ASOS Marketing Objectives

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This report covers various stages of Marketing planning which was undertaken to assess ASOS’s current operating environment and its existing marketing objectives and strategies adopted. The current challenges and issues identified are:
• Lack of publicity which means lower brand recognition
• Heavy discounting and free delivery & return, costing £100 million pa.
• Logistical issues as they supply to 5 different continents
• Lack of physical presence in terms of stores
• Growth of online shopping and use of latest technology such as smart phones and tablets for purchases
• Global expansion and growth of emerging markets
• Facing heavy competition
Further, future objectives and strategies are recommended with the use of marketing mix.

2. ASOS and mission
ASOS is a British fashion products and accessories retail chain with prime focus on Female and Male ‘20s something’ target market. It was launched by Nick Robertson in 2000 which currently sells products from more than 650,000 brands. It offers 2750 new styles per week with an objective is to offer clothes that resemble the ones of celebrities and keep up to date with the latest fashion trends. They deliver for free to 250 countries around the world and offer unlimited free next day UK delivery for £9.95 a year and early
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According to Conlumino (2014) Global online clothing and footwear retail sales is expected to reach US$300billion by 2018 and mainly from developing economies china surpassing US and women segment leading (Before it’s news 2014).The UK online fashion market is expected to grow 17% and is valued at £10 billion in 2013 (£19 billion by 2019) up from 13% in 2011 strongly indicates growth potential of online shopping which the basis of ASOS Business Model (Mintel

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