Community Engagement of ASOS Plc: Stakeholder Participation, Multiculturalism, and Sustainable Business Relationship

This report discusses ASOS Plc's community engagement strategies, including stakeholder participation, multiculturalism, and sustainable business relationship. It also covers the training and development required for dealing with socio-cultural issues with society. The report provides recommendations for the company's managers to maximise its potential in its respective sector of activity.

Community
Engagement

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
ASOS Plc in community engagement.........................................................................................3
Stakeholder participation.............................................................................................................5
Training and development required for dealing with socio-culture issues with society.............6
Forward looking approaches of ASOS Plc on multiculturalism.................................................7
Sustainable business relationship................................................................................................7
CONCLUSION................................................................................................................................8
RECOMMENDATIONS.................................................................................................................8
REFERENCES..............................................................................................................................10

INTRODUCTION
Community involvement is defined as the practise of working with and through groups of
people who are related by geography, shared interests, or analogous situations to address issues
that influence their well-being. As a result, community participation is a systematic strategy for
identifying and addressing problems that affect the well-being of defined groups of people,
whether those groups are related by location, particular interests, or affiliation (Freeman, Parmar
and Martin, 2020). The combination of the phrases community and involvement broadens the
scope, changing the focus from the individual to the collective, with implications for equality to
guarantee that the variety that exists within every community is considered. The current study
will focus on the operational activities of ASOS Plc, a clothes and online shopping company
founded in 2000 and headquartered in London, United Kingdom. It is the UK’s largest
independent online store, with a focus on young adults. The website also sells about 850 brands
of apparel and accessories. In this report, an attempt will be made to highlight Nick Robertson’s
position in community engagement in order to assure improved operations of the firm’s
activities, with a focus on various obstacles or issues that the company faces during operational
activities.
MAIN BODY
ASOS Plc in community engagement
Figure 1: ASOS Plc "Fashion with Integrity" Programme

Figure 2: ASOS Plc news feed for CSR through FWI programme
ASOS Plc announced in 2019 that the company is taking a significant step toward the
ASOS Plc Community’s aim of supporting a Fashion with Integrity approach and model. This
community network feature adds greater connectedness to our network, allowing us to boost
community participation and user interaction while also bringing in more external participants
(COMMUNITY PROGRAMMES, 2020). The company’s main technique for promoting
involvement is to give non-monetary rewards to group contributors and to grade individuals
based on their contributions.
In addition, the organisation has added product changes based on the most popular
consumer evaluations and specific difficulties. This will involve the company’s operational
activity as well as feedback gathered from various customers after they have used the company’s
goods or services. This will allow the firm’s management to oversee the firm’s efficient
operation and make the production department responsive to feedback received from the
company’s diverse consumers (FASHION WITH INTEGRITY, 2020). It will not only boost the
company’s goodwill, but it will also help to boost brand loyalty for the company’s specific
products and services in its target market.
Aiming sustainability
The CEO of the company oversees the company’s various activities by implementing
long-term strategies. Various operational responsibilities of a commercial entity are governed

with the goal of maximising resource utilisation and allocating saved resources to the
development of society. In its particular marketplace of operations, the company is recognised as
having the most altruistic business model that prioritises social responsibility and connection
with society.
Job opportunities
Significant process possibilities are created through the variety of a company’s
environment, in addition to the variety of provider carriers required inner it. In addition to
imparting direct enterprise potentialities for merchants, the organization’s environment has given
new possibilities for provider carriers in logistics, marketing, consulting, operations outsourcing,
training, and different on line and cellular trade professions (EMPLOYEES IN THE
COMMUNITY, 2020).
Rural development in UK
As they increase into rural areas, the organisation has created possibilities for rural
residents withinside the United Kingdom to expand and increase with the aid of using supporting
them in promoting agricultural produce to city purchasers and offering them with extra get
admission to a much broader variety of amazing services and products via on line shopping.
Poverty relief programs
The company contributes to poverty alleviation projects in the United Kingdom. In order
to efficiently achieve the target, it has built numerous platforms and programmes in addition to
utilising the firm’s resources (Hu and Zheng, 2020). Firms have undertaken various initiatives in
the areas of education, small business funding, and women’s empowerment in the region.
Stakeholder participation
A stakeholder in a firm is a person, organisation, or party who has an interest in the entity
and the outcomes of its activities. Stakeholders include employees, customers, shareholders,
vendors, societies, and governments. Businesses frequently have to make trade-offs in order to
meet the needs of multiple stakeholders with varied priorities. In a firm, there are numerous
stakeholders, and their contributions to community engagement are listed below:
Customers: These are the human beings whose needs and behaviours are monitored via
way of means of the company’s entrepreneurs and executives in particular scenarios. Concerned
team of workers branch conducts in-intensity studies at the firm’s operational market that allows
you to extract information approximately the traits of numerous clients withinside the enterprise

