You are on page 1of 21

Marketing Management

Assignment: ASOS
Submitted by: Rosy Oli
ID number: l0066rharha0815
Aug-Nov 2015
Msc (ITM)


Table of contents
Executive summary..2
Introduction .................................................................................... 2
Question 1........................................................................................3
Question 2........................................................................................5
Question 3........................................................................................7
Question 4........................................................................................9
Presentation slides

Executive summary
This report gives information and evaluation of the existing and future marketing plan of ASOS,
which is a popular online fashion brand, with consideration of its marketing environment,
sustainability and technological factor. The research represents and draws attention to ASOS present
and past performance and how did they manage to grow and extend globally.
It also recognizes how online fashion range like woodlands shoes benefits from extended life cycle.
Product life cycle model is explained in brief and how woodland shoes have crossed all the
introduction, growth and saturation phase. It has illustrated how understanding of the product life
cycle can be functional to managers especially while planning the launch of new products and also
continuing support for new products. It has covered all the preplanning steps, any failure possibilities
and chances of achievement of new product. Using marketing strategy and various types of online
marketing clothing range can promote online. And by using Boston matrix model, ASOS can decide
on spending on promotion.

The United Kingdom has always been one of the leading countries when it comes to fashion, trends,
designer goods and brands. The UK is also considered as home to many leading designers of all
varieties of clothing, and the interesting bit is many of them having the ability to take a fabric, style
which is very classic and turning it into something which is very different and innovative. The UK
presents foremost design expertise in different region mens, womens, childrens wear and also
footwear and various accessories.
Asos is marked as a leading online fashion business in UK's market which presents its own-label,
exclusive trend/goods and its own branded fashion. Asos was first formed by two people Nick
Robertson and Quentin Griffiths in June, 2000. As Seen on Screen Asos was a small online
business which used to duplicate celebrity looks and design. They started business with two people
and today they have more than 1200 employers working in the headquarters in Camden town in
London and 50,000 plus items of fashion in their websites (Carter, 2010). The company was listed to
the London stock exchange in 2001 and the company was quickly able to grow and expand from
there. Their own brand and label for women was developed and launched in 2004 and in 2005 they
launched a beauty line in the online market. Asos Magazine which is one of the extremely admired
publications was launched in 2007 along with their own mens line. After becoming extremely
popular business in UK in ten years of time they started to branch out of UK and in 2010 they
opened their business in France, Italy, America, Germany and Australia resulting them another
successful international brand. In 2011 they launched their websites in Russia and by 2012 they had
4.4 million active customers from 160 countries. From copying and following celebrity fashion,
Asos has successfully come so far that it has now actually started to set many celebrity fashion
trends and its creation can be seen worn by many popular celebrities like Rihanna, Kate Hudson and
many more (Carter, 2010).
Asos strap line was changed from 'The Online Fashion Store' to 'Discover Fashion Online as he
believed that its not just a shop there is much more to it. Since 2010, Asos started to act like a
marketplace, a cross between blogs and eBay, where every individual can be sellers who can buy and
sell and make a deal with their garments. Asos has attempted each and every single way to avoid any
cyber gap as many of the customers still prefer to buy an item only by trying them on in-stores. They
have bridged by carrying out different photographing and video graphing of each and every clothes
on a live models on Londons photo studios and also videos of model doing catwalk to help
customer to make decision of buying (Lidbury, 2011).

1. What do you understand by the term product life cycle? Illustrate your
answer using an example of a fashion item with which you are familiar.
The Product Life Cycle (PLC) is a most common model of the sales development for a product
category or group over an episode of time, and changes in competitive behavior relatively (Klopffer,
Every year consumers/customers buys millions of products and service and all of these products
even services provided have a life cycle just like living beings. The new modern products demand
increases much more rapidly as soon as they are launched compared to old products/services which
are already in the market. Therefore many established and growing companies invest in new product
as they are well aware of product life cycle stages and its limited lifespan (Bras, 2009).
Woodland is a brand regarded for its eco-friendly attempts. Aero club unveiled woodland shoes and
boots throughout 1992. Woodland products push the boundaries regarding development so that the
customer can certainly examine brand new solution, design as well as modern style. It offers mostly
centered on hiking shoes and boots. Forest shoes and boots are available by means of 300plus
exceptional shops 3000 additionally multi model store around the world (Rai, 2010)
There are four stages on the product life cycle and each of these stages has its own characteristics.

