Asos Case Work

7/24/2019 Asos Case Work

1/21

Marketing Management

Assignment: ASOS

Submitted by: Rosy Oli

ID number: l0066rharha0815

Aug!o" #015

Ms$ %I&M'

LONDON SCHOOL OF COMMERCE (LSC)

Table of contents

Executive summar!!!!!!!!!!!!!!!!!!""#

$ntro%uction """""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""" #

&uestion '""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""

&uestion #""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""

&uestion """"""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""*

&uestion +"""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""",

Conclusion""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""'#

References""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""'+

-resentation sli%es

'


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Executive summar

T.is re/ort 0ives information an% evaluation of t.e existin0 an% future mar1etin0 /lan of 2SOS3

4.ic. is a /o/ular online fas.ion bran%3 4it. consi%eration of its mar1etin0 environment3

sustainabilit an% tec.nolo0ical factor" T.e researc. re/resents an% %ra4s attention to 2SOS /resent

an% /ast /erformance an% .o4 %i% t.e mana0e to 0ro4 an% exten% 0loball"

$t also reco0ni5es .o4 online fas.ion ran0e li1e 4oo%lan%s s.oes benefits from exten%e% life ccle"

-ro%uct life ccle mo%el is ex/laine% in brief an% .o4 4oo%lan% s.oes .ave crosse% all t.e

intro%uction3 0ro4t. an% saturation /.ase" $t .as illustrate% .o4 un%erstan%in0 of t.e /ro%uct life

ccle can be functional to mana0ers es/eciall 4.ile /lannin0 t.e launc. of ne4 /ro%ucts an% also

continuin0 su//ort for ne4 /ro%ucts" $t .as covere% all t.e /re/lannin0 ste/s3 an failure /ossibilities

an% c.ances of ac.ievement of ne4 /ro%uct" 6sin0 mar1etin0 strate0 an% various t/es of online

mar1etin0 clot.in0 ran0e can /romote online" 2n% b usin0 7oston matrix mo%el3 2SOS can %eci%e

on s/en%in0 on /romotion"

$ntro%uction

T.e 6nite% 8in0%om .as al4as been one of t.e lea%in0 countries 4.en it comes to fas.ion3 tren%s3

%esi0ner 0oo%s an% bran%s" T.e 68 is also consi%ere% as .ome to man lea%in0 %esi0ners of all

varieties of clot.in03 an% t.e interestin0 bit is man of t.em .avin0 t.e abilit to ta1e a fabric3 stle

4.ic. is ver classic an% turnin0 it into somet.in0 4.ic. is ver %ifferent an% innovative" T.e 68

/resents foremost %esi0n ex/ertise in %ifferent re0ion men9s3 4omen9s3 c.il%ren9s 4ear an% also

foot4ear an% various accessories"

2sos is mar1e% as a lea%in0 online fas.ion business in 68:s mar1et 4.ic. /resents its o4n;label3

exclusive tren%


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'" .at %o ou un%erstan% b t.e term @/ro%uct life ccle9 $llustrate our

ans4er usin0 an exam/le of a fas.ion item 4it. 4.ic. ou are familiar"

T.e -ro%uct Life Ccle (-LC) is a most common mo%el of t.e sales %evelo/ment for a /ro%uct

cate0or or 0rou/ over an e/iso%e of time3 an% c.an0es in com/etitive be.avior relativel (8lo/ffer3

#??)"

Ever ear consumers


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(ro)th StageG t.is sta0e is 4.ere t.ere is stron0 rise an% 0ro4t. in /rofits as 4ell as sales" T.e

com/an not onl benefit from economies of scale in manufacture3 but also a%vanta0es from t.e

/rofit mar0in 4.ic. 4ill overall increase t.e amount of /rofit" T.erefore it is /ossible for com/an

to s/en% more fun%s in its mar1etin0 activities li1e /romotion (7ras3 #?'?)

$n ',,# 4oo%lan% com/an release% oo%lan% bran% an% obtaine% 4inter 4eat.er trun1

manufacturin0 area insi%e &uebec3 Cana%a3 Euro/e to .el/ focus on t.e /articular Cana%ian an% 6"S

mar1ets" $n ',,+ commissione% manufacturer inten%e% for Reebo1 inten%e% for move to .el/ 6"S" $n

',,* commissione% manufacturin0 unit inten%e% for clot.in03 increasin0 1i%s connecte% 4it.

oo%lan% /ro%uct" $n #??# oo%lan% become a national innovator insi%e a%vance% t/e snea1ers3

clot.in0 an% accessories"

$n 0ro4t. sta0e3 4oo%lan% Costs 4ere re%uce% because of factors li1e economies of scale" oo%lan%

s.oes sales volumes 4ere increase% %rasticall 4.ic. results in rise in /rofitabilit" Customers 4ere

more a4are of 4oo%lan% s.oes an% t.ere 4ere also increase in com/etition 4it. a fe4 ne4 /laerslaunc.in0 t.eir /ro%uct in t.e mar1et" 2utomaticall 4it. t.e increase in com/etition lea%s to

%ecrease in t.e /rice of 4oo%lan% s.oes (Rai3 #?'?)

Maturity StageG Durin0 t.is sta0e3 t.e /ro%uct is alrea% establis.e% in t.e mar1et an% t.e main

aim for t.e com/an is no4 to /reserve an% 1ee/ u/ 4it. t.eir mar1et s.are" 2s it9s t.e most

com/etitive /erio% for t.e maorit of t.e /ro%ucts3 com/an s.oul% invest sensibl in an of t.eir

mar1etin0 activities" 2n /ro%uct mo%ifications3 %evelo/ment of t.e /ro%uct or an u/0ra%in0 to t.e

/ro%uction /rocess s.oul% be consi%ere% in t.is sta0e to 0ain a com/etitive a%vanta0e (8lo/ffer3

#??)"

oo%lan% s.oes came 4it. t.e strate0ies 4.ere t.e 4ere &ualit 4ort. t.e mone s/ent on t.em"

T.e 4ere ver fas.ionable tren% also last lon0 an% %urable" oo%lan% s.oes 4ere laere% 4it.

