Primark SWOT Analysis, Competitors & USP

Published by MBA Skool Team, Last Updated: September 14, 2021

Primark SWOT analysis evaluates the brand by its strengths, weaknesses, opportunities & threats. In SWOT Analysis of Primark, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors.

SWOT Analysis is a proven management framework which enables a brand like Primark to benchmark its business & performance as compared to the competitors, and make strategic improvements. Primark is one of the leading brands in the lifestyle and retail sector.

The article below lists the Primark SWOT, competitors and includes its target market, segmentation, positioning & USP. Let us start the Primark SWOT Analysis:

SWOT Analysis of Primark

For Primark, SWOT analysis can help the brand focus on building upon its strengths and opportunities while addressing its weaknesses as well as threats to improve its market position.

Primark Strengths

The strengths of Primark looks at the key aspects of its business which gives it competitive advantage in the market. Some important factors in a brand's strengths include its financial position, experienced workforce, product uniqueness & intangible assets like brand value. Below are the Strengths in the SWOT Analysis of Primark :

1. Primark is a premium retail chain which employs more than 50,000 people all over the world

2. Primark has an extensive range of apparels including menswear, womenswear, children-wear, footwear, accessories, hosiery and home-wear

3. The company has a strong presence in Europe with stored at more than 500 locations

4. Primark has its presence in more than 10 countries

5. The brand has no advertising costs and it relies on a positive word-of-mouth marketing

6. The company has an annual revenue of approximately $7 billion

Primark Weaknesses

The weaknesses of a brand are certain aspects of its business which are it can improve to increase its position further. Certain weaknesses can be defined as attributes which the company is lacking or in which the competitors are better. Here are the weaknesses in the Primark SWOT Analysis:

1. Intense competition in the premium fashion segment means limited market share growth

2. Outsourcing of the manufacturing of apparels may lead to inconsistencies in quality

Primark Opportunities

The opportunities for any brand can include areas of improvement to increase its business. A brand's opportunities can lie in geographic expansion, product improvements, better communication etc. Following are the opportunities in Primark SWOT Analysis:

1. Primark can continue to focus in Europe, Asia & America by opening more stores in many major cities

2. Acquisition and strategic partnerships can help the company expand its business

3. Diversifying its product range and tapping the online channel can help the company drive more revenue

Primark Threats

The threats for any business can be factors which can negatively impact its business. Some factors like increased competitor activity, changing government policies, alternate products or services etc. can be threats. The threats in the SWOT Analysis of Primark are as mentioned:

1. Limited global presence as compared to international players

2. Brand recall of the company is slightly lesser as compared to some of its major competitors

3. Economic crisis like recessions or pandemics can lead to loss of business as people restrict their expenses

Primark Competitors

There are several brands in the market which are competing for the same set of customers. Below are the top 7 competitors of Primark:

1. Zara

2. H&M

3. Marks and Spencer

4. Burberry

5. Prada

6. Gucci

7. Chanel

Hence this concludes the Primark SWOT analysis.

Continue reading more about the brand/company.

About Primark

Primark Overview
Parent Company

Associated British Foods




Lifestyle and Retail

Tagline/ Slogan

Look good, pay less


One of the largest clothing retailers in Europe

Primark STP

Youth primarily in the ages of 16-30 years

Target Market

Fashion conscious individuals


Latest Fashion at Reasonable price

This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

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