SALES MANAGEMENT AND NEGOTIATION PROPOSAL

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Target Market Analysis

Primark's female clothes customers are fashion-conscious people who want to look good without spending the lot of money. For these people, ease and value are very important, that makes online shopping the good choice. This move to digital platforms has been sped up by COVID-19 pandemic (Gates, 2022). This makes it even more important for Primark to change with times and meet changing customer standards. Primark can successfully attract Millennials and Gen Z consumers who are busy on digital and social media platforms by focusing on keeping up with fashion trends and keeping prices low. Primark's online womenswear sales will get off to the great start in UK, that was picked as trial country because it has the mature market with the lot of people who use internet and the strong interest in fashion trends.

Consumer Behaviour Analysis

Primark's introduction into online retail market, particularly in womenswear sector, requires in-depth knowledge of consumer behavior. In general, consumers who are fashion-conscious and are looking for fashionable apparel options that are still affordable make up Primark's target market for its womenswear (Zhang et al., 2021). Among most important characteristics of consumer behavior that influence decisions regarding online shopping are following:

• Convenience is becoming increasingly important factor for consumers as well as they are gravitating towards online platforms that provide browsing, shopping as well as delivery alternatives that are simple and straightforward. This trend has been compounded by pandemic caused by COVID-19 virus that caused increasing numbers of customers to go online due to safety concerns and lockdowns.
• In terms of price sensitivity, Primark's competitive advantage is that it is offered at affordable price. Majority of people who buy online are price-conscious and look for products that offer good value for their money without sacrificing quality or design (Atefi et al., 2020).
• As the result of their keen awareness of fashion trends, target audience is eager to incorporate timely changes into their outfits. These tastes can be accommodated by using online platforms that enable faster spread of new collections and trends.

Primark's target audience that includes the sizeable number of Millennials and Gen Z consumers, is the big portion of internet and social media platforms that they are ardent users of (Statista, 2024). These consumers can be engaged through use of digital marketing methods that are effective, that can also increase traffic to websites.

Country Analysis: Choosing Trial Market

A strategic study based on numerous important elements is required in order to pick appropriate country for Primark's initial online sales experiment in womenswear section.

• Prospects for Market - Higher levels of GDP per capita and disposable income are often observed in nations that have the significant market potential for womenswear and online shopping. One of most important aspects of online clothing shopping is fact that these economic statistics indicate that consumers have more spending capacity (Hair Jr et al., 2020). Moreover, examining rates of internet penetration offers insights into digital connectivity and readiness of individuals for experiences of online purchasing.
• The Percentage of People Shopping Online- Within group that is being targeted, it is vital to do analysis of prevalence of internet buying. There is the greater potential for Primark's online services to be successful in countries that have higher percentages of online shopping adoption. Primark's strategic aims on expanding its digital footprint coincide with this demographic, that consists of consumers who are comfortable making fashion purchases online and are also tech-savvy.
• Competitive Environment and Terrain- In order to discover potential and gaps for Primark, it is helpful to do analysis of competitive environment in online fashion retail industry (Richards et al., 2020). Primark can gain valuable insights into how it can differentiate its offers by analyzing competitors that sell comparable products at different price points or who also position themselves in market in the distinctive way. Primark has potential to carve itself the unique niche in highly competitive markets by capitalizing on its assets in terms of how affordable and trendy its products are.
• Regulatory Climate and Conditions- It is essential to have the solid understanding of regulatory framework in order to ensure smooth operations in online retail. Legal and operational stability of the business can be ensured by complying with legislation governing e-commerce, consumer protection laws as well as data privacy obligations (Johnson, 2020). There is easier introduction into market and sustained growth in internet sales in countries that have legislative settings that are transparent and supportive.