-a% to /rovi%e% comfort to customers (Rai3 #?'?)"

$n maturit /.ase3 tar0ete% mar1ets became fait.ful to t.e 4oo%lan% s.oe bran%" Sales volume

reac.e% to a /ea1 /oint an% t.eir mar1ets 0ot to a saturation /oint" More numbers of com/etitors

starte% to enter into t.e mar1et" T.ere 4as %ecline in /rices because of lar0e number of com/etin0

/ro%ucts in t.e mar1et" T.erefore bran% %ifferentiation an% c.aracteristic variation 4ere t.e main

em/.asi5es of 4oo%lan% s.oes to sustain an% boost its mar1et s.are"

De$line StageG T.is is t.e sta0e 4.ere t.e mar1et of t.e /ro%uct 4ill start to 0o %o4n" Saturate%mar1et3 4.ere all t.e customer 4.o 4ante% to bu a /ro%uct .as alrea% bou0.t a /ro%uct or

customer are c.an0in0 or s4itc.in0 to %ifferent /ro%uct can be t.e reason of its s.rin1a0e" Com/an

can still ma1e /rofit b s4itc.in0 to c.ea/er mar1et or lo4 /ro%uction cost (Levitt3 ',B)"

Fe4 ears bac1 a0ain oo%lan% o/ene% t.eir /articular stores 4it.in tier ' alon0 4it. tier #

locations" T.e o/ene% s.o/s in /o/ular .i0. streets of 6%ai/ur an% >ai/ur3 bot. eAuall 4ell;

1no4n3 4ell to accom/lis. locations3 nevert.eless t.e s.o/ flo//e%" T.is 4as t.e sta0e 4ere

customers lost t.eir interest in 4oo%lan% s.oes bran%"

+
http://productlifecyclestages.com/product-life-cycle-stages/growth/http://productlifecyclestages.com/product-life-cycle-stages/maturity/http://productlifecyclestages.com/product-life-cycle-stages/decline/http://productlifecyclestages.com/product-life-cycle-stages/growth/http://productlifecyclestages.com/product-life-cycle-stages/maturity/http://productlifecyclestages.com/product-life-cycle-stages/decline/


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#" Ho4 is 1no4le%0e of t.e /ro%uct life ccle useful to mana0ers in /lannin0

t.e launc. an% on0oin0 su//ort for ne4 /ro%ucts

*re+lanning im+ortan$e

Reali5in0 t.at t.e lives of effective /ro%ucts an% services are 0enerall %escribe% b somet.in0 li1e

t.e exam/le re/resente% in fi0ure ' can turn into t.e /remise for im/erative nurturin0 a//roac.esan% /ractices" One of t.e best estimations of t.e /ro%uct life ccle i%ea is for mana0ers 0oin0 to

launc. ne4 /ro%uct" T.e /rimar stri%e for t.em is to attem/t to antici/ate t.e /rofile of t.e

/ro/ose% /ro%uct ccle (T.ol1a3 #??')"

Li1e4ise 4it. suc. a variet of t.in0s in business3 an% mabe exce/tionall in s.o4casin03 it is

ver0in0 on %ifficult to ma1e 0enerall .el/ful /ro/osals in re0ar%s to .o4 to %eal 4it. one:s

un%erta1in0s" $t is unAuestionabl es/eciall .ar% to 0ive 0enerall .el/ful ex.ortation on t.e most

/roficient met.o% to antici/ate or foresee t.e incline an% len0t. of time of a /ro%uct:s life" Surel3 it

is exactl on t.e 0roun%s t.at so minimal /articular ever%a %irection is conceivable in ant.in03

an% on t.e 0roun%s t.at no a0en%a .as ever 4it.out anone else:s in/ut been extremel .el/ful toanone for lon03 t.at business mana0ement 4ill most li1el never be a science3 an% 4ill /a

remar1able /ri5es to mana0ement 4it. uncommon abilit3 extraor%inar limit for ex/ectin0

obli0ation an% bearin0 res/onsibilit (u3 Fi0ueire%o an% %e Sou5a Nascimento3 #?'?)"

7ut t.is %oes mean t.at valuable en%eavors can:t or ou0.t not to be ma%e to attem/t to /re%ict t.e

incline an% s/an of anot.er /ro%ucts life" Time s/ent in en%eavorin0 t.is sort of /rescience not ust

ai%es 0uarantee t.at a more reasonable met.o%olo0 is convee% to item arran0in0 an% /romotin0I

a%%itionall3 as 4ill be in%icate% later3 it can .el/ ma1e si0nificant lea% time for critical vital an%

strate0ic moves after t.e item is convee% to a%vertise" $n /articular3 it can be an a4esome .el/ in

buil%in0 u/ a met.o%ical arran0ement of a00ressive moves3 in exten%in0 or exten%in0 t.e life of a

/ro%uct3 in 1ee/in0 u/ a /erfect /ro%uct offerin03 an% in intentionall eliminatin0 /assin0 on or

%eclinin0 of t.e /ro%uct (Lambert an% Sterlin03 ',J*)"

Fun%amentall ne4 /ro%uct in mar1et is al4as loa%e% 4it. un1no4n Auestions3 vulnerabilities3 an%

uncertain ris1s" For t.e most /art3 %eman% must be create% for t.e /ro%uct business %evelo/ment

sta0e" To 4.at extent %eman% ta1es relies on u/on t.e /ro%uct multifacete% nature3 its level of

ori0inalit3 its fit into /urc.aser nee%s3 an% t.e vicinit of focuse% substitutes of some structure" 2

