Concepting Plus

Explanation of fit
As the analysis pointed out, Primark employees don’t carry out the core values that the company wants to represent.
That is why I have chosen the following pain point to match a chance for the concept carrier Organisation:
- Employees lack good personal service
+ Work on the internal organization, by improving the service of employees
While we were filling in the canvas for Primark, we discovered that the company lacked good personal service to its customers,
as can be read in the description of the store experience. Primark scored the colour red in this part of the canvas, which means
that there is very much room for improvement. The employees don’t carry out the core values. Important core values like ‘to
treat customers as we want to be treated ourselves’ and ‘to respect each other’ is nowhere to be found amongst the employees
of Primark. An explanation for this problem is that the employees don’t know the company’s story, which leads to them not
being proud to work for the company.
Target group
The primary target group for this concept will be the employees of Primark stores. The employees have to be proud to work at
Primark in order to have fun carrying out their job. Therefor the main goal of the concept is to make the employees proud of
Primark. The secondary target group for the concept will be the customers of Primark that follow the company on Facebook.
By letting the employees tell a story about what Primark does, the customers will know it as well.
Vision
‘’To be proud of Primark and the way it carries its responsibilities, in order to pass it on to our customers’’.
(The vision for this concept is aimed at the employees only. Because of this the rules of a good vision as
described in the canvas are not mandatory)
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