Sales Techniques for Primark's Womenswear Online Sales Trial

Introduction to Sales Techniques

Primark's move into online womenswear retail will only work if they use good sales methods. strategies and techniques that can be utilized by company is as provided;

• Approaches to Digital Marketing Strategies- promotion of Primark's womenswear online will be significantly aided by use of digital marketing. Primark is able to reach their main market of fashion-conscious Members of Generation Z and Millennials by utilizing targeted advertising on social media sites such as Facebook and Instagram (England and Nagel, 2022). Development of authentic brand identities and the boost in online visibility can be accomplished through implementation of engaging content initiatives, such as partnerships with influential individuals and user-generated content campaigns. Increasing its search engine ranks and attracting organic traffic to its online store may be accomplished by Primark through utilisation of search engine optimization (SEO) strategies and optimization of product listings.
• Enhancing Personalization and Experience of Customer- When it comes to online retail, creation of personalized shopping experiences is absolutely necessary. Primark is able to integrate recommendation engines that are powered by artificial intelligence and make product suggestions to customers based on their browsing and purchasing history (Ologunebi, 2023). Increases in conversion rates and client loyalty can be achieved by customizing email marketing campaigns and providing customers with specific discounts or promotions that are personalized to their preferences. It is also possible to improve whole shopping experience by guaranteeing the fluid user interface and mobile responsiveness. This makes it simpler for customers to traverse website and take their purchases.
• Integration of Omni channel Channels- integration of offline and online channels is absolutely necessary in order to create the unified consumer journey. Customers can take advantage of Primark's current brick-and-mortar presence by taking advantage of click-and-collect services that allow customers to place orders online and pick up their selections in-store (Bonney et al., 2022). In addition to improving convenience, this Omni channel approach also encourages customers to visit physical businesses that may result in more transactions being made. In addition, implementation of the unified inventory management system guarantees availability of products across all channels that in turn boosts consumer satisfaction and decreases number of occasions in that products are out of stock.
• Implementing Strategies to Engage Customers- In order to achieve sustained success, it is essential to cultivate strong ties with one's clientele. For purpose of providing individualized assistance and fashion guidance, Primark is able to install interactive features like as live chat support and virtual styling consultations (City AM, 2022). It is possible to generate excitement and attract new customers by hosting fashion webinars or virtual events that feature stylists or brand ambassadors. Through use of social media contests or hashtag campaigns, Primark may further amplify its online presence by encouraging user-generated content. This not only increases brand engagement conversely also drives customer advocacy.
• Statistical Analysis and Insights from Data-The utilisation of data analytics technologies to monitor behavior of customers and their purchase habits provides significant insights that may be utilized for strategic decision-making at any level. For purpose of optimizing marketing campaigns and product offerings, Primark is able to analyses sales patterns, consumer feedback as well as metrics regarding website traffic (Ferro-Soto et al., 2023). Primark is able to improve its online sales techniques by utilizing A/B testing strategies for website design and promotional strategies. These plans are based on real-time performance data. Primark can maintain its customer-centric strategy and remain nimble in face of intense competition in online marketplace by regularly monitoring and adapting its strategies.

Using these sales strategies designed for Primark's online womenswear sales improves market penetration and builds consumer happiness and brand loyalty. Primark can successfully negotiate ever-changing online retail environment and establish itself as the pioneer in reasonably priced women's clothing by adopting digital innovation and using Omni channel tactics.

Critical competitor analysis within current market and need to differentiate.

For Primark to pinpoint its advantages, disadvantages, chances along with dangers in online womenswear industry, it must carry out the comprehensive competitor analysis. This section looks at main rivals and provides tactics Primark can use to stand out from competition.

Major Competitors in Online Fashion Retail

Primark is up against competition from the number of different businesses in online fashion retail sector, each of that has the distinct value proposition and market alignment:

• With the focus on quick fashion and collections that are driven by trends, ASOS caters to young adults and is well-known for its large selection of fashion-forward clothes and accessories (Hall, ASOS, n.d). Robust online presence of ASOS and its ability to send products all over world present the huge threat to company's competitors (Cummins et al., 2020).
• In addition to the strong emphasis on sustainability and responsive supply chain management, Zara (Inditex Group) is the fast fashion retailer that blends these two concepts. With frequent product updates and exclusive online collections, its online platform provides the shopping experience that is uninterrupted and hassle-free (Granger, 2021).
• Boohoo: Boohoo is the clothing retailer that caters to the younger clientele by offering affordable and fashionable selection of clothing. online marketplace is area where Boohoo retains the competitive edge by virtue of its swift responsiveness to fashion trends and relationships with influencers (Ahmed, et al. 2023). 

