Primark SWOT Analysis, Competitors & USP

Posted in Lifestyle and Retail, Total Reads: 13768

SWOT Analysis of Primark with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis


Parent Company

Associated British Foods




Lifestyle and Retail

Tagline/ Slogan



One of the largest clothing retailers in Europe

Primark STP


Youth primarily in the ages of 16-30 years

Target Group

Fashion conscious individuals


Latest Fashion at Reasonable price

Primark SWOT Analysis


Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of Primark :

1. Employs 50,000 people all over the world
2. Primark has an extensive range of apparels including menswear, womenswear, childrenswear, lingerie, footwear, accessories, hosiery and homewear
3. Profits increased at constant currency and increase its reach also
4. Primark has made its ethical trade programs even bigger by increasing presence to 7 countries which help maintain Primark source sustainable goods
5.No advertising costs, relies on Word-of-mouth advertising

6. Sales at Primark increased year on year 
7.Paid long term compensation to the victim’s family in the Rana complex incident in Dhaka, Bangladesh

8. Strong presence across Europe with nearly 300 stores, also known as Penneys in Ireland


1. Due to slow economic growth of EU, it held back overall profit for the group
2. Outsourcing of the manufacturing of apparels may lead to inconsistencies in quality


1. Primark will continue to focus in Europe by opening further stores in many cities like Lisbon, Madrid, Berlin, Cologne, Düsseldorf, Vienna etc.
2. Primark should open stores in countries like the Middle east, India, China, South Africa, etc.

3. After extensive research, Primark will launch in North-east of the US

4. Sportswear is one of the fastest growing segment for Primark


1.  Since all its stores are in Europe, it’s sales is dependent on the economy of EU which is on the low growth trajectory
2. No presence in emerging markets
3. Supply chain is vulnerable to natural disasters and other incidents

Primark Competition


Below are the 3 main Primark competitors :



3.Marks & Spencers

The brandguide table above concludes the Primark SWOT analysis along with its marketing and brand parameters. Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry.


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