Figure-1: life cycle of product

Introduction Stage A company launches a new product on this stage of the cycle which could be
the most costly for a company. The market size is small for the product that is where sales are very
low as its new to the market but there will be tendency to increase. On the other hand, the
expenditure for things like consumer testing, research and development, marketing and other steps to
bring the product in the market can be very high, particularly if its an aggressive or a competitive
area (Markgraf, 2015).
Aero club began to be a modest manufacturing facility with Delhi in 1960 and in 1962 they venture
straight into selling with an store at a leading area with Delhi, they try to set up the primary
completely mechanical modern day footwear manufacturing area with the Indian subcontinent (with
German born machinery) for customer to augment existing sizes, in view with the increasing foreign
trade demand (, 2015).
In introduction stage, woodland shoes costs were very high. Their new shoes designs were launched
in the market. There was no competition or competition was very low. Customers demand was
created. Customers were highly encouraged to attempt the shoes. Woodland made no money at
introduction stage (, 2015).

Growth Stage this stage is where there is strong rise and growth in profits as well as sales. The
company not only benefit from economies of scale in manufacture, but also advantages from the
profit margin which will overall increase the amount of profit. Therefore it is possible for company
to spend more funds in its marketing activities like promotion (Bras, 2010)
In 1992 woodland company released Woodland brand and obtained winter weather trunk
manufacturing area inside Quebec, Canada, Europe to help focus on the particular Canadian and U.S
markets. In 1994 commissioned manufacturer intended for Reebok intended for move to help U.S. In
1997 commissioned manufacturing unit intended for clothing, increasing kids connected with
Woodland product. In 2002 Woodland become a national innovator inside advanced type sneakers,
clothing and accessories.
In growth stage, woodland Costs were reduced because of factors like economies of scale. Woodland
shoes sales volumes were increased drastically which results in rise in profitability. Customers were
more aware of woodland shoes and there were also increase in competition with a few new players
launching their product in the market. Automatically with the increase in competition leads to
decrease in the price of woodland shoes (Rai, 2010)
Maturity Stage During this stage, the product is already established in the market and the main
aim for the company is now to preserve and keep up with their market share. As its the most
competitive period for the majority of the products, company should invest sensibly in any of their
marketing activities. Any product modifications, development of the product or any upgrading to the
production process should be considered in this stage to gain a competitive advantage (Klopffer,
Woodland shoes came with the strategies where they were Quality worth the money spent on them.
They were very fashionable trendy also last long and durable. Woodland shoes were layered with
Pad to provided comfort to customers (Rai, 2010).
In maturity phase, targeted markets became faithful to the woodland shoe brand. Sales volume
reached to a peak point and their markets got to a saturation point. More numbers of competitors
started to enter into the market. There was decline in prices because of large number of competing
products in the market. Therefore brand differentiation and characteristic variation were the main
emphasizes of woodland shoes to sustain and boost its market share.
Decline Stage This is the stage where the market of the product will start to go down. Saturated
market, where all the customer who wanted to buy a product has already bought a product or
customer are changing or switching to different product can be the reason of its shrinkage. Company
can still make profit by switching to cheaper market or low production cost (Levitt, 1965).
Few years back again Woodland opened their particular stores within tier 1 along with tier 2
locations. They opened shops in popular high streets of Udaipur and Jaipur, both equally wellknown, well to accomplish locations, nevertheless the shop flopped. This was the stage were
customers lost their interest in woodland shoes brand.

