Strategic Management Essay Example | Topics and Well Written Essays - 1000 words - 6

Strategic Management - Essay Example Primark has been a retailing giant in the fashion industry that has over a few years been successful. Some of its strategies have over the years included effective marketing to specific targets across Europe. Primark’s target market is mostly the fashion sensitive age group which is basically people with the age below thirty five years of age. They also deal mostly with brand names that are minor, which translates to cheap quality fashionable trends. They have maintained their market by providing the same product of the same quality at a lower price than their competitor provide. This accompanied with the effective management of response and delivery mechanisms has ensured that Primark has maintained its competitive and reliability position in the European market. Their computerised warehouse controls and an effective efficient distribution networks has made sure that Primark stays top notch in customer satisfaction. With the current technological capability, social life has b een incorporated with the business aspect of running things. Companies have been compelled to adapt social media and the use of the internet to provide their services. Marketing and advertising have been forced to tap into the high usage of internet to make a large profit. With just under three billion people using the internet and over two billion people using smart phones, companies have resolved to a paradigm shifts. Some retail and distributing stores have moved from slightly depending on the internet to full dependence of the internet for all their services. Companies like Amazon and eBay who are also giant retailers have completely depended on online shoppers successfully for their sales. Primark has been reluctant to adapt to this marketing and sales strategies but has just kept the traditional walk in stores. This habit is however facing a challenge as more people change their shopping habit coupled with the various technological products that arise in the market. With Prima rk’s main target being people who are below thirty-five years of age, they are bound to adjust and shift into providing online shopping solutions for their clients. This is because it is estimated that the highest number of internet users are people who are below the age of thirty five years. This brings Primark head to head in confrontation and demand from its customers. With the global penetration of internet use, coupled with the increase in the use of mobile devices especially smart phones also creates the necessity to Primark of adoption an online shop. The demand in the usage of these solutions provides a huge market in the retail sector. Another factor that might make it inevitable for Primark to adopt the online retail shop is the use of social media marketing and internet marketing. Over one, half of Europe’s population has one or two active social media accounts. The usage of mobile phones and tablets has been very addictive and convenient at the same time. A large number of people rarely get the time to walk around, let alone spend time with their families. Online jobs and jobs that demand regular travelling or jobs which have squeezed time schedules create least chances for shopping to the affected people. This drives away all the interested clients that might have purchased the said products. Providing such clients with an alternative shopping model enables them to purchase the products online at any time. This not only stops the retailer from losing