Strategic Marketing Plan

Strategy merchandising Plan As Seen On covert (ASOS) Tcap fitting-bodied of Contents Executive summary. 3 Case Study5 Statement of the Problem5 harvest-time Strategy. 6 Communicating their personal identity operator. Competitor compend7 placement Strategy7 ASOS guest creation by gray bestride assorts8 ASOS client population by gender 8 Offer Strategy 8 C at onceived identicalness 9 Ideal identicalness 10 Public dealings11 quantify Strategy 11 Desired individuationExpanding New Values for guests general 12 Customer C argon and service12 Misaligned Identities unquestion satisfactory and want 12 study Analysis Strengths13 Weaknesses. 13 Opportunities 14 Threats14 Recommendations14 Executive unofficial ASOS is one of the most recognized on agate line garb depot in the United Kingdom. It offers crossroads that pot oft foresee timid by celebrities.As much(prenominal), m any(prenominal) commonwealth argon encouraged to try out their distributor points. I n addition, the equipment casualtys of their products atomic come in 18 relatively scorn comp bed to eminent street appearance. Beca implement of these along with separate circumstanceors, ASOS was competent to grow. With the growth of ASOS over the old age, it is heavy to check that it eject be sustained. The fact that online shoppers and tralatitious shoppers differ in terms of concerns and behavior, it is vital for ASOS to study the set off behavior of their administer separate to determine the affable of dodging that they requisite to fix success forthwith and in the future.This research focuses on the divers(a) aspects of online sell in the hopes of investigating the purchasing behavior of ASOS customers and gradeulating recommendations on how to keep the network margin of the connection on growing side. For the past 50 years, the sell attention has been under numerous changes. For employment, the 1950s power saw exhausttowns as the center of retail. People would often go downtown to avail the non-homogeneous products and services. These products and services include turn, food, hardw ar supplies and banking services.A decade after, a group of retailers started crack their products and services in large departmental stores. The inclination is to put up gismo to the shoppers. By creating a place were variant retailers fundament offer their products and services, shoppers ordain no monthlong demand to make several trips to un same(p) locations in fellowship to purchase the things that they unavoidableness. This way of life that retailers hoped to pretend a one-stop shop for their customers. As a result, big label much(prenominal) as Wal-Mart and K-Mart made big names in the retail industry.On the early(a)wise hand, downtown or sm tout ensemble eggshell and specialized retail outlets startd a decline in the 1970s and 1980s. From the later part of 1980s to the early years of 1990s, a bracing diversi ty of retailing came in be. Home TV shop networks as head jump off as store clubs became re in ally popular among consumers. If one-stop department stores aimed to impart convenience to their customers, home obtain networks brought the idea of convenience to a humply modern level. Instead of encouraging customers to drive to their stores, retails brought the stores indoors homes and purchasing the sought after products is as favourable as calling a campana free number.On the former(a) hand, wargonhouse clubs offered customers the opportunity to buy products in volume and at discounted equipment casualtys. Costco and Sams unite atomic number 18 some of the wargonhouse clubs that gain success. The changes within the retail industry proceed well into the late part of the 1990s. along with the success of meshing, retailers were quick to recognize the grandness of surfing the web, in like manner use of early(a) profits applications was troubled becoming incarnate in the lives of many citizenry virtually world. For this reason existing retail shops and new genres of entrepreneurs have grown up and have decided to bring their stores online.The move to habituate the internet was a good finding in terms of commercialiseing. Cable tv set took 25 years to reach most 10 million people, while computers took 7 years to do the same. However, the internet was able to manage that feat in exactly six months. This promoter that retail store ordain have much chances of ikon if they have their own website. Since the utilization of the internet for retailing purposes, many companies have been able to experience the benefits of bringing their businesses online. With this, a bring was created to formulate strategies that focus on maximizing the potentials of internet.Nowadays, ecommerce, ebanking and other forms of ebusinesses atomic number 18 becoming a popular choice among the consumers and as such, it is also becoming a popular form of busine ss for companies. Increase in gross sales be usually expected by companies when they launch an online store on phalanx websites that offers their products and services. In the retailing industry, etailing is also fast becoming the choice of companies. One of the companies that bring down in advancing their etailing endeavor is As Seen On Screen 0r ASOS.They offer array and other fashion associate items that are similar to designer fashion have on by celebrities but at a lower price. They have a website where they impart the products that they flowingly have. In addition, they show actual photos of celebrities wearing a similar item of clothing that are creation exchange on their site. Case Study disrespect the degree of success that ASOS was able to strive over the years of their operation, there are fluid difficultys that they need to resolve in order to ensure the survival of their business.This is the principle behind this paper. This paper will be presenting the conditions that ASOS are operating in as well as the various aspects that they need to focus on in order to maintain steady or add-on flow of profit. Statement of the Problem The problem of ASOS is generally related to the problem face up by most online retailers the online consumer get behavior. Attracting consumers with the express mail options available on the internet is a big challenge to online retailers like ASOS. subtle the online consumer behaviors will let the retailers and managers of these companies formulate and better effective strategies that will help increase the popularity and sales of clothing online. According to a study of users who have bought products online, there are five main reasons wherefore people shop through with(predicate) the Internet. These are convenience and ease of use greater endurance better prices easier comparison-shop and no sales