Marketing Mix Strategic Planning: A Case Study on ASOS

Marketing mix strategic planning: a case
study on ASOS

Table of content
Introduction................................................................................................................................3
Organisational background........................................................................................................3
Explaining the role of marketing and its interlinks with the functional units of the
organisation................................................................................................................................4
Comparing the ways in which the organisation use the elements of marketing mix to achieve
the business objectives...............................................................................................................7
Developing and evaluating a basic marketing plan for ASOS.................................................10
Reference List..........................................................................................................................16

Introduction
The marketing mix strategic planning of the organisations is important for fulfilling the
strategic objectives of the firm sin running their business operational activities in the market
(Charter, 2017). Through developing marketing strategies, the organising tries to expand their
business in the market and promote the brand, so that it is possible for the companies to retain
customers and strengthen their customer’s base in long run. Hereby, through developing the
marketing mix strategic planning the organisations can maximise their profitability by
improving their sales volume and secure the sustainable development in near future. The aim
of the study is to analyse and evaluate the marketing mix strategic planning of the company
ASOS, through which the firm is trying to grab high market share in operating their business
sustainably. The study also focuses on discussing the importance of marketing mix planning
to understand interlink between the marketing strategic practice and the organisational
functions. Apart from that, the study also focuses on developing a suitable marketing
planning or the organisation through which it is possible to fulfil the objectives of the
business of ASOS.
Organisational background
ASOS Plc is a British online fashion and cosmetic retailer, where it was founded in the year
of 2000. The website sells over 850 brands as well as it has own range of products including
clothing, accessories and ship to all 196 countries from the fulfilment centres n the UK, US
and EU. The major product of the company are such as cosmetics, shoes, accessories and
clothing as well as health and beauty products as per the market trend and customer’s choice
and preferences (ASOS, 2019a).
Figure 1: Organisational logo
(Source: ASOS, 2019a)

The company is efficient to generate revenue in the market, where in the last year, the
organisation has generated over £2.4 billion revenue and the organisation is also efficient to
manage their staff where the numbers of employees are more than 4500. It runs their business
through e-commerce facilities and it is efficient to develop effective marketing planning for
grabbing the market opportunities and strengthening their customer’s base, so that it is
possible to secure future sustainable development in fashion industry (ASOS, 2019b).
Explaining the role of marketing and its interlinks with the
functional units of the organisation
In the recent era of globalisation and highly competitive market structure, all the
multinational corporate firms focus on developing effective marketing mix strategic planning
to run their business sustainably in near future, where the companies try to grab the market
opportunities by developing effective marketing tactics and strengthen their customer’s base
to make the business profitable (Baker and Saren, 2016). The marketing mix strategic
planning in this regard plays a crucial role in fulfilling the objectives of the firm. The
objective of the organisation ASOS is to maximise the profitability by retaining the
customers where the company focuses on creating values for the customers by delivering
high quality products and services to the customers so that their expectations can be met well.
Hereby, it is necessary for the organisation ASOS to develop effective marketing plan to
attract the audiences in the market and strengthen their long term buyers for sustaining in the
business. Hereby, the marketing plan is beneficial for ASOS to grab the market opportunities
of high demand for cosmetics and beauty products among the customers through developing
the marketing mix strategic planning (Scarano, 2016).
Figure 2: Roles of marketing