Case Study: ASOS

The physical store is an “experiential centre” where customers are able to interact with the brand and although e-retail provides choice, convenience and access, face to face customer service still reigns supreme (business insider article) the physical store plays an important role in the retail industry allowing consumers to touch, feel and take a product home fast. By increasing physical presence, and improving systems and processes, companies will be able to enhance the customer experience.

ASOS is an international fashion retailer, which offers an extensive line of products, varying from high street to

The benefits of the company are that they get more orders online and usually people are ordering a large number of goods at the same time, which means the company`s income increases. Another benefit for the company is customer satisfaction, by being able to order from home, more customers will be attracted and they will order from ASDA.

ASDA is a public limited company and the second largest supermarket in the UK. ASDA founded in 1949 under the name of Associated Dairies and Farm Group. Asda offers various types of goods and service such as clothing, grocery, electronics, home furnishings and baby product (ASDA, 2014).

Alphabet Inc. is an American multinational company created in 2015. It is the parent company of Google and several other companies that are owned by Google (Inc, 2015). The company is based in California and is headed by Google’s co-founders, Larry Page and Sergey Brin, with Larry Page serving as the CEO and Sergey Brin as the president (Inc, 2015).The process of reorganising Google into Alphabet was completed on October 2, 2015 (Inc, 2015). The biggest and most noticeable change came with the announcement that Sundar Pichai would be the new CEO of Google (Inc, 2015). Alphabet is nothing more than an umbrella company for all Google’s subsidiaries (Inc, 2015). There are seven individual companies underneath Alphabet, each with its own CEO and leadership. Alphabet Inc is a collection of Companies (Reuters, 2016). The Company’s collection include Calico, Google’s healthand Longevity effort; Nest its connected home business; Fiber, its gigabit arm; and its investment divisions such as Google Ventures and Google Capital, and Incubator projects, such as Google X (Reuters, 2016). These will be managed seperately in Alphabet. Google Inc will retain search, ads, Google Maps, apps, Youtube, Android and cloud infrastructure. Alphabet’s portfolio will include industries like Internet, Computer Software, Telecommunications equipment, Health care and Biotechnology (Reuters, 2016).

The retail fashion sector is an enormous industry in the UK and there are many branded fashion retailers having

About Asda Asda is a popular a British supermarket retailer that started providing its services in 1949. The retailer provides customers with a range of services, such as food & drinks, but also a range of products for home. Similar to [add retailer], Asda provides clothing, home décor and small appliances. If you are after affordable, quality products, then Asda is a great retailer to turn to.

If the customers do their shopping online from this they can save the travel cost and less time; if customers go to the shop, they have to look around for the product they want to buy but online it’s just one click of a button. If they look at the ASOS website it's very straightforward and eye catching for the customer who doesn't know who to use a computer would easily be able to use the website for their shopping. If still the customer can't find the things they are looking for they can find that by writing in the search engine:

Asos’ has widely selection of products that are considered to be consumer products, classified as shopping products, due to their higher prices, selective distribution, less frequent purchases and more shopping effort. Their core product is the purchase of esteem as well as respect and recognition , in forms of clothing in a wide variety in an online hub, right at your fingertips. This makes them gain brand equity in form of differentiation, as Asos has the largest product assortment of different brands online . Asos also does a great job by gaining brand equity by offering relevant services in their augmented product and service mix in form of free

According to Turban and King (2003), internet technology renders retailers an additional channel for branding, transactions and customer relationship management, the adaptation of which may drive down retailers’ transaction costs, and ensuring faster and higher quality of customer interactions, resulting in enlarging the existing markets and consumer base. M&S realizes this and have tried to sell clothing via high street stores as well as via internet though they have experienced cost cutting, rationalisation and management changes in order to revive their business in recent years. Internet technology might enable sustainable competitive advantage, but problems remain on how to physically organize their online retail operations.

May 2012 Best Website for ASOS Marketplace and Retail Award for ASOS Marketplace - Revolution Awards

ASOS over ten years has become the market leader in the UK online fashion world with reported turnover of £165 m in 2009. They have developed a very competitive edge in fashion retailing through innovation, various delivery options, excellent communication with its customers, well maintained website and expansion of their trade internationally.

If you thought boutique shopping is expensive, then you need to experience the offers at ASOS Marketplace. You can always find stunning deals, such as the following offers currently available for you:

This report was commissioned to examine how ASOS has greatly uses their strategic business plan and integrated with the E-commerce to create sales miracle in the fashion industry. E-commerce has brought an enormous impact to the traditional business activities, it highlights the sign is to increase trade opportunities, reduce trade cost, simplify the trade process, improve the trade efficiency. E-commerce has significantly changed the business model. Lead to the transformation of economic structure. In developed countries, the electronic commerce development unprecedented prosperity, trading via the Internet has become a trend. The purpose of this report will firstly show the changes of consumer behavior of converting physical shopping to E-shopping. Mainly, this report is to analyze the external and internal context base on the case study of ASOS. For the external environment, the essential driver of the success of ASOS is the emphasis. There are three approaches, Porter’s Five Forces, PEST analysis and strategic group mapping will be used to indicate ASOS’s commercial performance and observe competitor behavior and find out further opportunities to enlarge business pattern. The aim of analyzing the internal context of ASOS is to reveal its operational conditions and value chains. The following parts will contain its strategies and policies, and how its policies to affect target customer.

AsusTeK has tremendous brand name power. Many consumers prefer an Asus product based on name alone, creating business based on a name tag. AsusTeK does not take this brand name lightly, consistently producing high end electronics and computer hardware, as well as notebooks, netbooks, tablets, and mobile phones, that contends with the largest of manufacturers in the market. The company also treats its customers loyally, with different loyalty and rewards programs that benefit return customers. This also creates loyal customers that would rather purchase an Asus brand product over a comparative product. Its recent breakthrough into the mobile phone market has proven to be a lucrative market for them, and with the technology that is put into their phones, it is a strong competitor for the best technology on the market. Their