Marketing research

NAME: MONICA DANIELLE MONTI KOCHENBURGER SUBJECT: MARKETING PROFESSOR: DEIDRE GORMAN ASSIGMENT 01 – ANALYSIS PEST AND SWOT DATE: 22/03/2011 COURSE: DIPLOMA INTERNATIONAL TRADE – YEAR 1

About Penney’s/Primark

Penney’s (branded as Primark in U.K.) had the first store opened in 1969, in Dublin. Until 1973, Penney’s/Primark had reached 18 stores in Republic of Ireland and Northern Ireland, so they decided to expand their trade to Great Britain. In 2006, after a major expansion, the first store was opened outside of U.K. and ROI/NI. Nowadays, Penney’s/Primark has 215 stores in 7 countries. The brand is recognized for being a trendsetter of the fashion world but at the same time, offering affordable clothes. The largest store is located on Manchester, England.

Analysis PEST - Political / Economic: When a country doesn’t have a political stability is complicated to maintain an economical stability. And vice and versa. One thing is linked with each other. For example, Ireland achieved a fast growth in your economy, but after three years that the top was reached, the economy collapsed. The authorities didn’t admit for UE that a financial help was necessary, and irish citizens believed that. When the crisis hit the country, the people were unprepared. A lot of companies had to dismiss the employees and in some cases, shut the company down. The irish government had to accepted UE financial help and for pay it, the taxes were raised. In this context, companies as Penney’s/Primark didn’t suffer much because their price is very low. With the raise of the economy between 1995-2007, people

started to look for better quality and spend more. Now, with the crisis on, they shop around, seeking for best price before to buy something.

- Social: The social aspects may include the rate of population growth, the age distribution,