SWOT Analysis of Competitors 

Table 1: Competitor`s SWOT Analysis

Differentiation Strategy for Primark

Primark has various strategic efforts to use in order to set itself out in cutthroat online womenswear market:

• Stress main advantage of Primark that is to provide reasonably priced, high-quality clothing (Primark, 2023). Emphasizing value for money appeals to budget-conscious buyers looking for fashionable solutions.
• Present limited-edition products or unique online collections that aren't offered in-store to make online customers feel special and urgent.
• Sustainability Initiatives: By encouraging moral sourcing methods, lessening environmental effect along with providing sustainable fashion lines, you can address rising concerns of consumers regarding sustainability.
• Personalization and Customer Engagement:Use interactive material that attracts and keeps customers, virtual try-ons along with AI-driven recommendations to create customized shopping experiences.
• Offering choices like click-and-collect or in-store returns for online purchases, Omni channel integration between online and offline channels can improve customer comfort.
• Digital Marketing Innovation:Set yourself out with creative social media plans, influencer partnerships along with digital marketing initiatives that speak to Primark's target market.

Motivating techniques for sales workforce

For Primark to successfully start its online womenswear sales push, its sales crew must be motivated. This part describes practical strategies designed to motivate and involve staff members in reaching company objectives. Encouraging sales staff is crucial because they are ones that propel customer involvement, sales expansion along with general profitability. Emphasizing both intrinsic and extrinsic drivers can improve staff performance and create the great work environment for Primark's online womenswear sales.

• Complete Training and Development Courses- Putting money into thorough training courses gives salespeople abilities and information need to succeed in internet sales. Primark can offer instruction in digital platforms, product expertise, customer service methods along with efficient use of online sales tools (Moghadam and Zarandi, 2022). Opportunities for ongoing learning improve employees' confidence and job happiness in addition to their ability.
• Performance-based Reward Schemes- By putting performance-based incentive plans into place, salespeople are encouraged to meet and beyond goals. Primark has ability to design commission-based rewards linked to sales performance indicators including average order value, customer satisfaction ratings along with conversion rates. Rewarding, bouncing along with publicizing outstanding performers helps to maintain excellence culture and inspires others to pursue achievement.
• Explicit Routes of Professional Advancement - Clear career routes help sales professionals remain driven and dedicated to their jobs. Primark can list career paths inside business, including those leading to senior sales positions, team leadership positions, or specialist positions in digital sales management. Long-term employee involvement is promoted by offering skill-building seminars and mentoring programs as direction and support for professional growth.
• Collaboration in Teams and the Culture of Support- Creating environment that is cooperative and encouraging raises spirits and inspires salespeople to strive for group objectives. Primark can encourage collaboration by means of cross-functional projects, team-building exercises along with frequent team meetings to discuss achievements and difficulties (Boutsen and Vandierendonck, 2022.). Encouraging the spirit of friendship and support among staff members motivates them to go above and above in providing outstanding customer service and hitting sales goals.
• Programming for Recognition and Appreciation- Putting into place both official and informal acknowledgment schemes recognizes work and achievements of sales representatives. By means of monthly or quarterly awards ceremonies, team meeting shout-outs, or customized thank-you emails from management, Primark can commemorate significant accomplishments and positive customer feedback. Honoring commitment and hard effort maintains the happy workplace and increases employee motivation.
• Flexibility and Work-Life Balance Programs- Primark's dedication to happiness and well-being of its employees is shown by its support of work-life balance and flexibility programs. Promoting the healthy work-life balance is achieved by providing paid time off for personal health, remote work choices when practical along with flexible work schedule options (Ivanov et al., 2021). The productive and motivated staff is fostered by providing mental health services, wellness programs along with access to employee assistance programs (EAPs).
• Mechanisms for Feedback and Continual Development- Regular feedback systems that are set up enable sales representatives to express their ideas, worries along with suggestions for enhancement. Primark may promote candid communication by holding open-door policies, one-on-one feedback meetings with managers along with employee surveys. Morale and motivation are increased when leadership shows that they are listening to and appreciating employee viewpoints by acting on feedback and making significant adjustments based on input from employees.

CONCLUSION 

Finally, in context of changing consumer behaviors and market dynamics sped up by Covid-19 pandemic, Primark's calculated move into online sales for its clothing division offers the revolutionary potential. Primark can position itself competitively in online fashion retail market by using its advantages in pricing and wide physical presence while tackling issues like sustainability and digital adaption. Primark is positioned to improve brand resonance, spur sales growth along with successfully satisfy needs of the digitally first consumer base with emphasis on customer-centric tactics, employee motivation along with ongoing innovation.

