Asos Brand Audit Essay

Asos Brand Audit Essay
ASOS Brand Audit Report Authors: Executive Summary This report gives a detailed insight into
Asos as a brand and a company it highlights how it maintains its aggressive growth strategy and
continues to outperform its competitors. Additionally it tells the story of Asos from its inception in
2000 to the present day and gives a glimpse of where it could go in the future. Key Points: * History
* Financials * Brand Image * SWOT Analysis * PEST Analysis Table of Contents 1. – History and
Overview 1.1 Product Category 2. Brand Overview Key Financials 3. Brand Value Proposition 4.
Brand Communications Audit 5. Product Category Audit 6. Product Category Competitor and
Substitute Analysis 7. Key Strategic ... Show more content on Helpwriting.net ...
| 2004 | Introduced ASOS own label for Women | | | | | | | 2004 | Maiden profit | | | | | | | | 2001 | ASOS
PLC Holdings was admitted to AIM on the London Stock Exchange | | | | 2000 | ASOS launched | | | |
| | | | Awards History Oct 2012 Best Communication – AIM Awards 2012 Oct 2012 Large etailer of
the Year, mCommerce Strategy & Best Social Media Strategy – IMRG eCommerce Awards for
Excellence Sep 2012 Best Online Store – High Street Style Awards (U Magazine) Sep 2012 Pure
Play Etailer of the Year – World Retail Awards Sep 2012 Prix d'OR winner for 2012 – Online Retail
Awards Sep 2012 Online Retail Marketing Campaign of the Year (Summer Sale) – Online Retail
Awards Sep 2012 Online Retail Mobile Site of the Year – Online Retail Awards May 2012 Forum
Prize 2012 – TextilWirtschaft Magazine May 2012 Best Retail and Best Use of Video/Moving
Image for Urban Tour – Webby Awards May 2012 Best Website for ASOS Marketplace and Retail
Award for ASOS Marketplace – Revolution Awards Nov 2011 Best Community Site for ASOS
Marketplace – BIMAAwards Oct 2011 International e–Retail – IMRG e–Commerce Awards for
Excellence 2011 Oct 2011 Best Large Online Retailer – IMRG e–Commerce Awards for Excellence
2011 Oct 2010 E–Commerce Awards – Best Use of Social Media Oct 2010 Aim Awards – Company
of the Year Jan 2010 Golden Chariot Award For Delivery
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Strategic Marketing Plan
Strategy Marketing Plan As Seen On Screen (ASOS) Table of Contents Executive
Summary.................................................................................. 3 Case
Study...................................................................................................5 Statement of the
Problem........................................................................5 Product
Strategy........................................................................................6 Communicating their
Identity................................................................6 Competitor
Analysis.................................................................................7 Positioning
Strategy.................................................................................7 ASOS customer population by age
groups.................................8 ASOS customer population by gender....................................... 8 Offer
Strategy................................................................................. 8 Conceived
Identity................................................................................. 9 Ideal
Identity.......................................................................................... 10 Public ... Show more content on
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They have a website where they post the products that they currently have. In addition, they show
actual photos of celebrities wearing a similar item of clothing that are being sold on their site. Case
Study Despite the degree of success that ASOS was able to achieve over the years of their operation,
there are still problems that they need to resolve in order to ensure the survival of their business.
This is the rationale behind this paper. This paper will be presenting the conditions that ASOS are
operating in as well as the various aspects that they need to focus on in order to maintain steady or
increasing flow of profit. Statement of the Problem : The problem of ASOS is generally related to
the problem faced by most online retailers: the online consumer buying behavior. Attracting
consumers with the limited resources available on the internet is a big challenge to online retailers
like ASOS. Knowing the online consumer behaviors will let the retailers and managers of these
companies formulate and develop effective strategies that will help increase the popularity and sales
of clothing online. According to a study of users who have bought products online, there are five
main reasons why people shop through the Internet. These are convenience and ease of use; greater
selection; better prices; easier comparison–shopping; and no

Zara Supply Chain Case Study
Introduction Zara is a fashion retailer established in 1975 by the Spanish group Inditex founded by
Amancio Ortega Gaona. Inditex runs over more than 5400 stores worldwide and owns brands other
than Zara such as Massimo Dutti, Breshka, Oysho, Pull and Bear and Stradivarius. Inditex
headquarters are located close to La Coruña in northwestern of Spain. The old shipbuilding town of
La Coruña seems an unlikely home to a ... Show more content on Helpwriting.net ...
The stores act as market information gathering terminals, providing feedback to the design teams.
Zara is careful about the way it deploys the IT tools to facilitate its information exchanges. PDA
computers and phone calls help bringing the information from all the stores to La Coruña and to
headquarters; such hard data as orders and sales trends and such soft data as customer reactions and
the "buzz" around a new style. While any company can use PDAs to communicate, Zara 's fast
paced organization ensures that important conversations don 't fall through the bureaucratic delays.
By reducing the quantity of manufacture style, Zara not only reduces its exposure to any single
product but also creates artificial

