No physical store (only online shopping)
Shipping time differ
ASOS does not market itself on any offline marketing platform
Not all cards are accepted
Almost 30% of the purchases made on ASOS are returned to the company which results in
additional costs to ASOS (ASOS, 2017)
Total cost is around 100 million pounds which is faced by ASOS due to free shipping provided by
ASOS. (ASOS, 2017)
Marketing, Assessment No.1 V1.1 Last updated on 11/06/2019
Page 10
T-1.8.1_v3
Opportunities
Digital media advertisements
Growing markets
Globalization is extending the base of retailers as they are now more able to connect with each
other across the globe for growing their businesses
Growth in the popularity of online shopping
Increase in mobile usage that aids people for making more purchases from mobile platforms
Threats
Uncertain economic issues.
Other larger brands like Marks and Spencer, New Look and Tesco, have both physical as well as
digital form of recognition due to which they also gain consumers through foot traffic as well as other
online platforms.
Dependent on internet connection
No or lack of television and other offline advertisement usage
Seasons and climate factors due to different local fashion tastes as well as opinions will also impact
the globalization
Some countries lack social media and internet coverage due to which social promotions do not
reach them.
Marketing, Assessment No.1 V1.1 Last updated on 11/06/2019
Page 11
T-1.8.1_v3
E-MARKETING SCHEDULE
Your e-Marketing schedule should include a timeline or Gantt chart to explain the activities of your
plan to be completed within a specific timeframe (e.g. 10 weeks). Put a X sign in the specific grid(s)
that relates to your activity. You may wish to use this template or develop a Gantt chart/schedule using
a separate template.
e-Marketing Activities
Month
1
Month
2
Month
3
Month
4
Month
5
Month
6
Month
7
Month
8
Month
9
Month
10
ONLINE ADVERTISEMENT
PAY PER CLICK
X
X
X
X
SEO
X
X
X
X
INTERNAL TAGGING
X
X
CONTENT
BRAND OPTIMIZATION
X
X
X
X
X
X
X
X
X
X
PRODUCT PAGE
OPTIMIZATION
X
X
X
X
X
X
X
X
X
X
SOCIAL MEDIA
FACEBOOK
X
X
X
X
X
X
X
X
TWITTER
X
X
X
X
X
X
X
SNAPCHAT
X
X
X
X
TOOLS
SOCIAL MEDIA
MANAGEMENT
X
X
X
X
X
X
X
ADVANCED ANALYTICS
X
X
X
X
X
X
MARKETING AUTOMATION
X
X
X
X
X
X
THE E-MARKETING STRATEGIES & ACTION PLAN
The Strategies and Action Plan section should address the electronic marketing strategies of your
product or service based on the 4Ps. Also address how each of the following strategies will comply
with the Australian e-Marketing Code of Practice.
Product strategies
:
ASOS tends to benefit from its current product lifecycle approach due to its international market share
as the fashion trends tend to vary between different regions of the world. Countries do not move in
similar way when it comes to fashion industry e.g. winters in UK means summers in Australia.
