Service Marketing Issues of ASOS in the Fashion Retail Sector

Analyse the service marketing
issues affecting one
organisation in one particular
sector

TABLE OF CONTENT
INTRODUCTION ..........................................................................................................................3
MAIN BODY...................................................................................................................................3
Analysing strengths, weakness, opportunities and threats of ASOS...........................................3
Identifying the key service marketing challenges for the next 3 years for ASOS.......................4
Analysing the threats via theoretical principles of services marketing along with
recommendations to overcome with strengths and opportunities...............................................5
Recommendations........................................................................................................................6
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................9

INTRODUCTION
Marketing in the business mainly aid in defining about the undertaking activities as for
promoting the products and services of the company by advertising , selling and attracting the
consumers for purchasing the products. Facing different marketing issues as while operating the
business in dynamic market mainly including lack of market knowledge, not able to understand
the consumer behaviours and its strategies by lacking to create budget. This report provide
details about ASOS the British fashion retailer mainly serving wide range of fashion apparels to
consumers while operating in dynamic marker. This report mainly includes analysing the
business strengths, weakness, opportunities and threats. Further identifying the key marketing
challenge faced. Lastly analysing thereat and providing recommendation for overcoming the
challenges faced.
MAIN BODY
Analysing strengths, weakness, opportunities and threats of ASOS
 strengths
 The company is mainly recognized
globally and maintaining the wide
range of fashion apparels including the
best brand products for consumers by
emphasizing on unique variety (ASOS
SWOT Analysis, 2022).
 Marketing with using blog, social
media and producing magazines mainly
helps in retaining loyal consumers with
serving through online channel.
 Adopting different innovative ways as
for retaining and targeting the loyal
consumers by using interactive
shopping methods.
Weakness
 serving and operating only using online
platform this hinders in the option of
consumer to try out clothes prior
shopping.
 The free shipping provided to the large
number consumers retains its costs of
the company which reduces profits.
 The lack of using marketing platforms
in company must use more digital ways
as for featuring the products and
marketing as for attracting wide range
of consumers.
 With wide returning ply impacts the
business and results in providing