Asos.Com a Case Study - 1220 Words

ASOS.COM : A CASE STUDY Founding: ASOS stands for â€Å"As Seen on Screen†. ASOS.com was launched in June 2000 by a former advertising executive, Nick Robertson (current CEO). It was started as a niche company selling affordable versions of clothes that TV viewers had seen worn on screen. The idea was all shoppers would have to do was click on the name of their favorite celebrity, select the copycat outfit and it would arrive through the mail in a few days’ time. It has since changed to selling a huge variety of fashion and beauty products. Brief History of Critical Incidents * 2000 - ASOS launched * 2001 - ASOS PLC Holdings was admitted to AIM on the London Stock Exchange * 2004 - Introduced ASOS own label for Women * 2004 -†¦show more content†¦* They employ great marketing techniques to get new customers. i.e. In 2007 aligning themselves with the TV show America’s Top Model and having the clothe worn on the show available right after the shows airing. Which gave them even more fashion credibility * For the last five years they have allowed purchases in some different foreign currencies. * They provide excellent, prompt delivery and return services. Providing them free for a lot of locations. Weakness of ASOS.com: * They do not have any brick and mortar stores which take away from the customer experience of being able to try clothes on and feel the fabrics. * Their first to market entry innovations are and have been easily imitated by competitors. * They seem very keen on rapid expansion of the company and maybe taking on too many risks. External Environment: ASOS.com has the largest market share of UK online fashion and beauty retailer. In the UK its main competitors in the industry are: * The other online retail outlets NEXT, New Look, JP Boden amp; Co and Marks amp; Spencer. * There are also individual designer labels that are popular and have a presence in the market like Diesel, Guess and Zara. * They threat of international companies realizing how lucrative the industry is and joining the market. ASOS has expanded into newShow MoreRelatedMba Outline16812 Words   |  68 PagesList 26 Lecture Sequence 27-28 Sample Questions 29-30 Assignment 31 Marketing Management Module Description 32 Learning Outcomes 32 Indicative Content 32 Delivery 33 Indicative Reading List 34 Lecture Sequence 35-36 Sample Questions 37-40 Case Studies 41-65 Module Title: Financial Analysis and Management Module Lecturers: S. Palan/Makailla McConnell 1. Module Description: This module is designed to provide all business students with an overview of how accounting data is used in makingRead MoreStrategic Marketing Plan3242 Words   |  13 PagesStrategy Marketing Plan As Seen On Screen (ASOS) Table of Contents Executive Summary†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 3 Case Study†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦5 Statement of the Problem†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦5 Product Strategy†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.6 Communicating their Identity†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.6 Competitor Analysis†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦7 Positioning Strategy†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦7 ASOS customer population by age groups†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦8 Read MoreCase Study on Asos Essay3981 Words   |  16 PagesUniversity of the Arts, London Tara Premnath A Case Study On The Globalisation And Strategic Reign Of ASOS Subject: Retail Branding and identity Abstract This report analysis the strategic branding policies of the online retailer ASOS and comprehends its position in the global market. It evaluates the standardisation and adaptation techniques ASOS employed to become the no.1 online retailer in the world. The company vigilantly practicesRead MoreAn Analysis of the Current and Future Use of Internet Technologies of Boohoo.Com5657 Words   |  23 Pagesthe page. As well as the usual connections; About Us, Terms and Conditions and FAQ, however once they have been clicked there is no redirectory connection to the homepage which can cause confusion. Apart from that the navigation is in line with the study of what user’s preferred with all meaningful clear links and all functional from a keyboard. (Schneider, 2004). The present pages are surrounded by a black background with a white text box, accentuating the clothes and black and pink text. When choosingRead MoreImpact Of Protection Of Designer Products3018 Words   |  13 Pagesout the real culprit for the theft makes the situation more difficult. As one of the studies also suggestsâ€Å" the designers of the small scale businesses in UK and globally do not have the time or the financial resources to take a legal action in case of infringement of their product as a major challenge. (Macdonalad, 2012) (Macdonalad, 2012) † It helps support the author identifying the gap in the research study. There are various crimes involved with e-commerce such as cyber thefts, frauds, defamationRead MoreHow Asos Has Changed The Business Model3212 Words   |  13 Pagestrading via the Internet has become a trend. The purpose of this report will firstly show the changes of consumer behavior of converting physical shopping to E-shopping. Mainly, this report is to analyze the external and internal context base on the case study of ASOS. For the external environment, the essential driver of the success of ASOS is the emphasis. There are three approaches, Porter’s Five Forces, PEST analysis and strategic group mapping will be used to indicate ASOS’s commercial performanceRead MoreCeecee Case Study Analysis9518 Words   |  39 PagesCeeCee Case Study Analysis School of Business Humanities Institute of Technology Blanchardstown Dublin 15 Bachelor of Business Studies Strategic Marketing Management 04/03/2011 1. INTIAL OBSERVATIONS * Fashion Industry * The fashion retail industry has grown rapidly. It is reported in the case study that sales revenue in the European clothing market has increased by almost 20% over the last decade. * There has been substantial price deflation caused by the increasing marketRead MoreInditex Case Study8764 Words   |  36 PagesFASHION† RESULTS SPEEDING UP AGAIN AFTER RECENT SLOW DOWNS ? † This case study has been written exclusively for use on the course Strategic Financial Management FINA 1035 at Greenwich University Business School and its partner institutions. It is to be used exclusively for this purpose. No part may be copied , emailed or reproduced for any other purpose other than stated above. Much of the data and material included in the case study is taken from the annual reports and accounts of the Inditex GroupRead MoreBardot Reort22355 Words   |  90 Pages88 10.11 88 10.12 88 10.13 88 10.14 88 10.15 88 1.0 Executive Summary Towards the second half of 2011, RMIT first year Fashion and Textiles Merchandising students prepared a marketing plan for a specific Bardot product category. In the case of this report, the product category was fashion tops, was based on the assigned Bardot ‘shredded festival top’. The current marketing situation was established for this product category, specific to the Bardot brand. Our group developed a marketing