%emonstrate% tumor cure 4oul% reAuire for all intents an% /ur/oses no business sector im/rovementI

it 4oul% 0et /rom/t monstrous bac1in0" 2 claime% /re%ominant substitute for t.e lost;4ax /roce%ure

of fi0ure t.ro4in0 4oul% ta1e /arcels lon0er (7ear% an% Easin04oo%3 ',,B)"

it. t.e 1no4le%0e of -ro%uct life ccle3 mana0ers 4oul% be able to 1no4 t.e fact t.at 4.ile it .as

been s.o4n over an% over t.at a//ro/riatel customer oriente% ne4 /ro%uct %evelo/ment is one of

t.e essential states of sales an% /rofit 0ro4t.3 4.at .ave been ex.ibite% muc. all t.e more %ecisivel

are t.e attac1in0 ex/enses an% continuous fatalities connecte% 4it. launc.in0 ne4 items" Not.in0

a//ears to ta1e a%%itional time3 cost more cas.3 inclu%e more /itfalls3 cause more an0uis.3 or brea1 a

bi00er number of vocations t.an %o true an% t.orou0.l t.ou0.t out ne4 /ro%uct /ro0rams" T.e

trut. of t.e matter is3 most ne4 /ro%uct %on:t .ave an 1in% of tra%itional life ccle ben% b an

stretc. of t.e ima0ination" T.e .ave rat.er from t.e ver start a vastl /lun0in0 ben% (u3

Fi0ueire%o an% %e Sou5a Nascimento3 #?'?)"

Manager a)are o, ,ailure +ossibilities

2s %escribe% above3 t.e len0t. an% also slo/e from t.e mar1et 0ro4t. level %e/en%s on t.e actual

/ro%uct9s com/lexit3 it is amount of ori0inalit3 its matc. to /urc.aser nee%s3 alon0 4it. t.e

existence of a00ressive alternatives" T.e more one of a ne4 or %istinct 1in% of /ro%uct3 it ta1es more

time in t.e mar1et" T.e 0lobe nee%s to be a%vise%3 co%%le%3 /ersua%e%3 romance%3 an% in some cases


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bribe% (as usin03 for instance3 cou/on co%es3 trials3 free /ro0ram assists3 alon0 4it. t.e li1e)" Once

t.e /ro%uct9s ne4ness can be %istinct alon0 4it. t.e 4or1 it 4as %esi0ne% to carr out is exclusive3

t.e /o/ulation 4ill /robabl usuall become fe4er fast for ou to ex/erience it seein0 t.at

somet.in0 it obviousl reAuires or /er.a/s 4oul% li1e (7ear% an% Easin04oo%3 ',,B)"

T.is ten%s to ma1e lifestle es/eciall %ifficult for t.e innovator" He:ll .ave more %ifficult 4.en

com/are% to /roblems of %eterminin0 /eo/le features of t.eir solution an% t.e ones .el/in0 %evicesstles or /er.a/s units 4.ic. su00est im/ortance to4ar%s t.e customer" $n %ifferent /articular

circumstance a lot more in%ivi%uals 4.o 4ill li1el be intereste% in ma1in0 a one acAuirin0 %ecision

for a com/letel ne4 solution3 a lot more %ra4n out fi0ure' 4ill be" So 4it.in t.e .i0.l fra0mente%

%evelo/ment resources mar1et/lace3 for instance3 0oo% results reAuires an extremel 4.ile for ou to

0et carrI an% also acAuirin0 t.e moment foun% carr3 it 4ill carr tenaciousl for a /rolon0e% time3

often too muc. time" On t.e ot.er .an%3 fas.ion items obviousl 0et u/on Auic1est an% also last

s.ortest" et sim/l because fas.ion is so /otent3 not too lon0 a0o man or0ani5ations 4it. ust 4.at

0enerall soun% minimal fas.ion motivate% of in%ustrial sectors (mac.ine eAui/ment3 for exam/le)

/ossess s.ortene% t.e mar1et 0ro4t. level sim/l b launc.in0 com/onents of /attern an% alsoa//earance fas.ion to t.eir /ro%ucts (T.ol1a3 #??')"

A$hie"ements -han$es

Troubles li1e4ise /ro%uce /ossibilities to mana0e t.e actual ma1es arrae% next to com/letel ne4

solution 0oo% results" For instance3 t.e actual ne4er t.e /ro%uct3 a lot more essential it becomes 4it.

t.e clients to 0et a beneficial ver first ex/ertise b it" Ne4ness 0enerates a /articular fiel% of vision

4it. t.e solution3 4.ic. .as a s/ecific number of /eo/le stan%in0 on t.e actual si%elines to fin% out

t.e fact t.at ver first clients can 0et on b it" $n t.e event t.eir /articular ver first ex/ertise can be

unfavorable in most crucial met.o%3 t.is 4ill li1el /ossess fallout muc. from /ro/ortion to4ar%s

t.e actual sco/e from t.e un%er fulfillment from t.e customers antici/ations" et an encoura0in0

ver first ex/ertise or /er.a/s /ro0ram 4ill /robabl3 4it. t.e similar /ur/ose3 0et /lent of

%is/ro/ortionatel beneficial /ress" T.e c.annels t.at offer t.e t/e of su//ort (suc. seein0 t.at

mo%est nei0.bor.oo% a//liance retailers re0ar%in0 cleanin0 mac.ines) t.rou0.out t.e mar1et

0ro4t. level 4ill not be t.e /eo/le ver best in a /osition to 0oo%s t.e /ro%uct almost all efficientl

later on 4.enever ai% in ma1in0 an% also /rofessionall comfortin0 clients can be fe4er essential

t.an vast solution submission" On t.e sco/e 4.ic. route o/tions on t.is ver first level com/romise

a number of t.e s/ecifications from t.e mar1et 0ro4t. level for ou to a number of t.e

s/ecifications of later on /erio%s3 t.e actual fee from t.e /ro%uct9s acclaim sim/l b /eo/le first

coul% /ossibl be over%ue (7ear% an% Easin04oo%3 ',,B)"