The Electronic Commerce And The Internet
The introduction chapter will be explaining the purpose of research. The research background,
questions and limitation will be presented.
1.1 Background
Nowadays, millions of people joined Internet in daily life. According to Internet World Stats'
statistics (2012) today more than two billion people linked to the Internet. The Internet mass use
promotes the electronic commerce rapid expansion in the 20th century. The electronic commerce
has been changed of the traditional way people shop. According to Turban et al (2000) defined the
e–commerce is an emerging concept the process of buying, selling, exchanging product, service and
information through Internet. The Internet has created a new market for both customers and business
firms, the ... Show more content on Helpwriting.net ...
Young people and women are the primary target of Internet retailers. In particular, university
students are higher percent of online shoppers. University students spends $200 billion online
market each year, and average students available discretionary spending total $287 monthly
(Gardyn, 2002). University students are the main target groups of online shopping due to they are
frequently use computer in order to they have rich online experience and enjoy online activities.
According to Xia and Munroe (2004), students incomes are most from their parents without a lot of
expendable income and thus the price is easily stimulate students. The consumers are prefers to
purchase online due to discount sales. When they shop online they can find more cheaper products
or service than in traditional retailer. Such as, the SECRETSALES.com is the most famous discount
sales website. Another popular fashionable retailers ASOS.com is much cheaper than high street
stores. Consequently, this is another reason for growth of consumers shopping over Internet. The
consumer chose purchase online due to conveniently provides consumer more information and
choices to compare product and price. Joines et al (2003) claims that the certain characteristics of
online shopping are ability to making purchase for consumers conveniently and efficiency compared
to the traditional way of shopping, such as the ability to view and purchase

Mba Outline
London School of Commerce
LSC
Course Outline MBA Semester 1 October 2010
20th December 2010
MBA Course Leader: Dr. Rajendra Kumar: rajendra.kumar@lsclondon.co.uk Course
Administrators: Assignment Deadline
1
Contents
Christina Giovi: christina.giovi@lsclondon.co.uk Grace Freeman: grace.freeman@lsclondon.co.uk
Page
3 3 4 4 5
Financial Analysis and Management
Module Description Learning Outcomes Indicative Content Delivery Indicative Reading List
Lecture Sequence 6–8 Sample Questions 9–16
Information Systems Management
Module Description 17 Learning Outcomes 17 Indicative Content 17 Delivery 18 Indicative
Reading List 18 Lecture Sequence 19–20 Sample Questions 21–24
Managing Human Capital
Module Description 25 ... Show more content on Helpwriting.net ...
Introduction to financial management and taxation systems in the UK and other countries. Financial
markets and mathematics. Valuation of bonds and shares. Introduction to risk and rates of return.
Capital budgeting concepts, methods and issues. Other approaches to evaluating risk in project
evaluation.
4

4.
Cost of capital. Sources of short–term finance. Long–term debt finance. Equity financing. Capital
structure. Dividend policy. International finance.
Delivery:
A variety of teaching approaches is used, including lectures, seminars, case analysis, teamwork and
extensive use of the Internet for guided research.
Notional Student Workload Lectures Seminars Directed Learning Independent Learning Formal
Assessment Total 5. 22.5 hours 7.5 hours 40 hours 77 hours 3 hours 150 hours
Assessment: The formal assessment of this module will be conducted through a closed book
examination. Closed book examination 100% The closed book examination will be of three (3)
hours duration. There is no assignment for this module.
6. Indicative Reading List Core texts: Brealey, R. Myers, S and Allen, F. (2008) Principles of
Corporate Finance, (9th edn) McGraw–Hill: New York Neale, B. & Pike, R. (2009) Corporate
Finance and Investment. Decisions and Strategie,s( 6th Edition). Prentice Hall
Recommended Reading: Books Arnold, G. & Estrada, J (2006) The Handbook of Corporate finance.
Prentice Hall

P4 Explain the Benefits and Opportunities to the Business...
An effective 'Marketing Mix ' including all 7 is a way of identifying a business's achievements of
marketing objectives, meeting customer needs, is balanced and consistent, creates a competitive
advantage and matches corporate resources.
Product
ASOS promotes their products very effectively as they use clever visual tools such as 360 degree
view of their product, video and picture to enhance the quality of the product itself. They also
provide a range of products and service including clothes, accessories, shoes/sandals etc and its
provided for men and women. They include their own brand and designer wear which shows that
they have high quality in their product. ASOS have mentioned in their annual report that their 20
biggest brands ... Show more content on Helpwriting.net ...
Also they have a step–by–step information on how to use and buy off their website, they also have
page on delivery information. Here they can track down on where shopping is, know how much is
cost to deliver, know when to expect the delievery etc.
People
People is crucial in service delivery. The best food may not seem equally palatable if the waitress is
in a sour mood. A smile always helps. Intensive training for your human resources on how to handle
customers and how to deal with contingencies, is crucial for your success. People Are their
employees, customers – their family and friends, and any other people associated with ASOS.com.
Employees are important to this strategy of marketing mix as in can be those who deliever the
products to customers. So they have to polite, helpful and have the knowledge of the business for
them to answer any questions provided by the customer. It can also be the employees that answer the
phone when any customer calls for any quiries. ASOS.com also have employees updating their
website and replying to emails and online comments on their feedback page. ASOS employees has
the knowledge, training and other aspect helping the business with marketing for their business.
ASOS customers are also people that help in the marketing of services as they spread the business
information.
Physical evidence
Pyhsical evidence affects the customer's satisfaction.

