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Primark SWOT Analysis

Published by MBA Skool Team in Lifestyle and Retail category Last Updated: June 01, 2023Read time:

Here is a detailed SWOT analysis of Primark covering strengths, weaknesses, opportunities and threats.

Primark Strengths

  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

Above are the strengths in the SWOT Analysis of Primark. The strengths of Primark looks at the key internal factors of its business which gives it competitive advantage in the market and strengthens its position.

Primark Weaknesses

  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

These were the weaknesses in the Primark SWOT Analysis. The weaknesses of a brand are certain aspects of its business which it can improve.

Primark Opportunities

  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

Above we covered the opportunities in Primark SWOT Analysis. The opportunities for any brand can include prospects of future growth.

Primark Threats

  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

The threats in the SWOT Analysis of Primark are as mentioned above. The threats for any business can be external factors which can negatively impact its business.

Hence this concludes the Primark SWOT analysis.

About Primark

The table below gives the brand overview along with its target market, segmentation, positioning & USP

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 which comprises of MBA students, management professionals, and industry experts. 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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