ASOS: An Analysis of Digital Business Strategies and Cyber Security Measures

This presentation analyzes the digital business strategies and cyber security measures of ASOS, an online fashion and cosmetic retailer. It covers the e-business model, competitive and digital business strategies, digital marketing strategies, customer traffic data, e-CRM and social network channels, and cyber security measures.

Digital business management and
emerging technology

Table of Contents
 Introduction
 E-business model that the website pursues
 Identification of competitive strategy and digital business strategy
 Identification of the digital marketing strategies
 Customer traffic data using similar web market intelligence
 Company’s e-CRM and social network channels
 Cyber security measures the company website
 Conclusion
 References

Introduction
 Digital business is the implementation of digital technologies at
business models for the transaction of products and services for
improving the experience of customers
 ASOS (AsSeenOnScreen) is the chosen organisation for this
presentation. It is an online fashion and cosmetic retailer founded
in 2000 in London, UK.
 This presentation will cover E-business model pursuing by the
website of ASOS considering approaches for strengths and
weaknesses of the website

E-business model that the website pursues
 Micro target online audience: At online e-business,
a company wants to reach its target customers who
are interested for purchasing.
 Personalise: It is the use of technology for the
customers so that they could use unique shopping
experiences.

Identification of competitive strategy and digital business strategy
followed by ASOS
 Affordable price strategy: ASOS is using
affordable pricing strategy to stay competitive. In
this strategy the company is selling high quality of
products at comparatively lower prices.

Identification of the digital marketing strategies
 Digital marketing strategy: Digital marketing strategy
is a collection of actions used by businesses to achieve
specific business goals. These goals are performed
online via most appropriate online channels so that a
company could enhance per year revenue. ASOS is
uses various channels of digital marketing including
social media such as: Facebook, Instagram and others.

Customer traffic data using similar web market intelligence
platform
 With the support of similar web market intelligence, it
is observed that the website of the company is visited
by approx 56 million people having bounce rate equal
to 37%. It is also identified that the traffic of the
company has been declined by approx 18% with that of
last month.

Company’s e-CRM and social network channels
 CRM (customer relationship management) is how a
company maintains its relations with its customers.
It is very important to manage customer relationship
as customers are considered to be kings for
businesses.

Cyber security measures the company website has in place
 One time password (OTP): It could be used by
the companies for the protection from cyber
attacks.
 Strong password: Companies could use unique
and a bit tough passwords so that there are less
chances to open the password by others.

Conclusion
 It could be concluded from the presentation that digital businesses are growing drastically
across the globe. ASOS, an online fashion and cosmetic retailer with approx 860 brands at
the website of the company and shipping in 196 countries. ASOS is using http://asos.com/
website for its retailing business and using B2C as e-business model for this website or
online platforms so that it could be able to connect with its customers.

References
 Luz Martín‐Peña, M., Díaz‐Garrido, E. and Sánchez‐López, J.M., 2018. The digitalization
and servitization of manufacturing: A review on digital business models. Strategic
Change, 27(2), pp.91-99.
 Soluk, J., Miroshnychenko, I., Kammerlander, N. and De Massis, A., 2021. Family
influence and digital business model innovation: the enabling role of dynamic
capabilities. Entrepreneurship Theory and Practice, 45(4), pp.867-905.