The Driving Forces Of E Commerce For Asos
Critically Evaluate the Driving Forces of E–commerce for ASOS in 2015 1.Introduction In the year
of 2013, Asos sees a great revenue growth and profits all over the world. Asos continued its global
expansion and in August of 2014, Asos received 61% of the whole sale from outside UK (Asos plc,
2014). According to the report released in 16th Sep 2014, the sales of Asos grew to￡975.5m in the
end of August this year. Addition to that, the CEO Nick Robertson claimed that Asos will make even
larger investments in the international pricing, technology and supply chain in order to gain more
profits in the next financial year (Mintel, 2014). In the four driving forces of e–commerce, the
customers' love comes first. 2.Customers' love There are four facets that customers may concern
(Jarvenpaa and Todd, 1997). For Asos, the perception of the product is about the quality, the variety,
the fashionability and the price of the clothes. As the largest online fashion and beauty retailer, the
3rd most popular website for buying clothes, Asos stands for "As Shown on Stage" and
fashionability. Meanwhile, Asos is developing a plan to control products quality as soon as they are
made (Asos plc, 2014). The shopping experience is another aspect which customers care about. The
website should be users–friendly. Asos is communicating with its consumers around the world by
adding websites in non–English languages even Chinese and Russian with difficult characteristics
(Asos plc, 2014). When

The Financial Performance Of Asos And Burberry Group Inc....
Introduction This report was commissioned to interpret, comment and evaluate the financial
performance of ASOS and Burberry Group Inc. comparing the results of the 2014 and 2015. To
determine whether companies are doing well, I have used eight formulas provided to us. Are
companies losing money or gaining in 2015? What is the difference between 2014 and 2015 for
them regarding income, spending, and general welfare? The backgrounds "ASOS.com is a global
online fashion and beauty retailer, offering womenswear, menswear, footwear, accessories, jewellery
and beauty products. ASOS was established on 3 June 2000 by Nick Robertson and Quentin
Griffiths. It sells over 80,000 branded and own–brand products online and through mobile
experiences" (ASOS plc, 2016). "Burberry is an English luxury fashion house, headquartered in
London, England. Its main fashion house focuses on and distributes ready–to–wear outerwear,
fashion accessories, fragrances, sunglasses, and cosmetics" (Burberry Group Inc., 2016). Return on
Shareholder Funds (ROSF) "Return on shareholder funds determines whether the company has
earned enough returns in order to repay its shareholders" (Atrill and Mclaney, 2015). As indicated
by the assumes that have been figured on ASOS and Burberry organization 's arrival on shareholder
reserves for 2014 and 2015, it is conceivable to say that there is an immense contrast on a benefit
that organization produces from the investments of shareholders annually. Results have

A Critical Evaluation of Multi-Channel Retailing in the Uk...
Contents
1.0 The current retail environment
3
1.1 Pestel Factors
5
1.2 Porters 5 Forces Analysis
6
2.1 Successful Multi–Channel Retailers
9
2.2 Success Stories
10
2.3 Channels Working Together
11
3.0 Important aspects of being a Multi–Channel Retailer
13
3.2 The right Channel for the right Company
14
3.1 The Target Customer
17
4.0 Conclusion
18
5.0 Referencing
19
5.1 Bibliography
20
1.0 The current multi–channel environment
A report by the Information Technology consultancy company Chateris recently cited the most
popular four retail channels in the UK (See Figure 1, below). These included the internet which

dominates sales channel for retailers at the moment (Chateris, UK Multi–Channel Retailing ... Show
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Also, internet confident businesses are offering more valuable goods and services at lower costs.
Now with the advent of eBay, many people are assuming the role of seller, shipping merchandise
directly to the individual eliminating the need for a physical store. Individuals can have a successful
business selling goods of larger companies without having to carry stock.
Supplier power is higher when buyers have fewer choices as to what they can buy. As mentioned
previously the amount of suppliers has increased. All an individual has to do is form and agreement
to sell products for the company. Customers can allow a webmaster such as Amazon to earn money
by recommending products from others. This increases supplier offerings.
Threat of substitute products or services is high when there are many product alternatives. The
internet allows this as the customer can substitute their product by purchasing from companies
overseas where labour, services or products can be cheaper, but of comparable quality.
Threat of new entrants is high when it is easy for new competition to enter the market and now
smaller businesses can start up on the internet for little money and make a lot of money. Rivalry
among competitors is high when competition is more intense within industries and additional
channels can intensify. Online book shops and catalogue companies are a good example.
Amazon.com and borders.com are very competitive. However, there are many smaller niche

Mischa Barton Research Paper
Mischa Barton Wiki, Bio, Net worth, Married, Children, Affair, Family, Dating
Short Bio
The British–American film, television, and stage actress, and fashion model, Mischa Barton is
known best for her remarkable work in All My Children and The O.C. Mischa Anne Barton was
born on 24th January 1986 in Hammersmith, London, England. She is of British and American
nationality and white ethnicity. Mischa Barton family consists if her Irish mother named Nuala and
her English father named Paul Marsden Barton. Her mother is a photographer while her father is a
foreign exchange broker. She spent most of her childhood days with her younger sister Hania Barton
and her elder sister Zoe. She received her education from St. Paul's Girls' School. She then joined
Professional Children's School in Manhattan. She also studied ... Show more content on
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She was then seen as a significant character in the movie The Sixth Sense in 1999. Since then she
has appeared in movies like Skipped Parts, Lost and Delirious, Julie Johnson, Closing the Ring, and
more. She went on to act and produce the 2013 movie A Resurrection. In 2016 she was seen in the
movie Deserted.
Barton is mostly known for her remarkable work in Television. She was seen as character Betty Ann
Bongo in the series KaBlam! from 1996 to 1997. Then she was seen as character Katie Singer at
Once and Again. Her most significant role in the television arena is that of Marissa Cooper in Fox's
drama series The OC. Also, she has appeared in the Beautiful Life: TBL and Dancing with the Stars.
Mischa Barton wiki
Mischa Barton net worth is estimated to be $ 3 million as per various sources. Mischa Barton net
worth is known to have been amassed from her work in movies, TV and also from her
endorsements. She has also created a 14 piece handbag collection for ASOS.com. She was the face
of Philipp Plein couture in 2010 and the face of UUNIQUE

