ASOS Digital Transformation: Challenges & Talent

DIGITAL
TRANSFORMATION

Table of Contents
TASK-1............................................................................................................................................3
The case for change.....................................................................................................................3
TASK-2............................................................................................................................................3
Capture insights...........................................................................................................................3
TASK-3............................................................................................................................................4
Make fast decisions......................................................................................................................4
TASK-4............................................................................................................................................5
Acquiring and engagement of talent............................................................................................5
TASK-5............................................................................................................................................6
Creation of digital culture............................................................................................................6
TASK-6............................................................................................................................................7
Collaboration...............................................................................................................................7
TASK-7............................................................................................................................................8
Leader’s selection........................................................................................................................8
REFERENCES................................................................................................................................1

TASK-1
The case for change
ASOS is one of the famous cosmetic and fashion retailing store of UK. Its headquarter is in
London, UK. It was founded in 2000. Its main targeted customers are young people by enabling
them to move as per fashion and trends. It performs its business operation in terms of enabling
best beauty product and fashionable accessories. It belongs to retailing industry. It performs its
retailing and operating business not only in UK but across the world. The market that it operates
is mainly comprised of those fashion lovers who want to move along with changing fashion and
trends. Apart from its physical presence it operates its business activities through digital platform
over its website.
Along with digital transformation it also faces various issue and problems in terms of
selecting the best technology along with heavy investment and intense competition. Likewise, it
also faces the threat of having compliance with legal practices, data breaches and privacy along
with reputational threat was faced by ASOS when its shift its business operation to digital
transformation. Ethical and legal concern, raising complexity, public safety are also major threats
that the company can face while going digital transformation (Vial, 2019).
The digital transformation which is chosen by ASOS includes its online selling of products
and online customer dealing over its website and its mobile application named as ASOS APP by
which it would be remain in contact with its customers all the time. Also social media and digital
advertisement is used by company in order to raise awareness among the customer regarding its
products. The main objective of ASOS behind its digital transformation is to become number one
destination and company of fashion lovers. It also wants that with its digital transformation it
would enable its customers to create own fashion and move as per fashion.
TASK-2
Capture insights
In order to gain awareness regarding the business environment concerning the company,
ASOS need to analyse its macro environment, competitors and trends of market. this is because
these factors and aspect have major impact over the ASOS in terms of affecting its business
operations. Macro environment being an external and uncontrollable environment but its analysis
enables the company to have the knowledge about the factors that may impact its digital business

(Javeed and Mukhopadhyay, 2017). Likewise, an analysis of competitors will enable the
company to create idea regarding its competitor strategy. Similarly, the latest trends also help the
company to mould its business operations accordingly.
In order to have knowledge regarding these approaches ASOS may adopt various
techniques and models including PESTLE analysis, Porter’s five forces, Marketing analysis and
various other. By considering the political, economic, social, technological, legal and
environmental forces of external environment company can determine the exact analysis of the
macro environment and its changes along with its impact that may affect the operations (Perera,
2017). Likewise, an implementation of porter’s five forces will enable the ASOS to have
knowledge regarding the competitors and their impact over the company. it will enable the
ASOS to have knowledge to competitive market. in the same way marketing analysis including
marketing mix (Product, Price, Place, Promotion) and STP (Segmentation, Targeting,
Positioning) models can also allow ASOS to have to market knowledge and analysis. These
models enable the ASOS to determine the market as well as framing its policies as per marketing
aspects and situations.
In order to implement the above approaches, ASOS may use social media, websites,
eBooks, smartphones, Artificial intelligence and Augmented reality. These technologies enable
the ASOS to have knowledge and information regarding the macro environment along with
competitor analysis. These techniques and technologies also allow the ASOS to have adequate
implementation of the above approaches and models. Through these technologies say social
media ASOS can easily analyse the external environment changes along with market situation
and competitor’s strategies. Likewise, other technologies including AI, AR, websites also enable
the company to adequately implement the above models and approaches (Pagani. and Pardo,
2017). With the use of these digital technologies ASOS can not only implement the concerned
models but it will also formulate its policies and practices according to the need of market and
situation.
TASK-3
Make fast decisions
In order to make informed decision regarding the market changes and situations, ASOS
can adopt conjoint analysis in order to take decision regarding market research and analysis. As