacity Planing

Capacity is the volume of end product produced at a given period and the ability of a installation to manage the production. It enables a house to place the sum of stuffs required for optimum production so as to avoid overrun or hold in production. Short-run capacity planning includes ; offering overtime, increasing displacements, engaging insouciant laborers, farm outing installations, modifying end product and demand ( Inman, 2010 ) . Long-run capacity planning includes opening new subdivisions or adding capital equipment. Inman ( 2010 ) identifies four techniques of capacity planning ; usage of overall factors, capacity measures, resource profile and capacity demands be aftering ( CRP ) used in concurrence with fabricating resource planning. At Primark capacity planning is identified through its historical informations, authorities statistical information and in-migrations statistics. Since its 40 plus old ages in trade, Primark has adopted assorted tools and methodological analysiss to get the better of any crisis or deficit in its merchandise handiness.

Primark utilizes a web-based contriver across the board to eliminate any deficit and a tool for multiple functionalities such as:

Supply concatenation audit

Conformity and

Performance direction system

This formation helps the direction to extensively and independently proctor and audit its programmes. Computerized imposts clearance, dedicated repositing and distribution services facilitate shops in their control of stocks to back up gross revenues. Computerized up to the minute gross revenues and stock information, by size and coloring material is available to direction at any clip.

Primark has ever shown committedness to holding the best signifier of solutions to internal and external consumers. At the same clip keeping quality and competitory advantage over other retail manner rivals.

Procedure Layout

Primark shops are largely used for distribution of vesture through the signifier of retails shops, while fabricating work is subcontracted abroad. The procedure of industry involves assembly line until a merchandise is achieved. Finished garments are distributed to Primark shops by providers. Primark shops across all the shops have a similar layout presented, irrespective of assorted location ; its clients find it convenient to do purchase as the layout made available in all parts staying the small or unchanged. It employs top trendy interior decorators who have been with for a long clip to setup layouts for any new mercantile establishments and refurbished 1s. The layout is sectioned with mention to sections, internal staff place merchandise by its Kimball figure besides referred as the saloon codification figure. The current religious orders and trade names in usage as follows:

Baby wear ( Early yearss )

Girl ‘s wear ( Young dimension YD )

Boy ‘s wear ( Rebel )

Ladies wear ( Atmosphere

Lingerie ( Secret ownerships )

Work force ‘s wear ( Cedarwood, Denim and Butler and Webb )



All shops are by and large run by the undermentioned set of staff stand foring its mercantile establishments:

Retail gross revenues representative


Stock control helper

Department Directors

Shop Director

Back office staff

Human resource squad


Scheduling entails resource allotment to tasks in order to accomplish aims. It is a decision-making procedure sing the best mix of resources and undertakings ( Pinedo, 2008 ) . After capacity planning, programming is carried out to do certain natural stuffs and resources are available at specified clip. At Primark, the providers are given instructions sing quality production, merchandise specification and lead clip ( Primark, 2010 ) . It ‘s upon them to utilize resources and present goods in clip harmonizing to put clip mark in order to fulfill client demands.

Inventory Management

It entails direction of gross revenues, purchases and payments to command operation costs. Harmonizing to Cheng & A ; Choi ( 2010 ) , Primark uses Global Quick Response ( GQR ) to pull off stock list. Primark offers different new manners often therefore has high stock turnover. It uses “ advanced stock list direction and tracking systems that monitor motion of goods on hourly footing in all shops ” ( 2010: 56 ) . It has besides advanced warehouse installations that enable flexibleness, velocity, productiveness and low costs and big graduated table planetary catching. The major advantage of Primark in footings of stock list:

Internal warehousing support maximal storage for cardinal goods, slow moving merchandises stored straight in shop shelves.

Dedicated staff allotments for stock control enables truth of stock lists and minimise amendss and losingss.

Higher turnover reduces the concern for capital tied up.

Primark gross revenues chiefly depend on an hourly and day-to-day footing. Due to alter in the gait of the manner industry and Primark ‘s capableness of regenerating manner through its manner interior decorators it sticks to a certain type of design for a short term and creates huge demand which finally attracts more gross revenues and stock lists covered.

Monitoring and Evaluation

Monitoring involves appraisal to look into whether ends are being met while rating is analysis of advancement towards run intoing aims. Monitoring and rating are used to mensurate the public presentation of a concern in the planetary market. Primark proctors and evaluates its operations based on the ethical trading policy which emphasizes on quality without suppressing workers ( Primark, 2010 ) . It values human rights, employment conditions, concern patterns and providers. Suppliers have a codification of behavior to regulate their operations and frequent audits are carried out to set up whether they are conforming to criterions. Performing providers are given high volume orders. Audited accounts are used to set up turnover degree, production procedure and portion of provider ‘s production. These determine whether Primark will be able to run into clients ‘ demands as its public presentation depends on the providers. Recently, Primark has acquired Entropy supply concatenation monitoring package from BSI systems for scrutinizing ( Primark, 2010 ) .


Primark shops ltd is a taking retail concatenation in GB that offers high quality cheap apparels to immature people located at high street countries and with assorted subdivisions in Europe. Primark has own strong trade names which besides beginning for the organisations public presentation and productivenesss. Now yearss many of the subdivisions of Primark ‘s are situated in every town and high street in UK, so that every clients can gets easy accessible required merchandises. Low monetary values and best quality ‘s besides assisting in public presentations of the Primark

Operationss direction in the supply concatenation entails thin techniques and all activities are directed by client demands or values. It is a member of ethical trading enterprise that takes attention of workers demands and its providers are governed by a codification of behavior and are audited often to supervise advancement. This ensures labour criterions are maintained and employees are non exploited.


I'm Amanda

Would you like to get a custom essay? How about receiving a customized one?

Check it out