Marketing Esssay- ASOS
Asos Marketing report
By Kirsty McAllister
Contents
1.0Introduction
2.0 Micro & Macro Environment
3.0 Market research
4.0 Market Segmentation
5.0 Marketing Mix
5.1 Product
5.2 Place
5.3 Price
5.4 Promotional Mix
5.5 Importance of Organisation
6.0 Changes in Market conditions and its effects
7.0 Conclusion
1.0Introduction
Marketing is all about identifying customers’ needs and wants. It also about putting the customer wants and needs at the centre of every department of the company. Asos is a company who has progressed throughout the years due to its marketing techniques.Asos is a global online fashion and beauty retailer which sells over 65000 branded and own label products through its website. The company ships for free to 234 countries from its 1.1 million square foot global distribution centre in the UK. Asos has provide a website which is available in nine different countries and is tailored to its countries culture and language. The countries are: UK, USA, Germany, France, Spain, Italy, Australia, Russia and China. Asos takes in 21.3million visitors a month. The successful website was founded back in June 2000 by Nick Robertson and Quentin Griffiths. Asos now has 4000 employees and is the UK 's largest online retailer
2.0 Micro & Macro Environment
Micro factors are factors within the immediate / close environment. Some micro factors that affect asos every day is that having an online website is excellent as it saves time and cost and is easier to achieve global expansion however due to more and more tablet users appearing it will have to change its sight to mobile to work on tablets. Also more and more people are using apps to shop so asos should look into creating an app for their brand. Asos unique position in the market by aiming at 15-34 year olds who are always on the internet is effective as they are only based online. Their wide geographical coverage and independent language sites are are a positive but some social media is banned in
By Kirsty McAllister
Contents
1.0Introduction
2.0 Micro & Macro Environment
3.0 Market research
4.0 Market Segmentation
5.0 Marketing Mix
5.1 Product
5.2 Place
5.3 Price
5.4 Promotional Mix
5.5 Importance of Organisation
6.0 Changes in Market conditions and its effects
7.0 Conclusion
1.0Introduction
Marketing is all about identifying customers’ needs and wants. It also about putting the customer wants and needs at the centre of every department of the company. Asos is a company who has progressed throughout the years due to its marketing techniques.Asos is a global online fashion and beauty retailer which sells over 65000 branded and own label products through its website. The company ships for free to 234 countries from its 1.1 million square foot global distribution centre in the UK. Asos has provide a website which is available in nine different countries and is tailored to its countries culture and language. The countries are: UK, USA, Germany, France, Spain, Italy, Australia, Russia and China. Asos takes in 21.3million visitors a month. The successful website was founded back in June 2000 by Nick Robertson and Quentin Griffiths. Asos now has 4000 employees and is the UK 's largest online retailer
2.0 Micro & Macro Environment
Micro factors are factors within the immediate / close environment. Some micro factors that affect asos every day is that having an online website is excellent as it saves time and cost and is easier to achieve global expansion however due to more and more tablet users appearing it will have to change its sight to mobile to work on tablets. Also more and more people are using apps to shop so asos should look into creating an app for their brand. Asos unique position in the market by aiming at 15-34 year olds who are always on the internet is effective as they are only based online. Their wide geographical coverage and independent language sites are are a positive but some social media is banned in
References: - http://issuu.com/feifeifeiwu/docs/asos_marketing_auditfinal?e=4889866/7058930 obtained on 27/11/2014 http://en.wikipedia.org/wiki/ASOS.com obtained on 27/11/2014 8.0 Appendix 8.1 Product Variations 8.2 Headquarters 8.3 Promotion 8.4 Net profit 8.5 Growth