How Asos Has Changed The Business Model
Executive summary
This report was commissioned to examine how ASOS has greatly uses their strategic business plan
and integrated with the E–commerce to create sales miracle in the fashion industry. E–commerce
has brought an enormous impact to the traditional business activities, it highlights the sign is to
increase trade opportunities, reduce trade cost, simplify the trade process, improve the trade
efficiency. E–commerce has significantly changed the business model. Lead to the transformation of
economic structure. In developed countries, the electronic commerce development unprecedented
prosperity, trading 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 performance and observe competitor behavior and find out further
opportunities to enlarge business pattern. The aim of analyzing the internal context of ASOS is to
reveal its operational conditions and value chains. The following parts will contain its strategies and
policies, and how its policies to affect target customer.
SECTION 1: BACKGROUND
In the business filed,

Boater Hats Research Papers
Fall season is just around the curb and many of us are thinking of what to wear and what type of
changes should be done in our wardrobes in general. Aside from the prominence of colors that are
well–balanced and earthy, fall is easily one of the best seasons to wear elegant pieces and plush
ensembles without really looking over the top. The general calm can be seen on every waking corner
as people get to put onto their skin the most comfortable materials and colors that are not striking
unlike the ones used during summer. The emergence of fall–inspired clothing would also mean that
hats would be sold in every fashion boutique that you know of. And speaking of hats, we have listed
some of the inspirations that you can use if you haven't bought any yet, and these are all pulled–out
of your favorite fashion icons.
Well, it is pretty apparent that the beanie would be the best options that you have to really exude the
vibe of autumn or fall. Beanies are quiet useful not only to complete your look but it's purpose to
keep you comfortable despite the occasional chill is a plus. Channel your urban–ish alter–ego with
... Show more content on Helpwriting.net ...
However, during fall, boater hats are usually replaced by wool fabrications as the straw–made ones
are more cognitive to be used when the sun is high. Boater hats during fall are usually black in color,
maybe adorned by clean designs and can be enlarged but not too much. If you'd be rocking that
boater hat, take inspirations from the feisty Lady Gaga or the well–styled Heidi Klum for you to
know how you should be pairing it with your most loved fall items. For the most lavish–looking
boater hats, you can subscribe to brands or stores such as chanel.com (Chanel hat priced at $975),
nordstrom.com (Lack of Color hat priced at $59), lanecrawford.com (Maison Michel hat priced at
$440) and prestonandolivia.com (Preston and Olivia hat priced at

Evaluate the international retail environment and discuss...
Evaluate the international retail environment and discuss how changes over the last decade have
influenced the development of retailing.
International retail environment is competitive, rapidly developing and increasingly dynamic
environment. It has a great impact on our lives and lifestyles as it all around us. In terms of
economic significance, the retailing sector makes a major contribution to the Gross Domestic
Product of countries and employs a large number of people. (Fernie et al., 2003) At the same time,
retail environment is influenced by larger societal factors, such as political, economic, socio–
cultural, natural and technological, that affect the retailer and marketing decisions. Due to this,
retailers have to ... Show more content on Helpwriting.net ...
Moreover, they have redesigned their restaurants and background of logo from red to green, which
should mean they are more eco–friendly than ever. Besides, Wal–Mart company claimed that they
are going to invest $500 million in technologies that will reduce greenhouse gases from the
companies' stores and distribution centres by 20 per cent over the next seven years. If to concern the
social environment, non–traditional households are becoming more representative in a modern
society. Due to valued independence, more people are divorcing or separating, choosing not to
marry, delay marriage or marrying without intending to have children. (Armstrong et al., 2009) This
would mean that compact housing units, smaller food packaged items and different leisure products
are becoming more widespread. (Gilbert, 1999) In addition, during the last decade there has been
noticed an increase in interest of ethnic minorities as their percentage increase share of the
population. Due to this trend many companies in several industries are now waking up to the needs
of the ethnic groups by stocking and promoting ethnic foods. (Gilbert, 1999) For instance, holiday
companies have recently demonstrated a particularly strong interest in the large amounts of money
being spent in the "gay tourism". (Armstrong et al.,

