Primark slogan is "look good pay less," means cost leadership strategy. Cost leadership strategy does not mean low prices but it lead to emphasize on efficiency by reducing cost in all departments. This strategy gave competitive edge to Primark over it competitors. According to Jonathan Prynn (2009), Primark has boomed in the recession with the British biggest discount clothes chain unveiled big increase in revenue and profits. Primark revenues increased from £1.17bn in 2007 to £1.6bn in 2008 and it jumped to £2.31bn in 2009. On the other hand, Woolworths was trading without having any competitive strategy, which help its management to focus on the ways in which it can achieve the competitive position in the retail industry. Its revenue declined since 2004 and in final year of trading, Woolworths announced pre-tax loss of £99.7m for the first six months. This is just because of Woolworths was stuck in the middle of competitive strategies for long time and management was not sure what price they charge to customers for particular products. Woolworths products were comparatively expensive than its competitors and customers realised their products are not good quality compare to the prices Woolworths charged.