Retail Company: Analysis of ASOS plc and Strategies for Dealing with Environmental Challenges

Retail Company
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Table of Contents
Introduction......................................................................................................................................3
Introduction to the company............................................................................................................3
MAIN BODY...................................................................................................................................4
PEST ANALYSIS..................................................................................................................4
SWOT analysis.......................................................................................................................5
Strategies and tactics for dealing with macro and micro environmental challenges..............6
Recommendations..................................................................................................................7
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9
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Introduction
Retail industry is changing very fast and is affected by all the factors that are related with
their consumer and economy of the country to which they belong. The present report is based on
the understanding of concepts of the retail and the changes that are taking place in the fashion
industry because of changes that are taking place in overall external environment in which such
industries are functioning (Wells and Ellsworth, 2016). In the report there is a discussion based
on certain factors that are associated with ASOS plc that is leading brand dealing in clothing,
shoes and accessories having presence in UK and other different parts of the world. There is a
detailed analysis that is conducted by use of certain frameworks such as PEST analysis, SWOT
analysis, so that and understanding can be developed of the macro and micro environment
factors on the retail industry. Further recommendations are drawn to understand various ways to
deal with the challenges that are part of this retail industry.
Introduction to the company
ASOS plc is a British online retail brand dealing in products from cosmetic and fashion
retailer. It is a company that was founded in year 2000 in London and it has a major aim of
targeting the young adults. It is a online stores that is dealing in wide range of clothing &
accessories. It is a brand that is successfully shipping across all 196 countries from various areas
and locations such as EU, US and UK. Adam Crozier is the chairperson of this company and
Nicl beighton is the CEO. The various products in which they are dealing in include range of
accessories, clothing, beauty and shoes. It headquarters are present in Camden Town at greater
London House and they also have some of their offices located at Paris, New York,
Briminghama and Berlin. The main customer acre department of this brand is located at
Leavesden is present near Watdford in southwest at Hetfordshire. Since the year 2013 ASOS
opened its first office outside South east in Birmingham and in the later in the year 2013.
In the year 2019 in April, ASOS has informed their present customers that this is a brand
that is looking forward for making some changes in the return policies as the research policies as
it was found out by the management and research team of this organisation that many customers
were manipulating their return process that was leading to large amount of losses to this brand.
So there are some recent changes that are being made in the overall organisational structure of
this brand.
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