Research & Analysis of Development Opportunities for Asos.Com

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TERMS OF REFERENCE:
On behalf of “Ure, Avin, Alaff” marketing consultants that specialise in strategy and market development my task is to research and analyse the development opportunities for ASOS.com (AS Seen On Screen) in this report. (Theory & practice Module Guide, p 22)

EXECUTIVE SUMMARY:
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.

Until September 2008 ASOS as many other businesses benefited from economic boom and increased
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It currently holds 5.13% of the UK online clothing market share, which is the second largest dominator after the NEXT.co.uk with 6.31% market share. Also ASOS demonstrates the growing trend for online commerce with increasing numbers of visitors and purchases on its website year to year. It currently attracts more than 5 million visitors per month and over a million of them are active shoppers. (ASOS annual report 2009, p15)
- Innovation:
Online commerce today is much more competitive than 5 years ago, everyday thousands of new online businesses emerge, however ASOS has managed to keep up with competitive market force by constantly investing in business by improving services and communication and by expanding trade boards, product range and delivery options.
Innovations such as the free returns, various delivery options, easy browsing, competitive prices, large product range has helped ASOS to establish itself as reliable brand.

- Delivery:
Following considerable investment in new warehouse and carrier management systems the number and quality of delivery options had increased. Now delivery options include: same day, next day or standard delivery options that normally takes around 2-3 days. Also customers can set delivery date by themselves and if wanted can be notified via email or text alerts of delivery status. In addition 85% if orders are tractable

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