Business Strategies and Sustainable Development

The provided text comprises an assortment of academic articles exploring various facets of business strategy in the context of sustainable development. It delves into topics such as the marketing mix's influence on brand sales in global markets, the resilience of business strategies within ecological frameworks (using the oyster industry as a case study), and the application of a stakeholder marketing approach to achieve sustainability goals. Additionally, the text touches upon strategic planning processes, political risk analysis in Ukraine, and the integration of renewable energy sources in Jordan.

STRATEGIC
MANAGEMENT
ANALYSIS

Table of Contents
STRATEGIC MANAGEMENT ANALYSIS.................................................................................1
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Section 1...........................................................................................................................................3
1.1 Description about the mission, vision and objective of the ASOS plc................................3
Section 2...........................................................................................................................................5
2.2 Description about the five force analysis of the fashion industry.........................................5
Section 3...........................................................................................................................................6
3.1 Evaluation about the base of ASOS Pls strategies capabilities by use of VRIO analysis....6
Section 4...........................................................................................................................................8
Following are some criteria through which ASOS senior management team can achieve
sustainable advantage in the fashion industry.............................................................................8
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11
2

INTRODUCTION
In the present time, in market, there is huge competition among industries as every firm
requires earning the additional profitability and revenue. In order to sustain in the market for
long time and make effective profitability, corporation develops various kinds of strategies and
tactics. With the help of effective practices and strategies of business, company can develop its
own strong position in market. It is also very important for company to make its stakeholders
satisfy and happy by providing the necessary information to them. The current report is based on
the ASOS plc which is one of the leading online fashion specialists. The stakeholder analysis and
five force analysis model with respect of ASOS has been also discussed in this report.
MAIN BODY
Section 1
1.1 Description about the mission, vision and objective of ASOS plc.
ASOS plc is one of the world’s leading online fashion specialist which generates sales for
the year august 31 2015 of 1.15 billion. It is one of the most famous online fashion retailers in
the world which deals with several customer’s fashion products such as clothes, shoes,
accessories, beauty products, etc. Its primary aim is to deliver products to young adult customers
and it sells over 850 brands as well as its own range of clothing accessories. Asos have have
served its business in the UK, Australia, USA, France, Germany, Spain, Russia, China etc.
Mission
ASOS plc have mission is to become number one online fashion retailer in the world. It
desires to earn the maximum profitability and revenue in the market by delivering high quality
and luxury fashionable consumer product. It wanted to develop its strong brand image in the
market by deliver different and luxurious product and services to its customers. It majors mission
is to become the world number one online shopping destination for fashion industry and attract
the large numbers of customers.
Vision
ASOS have mission is to provide the high quality of fashionable product and services to
its customer and acquire them in large manner. It has vision is to produce high quality of good
and services in the lower prices.
Objective
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ASOS company have objective is to earn maximum profitability and market share in the
competitive business environment. Cited venture aim is to build an increasingly desirable,
dependable and differentiated business model.
As per the above discussion it has been analysed that ASOS company is very famous online
retail outlet in the market which deal with high quality of product and services. It main aim is to
become number one online retailer in the world so for achieve this objective, company required
to keep satisfy and happy its stakeholders (Leitner, Meissner and Martyna-David, 2015). They
are very important person for company who directly and indirectly connected with company's
activities and function. If there are any changes occurs in the activities and function, practices,
strategy, policies, prices of commodity, objective of business, structure of company etc then
there is directly effect the stakeholder. Following are some major stakeholder of Asos company-
 Employees- Human resource is major stakeholder of ASOS company who carry out all
business activities and function of business. In the absence of employees, company can
not survive its business in the competitive business environment. While ASOS company
takes any business decision then it is very important to consider these stakeholders
interest and inform them about the decision.
 Customers- Customers are another one of the major important stakeholder who interested
in the company's product service process, features, distribution etc. While company
changes the prices, features, delivery of commodity then it is very important to inform
them. It is also very important for the company to provide them high quality of product
and services through which it can meet their needs in effective and efficient manner.
 Government- Government is another one of the significant stakeholder who develop
several legislation and norms. It is very important for company to follow all legislation
and regulation regarding the business. Further, company have to provide accurate
information about financial status of the company.
 Suppliers- Suppliers are those stakeholders who supplies product and services to its
customers in the market. Corporation requires to satisfy the suppliers by make effective
order of raw material and payment on timely basis.
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Section 2
2.2 Description about the five force analysis of the fashion industry
In order to sustain in the competitive business environment, it is very important to
analyse the business environment and condition in effective and efficient manner. Hence, poster
five force model is one of the effective tool by which corporation can easily analyse the