2. How is knowledge of the product life cycle useful to managers in planning

the launch and ongoing support for new products?
Preplanning importance
Realizing that the lives of effective products and services are generally described by something like
the example represented in figure 1 can turn into the premise for imperative nurturing approaches
and practices. One of the best estimations of the product life cycle idea is for managers going to
launch new product. The primary stride for them is to attempt to anticipate the profile of the
proposed product cycle (Tholka, 2001).
Likewise with such a variety of things in business, and maybe exceptionally in showcasing, it is
verging on difficult to make generally helpful proposals in regards to how to deal with one's
undertakings. It is unquestionably especially hard to give generally helpful exhortation on the most
proficient method to anticipate or foresee the incline and length of time of a product's life. Surely, it
is exactly on the grounds that so minimal particular everyday direction is conceivable in anything,
and on the grounds that no agenda has ever without anyone else's input been extremely helpful to
anyone for long, that business management will most likely never be a science, and will pay
remarkable prizes to management with uncommon ability, extraordinary limit for expecting
obligation and bearing responsibility (Yu, Figueiredo and de Souza Nascimento, 2010).
But this does mean that valuable endeavors can't or ought not to be made to attempt to predict the
incline and span of another products life. Time spent in endeavoring this sort of prescience not just
aides guarantee that a more reasonable methodology is conveyed to item arranging and promoting;
additionally, as will be indicated later, it can help make significant lead time for critical vital and
strategic moves after the item is conveyed to advertise. In particular, it can be an awesome help in
building up a methodical arrangement of aggressive moves, in extending or extending the life of a
product, in keeping up a perfect product offering, and in intentionally eliminating passing on or
declining of the product (Lambert and Sterling, 1987).
Fundamentally new product in market is always loaded with unknown questions, vulnerabilities, and
uncertain risks. For the most part, demand must be created for the product business development
stage. To what extent demand takes relies on upon the product multifaceted nature, its level of
originality, its fit into purchaser needs, and the vicinity of focused substitutes of some structure. A
demonstrated tumor cure would require for all intents and purposes no business sector improvement;
it would get prompt monstrous backing. A claimed predominant substitute for the lost-wax procedure
of figure throwing would take parcels longer (Beard and Easingwood, 1996).
With the knowledge of Product life cycle, managers would be able to know the fact that while it has
been shown over and over that appropriately customer oriented new product development is one of
the essential states of sales and profit growth, what have been exhibited much all the more decisively
are the attacking expenses and continuous fatalities connected with launching new items. Nothing
appears to take additional time, cost more cash, include more pitfalls, cause more anguish, or break a
bigger number of vocations than do true and thoroughly thought out new product programs. The
truth of the matter is, most new product don't have any kind of traditional life cycle bend by any
stretch of the imagination. They have rather from the very start a vastly plunging bend (Yu,
Figueiredo and de Souza Nascimento, 2010).
Manager aware of failure possibilities
As described above, the length and also slope from the market growth level depends on the actual
products complexity, it is amount of originality, its match to purchaser needs, along with the
existence of aggressive alternatives. The more one of a new or distinct kind of product, it takes more
time in the market. The globe needs to be advised, coddled, persuaded, romanced, and in some cases

