Primark til Danmark

Nicklas Baadsgaard Koch, Vahid Okutan, Rune Sødergreen Brieghel, Jonas Frandsen & Magnus Bauer Bang

Studenteropgave: Fagmodulprojekt


In this project, we have studied whether it is possible to introduce Primark and open stores in the Danish market. Primark is an Irish clothing store and is already operating in countries in Western Europe and currently also in America which created the interest on further expansion to countries such as Denmark. In order to answer this, we made an internal, where we investigated the strengths and weaknesses, and an external analysis of Primark where investigate the opportunities and threats connected to the Danish market in particular. The internal analysis showed us that Primark’s business model is comprehensive and well-constructed, and they are a well-managed organisation as well. Furthermore, it gave us a greater understanding of the specifics of Primarks existing business model. In the external analysis, we looked at competitors which is primarily the Swedish owned H&M and how they might have an effect on Primark. In addition, we also looked at how Danish people trade clothes in the retail sector. The external analysis gave us information as to how the Danish retail market is structured in general and an idea of where it is headed. With the internal and external analysis in place, we could continue to create a SWOT and a TOWS analysis. Based on these analyses and a SWOT analysis we have concluded that Primark have good opportunities in the Danish market and they have economic resources to expand.

UddannelserVirksomhedsstudier, (Bachelor/kandidatuddannelse) Bachelor
Udgivelsesdato19 dec. 2016
Antal sider82
VejlederePoul Dines


  • Primark
  • Ekspansion
  • Danmark