4.
A brief summary of the marketing environment for this product or service
5.
Projected outcomes and ‘return on investment’. Details can be included in budget or costing
section.
Introduction
As 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.
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Mission, 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 shop
TO 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 customers
Communicating a clear brand identity
Source of inexpensive and trendy lifestyle information
SITUATION ANALYSIS
The 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
analysis
Summary of the key issues that have emerged
Where possible use qualitative and quantitative data to support your analysis
Use images, charts and graphs to illustrate your findings
SWOT 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 differ
ASOS does not market itself on any offline marketing platform
Not well-known in Australia
The 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 advertisements
Growing markets
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The 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 usage
ISSUES IDENTIFIED
The main issues identified from reviewing the current digital marketing scheme of ASOS are several.