8no4in0 t.e /ro%uct life ccle also offers mana0ers muc. better control" T.e mi0.t /re%ict

4.enever income ma flo4 insi%e in an% a%%ition to calculate t.eir o4n /rofitabilit involvin0

/ro%uct lines" T.e ma /lan intro%uction an% also 4it.%ra4al re0ar%in0 /ro%ucts" Li1e in 2sos

com/an some 0oo%s lines is actuall .i0.l seasonal an% ot.er merc.an%ise li1e classic blue eans

4ill .ave muc. more time life ccles an% 0ives re0ular lon0;term income to its business" T.erefore

Mana0ers so nee% to be able to /lan t.eir o4n ri0.t t/e an% also level associate% 4it. /romotion

re0ar%in0 various ot.er /ro%ucts (Lambert an% Sterlin03 ',J*)" T.e can su//ort solutions from t.e

overall life ccle" T.e can /lan /ricin0 tec.niAues to extract as muc. revenue as /ossible on ever

sta0e" For exam/le3 /romotional %iscounts ma be use% in or%er to encoura0e lar0e numbersre0ar%in0 /eo/le to transaction a 4.ole ne4 items or /ro%ucts an time it9s launc.e%" -remium

/ricin0 4ill certainl a//l to .el/ a bran% ne4 /ro%uct" -rice re%uctions usuall are consume% 4it.

t.e en% of /ro%uct life ccle an% an time t.e i%ea is actuall less /o/ular an% /ro%uct sales usuall

are %eclinin0 (u3 Fi0ueire%o an% %e Sou5a Nascimento3 #?'?)"

B


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" usin0 t.e 2SOS"com 4ebsite3 anal5e t.e t/es of a//roac.es t.at mi0.t be

a%o/te% 4.en /romotin0 a clot.in0 ran0e online

2SOS mar1etin0 strate0 .as ta1en into consi%eration t.e maorit of t.e elements t.at affects 2sos

mar1etin0 environment" T.eir o4n mar1etin0 met.o%s are not %istinctive to t.em because t.e can

be im/lemente% t.rou0. %ifferent 4eb fas.ion outlets3 .o4ever t.e .ave set t.e actual tren% of

a%vertisin0 ver affor%able celebrit fas.ion %esi0n an% t.is features /lace t.em a.ea% t.eir

com/etitors" 2SOS .as mana0e% to %evelo/ sim/l b commencin0 buin0 an% sellin0 4.ic. .as

/ermitte% t.em to ta1e a%vanta0e of t.e 0ro4t. on t.e online business because t.eir 6nite%

8in0%om an% 4orl%4i%e mar1et /lace s.are .as elevate% t.rou0. ##K an% '?K res/ectivel t.is

season (Carter3 #?'?)" T.ou0. 2SOS ma .ave /lent of mar1etin0 /romotions but t.e .aven9t 0ot

retailer cre%it ratin03 tele/.one or%ers an% imme%iate transmission usin0 customer satisfaction

com/etitors as a 0eneral rule of t.eir com/etitors currentl /resent" Nevert.eless t.e .ave 0ras/e%

4.at t.eir tar0et mar1et utili5es fres. a%vertisin0 an% tec.nolo0ies as a 0eneral rule of t.eir strate0

a%o/ts t.is /articular for exam/le 2SOS cell /.one t.at allo4s clients to searc. on t.e cell /.one"

2SOS can al4as raise t.eir mar1et /lace s.are so lon0 as t.e /rocee% to face t.e /roblems t.at

relate 4it. %evelo/ment an% stren0t.en t.eir online mar1etin0 strate0 via continuous researc. to be

able to reco0ni5e met.o%s t.at .ave resulte% in t.eir ac.ievements an% al4as un%erstan% customer

be.avior in %irection of t.eir /ro%ucts (Carter3 #?'?)"

$n or%er for an online clot.in0 ran0e to continuousl 0ro4 li1e 2sos3 t.eir mar1etin0 strate0 must

be lastin0 an% also t.is ma be reac.e% via continuous investi0ation an% also /ro0ress of in t.e

mar1etin0 strate0 (Mullin3 #??B)"

*ositioning; Some fas.ion s.o/s .a//en to be %u/licatin0 celebrit fas.ion an% also sellin0 in

%ecrease costs 4.ic. means clot.in0 ran0e mi0.t .ave a lot more com/etitors an% also coul%/ossibl battle to .ol% t.eir clients" 2%%itionall a fe4 of ne4 or existin0 clients coul% /ossibl 0o

for t.e /articular 0oo%s t.at t.e can re/licate in s/ite of t.e /urc.ase /rice"

*rodu$t or ser"i$e li,e $y$le ; T.e lin1s to or%er a ne4 items on t.e site ma not often be use% since

customer .ave t.eir o4n .ea% an% c.oice an% also turn out buin0 ust 4.at t.e reall 4ant as

o//ose% to ust 4.at com/an a%vises" 2%%itionall t.eir 0oo%s 4.o .ave reac.e% maturit ma not

be acAuire% b t.eir clients 4.en t.e a%.ere to recent fas.ion movements an% ma even .ave t.e

0oo%s are actuall out%ate% (8lo/ffer3 #??)"