bribed (as using, for instance, coupon codes, trials, free program assists, along with the like). Once
the products newness can be distinct along with the work it was designed to carry out is exclusive,
the population will probably usually become fewer fast for you to experience it seeing that
something it obviously requires or perhaps would like (Beard and Easingwood, 1996).
This tends to make lifestyle especially difficult for the innovator. He'll have more difficulty when
compared to problems of determining people features of their solution and the ones helping devices
styles or perhaps units which suggest importance towards the customer. In different particular
circumstance a lot more individuals who will likely be interested in making a one acquiring decision
for a completely new solution, a lot more drawn out figure1 will be. So within the highly fragmented
development resources marketplace, for instance, good results requires an extremely while for you to
get carry; and also acquiring the moment found carry, it will carry tenaciously for a prolonged time,
often too much time. On the other hand, fashion items obviously get upon quickest and also last
shortest. Yet simply because fashion is so potent, not too long ago many organizations with just what
generally sound minimal fashion motivated of industrial sectors (machine equipment, for example)
possess shortened the market growth level simply by launching components of pattern and also
appearance fashion to their products (Tholka, 2001).
Achievements Chances
Troubles likewise produce possibilities to manage the actual makes arrayed next to completely new
solution good results. For instance, the actual newer the product, a lot more essential it becomes with
the clients to get a beneficial very first expertise by it. Newness generates a particular field of vision
with the solution, which has a specific number of people standing on the actual sidelines to find out
the fact that very first clients can get on by it. In the event their particular very first expertise can be
unfavorable in most crucial method, this will likely possess fallout much from proportion towards
the actual scope from the under fulfillment from the customers anticipations. Yet an encouraging
very first expertise or perhaps program will probably, with the similar purpose, get plenty of
disproportionately beneficial press. The channels that offer the type of support (such seeing that
modest neighborhood appliance retailers regarding cleaning machines) throughout the market
growth level will not be the people very best in a position to goods the product almost all efficiently
later on whenever aid in making and also professionally comforting clients can be fewer essential
than vast solution submission. On the scope which route options on this very first level compromise
a number of the specifications from the market growth level for you to a number of the
specifications of later on periods, the actual fee from the products acclaim simply by people first
could possibly be overdue (Beard and Easingwood, 1996).
Knowing the product life cycle also offers managers much better control. They might predict
whenever income may flow inside in and addition to calculate their own profitability involving
product lines. They may plan introduction and also withdrawal regarding products. Like in Asos
company some goods lines is actually highly seasonal and other merchandise like classic blue jeans
will have much more time life cycles and gives regular long-term income to its business. Therefore
Managers so need to be able to plan their own right type and also level associated with promotion
regarding various other products (Lambert and Sterling, 1987). They can support solutions from the
overall life cycle. They can plan pricing techniques to extract as much revenue as possible on every
stage. For example, promotional discounts may be used in order to encourage large numbers
regarding people to transaction a whole new items or products any time its launched. Premium
pricing will certainly apply to help a brand new product. Price reductions usually are consumed with
the end of product life cycle and any time the idea is actually less popular and product sales usually
are declining (Yu, Figueiredo and de Souza Nascimento, 2010).

3. using the website, analyze the types of approaches that might be
adopted when promoting a clothing range online
ASOS marketing strategy has taken into consideration the majority of the elements that affects Asos
marketing environment. Their own marketing methods are not distinctive to them because they can
be implemented through different web fashion outlets, however they have set the actual trend of
advertising very affordable celebrity fashion design and this features place them ahead their
competitors. ASOS has managed to develop simply by commencing buying and selling which has
permitted them to take advantage of the growth on the online business because their United
Kingdom and worldwide market place share has elevated through 22% and 103% respectively this
season (Carter, 2010). Though ASOS may have plenty of marketing promotions but they havent got
retailer credit rating, telephone orders and immediate transmission using customer satisfaction
competitors as a general rule of their competitors currently present. Nevertheless they have grasped
what their target market utilizes fresh advertising and technologies as a general rule of their strategy
adopts this particular for example ASOS cell phone that allows clients to search on the cell phone.
ASOS can always raise their market place share so long as they proceed to face the problems that
relate with development and strengthen their online marketing strategy via continuous research to be
able to recognize methods that have resulted in their achievements and always understand customer
behavior in direction of their products (Carter, 2010).
In order for an online clothing range to continuously grow like Asos, their marketing strategy must
be lasting and also this may be reached via continuous investigation and also progress of in the
marketing strategy (Mullin, 2006).
Positioning - Some fashion shops happen to be duplicating celebrity fashion and also selling in
decrease costs which means clothing range might have a lot more competitors and also could
possibly battle to hold their clients. Additionally a few of new or existing clients could possibly go
for the particular goods that they can replicate in spite of the purchase price.
Product or service life cycle - The links to order a new items on the site may not often be used since
customer have their own head and choice and also turn out buying just what they really want as
opposed to just what company advises. Additionally their goods who have reached maturity may not
be acquired by their clients when they adhere to recent fashion movements and may even have the
goods are actually outdated (Klopffer, 2003).
Selling price decrease connected with goods of their vividness point is often a method that might
really encourage purchase; nonetheless pricing might not be the issue however the solution designs.
Company constantly needs to provide sales goods on the websites in addition to this introduction of
a lot more product line this will enhance and may even affect on their expense (Bras, 2009).
Their prolonged lifestyle routine could go on when they keep obtain a lot more global grounds and
also this may be doable by planning goods that will match their global clients one example is by
duplicating global celebrity fashion.
Expansion strategies - Some other fashion shops for instance Selfridges currently team up using
common developers, also clothing range commitment with these developers could elapse (Mullin,
Celtics Matrix Type - This kind of design could help clothing range make options yet it does not
actually tell them precisely why a few of their goods are generally prosperous and also precisely why
some others wrestle. Normal use of this particular design could be cumbersome and may even effect
on expense. However, programmed methods can easily obtain the knowledge essential because of
the design (Bell, 1986).

