Member Article

Criteria for Successful Marketing Segmentation

The target strategy is related to selecting the right segment from segmentation to satisfy the need and wants of the customer according to the resources of the company. The best target strategy for Primark would be concentrated targeted strategy in which Primark needs to focus only on few customer of a segment. Such as: as discussed that Primark is planning to open the store in US so the at this stage the behaviour segment would be best for Primark as the company is already working on the demographic segment and if in US, Primark focus on the customer who needs the value in return of their money and are loyal to their brand then it would sure get success into the market because its believe in providing the best and comfortable products to the customer in exchange of their price.

Effect of Buyer Behaviour on Company

In the fashion retail industry, the taste and preference of the customer are two factors on which this industry is based on. For the fashion retail industry, the taste and the preference of the customers change over a time period so the buying behaviour or patterns of customers change. In this case, to get the success into the market it is very important for Primark to anticipate the exact change into the taste and preference so that the company can make changes into productions and marketing planning activities and can produce the product accordingly.

In the fashion retail industry, the buying behaviour of the customer depends on the culture of society or country means. As in UK, the company is very well aware of the culture of the country that the population follows. Primark known that the most of the population of UK is working in office in weekdays and in weekends they need time for a small trip in this case they make changes into their formal wear for men and women time to time and also in casual wear that feel them comfortable. The other things in which the buying behaviour depends is the demand customer activity which works on fulfilment of the demands of the customer and drives the new customer for Primark and also increases the number of the repeated customers.

The positioning could be term as a strategy or an activity that helps Primark in making an image of the organisation in to the mind of customer. There are two positioning strategies these are: Pricing positioning strategy (keep the price of the product low so that the customer can easily get attracted), Positioning strategy based on competitors (use the strategy that is being use by the competitors of Primark into the region). According to me, as the company is planning open the store in US and the other countries of Asia then the Pricing positioning strategy would be best for Primark as in the new market, the low price is the best strategy to penetrate into the market and the customers will be easily get attracted by the company and Primark would get the position into the mind of the customer.

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This was posted in Bdaily's Members' News section by Aana Thomas .