The Forces Behind Success

THE FORCE BEHIND SUCCESS

THE GROWTH OF PENNEYS

Business 2000

millennium edition

Manpower planning represents a major challenge for the company. In

Ireland’s economy has been continually improving and there has

been a significant growth of business and employment opportunities

in the services sector. This sector covers a wide range of business

activities. Some of the most noticeable developments have occurred

in the area of retailing, with the expansion of chains of retail outlets

in cities and towns throughout the country.

Primark is a major retail group which operates in excess of 100

stores in the UK and Ireland, employing just over 6,200 people.

Penneys (the trade name for ROI stores) is a household name in

this country, and the Primark logo is becoming equally well known

to high street shoppers in the UK. Targeted at the young fashion

conscious under 35s, Penneys/Primark offer fashionable quality

merchandise at the right price/value for money.

This study focuses on how the Group is meeting the challenge of

recruiting, developing and retaining high calibre staff for its

successful activities in retail services.

AND PRIMARK

Penneys/Primark undoubted success has come from its firm position in

the ‘value for money’ fashion sector of both the Irish and UK retail

markets. It now operates thirty-five outlets in the Republic of Ireland.

Penneys opened its first store in Dublin’s Mary Street in 1969.

The success and expansion of Penneys in Ireland was achieved within

a highly competitive business sector. Retail trading conditions changed

dramatically in the 1990s. Shoppers had more cash in their pockets

(personal disposable income) and sought greater choice, variety and

value. Competition also increased with the arrival of UK retail chains

and the development of out-of-town shopping centres. In addition,

the strong performance of the Irish economy has produced extremely

high levels of employment.

Like any other...