Strategic Marketing Plan

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Topics: Retailing
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

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