Strategic Marketing Plan for ASOS plc

This report presents a strategic marketing plan for ASOS plc, an online clothing website. It includes PESTLE analysis, internal competencies analysis, SMART marketing objectives, marketing strategies, and key performance indicators.

Running head: STRATEGIC MARKETING
STRATEGIC MARKETING
Name of the Student
Name of the University
Author Note

STRATEGIC MARKETING
Executive Summary
The business environment is highly competitive in nature and with respect to this, it can be
rightfully understood that, in case a firm wants to ensure success in the long run and maintain a
competitive positioning in the market, the firm would be required to ensure that it is able to serve
the right target market in the right manner. In this way it will be able to ensure that, the
marketing activities of the firm are directed towards the right customer and that the different
marketing activities of the firm do not go wasted. Hence, in relation to this, it can be rightfully
mentioned that, the given report is aimed at presenting a strategic marketing plan for the chosen
firm, ASOS plc which is an online clothing website providing the latest products to the
customers at affordable prices. The report will follow a structured format with respect to which,
the Introduction about the organization and the overall Strategic Plan on the whole has been
provided which is then followed by the PESTLE analysis of the firm. The Internal competencies
of the firm were recognized and followed by the overall SMART objectives formed for the firm
to achieve a better positioning in the market. The objectives have been followed by the
Marketing strategies of the firm and the tactical plan. Certain Key performance indicators have
also been provided for the overall success of the firm in the long run.

STRATEGIC MARKETING
Table of Contents
Introduction......................................................................................................................................3
PESTLE Analysis............................................................................................................................4
Porter’sfive forces........................................................................................................................8
Internal competencies analysis......................................................................................................10
SMART Marketing objectives.......................................................................................................11
Strategic marketing plans and tactics............................................................................................14
Segmentation, Targeting and Positioning Analysis...................................................................16
Marketing Strategies..................................................................................................................17
4Ps..............................................................................................................................................18
Tactics........................................................................................................................................20
Monitoring ways and KPIs............................................................................................................23
Conclusion and Recommendations................................................................................................24
References......................................................................................................................................26

STRATEGIC MARKETING
Introduction
The business environment has become highly competitive in nature and with respect to
this, it has become crucially important for all the firms involved in the competitive business
environment to take considerable measures in order to improve their competitive positioning in
the market and to improve their overall offering to the different customers (Aaker and
McLoughlin 2010). All the firms as present in the competitive environment aim to ensure that
they are successfully able to engage in the Effective positioning (Ryan and Jones ,2009). The
effective positioning is at the core of the successful marketing practice and it allows the different
firms to manage their operations in the dynamic business environment. This is because it allows
to connect well with the different consumers and distinguish the brands, products, services or the
causes in the minds of the consumers(Barnat2014). However, just engaging in the effective
positioning is not enough and it entirely depends on the firm to ensure that they are able to
undertake efforts suitable for the operational design.
In order to understand the overall effective positioning in more detail, the organization
which has been chosen is the Asos.com. The Asos.com is a firm which is involved in the British
online fashion as well as cosmetic retailing business. Found in the year 2000, the business is
aimed at serving the young adults. The business was found in London. The firm has an offering
of over 850 brands along with its own range products which comprises of accessories as well as
the clothing. The firm ships to more than 200 countries and for this, it has opened fulfillment
centers in the United Kingdom, the United States and the Europe (Asos.com 2019). There are
approximately 4386 employees of the firm as per 2018 and has adequate departments for the
operations. The founders of the firm are Nick Robertson and Quentin Griffiths. The firm has
various profiles in social media sites like YouTube, Pintrest, Instagram and Facebook.

STRATEGIC MARKETING
Hence, in line of this, the main aim of the report is to outline the strategic marketing plan
for the chosen company, Asos.com and to outline the different initiatives which can be taken up
by the organization in order to ensure that the firm is successfully able to achieve strategic
success. The report will follow a systematized format whereby a brief introduction to the
organization will be followed by a description of the company. The report will then analyze all
the PESTLE factors which will help in understanding the external factors where the firms
exists.In addition to this, the Porters Five forces will also be conducted which will assist in
understand the overall industrial environment. The third part of the report will be based on the
analysis of the internal competencies of the firm, which will help in designing the SMART
objectives for the marketing plan. No plan is complete without a strategic promotional or tactic
and with respect to this, it can be understood that, the latter half of the report will lay down the
strategic tactics which the firm can adopt. This will be followed by the Key performance
indicators which can be used to measure the overall efficiency of the firm and lastly, the
conclusions and recommendations will be made.
PESTLE Analysis
The ecommerce industry has witnessed considerable growth in the past few years and has
performed well irrespective of the various downturns which have taken place in the global
economy (Beesley2013). The United States and the China can be stated to be one of the
growing economies which existed and with respect to this, various e-commerce companies like
Amazon, EBay, Alibaba and others have come up which have received immense growth and
consideration. Additionally, in line of the growing trend, the companies like Coles, Walmart,
Tesco and Aldi have also gone online. The main reason behind the growth of the firm can be