Bardot Reort
Holistic Report
By: Elizabeth Ricketson, Hayley Ashworth, Stephanie Smith & Rachel Louey
Group: M
Garment Category: Fashion Tops
Table of Contents 1.0 Executive Summary 5 2.0 Current Marketing Situation 7 2.1 Market Situation
at a Glance 7 2.1.1 Industry Revenue 7 2.1.2 Product & Market Segmentation 8 2.1.4 Industry Costs
and Average Sector Costs 9 2.1.6 Major Players 11 2.1.7 Consumer/Customer Profile 13 2.2 Product
situation 13 2.3 Competitive situation 15 2.3.1 Sportsgirl 15 2.3.2 Dotti 16 2.3.3 Forever New 16
2.3.4 Cotton On 17 2.3.5 Competitor Perception Map 18 2.4 Distribution situation 19 2.4.1
Distribution of Bardot fashion tops 19 2.4.2 Retail Distribution Channel 19 2.4.3 Myer 19 ... Show
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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 situation, product situation,
competitive situation, distribution situation, and a macro environment situation. The target market
was established using analysis from the results of a survey administered

Porter's Five Forces Model Of E-Business
Question 1 E–Business and the internet allow for businesses to reach large sections of the
population. It has changed the way we conduct business. It has impacted the way consumers make
their decisions. The internet has enabled long distance purchasing as there are no geographical
barriers. This is very evident from Zappos.com one of the first companies to take advantage of this.
There are many ways in which E–Business can influence competition. To understand how an
organisation influences the environment it is operating in, Porters five forces model is used. In E–
Business the forces are as follows. See figure 1 below. Competitors– As entry into the online retail
market is easy this has resulted in many new online competitors such as Amazon and Asos. Due to
the nature of E–Business it is very ... Show more content on Helpwriting.net ...
The company started to keep its own inventory. They also purchased retail stores. Along with this
Zapposs.com also maintained the traditional "Drop–Shipp" approach with some of their partners.
The joint campaign was definitely an innovative inclusion in the value chain of the company.
Another significant step of the organization was the contract with UPS. In that contract
Zapposs.com allows UPS to manage its inventories. It was a big step that made the company's
delivery system more efficient as UPS had a lot more capabilities and resources. As a result this
allowed customers to receive their products at the quickest possible time. In order for the
organization to provide even better services they decided to establish their own distribution centre in
Kentucky and they incorporated their self–developed software to receive orders, tracking inventories
and also deliver goods to the customers. Their distribution centre was an inexpensive one and it was
also very close to the location of UPS. In both ways it assists the company greatly as it enhanced
their self–distribution competencies and also improves their delivery

Research & Analysis of Development Opportunities for Asos.Com
TERMS OF REFERENCE:
On behalf of "Ure, Avin, Alaff" marketing consultants that specialise in strategy and market
development my task is to research and analyse the development opportunities for ASOS.com (AS
Seen On Screen) in this report. (Theory & practice Module Guide, p 22)
EXECUTIVE SUMMARY:
ASOS over ten years has become the market leader in the UK online fashion world with reported
turnover of £165 m in 2009. They have developed a very competitive edge in fashion retailing
through innovation, various delivery options, excellent communication with its customers, well
maintained website and expansion of their trade internationally.
Until September 2008 ASOS as many other businesses benefited from economic boom and
increased ... Show more content on Helpwriting.net ...
It currently holds 5.13% of the UK online clothing market share, which is the second largest
dominator after the NEXT.co.uk with 6.31% market share. Also ASOS demonstrates the growing
trend for online commerce with increasing numbers of visitors and purchases on its website year to
year. It currently attracts more than 5 million visitors per month and over a million of them are
active shoppers. (ASOS annual report 2009, p15)
– Innovation:
Online commerce today is much more competitive than 5 years ago, everyday thousands of new
online businesses emerge, however ASOS has managed to keep up with competitive market force by
constantly investing in business by improving services and communication and by expanding trade
boards, product range and delivery options.
Innovations such as the free returns, various delivery options, easy browsing, competitive prices,
large product range has helped ASOS to establish itself as reliable brand.
– Delivery:
Following considerable investment in new warehouse and carrier management systems the number
and quality of delivery options had increased. Now delivery options include: same day, next day or
standard delivery options that normally takes around 2–3 days. Also customers can set delivery date
by themselves and if wanted can be notified via email or text alerts of delivery status. In addition
85% if orders are tractable

Marketing Esssay- ASOS
Asos Marketing report
By Kirsty McAllister
Contents
1.0Introduction
2.0 Micro & Macro Environment
3.0 Market research
4.0 Market Segmentation
5.0 Marketing Mix
5.1 Product
5.2 Place
5.3 Price
5.4 Promotional Mix
5.5 Importance of Organisation
6.0 Changes in Market conditions and its effects
7.0 Conclusion
1.0Introduction
Marketing is all about identifying customers' needs and wants. It also about putting the customer
wants and needs at the centre of every department of the company. Asos is a company who has
progressed throughout the years due to its marketing techniques.Asos is a global online fashion and
beauty retailer which sells over 65000 branded and own label products through its website. The
company ships for free ... Show more content on Helpwriting.net ...
4.0 Market Segmentation
Market segmentation is specific sections of the market that an organisation is aiming at. In order for
an organisation to engage its market segmentation the organisation has to match its products to the
customers wants and needs to appeal to the customer to buy the good or service. Market
segmentation allows an organisation to have a competitive edge and it is a key factor for the
organisation profitability and survival. Company use target marketing which is when a business
aims all of its marketing effort to a certain group of customers which is affective as these are the
group that spends the most. There are many ways to segment the market to create that certain group
such as demographics, psychographic, geographically and lifestyle. Demographics is consists of
dividing the market into groups based on variables such as age, income, occupation, religion, race
and nationality. Psychographic segmentation is based on social class and lifestyle. Lifestyle is based
on knowledge, attitude, their uses and segmentation. Geographic segmentation is the segmentation

which divides the market but location, regions, countries and cities. Asos as an organisation is aimed
at people of the ages of 15–34 year olds who are very fashion forward and who enjoy the culture of
online shopping. In geographical segments Asos has created their website differently for 9