condition of competitive business environment and develop impressive business strategy
(Kernbach, Eppler and Bresciani, 2015). In the context of ASOS company it is very important to
analyse the competitive business environment within fashion industry. The fashion retail
landscape has grown highly competitive in the 21 century. In this industry there is a huge
competition in the market as there are several rivals available in the fashion industry. Bargaining power of the customer- Bargaining power of the customer in the ASOS
fashion retail organisation is comparatively high because there is huge competition in the
market. Due to the large numbers of competitors available in the market firm customer
have choice to purchase the same commodity and services from the other rivals in the
market. As there are a lots of brands available in the market which provides the online
shopping experience to its customers so customer have lots of options for purchase the
same product and services. Bargaining power of Suppliers-For ASOS, dealing energy of the provider is low on the
grounds that refered to firm is tremendous recorded organization with a huge turnover. It
brands name is adequate to appropriate the item and administrations in the market. Along
these lines, Cited wander isn't as subject to the providers as different stores. Asos is one
of the most famous fashion retail outlet which provide online shopping to its customers.
Furthermore, due to its high level popularity and goodwill in the market it names is
enough is to sale its product and services in the market that is why bargaining power of
supplier is low. Threat of entrants-In the ASOS association, danger of new participants is low on the
grounds that as it is one of the enormous brand in the UK advertise so new business
association need to contribute vast capital for work the business comparative as ASOS.
As ASOS is very popular and famous brand in the market which deals with several
products and services (Jaber and et.al., 2015). Its name is enough for promote and
advertise its product and services in the market. While any new company establish its
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business same as ASOS then it required huge capital investment. Thus, it can be said that
threat of new entrants is comparatively low because ASOS is very popular brand in the
competitive business environment of Fashion industry. Threat of Substitute-The Threat of substitute is high of the ASOS. As it is a customer
decent retailer and it has expansive quantities of rivals in the market so buyer can
purchase the comparative item with bring down costs (Houdet, Trommetter and Weber,
2012). There are lots of competitors available in the market which provides online
product and services so there are lots of option available for customer to purchase the
product and services. If company change in the prices and features of commodity and
services then there are lots of options available to customer for purchase the same
commodity.
 Competitive Rivalry-As ASOS is the world acclaimed retail outlet in the UK which
manages client products and ventures. It has substantial quantities of contenders like
Amazon, Flipkart etc. Therefore one might say that Asos have extensive number of
contenders.
Section 3
◦ 3.1 Evaluation of the base of ASOS Pls strategies capabilities by use of VRIO
analysis
 In order to analyse the capability, internal strengths, abilities and potentiality of
business, VRIO analysis is one of the effective tools which assists company in taking an
effective business decision. Basically, this tool is used for internal analysis of business
enterprise by which management can assess and analyse its internal working
environment, resources and capability of business. By acknowledging this capability of
business, firm can easily take effective business decision and develop practices and
strategy of business. In the context of ASOS company it is one of the most famous online
retail outlet on the internet which provide high quality of clothing, accessories, and
women footwear to its customer. It designs and produces the products for young and
adult customers. The major aim of this company is to become number one fashion online
retail outlet i world. For achieving this objective, management requires analysing its
strengths, competitive advantages and capabilities. Hence, with the help of VRIO
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analysis model, company can easily analyse and evaluate resources, capabilities and
strengths of business. Following are some major elements of VRIO analysis model- Value- This element stands for the value of resources which can be used as an advantage
of company. If company has impressive resources then it has great value of the business.
With the help of these resources, company can easily gain desired competitive advantage
in market. Effective resources of business can also help company in reducing the impact
of threat. This measurement alludes that do the organization have assets and ability
empower a frame to misuses an outer opportunity or kill an outside risk. With regards to
yes it has such important assets and capacity by which it can expand the apparent client
esteem. Client esteem can increment by increment separation or reduction the costs of
item. ASOS have sufficient quality and nature of assets through which it's can build
esteem and lead upper hand in the market.
 Rareness- Rareness allude concede brief upper hand. ASOS has such quality and
particular item and administrations which is gained by one or not very many companies
of media transmission. ASOS have capacity to grow such imaginative and inventive
innovation which does not coordinate with other firm. It has high quality of
administrations and item since it is procuring high qualified and experts representatives
who gives their best commitment in accomplishing the association objective. With help
of the high quality and particular workforce, nature of administrations of ASOS is
extremely gainful and develop which no other association deliver (Gonzalez-Padron, Hult
and Ferrell, 2016). In this manner, one might say that with help of successful talented
representatives refered to wander have grown high quality of administrations and item
inside the market and pull in the huge quantities of client. Besides, Cited venture likewise
utilizing powerful and high quality of innovation and gear through which it delivers the
successful and high quality of item and services. With help of innovation and hardware,
organization delivers such successful item and administrations which have not no other
association created in the market.
 Imitability- ASOS have profitable, uncommon and expensive to copy assets can achieve
wanted upper hand. Impersonation can happen by two way that is specifically mirror the
assets and rendering the similar profitability and administrations. Truly ASOS have
7