Sellin0 /rice %ecrease connecte% 4it. 0oo%s of t.eir vivi%ness /oint is often a met.o% t.at mi0.t

reall encoura0e /urc.aseI nonet.eless /ricin0 mi0.t not be t.e issue .o4ever t.e solution %esi0ns"

Com/an constantl nee%s to /rovi%e sales 0oo%s on t.e 4ebsites in a%%ition to t.is intro%uction of

a lot more /ro%uct line t.is 4ill en.ance an% ma even affect on t.eir ex/ense (7ras3 #??,)"

T.eir /rolon0e% lifestle routine coul% 0o on 4.en t.e 1ee/ obtain a lot more 0lobal 0roun%s an%

also t.is ma be %oable b /lannin0 0oo%s t.at 4ill matc. t.eir 0lobal clients one exam/le is b

%u/licatin0 0lobal celebrit fas.ion"

./+ansion strategies; Some ot.er fas.ion s.o/s for instance Selfri%0es currentl team u/ usin0

common %evelo/ers3 also clot.in0 ran0e commitment 4it. t.ese %evelo/ers coul% ela/se (Mullin3

#??B)"

-elti$s Matri/ &y+e; T.is 1in% of %esi0n coul% .el/ clot.in0 ran0e ma1e o/tions et it %oes not

actuall tell t.em /recisel 4. a fe4 of t.eir 0oo%s are 0enerall /ros/erous an% also /recisel 4.

some ot.ers 4restle" Normal use of t.is /articular %esi0n coul% be cumbersome an% ma even effect

on ex/ense" Ho4ever3 /ro0ramme% met.o%s can easil obtain t.e 1no4le%0e essential because of

t.e %esi0n (7ell3 ',JB)"

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-am+aign ; # e;mail /er 4ee1 from t.e same com/an coul% /ossibl %efer several clients coul%

/ossibl ma1e t.em %ismiss t.is sort of mail messa0es" Savin0s coul% en.ance ex/ense in or%er to

clot.in0 ran0e 4.en t.e inclu%e also lessene% t.eir stu%ent %iscounte% via #?K or '?K" Free

%eliver o/tion can be use% to attract customers as 2sos 4as successful 4it. t.is strate0 (Mullin3

#??B)"

&y+es o, online marketing

Clot.in0 ran0e online can attract ne4 customer or sta connecte% 4it. t.eir existin0 customers

t.rou0. %ifferent form an% t/es of online mar1etin0

So$ial !et)orking clot.in0 ran0e can /romote t.eir com/an 4ebsites b creatin0 %ifferent

accounts on various social net4or1in0 sites li1e $nsta0ram3 Faceboo13 an% T4itter in or%er to

interest ne4 customer an% existin0 customers3 an% most im/ortant to 1ee/ t.em u/%ate% about

an sales3 tren%s or /romotions 0oin0 on" $t 4ill .el/ to attract /ossible customers to4ar%s t.e

com/an to raise t.e overall visitors an% /rofit (Mar1etin0 accountabilit .o4 to measure

mar1etin0 effectiveness3 #??,)" anner Ad"ertising 7anner a%vertisin0 is /ositione% at t.e to/ of an 4ebsites an%

freAuentl c.an0es /romotin0 a business3 online clot.in0 ran0e can use banner a%vertisin0 so

t.at business can attract ne4 clients as its ee catc.in0 an% ust b a sin0le clic1 to t.e cli/

customers can reac. to t.e 4ebsite to or%er t.e /ro%uct 4.ic. ma1es client alert about t.eir

business an% /romotions3 .el/in0 business /rofitabilit an% increase in number of visitors

(Demers3 #?')"

O( online clot.in0 ran0e can also en%orse via e mar1etin0 b formin0 a online blo0 4.ic.

allo4s buers to /ut in 4ritin0 t.e revie4s on t.e /urc.ase% /ro%ucts from t.eir com/an" $t

allo4s customers to feel t.at t.eir fee%bac1s .as been revie4e% an% business t.emselves can

re/l bac1 to customers" Celebrit fas.ion an% tren%s3 t.eir 0ossi/s can also be liste% in its

blo0" $t also allo4s t.e com/an to corres/on% 4it. t.eir buers so t.at t.e can notice 4.at

are t.eir customer li1es an% %isli1es an% also to im/rove on an com/laint or errors b 0ettin0

res/onse an% an i%ea or su00estion in or%er to ex/an% t.e com/an 4it. t.e .el/ of customers

(Demers3 #?')"

Online -atalogue Online ma0a5ine also allo4 buers to rea% ma0a5ine online an% it can also

be reAueste% to be %elivere% at .ome" $t can be emaile% or s.are% to famil an% frien%s in

%ifferent social me%ia li1e Faceboo1 4.ic. can be a source to increase /eo/le 0ettin0 t.ema0a5ine an% also buer9s number coul% increase (Demers3 #?')"

2ebsites Online clot.in0 can ma1e it /ossible for consumers to examine 0oo%s in or%er to

offer a better 4atc. of t.e t/e of t.e /ro%uct b sim/l /lannin0 t.e /ro%uct bein0 notice%

about /ro%ucts3 %ifferent as/ects3 5oome% as 4ell as li1e a vi%eo certainl 4.ere an %esi0n is

usuall 4al1in0 %o4n a ne4 cat4al1 /uttin0 on t.e /ro%uct3 t.is /rovi%es consumers a .i0.

street loo1in0 ex/erience an% ten%s to ma1e all of t.em reall feel li1e t.e are acAuirin0 initial

si%e 4atc. of t.e merc.an%ise instea% of /re;o4ne% (Demers3 #?')" 7 /rovi%in0 t.ese 1in%s

of %ifferent forms of collection to ensure t.e customer to 0ive t.e most effective 4atc. of t.e

merc.an%ise /revious to /urc.asin0 affor%s t.e /urc.aser to believe t.e /ro%uct is t.e 0reatest

re0ar%in0 t.e /o4er an% ten%s to ma1e t.e s.o//ers t.in1 t.at business %i% t.eir finest

/robable to %eliver b far t.e most facts /robable to ensure t.e customer to reco0ni5e t.e

