Ivey Publishing

Product Details

Primark Stores Limited: Low-cost Strategy and Sustainability Initiatives
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Publication Date:
Revised Date:
12 pages (7 pages of text)
Product Type:
Case (Pub Mat)
Primark was a low-cost, fast-fashion clothing retailer headquartered in the United Kingdom. The company’s low-priced clothing enticed consumers, but it also attracted criticism for exploitative labor practices in the low-cost economies where Primark’s manufacturing was outsourced. However, Primark believed that it created jobs in low-cost economies, and its low prices were the result of efficient initiatives such as no online presence and limited advertising. Experts suggested that the absence of an e-commerce division was a strategic mistake. In October 2019, the company’s chief executive officer was challenged with synchronizing Primark’s low-cost strategy with its sustainability initiatives and deciding on the company’s online presence.
Learning Objective:
This case is intended for undergraduate- or graduate-level courses in business strategy, strategic marketing, and business ethics. After working through the case and assignment questions, students will be able to
  • determine whether strategy and sustainability can be congruent with each other;
  • critically analyze implications of strategy on an activity map of a firm;
  • understand when an organization can be considered transnational; and
  • identify the challenges experienced by transnational organizations when they have a supplier base in low-cost countries.
General Management/Strategy,  International
Retail Trade
United Kingdom; United States, Large, 2019
Intended Audience:
$5.30 CAD / $5.00 USD Printed Copy
$4.50 CAD / $4.25 USD Permissions
$4.50 CAD / $4.25 USD Digital Download
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