Related Samples: International Marketing Management

TASK 2 NEGOTIATION OF TERMS AND CONDITIONS

INTRODUCTION 

At the crucial point, when consumer behaviors and industry dynamics are constantly shifting, Primark has made choice to test out online sales for its womenswear section (Boardman et al., 2020). Increasing delivery logistics, strengthening online customer support systems along with putting in place seamless Omni channel experiences are all part of increasing customer service through profit reinvesting. In cutthroat retail industry, these improvements not only increase customer pleasure conversely also improve brand loyalty and retention rates—two important measures. Profits going towards sustainability projects also meshes with rising demands of customers for corporate social responsibility

MAIN BODY 

Profit distribution

To enhance customer experiences and simplify operations, this involves spending in powerful e-commerce platforms, sophisticated data analytics tools along with AI-driven technology. Primark wants to better meet needs of digital native customers, who are choosing convenience and individualized service when buying online (Grose and Mansfield, 2023). To this end, it is strengthening its internet presence. To lessen its environmental effect, Primark can make investments in energy-efficient operations, environmentally friendly packaging along with sustainable sourcing methods. Such programs not only attract customers who care about environment conversely also improve Primark's standing as the socially conscientious company (Tsogas, 2020). Primark must reinvest the percentage of sales profits into improving customer service, extending online capabilities along with backing sustainability projects if it is to continue growing steadily, keeping the competitive edge along with satisfying changing customer needs in digital era. Primark may develop its market position and promote the sustainable and customer-centric business strategy by carefully allocating resources.

Incentives for Success

In order to cultivate the culture of accountability, goal alignment along with high performance inside Primark, it is essential to advocate for performance-based compensation for top-level executives, managers along with sales employees. For purpose of boosting employee motivation, productivity along with overall organizational success, performance-linked incentives have been shown to be beneficial, according to scholarly data (van Onzen, 2021). Directors and managers are incentivized to make strategic decisions and demonstrate successful leadership by receiving bonuses that are connected to key performance indicators (KPIs) such as revenue growth, profitability, and customer satisfaction scores along with operational efficiency measurements. Not only do these incentives recognize accomplishments, conversely they also stimulate proactive management techniques that foster forward-looking corporate growth and give businesses advantage over their competitors. To the similar extent, implementation of performance-based bonuses for sales staff pushes sales associates to surpass their targets, improve client engagement along with provide high-quality service. It is possible to incentivize frontline personnel to priorities customer demands and contribute to overall sales performance by structuring compensation around indicators such as sales volume, conversion rates, average order value along with customer retention rates (Ben Salah et al., 2021). By ensuring that all levels of organization are focused on accomplishing common goals, this alignment of incentives with company objectives helps to build the workforce that is both cohesive and motivated. the culture of meritocracy and justice is also strengthened as the result of this, in that extraordinary achievement and hard work are acknowledged and rewarded in accordance with their merit.

Overtime policy

The protection of employee well-being, maintenance of productivity levels as well as reduction of turnover risks within Primark's staff are all dependent on encouragement of flexible work arrangements and provision of reasonable remuneration for overtime work (Curran and Nadvi, 2024). Primark is able to cultivate the supportive work environment that places the priority on work-life balance and employee welfare in order to comply with overtime rules that are in place in United Kingdom. These laws mandate that workers receive fair remuneration and that appropriate restrictions be placed on number of hours they can work. Employees are able to successfully manage their workloads thanks to flexible work arrangements that also allow them to accommodate personal commitments and surprises in workplace. The reduction in burnout, stress levels as well as discontent that is connected with excessive workloads can be achieved by providing employees with enough remuneration for overtime hours. This ensures that employees are adequately rewarded for their additional efforts.

Moreover, Primark's dedication to rights and well-being of its employees is strengthened by necessity of conforming to regulatory standards, that fosters legal compliance and ethical business practices. Primark has ability to improve job satisfaction, loyalty as well as retention rates by respecting and valuing time and contributions of its employees. These measures are essential in maintaining the staff that is both motivated and engaged. This guarantees that there is openness and fairness in distribution of effort among teams (Rahim, 2020). Clear principles and practices for handling overtime should be implemented. Not only does this method increase operational efficiency, conversely it also strengthens organizational resilience to variable business demands. This ensures that service delivery and customer satisfaction are maintained for extended period of time.