pressure. On the other hand, there are also reasons why people are non attracted to making purchases online especially when it comes to clothing.The top quartet most frequently identified reasons why consumers are not purchasing online are ability to judge feature, security, privacy, and easier to purchase locally. harvest-home Strategy The product line of ASOS is very well defined. The company knows exactly what they lack to show in their website. As the power name of the company suggests, the product line of ASOS is composed of clothing articles as well as other fashion related items that have been seen on celebrity fashion icons or trendsetters. The companys close to extend their product line to include beauty products have paid dividends to the company.Since the products of the company focuses on products that must be likeable to the eye of the customers in order to be bought, visual merchandising is consequential in conveying the aesthetics of the products that they are being offered. Customers need to see that the clothing items that are being offered in the website were indeed as seen on screen. Like the stodgy retail clothing outlets, ASOS does have a window to display their products. The pages of their website serve as the windows where their customers stooge see the products. Communicating their Identity. be two in the fashion and retail industry, ASOS needs to be able to befitting the requirements of both industries in order to succeed. In relation to the fashion industry, ASOS must ensure that the items they are offering are gibe to the period and also in synchronize to the latest styles. other objective of ASOS is to provide a pleasant online shopping experience to their customer. It is eventful to associate shopping with being online. It is a fact that being physically involved in shopping brings slightly a different experience compared to shopping online.Competitor Analysis arguing is important since it affects the success of a business venture. Competition is about the companys capability in positioning itself in the groc ery so that they could stand out among the domiciliate in the perception of the consumers. In the incident of ASOS, they do not have any direct competitors when it comes to clothing associated with celebrities. However,it compete with other clothing retailing stores such as Topshop. com and Figleaves. com. Positioning Strategy The target commercialise segment of ASOS is as defined as their product line.They target people who are eighteen to thirty years of age and who are internet savvy. Based on the questionnaires prepared and used for this research, the biggest bulk of ASOS customers are eighteen to twenty-two years. This age group represents fifty-five part of the come up ASOS customers. It is followed by people who belong in the age brackets twenty-four to twenty-nine and thirty to xxxv which are twenty percent of the ASOS customer population each. Lastly, people who are cardinal to forty-two years old complete the population representation five percent of the total. ASOS customer population by age groupsThe result of the bay window concluded that ASOS targeted the cover age group for the products. This is the case since the flock revealed that eighteen to thirty year old customers are to a greater extent open to buying the products that ASOS offers. Another reason for the bulk customers on the said age bracket can be attributed to the fact that people within this age group are to a greater extent apt at using computers as well as navigating the internet. In addition, they are also the ones who are part of the in bodiedd world where everything is fast-paced that they do not have the time to go down town and shop for the frock and other fashion items.ASOS customer population by gender In relation to gender, eighty percent of ASOS shoppers are women, while unless twenty percent are male. This whitethorn be the case since most of the items that are being offered online are for women. In addition, the merchandising activity of ASOS focuses on d isseminating information to more women than men. 500,000 emails are sent to females twice a week compared to 100,000 emails sent to males exclusively once a week. Offer Strategy The success of ASOS is being owed to their ability to offer stylish clothes at significantly lower prices. However, there are still other actors that needs to be considered when discussing the success of ASOS as an online retail clothing store. Aside from the price of the products, the seasonability of the products being offered is also crucial. It is a fact that the fashion industry is always on its toes when it comes to innovation. Various collections come out on a regular basis depending on the season. There are winter and summer collections as well as spring and fall collections. Conceived Identity Corporate identity is a valuable management resource be have got it affects every aspect of corporate life.A companys image, reputation and management perception, the three components of corporate identity. Establishing a clear identity has produce a difficult task overdue to the trend towards cross-border mergers, the growing importance of environmental concerns and the increasing similarities between products and services. In the current situation of ASOS, it affects it corporate reputation in the US. However, there are some strategies which can be done to build up the ASOS reputation and credibility. The brand of the company is important part of company.Marketing communication vehicles such as advertising, direct mail, globe traffic, trade shows, seminars, and collateral material play an important role in communicating brand. persuasion of these activities as brand conveyors is important to check their role. Consistent with its objective to build up their reputation and credibility towards the customers, ASOS would develop a solid message platform that understandably and consistently communicates their product features and benefits in a way that incorporates its brand principl e, personality, and associations.Secondly, ASOS would communicate with its customers by using third parties to send its messages and in order to establish credibility with all target audiences. Third parties include analysts, media, appoint givers, happy customers, and online intelligencegroups/list serves. Public Relations By its nature, world relations is inclined to serving particular interests by presenting them to the public in the most favorable light. The soonest form of public relations and still the most widely practiced is publicity. The straits instrument of publicity is the press release, which provides the mass media with the write up material and news stories.The growth of modern public relations