STRATEGIC MARKETING
stated to be the technology growth prospects which have led to the overall prosperity of the
industry on the whole.
Political factors:
The political factors can be redefined as the factors which relate to the governmental laws
and the different policies which can impact the overall performance of the business. Although
the threat of conducting the business presently, can be understood to be considerably low,
however, it needs to be understood, that there still exists various hurdles which can have an
impact on the overall performance of the business (Dockalikova and Klozikova 2014). The
political and regulatory challenges as faced by the firm have been increasing and the growth of
the ecommerce segment in the European Union has been challenged by the different political
factors. The European Union generally targets the giants from the United States. The Brexit has
also had a considerable impact on the overall operations of the business and additionally this has
resulted in a low growth rate of the firm. Political chaos has resulted to the disruption of the
operations both online as well as physically. Additionally, it needs to be mentioned that on a
positive note, the Brexit has resulted in new regulations for the different ecommerce businesses
as present in the UK.
Economic factors:
The economic factors can be rightfully defined as the factors which are very significant in
terms of the calculation of the physical as well as economic factors the business factors relate
directly to the business and have an impact on the overall revenues as well as profits of the
business (Brassington and Pettitt2003). During the period of recession, the spending by the firm
tends to be affected considerably. People tend to adopt the different cost cutting measures in

STRATEGIC MARKETING
order to save their money and this has led to a downward slope for the spending trends in the
country. However, with the growth of the ecommerce trends, the spending of the people has
increased as they are largely attracted towards the spending money on buying goods online
(Dockalikova and Klozikova 2014). The higher economic activity means faster growth and
higher revenues for the e-commerce industry. The cheap prices as offered by the companies on
the online store will have an impact on the overall success of the e-commerce retail industry.
Social factors:
The social factors tend to have a considerably strong impact on the overall performance
of the e-commerce industry. The e-retail brands have been able to make use of the domain of e-
commerce and this has gone a long way in assisting them to grow and hence, various small
companies in the United Kingdom have flourished well. The changing consumer trends tend to
have an impact on the overall business (Makos). The growth in the mobile technology has further
affected the growth of the ecommerce industry and on a practical note, the increase in the use of
the mobile phones and the internet has brought about a boost in the ecommerce industry as well.
This is because, the mobiles are used very often by the different users and hence, the different
customers tend to make use of this gadget in order to ensure that the operations are carried out
easily.
Technological:
The technological factors are the most crucial factors in the domain of the e-commerce
industry because, the overall business of an e-commerce is largely dependent on the technology
which helps the software to set itself and along with this, also assists the business to reach out to
the different customers. In order to ensure that a business is successfully able to increase its

STRATEGIC MARKETING
overall popularity, the different e-commerce businesses are generally able to race ahead of the
different competitors as present. Different businesses like Amazon, EBay and Walmart invest
heavily in technology in order to ensure faster growth (Dockalikova and Klozikova 2014).
Moreover, the introduction of the Artificial intelligence has made the different activities better
for the different customers as it has made the procedure of shopping comparatively easier. The
technology has assisted in improving the overall scenario of the business and this has made the
business steadier. In conclusion, it can be stated that, the technological factors have influenced
the e-commerce business and brought it to great extents.
Environmental:
The environmental factors also possess an important space in the context of the e-
commerce industry and in line of this, it can be rightfully mentioned that, the direct
environmental impact of the particular e-commerce industry can be understood to be
considerably low. The industry highly relies on sustainability and the industry also stands as a
perfect example of the manner in which the business can make use of sustainable packaging in
order to reduce the burden on the environment and utilize the medium of renewable energy so
that there does not lie any stress on the overall ecology. The contribution of the e-commerce
giant like Amazon on the ecology has been considerably high and the firm has invested in the
renewable energy to gain freedom from the use of the nonrenewable resources.
Legal:
Legal compliance also forms a considerable part of the business. In lieu of this, it can be
mentioned that any issue with the legal compliance may result in the loss of the firm as it may
prove to be a costly affair for the different operations of the firm.Noncompliance may also result

