Concepting Plus

application of model
Analysis and evaluation
Palette 1
Vision
Different visions of Primark can be found online. We have chosen the following vision for analyzing, since this is the one that is the clearest visible:
“Sell as much clothes in a responsible way for an inexpensive ‘true’ price.” Primark believes it is important to sell as much clothes for a cheap price
in a responsible way. They mean that they make no use of child labour, they don’t have bad working conditions for their employees and they pay decent
salaries. The clothes are so cheap because Primark keeps their own overheads very low. Primark has no expensive advertisements and campaigns and
they place very big orders at their suppliers. The Primark’s Code of Conduct states that all their suppliers must pay the workers a minimum wage and
that Primark carefully checks every factory. In this way, the workers earn a fair price for their work. Their responsibility is a good point of course, but a
vision should give direction to a company. Unfortunately, Primark hasn’t put their vision on their website and different visions can be found online.
In this way, the consumer or visitor doesn’t know what the real vision of Primark is. Their vision can more be seen as a goal they want to achieve, for
example making a lot of profit.
For Primark
Is the vision innovative and not based on money and profit?
Does the vision give direction to which way the organisation would like to go?
Can you put every product/service under the vision?
No
No
No
Colour: red
According to us, the vision is based on money and profit. Also, the company doesn’t say anything about how they see the world or what their view
is, they are only talking about selling clothes for low prices. In this way, the vision doesn’t give any direction and you cannot put another product or
service under the vision.
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