Asos Case Study

1968 Words8 Pages
Markets, Marketing and Strategy IB1170 Executive Summary ASOS.com is a global online fashion and beauty retailer and offers over 50,000 branded and own label product lines across women’s wear, menswear, footwear, accessories, jewelry and beauty. It offers products that potential buyers see celebrities wearing and keeps up with the latest fashion trends. Compared to high street fashion, ASOS promises the best prices and free delivery. In the past years, there have been numerous changes in the retail industry (Braatz, 2002). With the success of the Internet, retailers have quickly adapted to the online market and recognize…show more content…
In order to stay ahead of its competitors ASOS must provide its customers with the best quality goods at the cheapest prices. They must keep up with the latest trends and offer new products as often as they can before their rivals get the chance to release similar services. Due to the fact that the clothes offered from these various companies are more or less the same, price is the key factor of differentiation. SWOT SWOT Analysis is a strategic method used to evaluate the Strengths and Weakness of a company and its products, and the external factors over which the company has no control such as Opportunities and Threats. 1. Strengths ASOS’ strength is its use of technology and the Internet. Through this virtual medium it has created its own defined market segment composed mainly of customers who use the Internet. Since ASOS focuses on fewer market segments it is able to provide better service to its buyers rather than expanding its attention over numerous market segments and losing out on quality. The marketing edge of ASOS is that the apparel it sells, which is its core focus, is influenced by what celebrities wear thus attracting customers immediately. It also gives many different discounts over and above its cheap prices and offers free delivery. The accessibility of the website is very easy and it is simple for the online shopping to navigate through. ASOS has blogs and magazines

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