is generally attributed to the development of the mass media, which speed up the spread of ideas and change magnitude the importance of public opinion by giving more people access to current events. time Strategy The sales of ASOS increases significantly during the s pend season. This is the case because orders for products that will serve as gifts were in demand. In addition, a series of events take place during the vacations. Family reunions and countless parties are set to happen during this time of the year.This core that people will always be on the look out for clothes that they will be able to use during these events. However, it is also expected that during the holiday season discounts are in abundance. This means that consumers are also on the lookout for plenty deals. In the case of ASOS, they are able to work the needs of their customers for ideal arrange at reasonable prices. As such, during the holiday season ASOS must be able to get the word going that they will be able to provide eccentric yet affordable apparels for the people. Desired Identity Expanding New Values for customers worldwideThe last goal of ASOSs sales activities worldwide is to satisfy their customers so that they will go to come tolerate for more ASOS fe eling products. Thats why they put full causal agent into their services, responding to changing values and increasingly school needs. Theyre always working to improve the spirit of customer relations providing matey and attentive sales, responsive service support, thoroughgoing(a) maintenance and repairs so customer satisfaction constantly grows. ASOS also continues to develop sales and service systems best suited to community eeds. Customer Care and Service fall Quality Management is incorporated into all the functions and processes of the organization. With this, it can be stated that customer relationship management programs are included in total quality management. The need to develop an effective total quality management is important due to various reasons. It is also the case that total quality management views customer satisfaction in relation to customer retention and increase in the profits. These above points are considered by ASOS when they designed their websit e.They wanted to give their customers the kind of shopping experience that would lead them back to the website and make more purchases. Misaligned Identities actual and desired Mismatched in actual and desired identity could be sited from the following example ASOS is one of the starring(p) retailers existing in the corporate world today. One of its leading features is etailing. Due to the far reaching grasps of the internet, etailing has flourished. However, ASOS has intend to further it make up ones mind in the retailing industry of the Far East by building a branch in one of Asias key and unconnected cities.But the fact remains that ASOS is originally an etailing (relies much on the internet) corporation, and that many of the countries in the Far East do not have advanced computer and internet services as the rest of the world. ASOS presented a key solution to this problem, they would build a material retailing branch. But this would good conflict with their actual identity, which is etailing. SWOT Analysis Strengths The strength of ASOS is its utilization of the Internet. Through the Internet, it has organize a definite merchandise segment that is composed of mainly Internet users.A firm that limits its attention to fewer market segments can better serve those segments than those firms that influence the entire market. Moreover, its core focus, which is apparel, as worn by celebrities at affordable price gives them a marketing edge for it to attracts customers slump away. It also gives huge discounts and has broad family unit coverage. Weaknesses Online retailing in general is acquiring bad publicity nowadays such as poor delivery performance. Another weakness is that ASOS cannot guarantee specific product or brand presence.Internet marketing is unlikely to be successful, as consumers like to try on clothes and see the quality of fabric and workmanship. One field that ASOS needs to resolve immediately, is that since its launch until this day, th ey only offer clothing items up to coat 12. This means ASOS is excluding a segment of the market that can offer them additional profit. This may also cause some customers to get turned off since this suggests that ASOS thinks only people upto size 12 bodies have the honorable to wear celebrity inspired apparel.Opportunities Ecommerce transmit now represent 11% of the total UK retail business, and record numbers of products are being procured via the internet. People are attracted by low prices and convenience. In addition, they have unified their everyday activities to technology and the Internet, including shopping. As the number of working women, who are ASOS core customers, continues to increase, they will not only need more clothes for work but are also more likely to be financially independent to purchase clothes.Threats Online clothing chains from overseas are successfully invading UK and at the same time, mark apparel such as Diesel, meditation and Zara are still popula r among the market. opposite purely online fashion etailers such as Yoox. co. uk, Brandalley. co. uk are also their main threats. downturn in the economy could also cause buyers to cut back on general spending. Recommendations Improvements for ASOS. com The ASOS website could be improved through a variety of ways that would benefit both the company and the consumer.For example if video and phone clips were added to some pages, this could increase the interest level for the browsing customer, which could result in change magnitude sales figures. Customer services could be improved through the addition of a live chat service on the website, providing the opportunity for customers to interact with retail module directly about any questions or concerns they may have about their shopping experience. ASOS can actually provide this kind of service if they outsource it to call centers in Asia for example. It will be cheaper to outsource it than to create an in-house call center.Other issues that would need to be addressed within the ASOS. com website include increased contact with staff, faster processing of refunds and returns and an increase in transparency which could be achieved through more comprehensive information on the company itself. Based on the survey conducted for this research, ASOS customers consider the style, price and quality independently before buying at ASOS . This means that ASOS must be able to meet these demands of their customers if they want to ensure continued occupation from them.