Assignment on E-Marketing Plan – ASOS
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Added on 2021-02-19
Assignment on E-Marketing Plan – ASOS
Added on 2021-02-19
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Table of ContentsINTRODUCTION...........................................................................................................................1MAIN BODY ..................................................................................................................................1E-Marketing Plan – ASOS ..............................................................................................................1Introduction ................................................................................................................................1Situation Analysis......................................................................................................................3e-Marketing Schedule ................................................................................................................7e-Marketing Strategies and Action Plan ....................................................................................7Costing and Budget ....................................................................................................................8Technical issues .........................................................................................................................9Monitoring Strategy and e-Marketing Evaluation methods .....................................................10CONCLUSION .............................................................................................................................11REFERENCES..............................................................................................................................12
INTRODUCTIONE- Marketing is the action or process of a business which uses internet for creating,communicating, delivering , exchanging and promoting a product or service in order to obtainprofit maximisation with an optimum utilisation of resources in an effective and efficientmanner. The foremost aim of marketing is to satisfy the need or demand of customer which leadan organisation to acquire sustainable profitability within competitive marketplace in aninnovative style. Emarketing not only involves marketing over internet but it also includes themarketing which take place through email and wireless media (Ali and et. al., 2014). However,this innovative trend enable current marketing process of establishments to reach large numberof population in an amended way that lead them to enlarge its market share or size. For thisreport, ASOS company has been considered which is branded and reputed British Online fashionand cosmetic retailer and it is founded in the year of 2000. It is headquartered at UK and offervaries segments of products i.e. clothes, shoes, accessories, beauty across the globe. In this study,it involves implication of SWOT and PESTLE analysis to examine business environment, e-marketing schedule, application of e-Marketing strategies, evaluating costing and budgeting,identifying technical issues. Finally, determining e-Marketing evaluation methods andmonitoring strategy to accomplish company's objective in an effective manner. MAIN BODY E-Marketing Plan – ASOS Introduction E-Marketing plan is considered as the process or procedure of marketing a brand with theusage of internet or technology. It involves both direct and indirect response marketing elementas well as utilises a range of technologies which help ASOS to connect its business to theircustomers in a innovative manner. In case of ASOS which is one of the branded online retailerwho operates its service in various segments like beauty, accessories, clothing, shoes. In order toexpand its exiting market, the company has decided to launch their new grocery outlet wherethey will try to render their customers with the basic essential (Ali and et.al., 2015). Vision: The vision of ASOS is to become the world's largest online retailer and becomethe best choice for customers for placing the brand in an impressive position. 1
Mission: ASOS primal mission is to deliver the best and fashionable products or servicesin order to acquire the best position among the mindset of customer within prescribed timeperiod. Objective: In border to gain competitive advantage over the rivals the business has set ansmart objective so that the launch of new outlet can be done in a appropriate manner.Specific: The company has takes an initiative to introduce its new grocery outlet so thatexpansion of business can be done in a better manner. Measurable: The business has to cover the market share by 90% by the launch of its newgrocery outlets. Attainable: In order to attain best position within market, the company will focus ondifferent promotional activity i.e. advertising so that ASOS can acquire the position of growthwithin a tenure of 3 months (Bačík, Štefko and Gburová, 2014). Relevant: The company needs to attain increased productivity ratio within competingmarket in comparison to its rival i.e. All Saints, Alibaba, Amazon and etc. Timely: The ASOS will be able to place it's brand at higher position within a time periodof 3 months. Return on Investment: It is a ratio between net profit and cost of investment whichenable an organisation to ascertain its investment efficiency for obtaining profit maximisationwith an optimum utilisation of available resources (Income statement in GBP, 2019). In relationto ASOS, it impose moderate pricing strategies which lead them to acquire impressive growthrate as well as to enhance its sales performance. Ansoff Matrix It is a marketing planning model which help an establishment to examine its product and marketgrowth strategy. It comprises of four components which is mentioned below: Market penetration: This component signifies that business mainly focus on sellingexisting products in current marketplace by adopting competitive pricing strategies,advertisement (Baker and Magnini, 2016). Product development: Under this, company aims to expand its market share byintroducing new products into current market by utilising innovative or advanced technologies. 2
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