Strategic Analysis and Management of ASOS PLC

Strategic Management

Table of Content.
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Difference between Descriptive as well as Prescriptive school of thoughts in association with
strategic management...................................................................................................................1
Approaches to the strategic management:...................................................................................2
Describing key models and tools of strategic management as well as identifying the key
features of classical perspective on strategy................................................................................3
key features of classical perspective............................................................................................7
Explaining the drivers of internationalisation along with presenting different options available
to enter into external marketplace................................................................................................8
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
The main purpose of every business organisation is to earn profit and achieve the set
goals and objectives. So to achieve this, the management of the business need to make and
implement different strategies. Here, the strategic management refers to the process of attaining
the competition by making proper decisions and plans (Wunder, 2019). The main aim of the
strategic management is make proper utilization of the available resources effectively and
efficiently in order to remain for the long term in the market. Along with this strategic
management also helps the firms to reduce the risk by adopting different action. In this report,
ASOS PLC is a global firm dealing in fashions and cosmetics products through digital mode.
The respective firm provides the customers with various products such as menswear, women
wear, footwear, cosmetics and many more. The particular report is going to deal with the
difference between prescriptive , descriptive and configuration schools of thought in association
with strategic management. Along with this different approaches to strategy is also highlighted.
This report will also deal in key features of classical perspective on strategy as well as key
models. Furthermore, evaluation of PESTLE as well as SWOT model for framing business
strategies is also discussed. The respective report also identify and analyse the international
drivers as well the various entry options for entering into international market.
MAIN BODY
Difference between Descriptive as well as Prescriptive school of thoughts in association
with strategic management.
Basis Prescriptive school of thought Descriptive school of thought
Overview In order to attain the
competitive advantage, this
approach focus on analytic as
well as planning thought
process with the purpose to
implement the business
strategies (Herazo, Davin and
Sagre, 2019).
In the descriptive approach, it
focus on the strategic theories
which evaluate the real life
situation so that firm can
assess how to put the
strategies in the practice so
that real life business problem
can be solved.
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Strategic decision making Here the strategic decision are
made and implemented by the
top level management instead
of lower level management.
In this approach lower level
managers can participate and
influence the strategic decision
as the decision making
process flows from bottom to
top level managers (Javidaneh
and Karimipour, 2020).
Desired outcomes In order to attain the high
performance suitable strategy
are formulated which is the
main objective of Prescriptive
strategic managers.
But for descriptive strategic
managers efficiency also
matters along with the high
performance (Desai, 2019). In
order to survive in the real
market conditions they give
more focus on developing
strategies .
Process of content vs strategy
formulation
The strategy developing action
and process are the main focus
of the firms who adopts this
approach (Sahu, Padhy and
Dhir, 2020).
On the other hand, necessary
attentions are paid towards the
decisions instead of giving
attention on making the
decision by the descriptive
manager.
Approaches to the strategic management:
Deliberate or adaptive approaches can be classified as the strategy development process
but the actual outcomes is to enhance the profits levels which the most ordinary among the
strategic development process (Miroshnikov, 2019). ASOS PLC company adopts four
approaches in order to make the strategy which are mentioned below:
Classical:
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