STRATEGIC MARKETING
in the financial losses of the overall operations of the firm and may be unethical in nature as
well. There are various laws present, which the business would be required to abide by, these are
the sustainability laws, the labor laws and others. Moreover, as the firm exports to the different
countries, then it would be required to ensure that the laws of all the countries are abided by so
that the company does not face any issue in the long run of the firm. The e-commerce brands are
also required to abide by the different cyber laws which are related to the electronic business.
Porter’sfive forces
The porters five forces can be defines as a useful tool which can be made use of in order
to determine the overall success of any business in the long run and to determine the power of
the different forces which exist in the business environment. In line of this, the following forces
could be identified which can be then used to ensure that, if any forces act in accordance,
considerable strategies can be formed to overcome the same. The different forces as operating in
the industry of the Asos ecommerce business can be stated to be as follows.
Industry competitors
In order to ensure that the business is able to attain success with respect to the overall
operations of the firm, the firm first needs to identify the different competitors of the business.
The different competitors of the business as present in the UK can be stated to be the large
supermarkets such as Tesco, Asda, Walmart, Argos and others. In addition to this, there exists
other companies who are retailers like the Amazon and other giants who have taken up a
considerable share of the business and provides tough competition to the Asos (Business Balls
2016). Hence, it can be largely understood that in order to ensure success in the long run, the
business needs to maintain its competitive advantage so that it is able to gain the market share
over the competitors of the firm.

STRATEGIC MARKETING
Threat of substitutes
The first force which operates in the industry of e-commerce trade relates to that of the
substitutes and competitive rivalry. Businesses like Walmart, amazon and Tesco often provide
the substitute products of Asos which can increase the loss of sales and thereby increase the
threat of substitute possessed by the business. In addition to this, as the investment of the
business is quite less, it is able to stock the products which are substitute of the competitors,
thereby making the business quite competitive in nature.
Buyer power
The second factor existing is the power of the buyer. The buyer possess a crucial position
in the market and with respect to this, it becomes crucial for the buyers to ensure that they are
successfully able to possess a high bargaining power which would assist them to have a greater
positioning in the market . If the number of customers in the market will be low, then they will
be able to engage in success in the long run. However, when the number of customers are quite
high, which is the case of the ecommerce industry, then the bargaining power of the buyers can
be stated to be competitively quite low.
Supplier power
The power of the suppliers can be stated to be the power as possessed by the different
suppliers who tend to provide the goods to the sellers. The suppliers generally demand a higher
price from the different retailers and in case the businesses are unable to provide them with a
higher price when they tend to provide the goods accordingly. The size of the e-commerce
business tends to have an advantage on the power of suppliers. The large suppliers like the
Amazon, Morrison, Aldi and others enjoy larger power because of their large operational size of

STRATEGIC MARKETING
the business. Moreover, in a similar manner, the Asos.com will be having a greater advantage
over the suppliers because, they have a large operational size and in addition to this, they will
also be able to provide better goods to the different customers.
Barriers to entry
Although there does not exists any such legal barriers with respect to the entrance in the
e-commerce industry, it needs to be mentioned that, the presence of the different large
competitors in the industry, makes the barrier quite difficult. Asos has been established since the
year 2000 and since then, it has been able to develop a considerable market share for itself, using
which, the new entrants often face certain difficulties to expand their operations in the same
industry.
Competitive rivalry
The bargaining power of the competitors can be considered to be a critical aspect, which
any business would be required to careful of. The retail business is very competitive in nature
and with respect to this, it can be considered to be very crucial to ensure that the cut throat
competition is not present because it often tends to lead to price wars which may then lead to a
loss on the side of the firm.
Internal competencies analysis
The internal competencies analysis will be done using the SWOT analysis which shall
assist in understanding the overall strengths as possessed by the firm and will be then followed
by the Opportunities as well as the Threats which the firm might face in the long run.
Strengths Weaknesses
Good performance in the market
Highly skilled workforce
The marketing of the firm can be
improved in the long run

STRATEGIC MARKETING
Strong Brand Portfolio
Good returns in the past few years
Automation of the activities (IMA
1996).
The financial planning of the firm
needs to be carried out effectively
The firm lacks in technology
The firm has a higher employee
attrition rate
Opportunities Threats
The firm can expand into newer
markets which will help it to
perform considerably well
The firm can take advantage of the
trends in consumer behavior.
Increased competition from different
brands
Changing needs of the customers
Shortage of good employees
Environmental and technological
pressures (Business Balls 2016).
SMART Marketing objectives
The marketing objectives which the firm aims to follow can be stated to be as follows:
 To ensure that the firm is able to increase its revenue by 50% in the coming one
year
 To ensure that the firm is able to increase its net sales by 30% in the coming year.
 To ensure that the market share of the firm increases by 20% in the coming 2
years
 To ensure that the brand will be able to increase the customer satisfaction index
by 5% in the coming years.
 To improve the overall brand positioning of the firm.

