Strategic Marketing Plan

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  • Topic: Retailing, Online shopping, Customer service
  • Pages : 11 (3242 words )
  • Download(s) : 173
  • Published : May 19, 2010
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Strategy Marketing Plan
As Seen On Screen (ASOS)

Table of Contents
Executive Summary………………………………………………………………………. 3 Case Study………………………………………………………………………………………5 Statement of the Problem………………………………………………………………5 Product Strategy…………………………………………………………………………….6 Communicating their Identity……………………………………………………….6 Competitor Analysis………………………………………………………………………7 Positioning Strategy………………………………………………………………………7 ASOS customer population by age groups……………………………8 ASOS customer population by gender………………………………… 8 Offer Strategy……………………………………………………………………… 8 Conceived Identity……………………………………………………………………… 9 Ideal Identity……………………………………………………………………………… 10 Public Relations……………………………………………………………………………11 Timing Strategy………………………………………………………………………… 11 Desired Identity

Expanding New Values for customers worldwide……………… 12 Customer Care and service…………………………………………………………12 Misaligned Identities: actual and desired………………………………… 12

SWOT Analysis

Strengths………………………………………………………………………13

Weaknesses………………………………………………………………….13

Opportunities……………………………………………………………… 14

Threats…………………………………………………………………………14

Recommendations……………………………………………………………………14

 
 Executive Summary
 
            ASOS is one of the most recognized online clothing store in the United Kingdom. It offers products that people often see worn by celebrities. As such, many people are encouraged to try out their items. In addition, the prices of their products are relatively lower compared to high street fashion. Because of these along with other factors, ASOS was able to grow. With the growth of ASOS over the years, it is important to ensure that it can be sustained. The fact that online shoppers and traditional shoppers differ in terms of concerns and behavior, it is critical for ASOS to study the purchasing behavior of their market segment to determine the kind of strategy that they need to ensure success now and in the future. This research focuses on the various aspects of online retailing in the hopes of investigating the purchasing behavior of ASOS customers and formulating recommendations on how to keep the profit margin of the company on increasing side.

            For the past 50 years, the retail industry has been under numerous changes. For example, the 1950’s saw downtowns as the center of retailing. People would often go downtown to avail the various products and services. These products and services included clothing, food, hardware supplies and banking services. A decade later, a group of retailers started offering their products and services in large departmental stores. The idea is to provide convenience to the shoppers. By creating a place were various retailers can offer their products and services, shoppers will no longer have to make several trips to different locations in order to purchase the things that they need. This means that retailers hoped to create a one-stop shop for their customers. As a result, big names such as Wal-Mart and K-Mart made big names in the retail industry. On the other hand, downtown or small scale and specialized retail outlets experienced a decline in the 1970s and 1980s.  

            From the later part of 1980s to the early years of 1990s, a new kind of retailing came in being. Home TV shopping networks as well as warehouse clubs became very popular among consumers. If one-stop department stores aimed to provide convenience to their customers, home shopping networks brought the idea of convenience to a completely new level. Instead of encouraging customers to drive to their stores, retails brought the stores inside homes and purchasing the desired products is as easy as calling a toll free number. On the other hand, warehouse clubs offered customers the opportunity to buy products in bulk and at discounted prices. Costco and Sam’s Club are some of the warehouse...
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