Digital Marketing Plan for ASOS

Digital marketing plan
for Asos

Contents
INTRODUCTION...........................................................................................................................3
TASK...............................................................................................................................................3
Brief investigation of the current retail industry including the impact of BREXIT and Covid-
19.................................................................................................................................................3
Provide discussion on the organisational structure, and resources required e. staff and finance.
.....................................................................................................................................................4
Environmental analysis................................................................................................................4
Importance of Environmental analysis within strategic marketing planning.........................5
Pestel analysis for each factor and mention how the Brexit and the pandemic is affecting each
factor. (positive and negative).....................................................................................................5
Corporate and Marketing objectives of the organisation (be brief and specific)........................7
Marketing Strategy selection.......................................................................................................8
Market targeting and positioning including global implication and potential expansion globally
.....................................................................................................................................................8
Assessment of the 7P’s;...............................................................................................................9
Marketing mix is..........................................................................................................................9
REFERENCES..............................................................................................................................12

INTRODUCTION
Digital marketing is defined as very important aspect of marketing that utilised internet and
various online based technologies like computer, mobile phone, desktop and other digital media
platforms in order to promote products and services to potential customer. Basically, it is the
online marketing that facilitates the organisation to promote organisational brand and help to
connect customers through using internet and digital communication. There are various online
campaigns are conducting by the organisation on different social media channels to reach
potential customers and spread awareness brand and its products and services in efficient manner
(Brandão and Wolfram, 2018). In this report the chosen organisation is ASOS which is British
online fashion and cosmetic retailing organisation founded in 3 June, 2000 by the Nick
Robertson Andrew Regan. Headquarter of respective organisation is situated in London,
England, United Kingdom. It deals in cloths, shoes, accessories and beauty products. In this
report environmental analysis, PESTLE analysis, STP process and 7Ps of marketing mix is
covered in this project report.
TASK
Brief investigation of the current retail industry including the impact of BREXIT and Covid-19
As retail is defined as the process that includes selling of consumer goods and services to the
customer by using various multiple platforms and channels of distribution in order to earn profit
and satisfy the needs and demands of customers in effective manner. There are various
organisation is working in retain industry which is the huge industry. Retailing is defined as the
process of attracting customers through displaying as well as marketing products and services.
Current retail industry work through various supply chain system to provide products and
services to end-user and consumers (Belgrano, 2020). The supply chain consists various level
such as manufacturer, wholesaler, retailers and customers. All levels are interconnected with
each other and ensure the supply the products to end user in proper manner. In current
competitive environment various type of retailing industry are working in market such as
department store, groceries stores and supermarkets, warehouse retailers, convenience, discount
and outlet retailers that provides and produce quality products and service for customer to satisfy
their needs and demands.