Swot Analysis Of Asos
Asos.com, is the UK's largest online fashion and beauty store, attracting over one million visitors a
week. The name stands for 'As Seen On Screen' and it was chosen to show the brand's intention, to
supply the public with outfits similar to the styles of celebrities. Asos.com targets 16 to 34 year olds,
it offers women's fashion, menswear, accessories, jewelry and beauty products. It provides potential
customers browsing its content, with a number of unique features.
Asos.com is greatly admired for its large variety of fashion and beauty goods and for the speed at
which it keeps up with the latest fashion trends.
Asos.com's headquarters are located in Camden Town, in North London. The company was
launched by Nick Robertson in 2000. Since then, the online company has seen significant growth.
Over Christmas season of 2008, it reported a 100% ... Show more content on Helpwriting.net ...
It's a straight forward method and is very easy to work out the margins however it can be hard to
change the price of a product if future production costs increase. New products can have a large
mark–up as a large promotional material would have been created, hence people willing to purchase
the product at a premium price. Value–based pricing is an estimation on what customers will be
willing to pay for the product. ASOS clothing can have a value based price attached to it if they
believe the customer will be willing to pay more for a certain item. For example if a similar leather
jacket is £250 in a retail store, ASOS own brand £199. The jacket may have only cost £50 to
manufacture but ASOS believe they can get up to £199 for the jacket they can set their prices
accordingly. Value–based pricing is strongly advised as it puts the customer's perceived value first, it
can often be the best way to maximise profits for a business and add value to the customer at the
same time as the product is cheaper than other

Impact of Social Media on Strategy and Marketing
Introduction
The concept of Marketing is very simple– it is business success through a process of understanding
and meeting customer needs and requirements. (Drummond, Ensor and Ashford, 2008)
Technology now days are changing markets, mainly marketing communication and consumer
behaviour. Advance communications like internet and technology leads organization which is
market driven become more trained and skilled in how to do business locally and globally.
Recently, marketing strategies have been changed drastically, the way sales forces promote the
products and sell them; the communication with the clients, suppliers and staffs, the way
organization reach target market share and the way they distribute goods. The basic reason for all
this to happen is massive evolution of technology and matching opening of global markets.
Multinational organizations would pursue strategies to achieve their success through technology
improvement. Advanced technology has created different environment for marketing. Internet and
other new technologies gave new face to the marketing communications. Internet is making huge
difference in the marketing methods and recreating the business environment.
Impact of Internet and Technology on Strategy and marketing
"Strategy is the route to achievement of specific objectives and describes how objectives will be
reached", (McDonald, 2007, p.298). Marketing strategy
"Marketing strategy is a market–driven process of strategic development, which focuses on

An Analysis of the Current and Future Use of Internet...
Executive Summary
This paper will examine the current and future use of internet technologies that Boohoo.com
undertakes. 'The company's mission is to provide a visually stimulating, invigorating and evolving
on–line shopping experience, which offers inspirational products, exciting promotions and
unsurpassed customer service.' (Boohoo, 2010)
The report discusses Boohoo's background in relation to their current market position and strategies
they have implemented. Boohoo is a private limited company owned by Khosla Vinney and the
accounts are not accessible to the public, yet they have survived the recent economic downfall and
continue to attract 'over 67,690 visits per day,' (Statbrain, 2010).
Porter's Five Forces suggest that ... Show more content on Helpwriting.net ...
Exploring their background, eMarketing performance, their web design, the business to business
relationships they have and what level of sales and customer service they provide, concluding with
recommendations to continue future success.
Ebusiness Background
Boohoo was founded in 2006 and has since become among the United Kingdom's fastest growing
internet women's fashion retailers. (Fashionstyleyou, 2010) Boohoo offer female catwalk styles at a
cheaper range, in sizes 8 to 16, plus shoes and accessories with new fashion added daily. 'The
company's mission is to provide a visually stimulating, invigorating and evolving on–line shopping
experience, which offers inspirational products, exciting promotions and unsurpassed customer
service' (Boohoo, 2010)
Print Screen of Boohoo.com's Homepage, Retrieved April 2010
Boohoo is a private limited company owned by Khosla Vinney and the accounts are not accessible
to the public. (Please see appendix 3 for more information) However 'estimates show online
shopping will be worth £25bn in the UK this year,' (Financial Times, 2010) and internet penetration
levels have risen. (BBC, 2009) Their main competitors, ASOS' ' sales in 2010 are expected to reach
£234m,' (Financial Times, 2010) so going on this notion, as well achieving the highest online
fashion retailer growth last year, Boohoo should be making a profit. The number of visits per day,
low overheads and international suppliers suggest so.

