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4.A brief summary of the marketing environment for this product or service5.Projected outcomes and ‘return on investment’. Details can be included in budget or costing section.IntroductionAs Seen On Screen (ASOS) is a global fashion destination with fashion related content. ASOS sells over 80,000 brands and owns several branded products that it sells through localized web and mobile experiences (ASOS, 2017). It was founded in 2000 with its first operation in London, United Kingdom and later on launched its website in Australia in 2012 (Asos timeline: from tiny startup to dressing Michelle Obama, 2014). It offers different styles of fashionable clothing and accessories at affordable prices.Marketing, Assessment No.1Page 8v1.1, Last updated on 14/05/2019 by MM
T-1.8.1Mission, Objectives:Mission of ASOS is to become world’s number one online shopping portal for fashion loving people. The objectives of ASOS Australia are: To gain the larger Australian Clientele To rebrand the ASOS web as a portable one-stop shopTO revamp the ASOS’s image as a lavish brand offering large number of fashionable products at affordable price Summary of Strategies and tactics to be used:The objectives will be achieved through providing: Platform for interactive communication with customersCommunicating a clear brand identitySource of inexpensive and trendy lifestyle informationSITUATION ANALYSISThe situation analysis needs to set the context for the plan. It should include an analysis of the micro (internal) and macro (external) environment. Address each of the following:Digital specific SWOT analysis (Strengths, Weaknesses, Opportunities, Threats) or PESTLE analysisSummary of the key issues that have emergedWhere possible use qualitative and quantitative data to support your analysisUse images, charts and graphs to illustrate your findingsSWOT ANALYSIS / PESTLE ANALYSIS:The SWOT analysis for ASOS is given below. The strengths of ASOS are: -Vast portfolio of products maintain consumer interest -Use of social media for increasing awareness amongst consumers of the new and current products -Operating fully online saves time and cost for achieving global expansion. The weaknesses of ASOS are: No physical store (only online shopping) Shipping time differASOS does not market itself on any offline marketing platform Not well-known in AustraliaThe opportunities of ASOS are:Expanding to other countries like BRIC and MENA market that are trade oriented markets. Online retailing is increasing (Chaffey, 2014). Digital media advertisementsGrowing markets Marketing, Assessment No.1Page 9v1.1, Last updated on 14/05/2019 by MM
T-1.8.1The threats for ASOS are: Uncertain economic issues. Other larger brands like Marks and Spencer, New Look and Tesco, have both physical as well as digital form of recognition No or lack of television and other offline advertisement usageISSUES IDENTIFIED The main issues identified from reviewing the current digital marketing scheme of ASOS are several.