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美国作业代写:Business and Management Essay of Primark

2017-06-01 来源: 51due教员组 类别: Essay范文

本文是一篇优秀的essay代写范文- Business and Management Essay of Primark,供大家赏析学习,这篇论文讨论了PRIMARKPRIMARK是爱尔兰一家服装零售商,在爱尔兰、英国、奥地利、比利时、德国、葡萄牙、西班牙和荷兰都有连锁经营商店。PRIMARK是英国流行的品牌,被誉为最具发展性的街头店铺,最实惠的商店,英国年度经销商等。

Primark,美国论文代写,essay代写,澳洲代写

Primark is an Irish fashion retailer, which has chain operations stores in Ireland, UK, Austria, Belgium, Germany, Portugal, Spain and Holland. Primark is a popular brand in the United Kingdom, is known as the most of the streets of the most progress of the store, the most affordable stores, the British annual dealer and so on(Brignall, 2014).. Primarkprovide the people that they can afford the price of the popular fashion line. Primark is also a veteran of suitable for different ages.

It is now expected that Primark sales will rise by 13% over the 2014 fiscal year, according to the actual exchange rate of 8%. Primark's sales growth is almost entirely driven by an increase in sales area 9%, while the opening of more than one year of store sales will only have 1% growth, mainly because of the serious impact of the fall and spring product sales in the fiscal year 2014 (Wood, 2014).

Sales per square foot at global retailers (Martin, 2014)

Although Primark provides low price, its sales and profits can be used to compensate for the sales capacity of unit area. According to Nomura Securities data, Primark unit area sales ability strongest in fast fashion brand and some department has its own brand(Mitchell, 2013). The brand global per square foot sales up 488 pounds which over 1.6 times for H & M, more than Macy's Inc. four times, five times more than the J.C. Penney Co. Penney(Reuters. 2014). In sharp contrast, the average price of Primark's product in the UK is only 3.69 pounds, less than half of the average price of H&M products, only 10.08 pounds of M&Sstore average unit price of 1/3 pounds 8.92, PLC Next product average unit price 12.73 pounds 1/4.

SWOT analysis

Strength

Product R & D team stronger,

Low prices strategy

Local competitive advantage in some cities.

Self-terminal execution is strong, the market is good, the information is developed, and the region characteristic is obvious

Product brand positioning is obvious, personalized, the difference is outstanding

Weakness

Poor quality of clothing

To the market as the leading technological innovation is still not enough, clothing style has not major innovation, cannot keep up with the current trend of young people

Within the enterprise, there is no strengthening of the core of the management of innovation, a strong efficiency of management

No new core competitiveness has not developed

Opportunity

Economy has maintained a growth trend, is conducive to the development of the clothing industry

In the mass leisure market, the demand for fashion degree is higher and higher, and the consumption ability of the age of 18 to 25 years is gradually enhanced.

Threat

Compare with ZARA, H&M GAP as the representative of the brand to occupy, relatively weak competitiveness;

In the public leisure class of the competition between brands, the homogeneity of goods is more serious, the same goods between each other too much;

18 to 25 year old age their brand loyalty is weak, unable to form forever loyal customers;

The competitive brand channel has sales price advantage is obvious; the majority of the brand's sales policy is more than Primark;

Recommendation

To develop the Chinese market, at present Primark sales mainly in Europe, but foundries most in Asia, if will open stores in China, I believe the delivery cost can be further reduced. Primark has a brand effect, consumers tend to believe that the Primark than the average retailer in the upper reaches of the plant will be more stringent and effective, and the retailer's low purchase amount is also limited to the inability to save the intermediate wholesalers this link, resulting in higher supply costs significantly higher than the former.

Online sales will increase the scope of the Primark's customers, online sales are booming. Although e-commerce has become a new battleground in the fast fashion and high street fashion, but its position in the store is more than a long period of time, but it will be a promotion to the store's sales. Stores is the "fast fashion" clothing brand the most important sales channels, is currently the most important place for consumers to buy clothing products. For very much attention to the brand image of the "fast fashion" clothing brand, the store is its marketing and brand promotion indispensable way. It can be found that the fast fashion clothing brand on the location of the store is higher. Stores basically cover each city's major core values, and relatively concentrated.

Primark should pay great attention to publicity, the quality requirements of the promotion is also relatively high. In addition, the means and channels of publicity is also a variety of brand awareness, brand magazine and brand promotion. Brand publicity manual is generally free of charge to the customer. Manual content generally includes the trend of seasonal fashion, fashion design inspiration, collocation brand building and brand new and so on. In the same time, it also improves the brand image and customer loyalty. Primark should pay attention to the cooperation with the mediabecause the fast fashion clothing brand and the media contact is very close, the brand fashion, the accessories often mounted on each big mainstream magazine and the newspaper. In addition, Primark will launch a number of large-scale commercial activities every year, in order to enhance the consumer's attention to the new season product.

Executive Summary

Because of success mainly comes from its positioning as a low-priced fashion retailer, Primark use the people can afford the price of the popular fashion strategy, which provide low consumption and high fashion of the new style and achieve the success of the European fashion industry. It has a lot of brand line for different ages. Although there is no Primark operating online channels, but it is recommended to use online channels. In addition, it should also recommend Primark to open up the Chinese market and use a variety of distribution channel and brand promotion strategy.

Reference List

Brignall, M. (2014). Fashion retailers agree to raise minimum wage in Cambodia. Available:http://www.theguardian.com/business/2014/sep/21/fashion-retailers-offer-raise-minimum-wage-cambodia. Last accessed 5th Dec 2015..

Martin, M. (2014). Market report: Primark hopes boost ABF. Available: http://www.telegraph.co.uk/finance/markets/marketreport/11131623/Market-report-Primark-hopes-boost-ABF.html. Last accessed 5th Dec 2015.

Mitchell, I. (2013). Comment: Primark’s wide appeal is a threat to all on the high street. Available: http://www.retail-week.com/comment-primarks-wide-appeal-is-a-threat-to-all-on-the-high-street/5054602.article. Last accessed 5th Dec 2015.

Reuters. J. (2014). Primark Plans US Expansion, But Will They Succeed?. Available: http://www.businessoffashion.com/2014/07/primark-next-stop-usa.html.Last accessed 5th Dec 2015.

Wood, Z. (2014). Primark to launch £200m bid to crack US clothing market. Available:http://www.theguardian.com/business/2014/sep/08/primark-launch-200m-bid-us-clothing-market. Last accessed 5th Dec 2015.

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