Campaign - 2 e-mail per week from the same company could possibly defer several clients could
possibly make them dismiss this sort of mail messages. Savings could enhance expense in order to
clothing range when they include also lessened their student discounted via 20% or 10%. Free
delivery option can be used to attract customers as Asos was successful with this strategy (Mullin,

Types of online marketing

Clothing range online can attract new customer or stay connected with their existing customers
through different form and types of online marketing:
Social Networking: clothing range can promote their company websites by creating different
accounts on various social networking sites like Instagram, Facebook, and Twitter in order to
interest new customer and existing customers, and most important to keep them updated about
any sales, trends or promotions going on. It will help to attract possible customers towards the
company to raise the overall visitors and profit (Marketing accountability: how to measure
marketing effectiveness, 2009).
Banner Advertising: Banner advertising is positioned at the top of any websites and
frequently changes promoting a business, online clothing range can use banner advertising so
that business can attract new clients as its eye catching and just by a single click to the clip
customers can reach to the website to order the product which makes client alert about their
business and promotions, helping business profitability and increase in number of visitors
(Demers, 2013).
BLOG: online clothing range can also endorse via e marketing by forming a online blog which
allows buyers to put in writing the reviews on the purchased products from their company. It
allows customers to feel that their feedbacks has been reviewed and business themselves can
reply back to customers. Celebrity fashion and trends, their gossips can also be listed in its
blog. It also allows the company to correspond with their buyers so that they can notice what
are their customer likes and dislikes and also to improve on any complaint or errors by getting
response and any idea or suggestion in order to expand the company with the help of customers
(Demers, 2013).
Online Catalogue: Online magazine also allow buyers to read magazine online and it can also
be requested to be delivered at home. It can be emailed or shared to family and friends in
different social media like Facebook which can be a source to increase people getting the
magazine and also buyers number could increase (Demers, 2013).
Websites: Online clothing can make it possible for consumers to examine goods in order to
offer a better watch of the type of the product by simply planning the product being noticed
about products, different aspects, zoomed as well as like a video certainly where an design is
usually walking down a new catwalk putting on the product, this provides consumers a high
street looking experience and tends to make all of them really feel like they are acquiring initial
side watch of the merchandise instead of pre-owned (Demers, 2013). By providing these kinds
of different forms of collection to ensure the customer to give the most effective watch of the
merchandise previous to purchasing affords the purchaser to believe the product is the greatest
regarding the power and tends to make the shoppers think that business did their finest
probable to deliver by far the most facts probable to ensure the customer to recognize the

4. What considerations should take into account when deciding

whether to spend more on promoting particular products? Refer to the
Boston Matrix when answering this question.