limitability since it have capacity grown extra time, skill picked up will be exceptionally
troublesome for other firm to create and mimic. ASOS product and services is unique
and effective which other organisation can imitate easily.
 Organisation- ASOS have viable administration framework, process, arrangements,
structure and culture which help particle created uncommon, profitable and emulate item
and services, Yes refereed to wander have aggressive capability of its assets and
capacities
Section 4
Explanation about some criteria through which ASOS senior management team can achieve
sustainable advantage in the fashion industry
As per the above discussion, it has been analysed that ASOS is one of the famous fashion
retailers in the UK which provides high quality of consumer products and services to its
customers. It has the major aim to become number one online fashion retailer in the world. So,
for achieve this objective, management of ASOS has to focus on various competitive strategies.
Management of ASOS should focus on porter’s generic competitive strategies which are as
follows-
 Cost leadership strategies- In this strategy, company sets the lower cost of products and
services for its customers. It sells its commodity in the lower prices. The source of cost
advantage is depend on the structure of the industry. The major objective of this strategy
is to attract a large number of customers. By implementing this cost leadership strategy,
ASOS can perform better in the competitive market and develop its own competitive
advantage as with help of this strategy, company can enhance sales of commodities.
 Differentiation- This is a unique strategy in which company has to include some unique
features and characteristics along with its products and services. With the help of this
strategy, company can easily develop impressive brand image in the market because it
adds some special features and characteristics along with products and services. ASOS
can effectively develop an impressive image in the market by adding special features
along with its services and commodities. With the help of this strategy, company can be
able to meet the demand of customers in an effective and efficient manner.
 Cost focus strategy- In this strategy company focuses on the selective segment or group
of segment in the industry and tailor its strategy to serving them to the exclusion of
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others. Asos can easily seek a cost advantage in its target segment by implement this
focus strategy (Bahadir, Bharadwaj and Srivastava, 2015). According to this system,
organization should focus on specific portion of market or specific gathering of clients.
With the assistance of this methodology, organization can accomplish higher number of
purchasers. Company can be depicted as a specialities methodology.
 Differentiation focus- In this strategy company can consider both focus as well as
differentiation strategy to sell its product and services in the market. With help of this
strategy, ASOS can easily develop strong competitive advantage in the market and attract
customers in effective and efficient manner. In this aspect organization sets those
unmistakable systems through which organization can separate its items and
administrations from its rivals in advertise (Anton, 2015). With the assistance of this
technique, firm can set up an interesting picture in advertise by give distinctive
administrations to its clients. For achieving this reason, it has upgrade its nature of item
and give assortments of item as indicated by request of clients. A separation technique
may acknowledge bring down deals volume on the grounds that a firm is charging higher
costs and acquiring higher net revenue.
Following are some other strategies that should adopt by ASOS company in order to gain
competitive advantage in the competitive business environment-
 ASOS should conduct market research on regular basis as it can acquire the knowledge
about current customer demand, taste, fashion trend, culture, customer review, feedback,
competitor strategy, position etc. With help of effective market research practice,
company can easily identify the area of improvement in the existing business operation,
product and services.
 ASOS should adopt effective ways and tools of the promotion and advertisement
strategy. By use of social media, direct mail marketing and other latest criteria for
advertisement, company can easily promote its commodity in the market (Amran, Ooi
and Devi, 2015).
 ASOS should expand its business in the global level as it is one of the most effective
strategy for develop competitive advantage in the market. With help of this strategy
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company can gain customer attraction and also develop competitive advantage in the
market.
 ASOS should offer its product and services on the seasonal discounting price by which
company can able to improve its sales of commodity. By offering seasonable sale it can
able to attract new customer and easily sale its older stock on the internet.
 ASOS should focus on the high and luxurious product and services. By deliver high
quality of product and services it can attract the large numbers of customers. its new
system for accomplish its goal is delivered condition amicable item and administrations
in the global market (Adar and et.al.,2016). With help of this new system, refereed to
wander can undoubtedly pick up the high piece of the overall industry and client
fascination. This new technique help to business endeavor in growing new brand picture
in the market. Consequently, it considers on the imaginative methodologies and
innovativeness through which it can address the issues and needs of the client in the
market by convey condition benevolent item and administrations in the worldwide
market.
CONCLUSION
From this entire report it has been summarised that by deliver high quality of product and
services to its customers in the market company can gain effective competitive advantage in the
market. ASOS company is one of the famous fashion retailer in the UK which provide high
quality of consumer product and services to its customers. By use of several strategy's like cost
leadership, focus, differentiation strategy company can develop competitive advantage in the
market and compete with rivals in effective manner.
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