market (Myers, 2017). Under a variety of market conditions, ASOS Plc implemented numerous
programmes and platforms, such as social media, to engage with their clients. In addition, ASOS
Plc engages customers by publishing community posts and beautiful company product posters.
The procedure also entails gathering regular input and making quality adjustments to the
company’s production process.
Employees: They are individuals who work in a company to achieve their personal
ambitions while also achieving the company’s aims and objectives. Employees in the firm are
trained to have stronger communication skills and are pushed beyond of their comfort zones in
order to create better relationships with the company’s stakeholders, which helps the company
preserve its goodwill in its assigned region of operations.
Investors: They are those that believe in the company’s operational job and are
occasionally fans of the company. They are individuals who contribute their savings to a
company’s capital, allowing the organisation to effectively do its operational work by raising
capital money for its staff. Managers of diverse companies ensure that the company’s investors
and the company have stronger interactions (Wang and et. al., 2021). This addresses concerns or
obstacles associated to a lack of financial resources and boosts the firm’s productivity by
delivering products and services on time to varied consumers.
Vendors: They are the people who supply the company with raw materials that aid in the
manufacturing process. ASOS Plc maintains good relationships with its vendors or suppliers,
which allows the company to obtain raw materials at lower prices, allowing it to supply products
and services at reasonable prices.
Government: The government is also regarded one of a company's stakeholders. A
commercial firm’s operational manager should consider the numerous regulations and policies
enacted by the governing body of the region in which the firm conducts its operations. The
corporate strategy and plans should be in line with the regional government’s policies. Failure to
address government policy could result in legal formalities that make it difficult for businesses to
operate.
Training and development required for dealing with socio-culture issues with society
Socio-cultural range refers to societal elements that have an impact on how human beings
engage with human beings from different cultures. It also can have an impact on how personnel
reply to control requests, organisational requirements, and company policies, or the company’s

culture. In reference to the chosen firm, “ASOS Plc”, the firm’s managers, with the goal of
achieving success in the future, offer numerous training and development programmes that assist
the firm in dealing with various socio-cultural difficulties that exist in society. The following are
some of the advantages of including training and development programmes in an organization’s
structure:
Professionalism: Appropriate training and development programmes in each firm
promote professionalism in the workplace throughout the company’s operational operations
(Anwar, 2017). Promoting a professional attitude in the workplace guarantees that the company’s
key consumers receive higher-quality products and services.
Clear Vision: Revision of corporate goals and objectives is part of training and
development programmes. It entails offering suitable instruction as well as supporting new
techniques to performing certain job responsibilities assigned to distinct employees.
Performance gaps: Managers of the firm can fill various performance gaps and dedicate
ASOS Plc’s working towards the achievement of desired goals and objectives through such
programmes, ensuring proper resource utilisation and enabling the company to produce
operational work without any waste in the organisational structure.
Forward looking approaches of ASOS Plc on multiculturalism
As a result of the spread of globalisation, numerous company enterprises’ working methods
have changed from what they were previously. With such changing business conditions, Nick
Robertson, the company’s CEO, does not wish to overlook this issue. As a result, several
operational standards and business strategies were developed in the organisational structure to
focus ASOS Plc’s efforts on delivering intercultural training and development to various
personnel (Qiao and et. al., 2020). The importance of providing multicultural training and
development programmes:
 Diverse cultural perspectives can help to foster creativity and innovation.
 The company can learn about the local market.
 The company’s marketers are greatly aided in recognising cultural sensitivities and
behaviours of diverse cultures.
 Excellent opportunity to expand the company’s market share in the worldwide market.
 Encourages teamwork by avoiding cultural differences, resulting in strong groups that
can fulfil the company’s growth goals.

Sustainable business relationship
More than simply improving office working conditions is required to transition to more
sustainable business practises. By focusing sustainability emphasis on ASOS PLC’s external
activities, particularly with customers, a number of more sustainable, alternative alternatives can
be developed. Make use of them to help your business grow, improve client connections, and
safeguard the environment (Lee and Chien, 2018). In the case of “ASOS PLC”, the founder and
CEO cultivates effective, long-term commercial relationships with various workforce
stakeholders.
This improves commercial enterprise organization productiveness and permits managers to
expand higher-first-class services and products which are introduced to the company’s valued
clients the usage of a customer-centric method that includes placing manufacturing requirements
withinside the organization primarily based totally at the needs and necessities of the company’s
numerous clients (Han and et. al., 2019). Firm executives have turned to social media channels to
build productive relationships with their consumers. As a result of the analysis, social media is
the most practical and popular method of reaching out to customers’ desires and needs in the
many products and services they consume.
CONCLUSION
From the preceding discussion, it has been analysed that developing a company’s
community engagement plays a significant part in promoting a better and more sustainable
strategy to achieving the firm’s targeted goals and objectives. The provided study emphasised
numerous aspects and areas in which the chosen organisation operates using a customer-centric
approach as a strategy to discover their niche in worldwide markets. Finally, managers of the
chosen firm focus on sustainable methods and multiculturalism in order to promote better and
efficient working of the business firm in order to gain a better position in future marketplaces
and promote the company’s work in various regions across the world.
RECOMMENDATIONS
Following a critical analysis of the above-mentioned discussion, specific recommendations
for managers should be made with the goal of maximising the firm’s potential in its respective
sector of activity. The following are some suggestions:

 Innovation: As can be seen from the above report, top-level management of the company
has made several attempts to provide clear directions on how to innovate in the
company’s numerous operational activities. However, there are some flaws in such
innovation practises, thus company executives are advised to conduct research into these
challenges and develop a better path to the company’s desired goals.
 Technology: According to the results of the aforementioned meta-analysis, the managers
and leaders of the chosen firm have developed a set of criteria aimed at improving the
company's future standing in international marketplaces. As a result, it is recommended
to the respective firm’s operational management department to make use of current and
trending technology. This will assist the staff in completing its vital project and ensuring
higher productivity while achieving its company goals and objectives.

REFERENCES
Books and Journals
Online
COMMUNITY PROGRAMMES. 2020. [Online] Available through:
<https://www.asosplc.com/corporate-responsibility/our-community/community-
programmes>./
FASHION WITH INTEGRITY. 2020. [Online] Available through:
<https://www.asosplc.com/corporate-responsibility/fashion-with-integrity>./
EMPLOYEES IN THE COMMUNITY. 2020. [Online] Available through:
<https://www.asosplc.com/corporate-responsibility/our-community/employees-in-the-
community>./