/ro%uct"

+" .at consi%erations s.oul% 2SOS"com ta1e into account 4.en %eci%in0

4.et.er to s/en% more on /romotin0 /articular /ro%ucts Refer to t.e

7oston Matrix 4.en ans4erin0 t.is Auestion"

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oston Matri/ Model 2SOS uses 7oston matrix mo%el in or%er to anal5e t.eir /ro%ucts as 4ell as

.an%le t.em (8onecn an% inec1er3 #?')" 2SOS classifies t.eir /articular /ro%uct as

Do0s; 4.ic. are normall /ro%uct in t.eir s.rin1 levels as 4ell as ot.er /ro%ucts t.at .ave

been not effective soon after intro%uction3 /oor /erformance

&uestion Mar1s; 4.ic. are 0enerall ne4 items t.at .ave been unveile% an% also /resent

si0nals of becomin0 successful3 ne4 /ro%ucts t.at ma %o 4ell Stars; t.ese are 0enerall /ro%ucts come in /o/ular 4.ic. ma im/rove sales3 /ro%ucts t.at are

0ro4in0 Auic1l

Cas. Co4s; t.ese are 0enerall /ro%ucts t.at are /roven to stea%il mar1et on t.e 4ebsite suc.

as 2SOS o4n ta0 clot.es t.at are 4ell;li1e% ear on ear3 /ro%ucts t.at ma1e 0oo% mone

Fi0ure '"# T.e 7oston matrix mo%el

T.is t/e of mo%el 4ill allo4 2sos to ma1e selections an% %ecision on 4.at /ro%uct to Auit or 4.at

/ro%uct to /romote"

*romotion:2sos /artici/ates t.rou0.out a 0reat %eal of /romotions b usin0 %istinct /ress so as to

0et in touc. 4it. t.eir /articular /otential au%ience" 2SOS .as become ver 4ell li1e% 4it. social

4ebsites inclu%in0 Faceboo1 an% also t4ittin0 4.ereb t.e .ol% buers u/ to %ate for t.e most u/;to;%ate vo0ue as 4ell as available solutions" 2SOS in a%%ition 4or1s b usin0 carefull 0ui%e%

/romotin0 on t.e 4ebsite an% also b usin0 e mail to /ro/ose some ot.er solutions to buers

%e/en%in0 on t.eir /articular searc.in0 /ractice 4it. 2sos" 2%%itionall3 t.e /resent %iscount %eals3

universit stu%ent savin0s3 free of c.ar0e su//l an% also contests t.us to t.eir buers (Carter3 #?'?)"

Fas.ion an% online in%ustr is reall a s4iftl movin0 business" 2SOS tar0ets /eo/le as a result of

customi5e% /urc.aser mar1etin0 an% sales communications" T.at is a vital as/ect of t.e mar1etin0

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tactic an% strate0" 2SOS"com .as exten%e% to en.ance t.e merc.an%ise in a%%ition to assistance

assortment" Sim/l b com/re.en%in0 t.e customer9s %eman%s an% also t.e un%erstan%in0 /ro%uct

life ccle3 2SOS can offer an% su//l /ro%uct t.at 4ill 0uarantee t.e customers bac1 (Li%bur3

#?'')"

Fe4 factors an% areas 2SOS nee%s to /ut into consi%eration before s/en%in0 on /romotin0 t.eir

businesses are

Internal ob3e$ti"es 2sos s.oul% firstl 1no43 4.at %o t.e aim to ac.ieve 2sos nee% to trac1

an% follo4 t.eir 4a to4ar% /rofits 0oal an% .ave imme%iate visibilit into ex/enses an%

/romotion3 t.e s.oul% 1no4 4.ere t.e are /ositione% on customer satisfaction level or

0ro4t. of mar1et s.are .ence t.e can a%ust t.eir /lans accor%in0l (7an1s3 ',*,)" Once

2sos %eci%es on smart obectives3 realistic 0oals3 tec.nolo0 can .el/ t.em reac. faster"

2/art from o/erational s/en%in0 an% cam/ai0n3 t.ere are variables li1e 0eo0ra/.ical an%

environmental structures3 %evelo/ment of 4or1force in 2sos 4.ic. /las a role in on

mar1etin0 strate03 t.erefore can be consi%ere% as areas to loo1 into before s/en%in0 on

/romotion" 2orld e"ents2sos nee%s to 1ee/ an ee on 0lobal ne4s an% /re%ictions" T.ere are fe4 areas

4.ic. are too uncertain for venture an% an /romotional activities s.oul% not be carrie% out

es/icall countries or re0ions 4it. rules an% re0ulation of la4 effectin0 firm3 /olitical

instabilit3 climate c.an0e3 civil unrest etc" 2sos nee% to consi%er all t.ese factors before

carrin0 out an mar1etin0 strate0ies an% also t.e can loo1 for t.eir /riceless o//ortunities

for extension3 an% invest on countries 4it. emer0in0 economies (7an1s3 ',*,)"

Regs and legs2sos nee% to be a4are of .o4 0ro4in0 re0ulations an% le0islation can affect its

mar1etin0 /lans Ne4 E6 e;/rivac %irectives .ave cau0.t man mar1eters t.erefore it is also

essential for 2sos to acAuire consent from various Euro/ean users before .an%3 so t.at t.e canim/lement coo1ies or tec.nolo0ies to receive visitor information online (2rt.ur3 #?')"

Industry and fnancial analyst reports: $n%ustr analsts are im/ortant causes

of insi0.ts 4.ic. /rovi%e information on 4.at customers 4ant" Financial analst re/orts are

essential as 4ell" Com/an li1e 2sos can s/en% accumulate% resources to obtain mar1et s.are

from rivals %urin0 a recession" 2sos nee%s to monitor macro;environment an% micro;

environment it also affects its com/an mar1etin0 /lans (2rt.ur3 #?')"

