boasts a daily update of quality content, we can make the following estimates:
Estimated monthly visitors to the site: 12,000 (400 visitors per day coming from major terms)
Estimated Baidu AdSense click through: 2.5%
Marketing, Assessment No.1
Page 11
v1.1, Last updated on 28/05/2019 by MM
Marketing, Assessment No.1
Page 12
v1.1, Last updated on 28/05/2019 by MM
T-1.8.1
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:
Strengthen
- Familiar with the establishment of social matrix.
- Good reputation in foreign market.
- Original Costume.
- Highly experienced owner-operator.
- Proficient in online business.
Weakness
- High transportation cost.
- Not familiar with the China pop culture.
- Clothes do not meet the consumer demand in China. Most of them are Euramerican styles.
- Competitors can offer similar products quickly.
- Not much advertising coverage.
Opportunity
- Young customers who are proficient in network technology.
- Acquisition of additional rounds of capital.
- Smart phone is necessary for most of Chinese which create opportunities for AOSO reach to the
customers in social platform apps.
- E-marketing helps to access potential customers.
- Word-of-mouth communication enhances promotion process.
- Affiliate relations with related vendors
Threaten
- Changes in regulation can impact the business.
- Product are already sold by major competitors
- More and more clothing online retailer use digital marketing to win competitive advantage.
- High degree of homogenization in the market.
- Economic downturn affects purchasing.
- Server could be crashed for extreme customer visit at a time.
Summary of the key issues that have emerged
Apparel online shopping penetration rate close to the ceiling, the flow of dividends near the end.
Clothing is the first category to enjoy online bonus purchase. In the past 10 years, clothing online
shopping scale has rapidly increased. By 2016, the scale of clothing online shopping has reached
934.3 billion yuan, the growth rate has slowed to 20-25%, the penetration rate from 2011 the annual
14% increase to 36.9%, which is only 2.1% higher than in 2015. The flow of dividends is nearing
completion and the industry is entering the stock competition stage.
