International Marketing
ASSIGNMENT DRAFT
For this assignment, I have selected apparel sector of PRIMARK, which is
one of the affordable retail outlets, to enter into the mark of India. My
report will focus on how t
...
International Marketing
ASSIGNMENT DRAFT
For this assignment, I have selected apparel sector of PRIMARK, which is
one of the affordable retail outlets, to enter into the mark of India. My
report will focus on how the apparel sector of Primark should enter into
India as it is not currently active in and will propose appropriate strategies
to their products or marketing to compliment the Indian culture.
PRIMARK is known as the affordable retail outlet of the world which began
its operation in 1969 from Dublin, Ireland. The company is a subsidiary of
the British food processing and retail firm, known as ABF. The founder,
Arthur Ryan, played an important part in achieving profitability by
reproducing the cat walk fashion in affordable rates. Primark has a huge
category of products which include women and men apparel, kid’s
clothing, homeware, accessories, shoes, cosmetics and confectionary
products. The core competency of the company is that they sell apparel at
rates in cheaper rates. Currently, Primark owns more than 390 stores in
12 countries. The recent achievement led the company as one of the
leading apparel company of UK (Sabanoglu, 2019).
Currently, Primark does not have any retail outlet in Asia, hence,
expanding into Asian market and that too in India, which is one of the
biggest potential market, will help in boosting their international position.
India is suitable for the apparel sector of Primark as it is developing
country and possess potential. Moreover, Primark has major knowledge in
(Globalsourcingmap, 2019).
In order to assess the market of India, it is important to understand the
culture of India. This will be done with the help of Hofstede model.
Hofstede's Cultural Dimensions Model, which is proposed by Geert
Hofstede, is a model employed to find out the variations in the culture
across different countries. This will help in understanding the Indian
consumer culture and attitude toward apparel sector of Primark.
The entry strategy that can be used by Primark is as a joint venture or
wholly owned subsidiary. The benefit to use joint venture strategy is that
Primark does not have any experience in Asian market so joint venture
strategy will help them to integrate with domestic business and learn more
about the existing fashion trends and strategies to sell in India. This will
make it simple for Primark to expand its apparel sector in Indian market.
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