2SOS .as to ma1e sure t.at t.eir u/ to %ate mar1etin0 /lan robust into t.e /resent mar1etin0

environment for t.e /lan to be reasonable (Carter3 #?'?)" T.e mar1etin0 atmos/.ere of com/an

com/romises of t.e com/an %ealers3 su//lier3 tar0et mar1et an% %istributors of t.e firm an% t.eexternal environment com/romises of economical3 /olitical;le0al3 social3 %emo0ra/.ic3

tec.nolo0ical an% ecolo0ical factors (rontis an% -avlou3 #??J)"

Su++liers and distributors 2SOS su//lies t.eir main /ro%uct in C.ina3 $n%ia3 68 an% t.e Eastern

Euro/e" Labour is c.ea/ on t.ese countries but if situation c.an0es t.en /rice to t.e su//liers can 0o

u/3 t.erefore 2sos nee% to consi%er t.ese factors 4.ile /romotin0 t.eir /ro%uct"

Dealers2SOS uses 6nanimos to .ol% t.eir sales an% no4 t.e are /lannin0 to brin0 it in .ouse"

T.is tactic coul% affect t.eir /lan to contact more customers as t.e mi0.t not be ca/able of .an%lin0

t.e tas1 efficientl et t.e /ossibl 4ill be able to save cost an% /ut more to t.eir sales an% /ro%uct

/romotion because of t.eir involvement on %a to %a o/eration"

Demogra+hi$2SOS .as acce/te% t.at t.eir aim mar1et is tec.nicall a%vance% 4.ic. 4ill allo4

customers to s.o/ online" So it is essential to consi%er %emo0ra/.ic factor before carrin0 out an

/romotional activities or 4.ile s/en%in0 more on it (rontis an% -avlou3 #??J)"

.$onomi$ .n"ironment 2 article 4.ic. 4as /ublis.e% once clearl s.o4e% t.at out.

unem/loment in t.e 68 .as risen an% 2sos main tar0et mar1ets are out.s" T.erefore t.ere can be

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im/act on s/en%in0 /o4er an% t.e mi0.t not be able to reac. to t.eir sales tar0et as 2SOS %oes not

/ro/ose an cre%it" Hence it is im/ortant to consi%er t.ese entire factors before s/en%in0 an amount

on /romotion (rontis an% -avlou3 #??J) "

Conclusion

2sos is an online retail com/an 4it. t.e /ro%uctive 4or1 4it. O/erations information /ro0rams3

utili5ation of its central com/etences an% also %namic use of .uman resources .as a%%e% its

/ro%uctivit" 2sos is incre%ibl /ro%uctive (Carter3 #?'?)" T.e /articular Auer can be if t.is success

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ma be carrie% on an% also continual" T.erefore 2SOS can s.ar/en t.eir tactics an% strate0 on

follo4in0 areas if t.e 4ant to continue 4it. t.eir 0ro4t."

(lobali4ation and lo$ali4ation: 2t /resent 2SOS is incre%ibl /o/ular t.rou0.out 68 .o4ever far

less 1no4n in ot.er countries" 2SOS can a%% more to t.eir revenue an% increase t.eir mar1et s.are

b 0lobali5ation" T.rou0.out #?'#3 2SOS continues t.eir 4orl%4i%e %evelo/ment usin0 t.e release

of /articular 4ebsites t.rou0.out 2ustralia3 S/ain an% $tal" To0et.er 4it. B#K involvin0 2SOS0ross sales via outsi%e t.e 68 an% B,K involvin0 are comin0 from 4orl%4i%eI 2SOS can be

stron0l reco0ni5e% as a 4orl%4i%e enter/rise" $t .as a reall .i0.er /ros/ect for 2SOS enter/rise to

bloom furt.er an% ac.ieve more 4orl%4i%e /o/ularit" To be able to catc. t.e attention of a%%itional

4orl%4i%e buers3 locali5ation an% also tailorin0 for %ifferent countr is essential" 2SOS 4oul% nee%

to t.in1 about t.e /reference comin0 from uniAue /lace" >ust li1e t.e firm usin0 t.e Lon%on Colle0e

involvin0 Fas.ion3 2SOS ma oin;u/ 4it. some re0ional maor manner laout colle0es /ertainin0

to trainin0a/an an% 8orea li1e 4eibo"com can be use% to

/romote t.e bran% an% mar1et s.are" 2SOS s.oul% start ta1in0 into consi%eration t.e establis.ment

of its stora0e /lace an% 4are.ouse 4orl%4i%e" $t coul% .el/ conserve some s.i//in0 /rice alon0 4it.

su//l occasion /otentiall3 4.ile /ro%ucts .an%le naturall is seen as a to/ic to .el/ /romote

investi0ation /rior to t.is conce/t to 0et un%erstoo% (=o%art3 #?'+)"

-RM and Re$ommendation engine $n a%%ition to t.e tra%itional faceboo1 an% ms/ace

a%vertisin0 in or%er to brin0 in consumer /als online3 2SOS ma /er.a/s boost t.e consumer

relations.i/ mana0ement (CRM) sstem for most booste% /ro0ramme% a%vertisin0 en0ine inclu%in0

interest 0ra/. (7us. an% 6n%er4oo%3 #??*)" .ile usin0 lar0e number CRM as 4ell as Enter/riseintelli0ence %ata 2SOS obtaine% online3 t.eir s/ecific consumer li1es an% %isli1es coul% be %i0 out

t.rou0. suitable facts ex/loration functions3 an% some /ersonal a%vice associate% 4it. /ro%ucts can

be carrie% out automaticall t.rou0. e;mail as 4ell as social su//ort sstems" Tailor ma%e i%eas

associate% 4it. %ressin0 stles (suc. because a//roac.es to %ress u/ or mix;an%;matc.) coul% be

manufacture% t.rou0. t.ese t/es of /ro0ramme% a%vertisin0 mac.ines" 2not.er strate0 to en.ance