Critical Incident Report
Critical Incident Report
Executive Summary
This report describes a dissatisfying service incident and analyses the incident helping to develop
recommendations for the serviced provider. The report integrates the description of an incident, a
critical analysis of the incident, including and examinations of the service quality gaps model.
Customer gap: dimensions, types of encounters and sources of displeasure and Providers Gaps 1, 3
and 4. The objective of this report is to analyse the critical incident description and provide a
comprehensive service marketers' analysis of the critical incident. Through this report
recommendations have been made for the firm in order to reduce eliminate and or/ better manage
the factors that led to ... Show more content on Helpwriting.net ...
Looks like your package needed to be signed for."'
What Occurred During the Incident? After this disappointing message from my mum, I rang Sky
Net World Wide, only to wait 15 minutes for my call to be taken but to also be answered by an
unaccommodating and rude employee. Whilst explaining my situation to the employee I could hear
him whispering to someone in the background. I ignored this and continued asking questions. The
employee clearly didn't hear me and said to me "Well I can't do anything till you give me the
consignment number". I gave him my number and sharply he said "Can't get it there till Monday
afternoon sometime, you should have been home to sign for it". Saddened not only by not receiving
my purchase but the treatment I received over the phone I asked to be transferred to their complaints
department. He then replied with "sorry, complaints department is closed after hours, you have to
call back Monday." And then hung up. After the phone call thinking I would receive my package on
Monday "afternoon sometime". However, did not happen. I rang Sky Net World Wide again, this
time spoke with a nice employee that then informed me that the employee I spoke with on Friday
night had sent the package back to the wrong depo meaning the package was not able to be sent. He
then apologised and detailed that he wasn't able to refund me the purchasing and handling price, but
did ensured me it would arrive by Tuesday 10am

Electronic Business : A Commercial Center For Managing...
Electronic business is a sort of business where the Internet or the Web is utilized as a commercial
center for managing transactions. In e–trade, digitally empowered business transactions are usually
captivated between and among associations around the globe. Digitally empowered transactions
allude to transactions that happen over the Internet and the Web with the assistance of advanced
advances. Business transactions allude to transactions where cash is included for trade of items or
administrations. No trade happens when no cash is, no doubt traded Since we are on the planet
where advances and new advancements are quick developing and e–business being the following
huge technique for organizations to addition more pieces of the pie, build benefit, target purchasers,
and fulfill their needs and needs, a few potential programmers have likewise flourished their path
into the data age period. All things considered, the Philippines have received a bill where shoppers
can delight in some manifestation of assurance over the Internet. Some of these customer situated
focuses are incorporated in the bill: First, in instances of no conveyances or wrong conveyances,
customers can document a claim where permissible electronic proofs will be followed up on by the
judge. Second, since contracts could be put away electronically, encryption innovations ought to see
to it that it is kept at its unique and unaltered structure. Ultimately, Internet administration suppliers
are not allowed to

Report- Change of Management Structure
Report
1. Proposed Change of Management Structure
Introduction Asos.com is at current a leading online fashion store for men and women, which is
based in the UK and attracts an impressive 3.3 million shoppers every month. The site has a
whopping 1.8 billion registered users and the group profits are probable to exceed £7 million. The
company has achieved significant growth since its inception in 2000 and is surely on the path
towards conquering the online fashion retailing market and attaining greater profits in the coming
years. As a company progressively grows, it becomes essential for specific changes to take place
within the organization. These changes are in relation to the management and organizational ...
Show more content on Helpwriting.net ...
Weekly meetings among division heads to discuss operational predicaments and setbacks are an
example of an internal objective that may possibly be implemented for the benefit of the
organization (Recruitment goals for seasonal staff are an example of an external objective of a
company). By following this course of action, it becomes possible to determine the changes that
need to take place within the organization by reviewing the business plans, goals, missions and
objectives and it is the initial step towards building a fresh organization structure. In addition, it
would be beneficial if the organization uses a wide span of control within the company. This
basically means that every department head is expected to report to the general manager which in
turns ensures a well–organized chain of command in the company's structure. As the organization
grows the number of divisional managers' increase, as does it result in a lengthier chain of
command, but by implementing a system of wide span control within the company there would
undoubtedly be efficient organization within the company. It is also very important that the various
departments within the organization's responsibilities are clearly defined. Since the organization
Asos.com is an online fashion store, high quality customer service is primarily very essential. In
order to ensure customer satisfaction, it would

Inditex Case Study
" INDITEX GROUP – ARE ITS "FAST FASHION" 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 Group, its public statements and from its website
.inditex.com. All other sources are shown in the case study. Author : Scott Duncan Lecturer
Greenwich University Business School July 2010
INDITEX GROUP – ARE ... Show more content on Helpwriting.net ...
Stores have "cutting edge" look and are meeting points for fashion, music and street art Latest trends
in young women's clothes and accessories Women's underwear, lingerie and nightwear Items for
home eg home textiles, bedclothes, bathroom and table linen, glassware, cutlery and children's
bedding Fashion accessories eg handbags , footwear, leather goods and costume jewellery
Bershka
Stradivarius Oysho Zara Home
Uterque
The firm's stores answer to popular trends by telling designers in Spain what customers are asking
for locally. Inditex responds in about two weeks with new designs. Amancio Ortega Gaona, Spain's
wealthiest businessman, founded Zara in 1975 and later created Inditex as a holding company. He
got his start in the clothing business at the age of 13, when he went to work for a local shirtmaker in
A Coruna , Spain, delivering the shop's goods, which included lingerie and dressing gowns. Ortega
worked his way up to become an assistant manager, then shop manager, by the early 1960s. These
positions gave Ortega experience not only in dealing directly with customers but also in purchasing
fabrics and other materials for the shop's line of apparel.
Working out of his sister's home, Ortega began developing his own designs. One day in the early
1960s, he hit upon the formula that was to become central to the operations of Inditex: that of

reproducing popular fashions using less expensive materials in order to sell highdemand clothing
items at lower