Boston Matrix Model: ASOS uses Boston matrix model in order to analyze their products as well as
handle them (Konecny and Zinecker, 2015). ASOS classifies their particular product as:
Dogs- which are normally product in their shrink levels as well as other products that have
been not effective soon after introduction, poor performance
Question Marks- which are generally new items that have been unveiled and also present
signals of becoming successful, new products that may do well
Stars- these are generally products come in popular which may improve sales, products that are
growing quickly
Cash Cows- these are generally products that are proven to steadily market on the website such
as ASOS own tag clothes that are well-liked year on year, products that make good money

Figure 1.2: The Boston matrix model

This type of model will allow Asos to make selections and decision on what product to quit or what
product to promote.

Promotion: Asos participates throughout a great deal of promotions by using distinct press so as to
get in touch with their particular potential audience. ASOS has become very well liked with social
websites including Facebook and also twitting whereby they hold buyers up to date for the most upto-date vogue as well as available solutions. ASOS in addition works by using carefully guided
promoting on the website and also by using e mail to propose some other solutions to buyers
depending on their particular searching practice with Asos. Additionally, they present discount deals,
university student savings, free of charge supply and also contests thus to their buyers (Carter, 2010).
Fashion and online industry is really a swiftly moving business. ASOS targets people as a result of
customized purchaser marketing and sales communications. That is a vital aspect of the marketing

tactic and strategy. has extended to enhance the merchandise in addition to assistance
assortment. Simply by comprehending the customers demands and also the understanding product
life cycle, ASOS can offer and supply product that will guarantee the customers back (Lidbury,
Few factors and areas ASOS needs to put into consideration before spending on promoting their
businesses are:
Internal objectives: Asos should firstly know, what do they aim to achieve? Asos need to track
and follow their way toward profits goal and have immediate visibility into expenses and
promotion, they should know where they are positioned on customer satisfaction level or
growth of market share hence they can adjust their plans accordingly (Banks, 1979). Once
Asos decides on smart objectives, realistic goals, technology can help them reach faster.
Apart from operational spending and campaign, there are variables like geographical and
environmental structures, development of workforce in Asos which plays a role in on
marketing strategy, therefore can be considered as areas to look into before spending on
World events: Asos needs to keep an eye on global news and predictions. There are few areas
which are too uncertain for venture and any promotional activities should not be carried out
espically countries or regions with rules and regulation of law effecting firm, political
instability, climate change, civil unrest etc. Asos need to consider all these factors before
carrying out any marketing strategies and also they can look for their priceless opportunities
for extension, and invest on countries with emerging economies (Banks, 1979).
Regs and legs: Asos need to be aware of how growing regulations and legislation can affect its
marketing plans? New EU e-privacy directives have caught many marketers therefore it is also
essential for Asos to acquire consent from various European users before hand, so that they can
implement cookies or technologies to receive visitor information online (Arthur, 2013).
Industry and financial analyst reports: Industry analysts are important causes
of insights which provide information on what customers want. Financial analyst reports are
essential as well. Company like Asos can spend accumulated resources to obtain market share
from rivals during a recession. Asos needs to monitor macro-environment and microenvironment it also affects its company marketing plans (Arthur, 2013).
ASOS has to make sure that their up to date marketing plan robust into the present marketing
environment for the plan to be reasonable (Carter, 2010). The marketing atmosphere of company
compromises of the company dealers, supplier, target market and distributors of the firm and the
external environment compromises of economical, political-legal, social, demographic,
technological and ecological factors (Vrontis and Pavlou, 2008).
Suppliers and distributors- ASOS supplies their main product in China, India, UK and the Eastern
Europe. Labour is cheap on these countries but if situation changes then price to the suppliers can go
up, therefore Asos need to consider these factors while promoting their product.
Dealers- ASOS uses Unanimos to hold their sales and now they are planning to bring it in house.
This tactic could affect their plan to contact more customers as they might not be capable of handling
the task efficiently yet they possibly will be able to save cost and put more to their sales and product
promotion because of their involvement on day to day operation.
Demographic- ASOS has accepted that their aim market is technically advanced which will allow
customers to shop online. So it is essential to consider demographic factor before carrying out any
promotional activities or while spending more on it (Vrontis and Pavlou, 2008).
Economic Environment- A article which was published once clearly showed that youth
unemployment in the UK has risen and Asos main target markets are youths. Therefore there can be

