Marketing Management About Asos.Com

[pic 1]AKISANMI OLAWALE SOLOMON

BLR0214037008

MBA BATCH 7, FIRST SEMESTER (February to May 2014)

COURSE:  MARKETING MANAGEMENT

[pic 2]

Analysis of case study on ASOS.com (An online fashion store)

Table of Contents

Introduction4-5

Literature Review6-7

Questions and Answers

Answer 1.…………………………………………………………………………………....…..8-9

Answer 2….……………………………………………….....………………………………......10

Answer 3...….………………………………………………………………………..……….10-11

Answer 4….…………………………………………………………………………………..11-13

Critical Analysis

Internal Strength…………………….……………………………….……………………….14-15

Internal Weakness…………..…………………………………………..…………………….15-16

External Opportunity….……………………...…………………………..…………………..16-17

External Threat………………………………………….……………………………………17-18

Conclusions..…..……………………………………………………………………………18-19

Recommendations………………………………………………………………….………….20

References…………………………………………………..………………………….……21-22

Presentation………………………………………………………………………………....23-28

Table of Figures

Figure 1……………………………………………………………………….Product Life Cycle

Figure 2…………………………………………………………Boston Consulting Group Matrix

Abbreviations

PLC ………………………………………………………………………….Product life Cycle

SBU………………..………………………………………………………Strategic Business Unit

Introduction

Nowadays, many fashion producers, fashion retailers or marketers use internet to advertise or to promote their products, the internet users has rapidly increase, The rate of online customers, and the purchasing power of online customers has rapidly increased; Research by Forrester has projected online purchase in 1999 has doubled the one of 1998.

According to Nielsen Global online Survey (2008), clothing, accessories, shoes, bags and all sorts of fashion products were one of the most popular purchased products online. This point inspires researchers to study further the fashion online shopping, because it is a fresh phenomenon to most customers. I mean the prospective individual customers who are interested in shopping online for fashion products, however, even though fashion products are products that customers will feel more comfortable if they can try or feel the product before they make up their mind to purchase it. Such behavior can be further enlightened by customer behavior of online purchase, consumer innovativeness, buying history and sex.