Leading Online Fashion Retail Store
In this assessment I am going to choose an organisation as Asos.com, which is the UK 's leading
online fashion retail store. Asos.com aims to be the number one online fashion destination for
twenty– something who love fashion. ASOS offers 50,000 product lines under its own label and
third party brands, covering women–swear, menswear, footwear, accessories, jewellery and beauty
product distribute to customer in over 190 countries from its central distribution centre in the UK.
Aimed at fashion forward twenty–somethings, ASOS attracts over 17.5 million unique visitors a
month and as at 31st March 2012 had 7.95 million registered users and 4.38 million active
customers from 160 countries.(www.asosplc.com).
ASOS is intently focused on winning the online global fashion race. So, understanding the
customers and providing them with the most engaging experience, stay connected and interact in
real time on their terms, stay connected and listening and collaborating with customers and right
way to operate.
HRM now in much of the world has become dominant approach to people management(Price,
2011).
Section–1
1.1 Strategic Human Resources Management of ASOS
Strategic human resource management is best defined in line with the original concept of strategic,
integrated and coherent approach to employment, development and well being of the people/
personnel working within the organisation ( Armstrong M. , 2012). Boxhall and Purcell (2003)
describe HRM as all those

Asos Case Study
Markets, Marketing and Strategy IB1170 Executive Summary ASOS.com is a global online fashion
and beauty retailer and offers over 50,000 branded and own label product lines across women's
wear, menswear, footwear, accessories, jewelry and beauty. It offers products that potential buyers
see celebrities wearing and keeps up with the latest fashion trends. Compared to high street fashion,
ASOS promises the best prices and free delivery. In the past years, there have been numerous
changes in the retail industry (Braatz, 2002). With the success of the Internet, retailers have quickly
adapted to the online market and recognize ... Show more content on Helpwriting.net ...
In order to stay ahead of its competitors ASOS must provide its customers with the best quality
goods at the cheapest prices. They must keep up with the latest trends and offer new products as
often as they can before their rivals get the chance to release similar services. Due to the fact that the
clothes offered from these various companies are more or less the same, price is the key factor of
differentiation. SWOT SWOT Analysis is a strategic method used to evaluate the Strengths and
Weakness of a company and its products, and the external factors over which the company has no
control such as Opportunities and Threats. 1. Strengths ASOS' strength is its use of technology and
the Internet. Through this virtual medium it has created its own defined market segment composed
mainly of customers who use the Internet. Since ASOS focuses on fewer market segments it is able
to provide better service to its buyers rather than expanding its attention over numerous market
segments and losing out on quality. The marketing edge of ASOS is that the apparel it sells, which is
its core focus, is influenced by what celebrities wear thus attracting customers immediately. It also
gives many different discounts over and above its cheap prices and offers free delivery. The
accessibility of the website is very easy and it is simple for the online shopping to navigate through.
ASOS has blogs and magazines

Impact Of Protection Of Designer Products
GLOBALIZATION AND GLOBAL CITIZENSHIP– TRIMESTER A
PRESENTED BY: PRAKRITI CHOPRA PCHOPR201@caledonian.ac.uk
IMPACT OF PROTECTION OF DESIGNER PRODUCTS RECEIVED BY ONLINE RETAILERS
IN
UK AND INDIA
Abstract (optional): a 300–400 words summary of the paper
IMPACT OF PROTECTION OF SMALL–SCALE DESIGNER PRODUCTS/ CUSTOMIZED
PRODUCTS RECEIVED BY ONLINE RETAILERS IN UK AND INDIA
Introduction
Online shopping has now become one of the most popular ways of shopping globally. It saves time
of going to a store and purchasing a particular product. Further such online retailers even offer
various deals on the same products that one does not find in–store, so it helps save money on the
some product. This online ... Show more content on Helpwriting.net ...
However, this research basically focuses on the impact of protection of small–scale designer
products received by online retailers in UK and India.
The significance of designs is extensively acknowledged and recognised in the present UK
economy. India has also been a member of World Trade Organisation (WTO) since 1995; and all the
signatory nations to WTO are bound to include some IP protection in their national laws. Further,
since the Indian Constitution is borrowed from the UK constitution, there are similarities in the laws
of both the countries. This indicates that any country doing business with India will find similarities
between the local IP laws and enforcement procedures, and those in force in the UK. (IPO, 2013)
In this research the author gives a brief overview of the design rights available to a design company
in the UK and India, analysis of those rights and enforcement procedures.
Background
Intellectual property (IP) rights

–In India
One of the crucial factors in the Indian legal system is to register and enforce intellectual property
rights. To enjoy the IP rights it is a must to register them. In India when an individual or company
wants to patent a product they should individually register. Apart from the industrial designs the
individual or company can apply under the terms of the Patent Cooperation Treaty, which is usually

Asos Brand Audit Essay

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