impact on spending power and they might not be able to reach to their sales target as ASOS does not
propose any credit. Hence it is important to consider these entire factors before spending any amount
on promotion (Vrontis and Pavlou, 2008) .

Asos is an online retail company with the productive work with Operations information programs,
utilization of its central competences and also dynamic use of human resources has added its
productivity. Asos is incredibly productive (Carter, 2010). The particular query can be if this success

may be carried on and also continual. Therefore ASOS can sharpen their tactics and strategy on
following areas if they want to continue with their growth.
Globalization and localization: At present ASOS is incredibly popular throughout UK however far
less known in other countries. ASOS can add more to their revenue and increase their market share
by globalization. Throughout 2012, ASOS continues their worldwide development using the release
of particular websites throughout Australia, Spain and Italy. Together with 62% involving ASOS
gross sales via outside the UK and 69% involving are coming from worldwide; ASOS can be
strongly recognized as a worldwide enterprise. It has a really higher prospect for ASOS enterprise to
bloom further and achieve more worldwide popularity. To be able to catch the attention of additional
worldwide buyers, localization and also tailoring for different country is essential. ASOS would need
to think about the preference coming from unique place. Just like the firm using the London College
involving Fashion, ASOS may join-up with some regional major manner layout colleges pertaining
to training/recruiting along with acquiring younger designers coming from different parts. ASOS
could recruit some regional movies/pop stars from Korean and China to make gross sales within the
south East Asian market place (Godart, 2014). A few local social networking that is popular in
comparison to Facebook and twitter in China, Japan and Korea like can be used to
promote the brand and market share. ASOS should start taking into consideration the establishment
of its storage place and warehouse worldwide. It could help conserve some shipping price along with
supply occasion potentially, while products handle naturally is seen as a topic to help promote
investigation prior to this concept to get understood (Godart, 2014).
CRM and Recommendation engine: In addition to the traditional facebook and myspace
advertising in order to bring in consumer pals online, ASOS may perhaps boost the consumer
relationship management (CRM) system for most boosted programmed advertising engine including
interest graph (Bush and Underwood, 2007). While using large number CRM as well as Enterprise
intelligence data ASOS obtained online, their specific consumer likes and dislikes could be dig out
through suitable facts exploration functions, and some personal advice associated with products can
be carried out automatically through e-mail as well as social support systems. Tailor made ideas
associated with dressing styles (such because approaches to dress up or mix-and-match) could be
manufactured through these types of programmed advertising machines. Another strategy to enhance
CRM should be to offer consumer commitment method. Greater you bought the greater discount you
have access to (Bush and Underwood, 2007). Furthermore shoppers could acquire points any time
purchase as well as degree associated with points could earn voucher code which could maintain
present customers as well as strengthen branding image.
Enhanced Social Network Linkage: While using validation through the shoppers, ASOS could
think about the linkage from the online instructions using the facebook and myspace. As an example,
as soon as a buyer go shopping online, this photograph from the ordered product will likely be on the
customers facebook and myspace consideration as well as write about this pleasure associated with
trend with friends automatically. Using this type of linkage, ASOS could even more utilize facebook
and myspace to enhance this manufacturer as well as increase acceptance having low priced (Bush
and Underwood, 2007).

