case: 65 : Strategic growth in the fashion retail industry
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This document summarizes an Asos case study presentation about the strategic growth of the online fashion retailer Asos. It provides background on Asos, outlining its founding in 2000, history of growth including expanding internationally and facing challenges like warehouse fires, and current operations with over 4,000 employees. The presentation also defines business growth, discusses strategies Asos used like market penetration and product expansion, and notes both advantages like economies of scale but also disadvantages like potential loss of control from rapid growth. Key supports for business growth are also listed.
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- 1. CASE: 65 STRATEGIC GROWTH IN THE FASHION RETAIL INDUSTRY An asos.com case study
- 2. PRESENTERS Md. Masudur Rahaman Md. Farhad Ahmed Md. Rashedul Islam
- 3. AGENDA Company Background History of Asos Growth Business growth Growth strategies include Advantages of growth Disadvantages of business growth Supported Work of business growth
- 4. COMPANY BACKGROUND Name : Asos Founded : 3 June 2000 Industry : Clothing retail Type : Public Key people : Brian McBride (director)(CEO) The Lord Alli(former Chairman) No of Employee : 4000+ Headquarter : London, UK Products : Clothes, shoes, accessories, beauty Website : www.asos.com
- 5. HISTORY OF ASOS Asos was established on 3 June 2000, by Nick Robertson and Quentin Griffiths. Despite deprecating its original meaning (As Seen On Screen), Asos is still written as an uppercase acronym; the exception to the rule is the new logo designed by Ben Lewin in 2008, where it is stylistically shown all in lower case. In 2001, Asos was admitted to the Alternative Investment Market (AIM) on the London Stock Exchange. In 2003, Asos shareholders agreed to change the names of AsSeenOnScreen Holdings PLC and AsSeenOnScreen Limited to Asos PLC and Asos.com Limited. In 2005, the Buncefield Fuel Depot explosion closed the business for six weeks and £5m of stock was lost. In 2008, Asos debuted kidswear on its site but the branded market subsequently suffered declines at the expense of fast-growing own-label kidswear offers. In 2010 Asos announced it would no longer offer kidswear, to concentrate on its core young fashion market. In 2013, Asos opened its first office outside the South East, in Birmingham. In 2013, Asos recalled belts contaminated with radioactive cobalt-60. In 2013, Asos Russia and China were launched. In 2014, a fire in their Barnsley warehouse caused them to stop taking orders for almost three days. Asos has over 4,000 employees and is the UK's largest independent online and fashion beauty retailer. In 2015, Asos teamed up with breast cancer awareness charity CoppaFeel in order to raise awareness of the disease. Asos rolled out the charity's #BraHijack campaign labels on its own-brand lingerie. In September 2017, Asos along with Hotel Indigo launched travel-inspired collection Asos x Hotel Indigo Edits.
- 6. GROWTH The process of improving some measure of an enterprise's success.
- 7. BUSINESS GROWTH Business growth can be achieved either ….. by boosting the top line or revenue of the business with greater product sales or service income, or by increasing the bottom line or profitability of the operation by minimizing costs.
- 8. GROWTH STRATEGIES INCLUDE Market Penetration Market Expansion Product Expansion Diversification Acquisition
- 9. ADVANTAGES OF GROWTH purchasing - by getting discounts for buying in bulk marketing - by spreading the cost of promotion over larger sales overheads - by spreading the staff or administrative costs across greater output increase your resources and stock generate more sales and profits put more money back into your business reach new customers or markets influence market price reduce external risks
- 10. DISADVANTAGES OF BUSINESS GROWTH shortage of cash compromised quality loss of control increased capital requirements increased staff turnover
- 11. SUPPORTED WORK OF BUSINESS GROWTH Keeping up with the market Planning ahead Improve Customer Satisfaction Quick Problem solving Implement the right systems Skills and attitudes Welcoming to changes Improve Communication system
- 12. Q & A
- 13. Thank you and “ ALLAH HAFEZ “