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Workforce management

By utilizing temporary recruiting or outsourcing specific positions, Primark is able to successfully handle fluctuations in workload during trial period of online sales. By taking this approach, Primark is able to keep its service quality and operational efficiency at the high level while simultaneously working to maximize resource utilisation in order to satisfy peak client demand. The robust structure for employing temporary staff is provided by employment laws in United Kingdom. This framework ensures that workers are treated fairly and that they comply with labor requirements (Glover, 2024). Temporary workers are entitled to certain rights, including right to the minimum pay, limits on amount of time they can work as well as protections against health and safety hazards. These rights ensure that they are treated in equitable manner alongside permanent employees. Primark is able to quickly modify its workforce capacity in response to shifting demand patterns because to strategic deployment of temporary labor. Temporary personnel can be used to supplement current teams during busy periods, that can assist customers receive better service and accelerate processing of orders without sacrificing quality. Primark, on other hand, is able to better manage expenses by reducing number of temporary employees during periods of lower customer volume (ABHI, 2021). By ensuring that high standards of efficiency and responsiveness are maintained, this agile workforce management method not only improves operational flexibility conversely also helps to support delivery of customer service (Grose and Mansfield, 2023). Primark is able to achieve optimal performance throughout trial time by complying with employment rules of United Kingdom and utilizing temporary staffing options. This allows Primark to effectively handle dynamic demands of online shopping.

Logical partnership

During its online sales trial, Primark needs to work with the transportation company that can handle growing operations well. Focus is still on choosing the logistics partner who can meet higher customer standards, even though local partnerships are still important. By making sure that orders are filled and delivered on time and reliably, good logistics management has the direct effect on customer happiness and retention rates. As part of its partnership plan, Primark looks for the logistics provider that has the track record of being able to grow and change with times (Glover, 2022). This guarantees that service quality won't suffer during busy times when there are the lot of orders. By working with the good logistics partner, Primark can speed up delivery process, cut down on wait times as well as make service more reliable overall. Also, transportation operations that run smoothly have the big effect on how customers feel about brand's dependability and how well service is provided. the logistics partner that puts efficiency and dependability first helps Primark meet or beat customer standards for fast delivery and correct orders, that are important for online stores to be competitive. Working together with the logistics company strategically also helps Primark reach its goals for business efficiency (Paiva et al., 2021). By hiring professionals to handle operations, Primark can focus its own staff on more important tasks, such as product display, customer service as well as improving its online platform. This splitting up of work makes operations run more smoothly generally and helps long-term growth in competitive online retail market.

CONCLUSION 

Within context of the retail sector that is increasingly driven by digital technology, Primark's strategic foray into online sales for womenswear presents opportunity to broaden market reach and optimize brand value. Primark has option to optimally optimize its online sales trial for long-term success by negotiating terms and conditions that support sustainability, employee welfare as well as operational efficiency. In addition to cultivating the sales team that is both motivated and productive, Primark will be able to position itself in the competitive position by placing emphasis on strategic reinvestment, performance incentives, flexible workforce management as well as efficient logistics partnerships.

REFERENCES 

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ONLINE

• ABHI (2021). CASE STUDY: PRIMARK the Corporate Impact of Human Rights Abuse and Effective Due Diligence. [online] Available at: https://www.abhi.org.uk/media/2095/primark-case-study-new-template.pdf.
• City AM (2022). Primark Launches ‘virtual Shop window’ but Shoppers Still can’t Buy Clothes Online. [online] CityAM. Available at: https://www.cityam.com/primark-launches-virtual-shop-window-but-shoppers-still-cant-buy-clothes-online/.
• Ologunebi, J.O. (2023). An Analysis of Customer Retention Strategies in e-commerce Fashion Business in the UK: a Case Study of Primark. ResearchGate. doi : https://doi.org/10.13140/RG.2.2.23430.34881.
• Primark (2023). Primark - How Primark Keeps Prices Low without Compromising on Ethics | Primark Cares (UK). [online] Primark Corporate. Available at: https://corporate.primark.com/en-gb/a/news/primark-cares/how-primark-keeps-prices-low.
• Statista (2024). Topic: Primark. [online] www.statista.com. Available at: https://www.statista.com/topics/4684/primark/.

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