Though Asos has encountered substantial increase there are still locations that require addressing:


Asos should provide various incentives and benefits not only to senior management but to any
or all members connected with staff members so that it can enhance determination and
motivation to the staff member which may subsequently enhance efficiency. Furthermore Asos
really should adopt a participative tactic in the decision making method.
Asos needs to undertake research along with progress pursuits and help this operation to
recognize a distinct segment which may produce a great economical advantage. Likewise, this
Company must be linked to more business social responsibilities pursuits.
Asos could adopt Boston Matrix method to help assess the worth connected with distinct item
different types. The idea must take care of dog by means of removing or perhaps cuttings price
tag along with changing question mark and stars into cash cows via advertising; it will enhance
the overall success in the business (Konecny and Zinecker, 2015).
Issue shop credit ratings to be able to encourage purchase, nevertheless this will have an effect
on their working capital cycle.
Create cellular phone collections intended for support services problems so consumers could
understand that accurately these are managing, nevertheless this will enhance price tag.
Copy celebrity vogue in other countries to boost global income (Godart, 2014).
Introduce more global artist brands along with extend legal agreements with manufacturers.
List their particular website with search engines like yahoo, normally, this is pricey.
Continuously research their particular buyer's conduct in the direction of their particular
products and services.


Carter, K. (2010). How Asos took over the world the guardian [online] Available at: [Accessed 6 Oct.
Lidbury, O. (2011). Why no one can compete with ASOS Telegraph. [online] Available at:
[Accessed 5 Oct. 2015].
Klopffer, W. (2003). Life-Cycle based methods for sustainable product development. Int J LCA,
8(3), pp.157-159.
Bras, B. (2009). Sustainability and product life cycle management – issues and challenges.
International Journal of Product Lifecycle Management, 4(1/2/3), p.23.
Rai, A. (2010). Woodland's strategy for success. Rediff business [online] Available at: [Accessed
10 Oct. 2015], (2015). Woodland [online] Available at: [Accessed 12 Oct. 2015].
Tholke, J. (2001). Launching new product features: a multiple case examination. Journal of Product
Innovation Management, 18(1), pp.3-14.
Yu, A., Figueiredo, P. and de Souza Nascimento, P. (2010). Development Resource Planning:
Complexity of Product Development and the Capacity to Launch New Products. Journal of Product
Innovation Management, 27(2), pp.253-266.
Beard, C. and Easingwood, C. (1996). New product launch: Marketing action and launch tactics for
high-technology products. Industrial Marketing Management, 25(2), pp.87-103.
Mullin, R. (2006). Creating a marketing strategy [marketing development]. Engineering
Management, 16(6), pp.40-41.
Lambert, D. and Sterling, J. (1987). What types of profitability reports do marketing managers
receive?. Industrial Marketing Management, 16(4), pp.295-303.
Bell, M. (1986). Some strategy implications of a matrix approach to the classification of marketing
goods and services. Journal of the Academy of Marketing Science, 14(1), pp.13-20.
Marketing accountability: how to measure marketing effectiveness. (2009). Choice Reviews Online,
47(04), pp.47-2096-47-2096.
Demers, J. (2013). The Top 7 Online Marketing Trends That Will Dominate 2014. Forbes [online]
Available at: [Accessed 9 Oct. 2015].
Konecny, Z. and Zinecker, M. (2015). Using the Boston Matrix at Identification of the Corporate
Life Cycle Stage. Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, 63(1),
Banks, S. (1973). Trends Affecting the Implementation of Advertising and Promotion. Journal of
Marketing, 37(1), p.19.
Vrontis, D. and Pavlou, P. (2008). The external environment and its effect on strategic marketing
planning: a case study for McDonald's. J. for International Business and Entrepreneurship
Development, 3(3/4), p.289.

Arthur, L. (2013) Five Essential Factors to Consider before You Allocate Marketing Spend Forbes
[online] Available at: [Accessed 09 Oct. 2015]
Godart, F. (2014). The power structure of the fashion industry: Fashion capitals, globalization and
creativity. International Journal of Fashion Studies, 1(1), pp.39-55.
Bush, R. and Underwood, J. (2007). Using CRM to Manage Marketing Productivity. Journal of
Relationship Marketing, 6(2), pp.89-116.