Entering the Danish High Street Fashion Market: A Strategic Marketing Plan for the Danish market

Trine Forsberg Larsen

Student thesis: Master thesis


PRIMARK is an Irish brand that over the last years has experienced huge success and growth in Europe and overseas. PRIMARK is constantly expanding into new markets and as Denmark might be an obvious next choice for PRIMARK, this thesis aim to recommend a strategic marketing plan for the Danish high street fashion market. To do so it will be investigated what factors that might affect PRIMARK’s success on the Danish market, how its strength and weaknesses can help or prevent PRIMARK from achieving great success on this market. The main competitors on the market will be analysed and their positions will be discussed. In addition, the target group and its buying behaviour will be identified. Lastly, different strategies will be recommended based on the analyses, for PRIMARK to enter the Danish market most successfully. To answer the problem formulation best, a mix of both the positivistic and constructivist paradigms have been used in combination with qualitative and quantitative research methods. Especially positivism has been used in the first part of the thesis where mostly desk research and quantitative methods have been used to analyse both internal and external factors surrounding PRIMARK. In the second part of the thesis constructivism is more dominant and the qualitative method in form of interview has been used here, this method has been used to identify the Danish consumers buying behaviour. Furthermore, a survey has been used to look into PRIMARK’s and its competitor’ positions. The analysis in this thesis shows that PRIMARK is a strong brand with many strengths that it can use on the Danish market. However, it also showed that PRIMARK has some weaknesses that might make it difficult for PRIMARK to reach all its potential customers in Denmark. The analysis also showed that the consumers’ behaviour are very driven by internet search and the opinions from its network. Based on the analysis it is recommended that PRIMARK follow a market development strategy, and take a market challenger position while having a cost leadership strategy. It is also recommended that it follow a pricing strategy where it sets its prices close to its competitors in order to be able to compete on this factor. The last recommendation made is the communication strategy to use. In order to create both Awareness, Interest, Desire and Action, it will mostly be through PR and direct marketing, as this fist with the consumers’ behaviour.

EducationsMA in International Business Communication (Intercultural Marketing), (Graduate Programme) Final Thesis
Publication date2017
Number of pages150