CRM s.oul% be to offer consumer commitment met.o%" =reater ou bou0.t t.e 0reater %iscount ou

.ave access to (7us. an% 6n%er4oo%3 #??*)" Furt.ermore s.o//ers coul% acAuire /oints an time

/urc.ase as 4ell as %e0ree associate% 4it. /oints coul% earn vouc.er co%e 4.ic. coul% maintain

/resent customers as 4ell as stren0t.en bran%in0 ima0e"

.nhan$ed So$ial !et)ork inkage .ile usin0 vali%ation t.rou0. t.e s.o//ers3 2SOS coul%

t.in1 about t.e lin1a0e from t.e online instructions usin0 t.e faceboo1 an% ms/ace" 2s an exam/le3

as soon as a buer 0o s.o//in0 online3 t.is /.oto0ra/. from t.e or%ere% /ro%uct 4ill li1el be on t.e

customers faceboo1 an% ms/ace consi%eration as 4ell as 4rite about t.is /leasure associate% 4it.

tren% 4it. frien%s automaticall" 6sin0 t.is t/e of lin1a0e3 2SOS coul% even more utili5e faceboo1

an% ms/ace to en.ance t.is manufacturer as 4ell as increase acce/tance .avin0 lo4 /rice% (7us.

an% 6n%er4oo%3 #??*)"

Re$ommendations

T.ou0. 2sos .as encountere% substantial increase t.ere are still locations t.at reAuire a%%ressin0

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2sos s.oul% /rovi%e various incentives an% benefits not onl to senior mana0ement but to an

or all members connecte% 4it. staff members so t.at it can en.ance %etermination an%

motivation to t.e staff member 4.ic. ma subseAuentl en.ance efficienc" Furt.ermore 2sos

reall s.oul% a%o/t a /artici/ative tactic in t.e %ecision ma1in0 met.o%"

2sos nee%s to un%erta1e researc. alon0 4it. /ro0ress /ursuits an% .el/ t.is o/eration to

reco0ni5e a %istinct se0ment 4.ic. ma /ro%uce a 0reat economical a%vanta0e" Li1e4ise3 t.isCom/an must be lin1e% to more business social res/onsibilities /ursuits"

2sos coul% a%o/t 7oston Matrix met.o% to .el/ assess t.e 4ort. connecte% 4it. %istinct item

%ifferent t/es" T.e i%ea must ta1e care of %o0 b means of removin0 or /er.a/s cuttin0s /rice

ta0 alon0 4it. c.an0in0 Auestion mar1 an% stars into cas. co4s via a%vertisin0I it 4ill en.ance

t.e overall success in t.e business (8onecn an% inec1er3 #?')"

$ssue s.o/ cre%it ratin0s to be able to encoura0e /urc.ase3 nevert.eless t.is 4ill .ave an effect

on t.eir 4or1in0 ca/ital ccle"

Create cellular /.one collections inten%e% for su//ort services /roblems so consumers coul%

un%erstan% t.at accuratel t.ese are mana0in03 nevert.eless t.is 4ill en.ance /rice ta0"

Co/ celebrit vo0ue in ot.er countries to boost 0lobal income (=o%art3 #?'+)"

$ntro%uce more 0lobal artist bran%s alon0 4it. exten% le0al a0reements 4it. manufacturers"

List t.eir /articular 4ebsite 4it. searc. en0ines li1e a.oo3 normall3 t.is is /rice"

Continuousl researc. t.eir /articular buer:s con%uct in t.e %irection of t.eir /articular

/ro%ucts an% services"

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References

Carter3 8" (#?'?)"

Ho4 2sos too1 over t.e 4orl% the guardianonline 2vailable at

.tt/" (#??')" Launc.in0 ne4 /ro%uct features a multi/le case examination" Journal of Product

Inno!ation Management3 'J(')3 //";'+"

u3 2"3 Fi0ueire%o3 -" an% %e Sou5a Nascimento3 -" (#?'?)" Develo/ment Resource -lannin0

Com/lexit of -ro%uct Develo/ment an% t.e Ca/acit to Launc. Ne4 -ro%ucts"Journal of Product

Inno!ation Management3 #*(#)3 //"#;#BB"

7ear%3 C" an% Easin04oo%3 C" (',,B)" Ne4 /ro%uct launc. Mar1etin0 action an% launc. tactics for

.i0.;tec.nolo0 /ro%ucts"Industrial Mar"eting Management3 #(#)3 //"J*;'?"

Mullin3 R" (#??B)" Creatin0 a mar1etin0 strate0 mar1etin0 %evelo/ment" #ngineering

Management3 'B(B)3 //"+?;+'"

Lambert3 D" an% Sterlin03 >" (',J*)" .at t/es of /rofitabilit re/orts %o mar1etin0 mana0ers

receive"Industrial Mar"eting Management3 'B(+)3 //"#,;?"

7ell3 M" (',JB)" Some strate0 im/lications of a matrix a//roac. to t.e classification of mar1etin00oo%s an% services"Journal of the Academy of Mar"eting $cience3 '+(')3 //"';#?"

Mar1etin0 accountabilit .o4 to measure mar1etin0 effectiveness" (#??,)" Choice Re!iews %nline3

+*(?+)3 //"+*;#?,B;+*;#?,B"

Demers3 >" (#?')" T.e To/ * Online Mar1etin0 Tren%s T.at ill Dominate #?'+"&orbesonline

2vailable at .tt/


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2rt.ur3 L" (#?') Five Essential Factors to Consi%er before ou 2llocate Mar1etin0 S/en%&orbes

online 2vailable at .tt/


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'B


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Asos Case Work

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Transcript of Asos Case Work