STRATEGIC MARKETING
Objectives S=SPECIFIC M=MEASURABLE A=ATTAINABLE R=RELEVANT T=TIMELY
To ensure
that the
firm is able
to increase
its revenue
by 50% in
the coming
one year
To increase
its revenue
by 50% The target is
realistic as the 50%
target is feasible.
The objective is
relevant to the
current scenario.
1 year time
frame.
To ensure
that the
firm is able
to increase
its net sales
by 30% in
the coming
year.
To increase
its net sales
by 30% The target is
realistic as the 30%
target is feasible.
The objective is
relevant to the
current scenario.
1 year time
frame.
To ensure
that the
market
share of the
firm
increases
by 20% in
the coming
To increase
its market
share
By 20 % The target is
realistic as the 20%
target is feasible.
The objective is
relevant to the
current scenario.
2 years time
frame.

STRATEGIC MARKETING
Strategic marketing plans and tactics
Figure 1: The AIDA Model
(Source: Hard 2016).
The AIDA Model is a useful model which can be used by Asos in order to reach out to
the designated targeted audience. Through this procedure the firm will be able to ensure that it is
successfully able to reach out to the different customers and attain their interest which will then
be able to instill the desire in the different customers and then, the different tactics of the firm
would be required to inspire the customers in order to ensure that, they are able to engage in the
service. The AIDA model can be stated to be a useful model which can be largely used by Asos
in order to plan strategically for its marketing and positioning activities which will ensure that

STRATEGIC MARKETING
the firm will be successfully be able to reach out to the correct target audience (Brassington and
Pettitt 2003). In line of this, it can be mentioned that, Asos would be required to undergo the four
stages of the AIDA model which will help the firm toattain success in the long run.
1. Attract: The firm needs to make use of the creative advertisement medium which will help
them to attract the audience of the right target audience.
2. Maintain interest:Attracting the target audience is not enough, instead the firm would also be
required to ensure that it has successfully been able to maintain the interest of the different
members of the target audience by ensuring maximum clicks on the website, sustained
advertisement activities and ensuring that, the members of the audience, remained engaged to the
overall purpose of the firm (Chaffey et al. 2003).
3. Create desire: The third step of the model suggests that, the firm would be required to create a
sense of desire in the minds of the different customers. In this sense, Asos would be required to
ensure that the firm is successfully able to use the product advertisement in the right manner
which will allow them to create a sense of desire in the minds of the different customers and
increase their overall sales opportunities (Chernev 2014).
4. Take action: The last step of the AIDA model recommends to take an action as soon as the
desire to purchase a particular product is given (Hollensen2003). The desire must be transformed
into the purchase which will go a long way in ensuring that the firm is successfully able to sell its
products in the target market of the firm.
Segmentation, Targeting and Positioning Analysis
The Segmentation, Targeting and Positioning Analysis can be considered to be a crucial
part of the organization and with respect to this, it can be mentioned that, any firm which is

STRATEGIC MARKETING
aiming to form a new marketing strategy would be required to undergo the Strategic process of
defining the right audience (Ryan and Jones 2009). In the given section the Segmentation,
Targeting and Positioning Analysis of the Asos.com will be done in order to identify the right
target market for the firm for its marketing strategy.
Segmentation:
The segmentation base which the firm makes use of can be stated to be Behavioral and
Demographic. With respect to the Behavioral segmentation, it can be stated that the firm aims to
target those users who like to shop on the internet and prefer using the applications on their
phones and other such mediums in order to reach out to the different customers (Tapp 2000).
This makes them the tech savvy customers which helps Asos in identifying them easily.
Additionally, the firm also targets the Demographic customers by targeting a young age group of
college going students and other young professionals.
Targeting:
As Asos believes in targeting the tech savvy users and the younger audience, the firm
uses digital marketing to target the different customers as present in this segment and believes in
sending them updates with respect to the emails and messages in order to ensure that the firm is
successfully able to reach out to the targeted audience (Coulter 2002). In addition to this, the firm
is also aiming to target the potential shoppers who do not shop online as it will assist them in
ensuring that these are able to become the customers of the firm and hence, it is targeting both
the online users as well as the offline users (Joseph 2014).
Positioning:

STRATEGIC MARKETING
The positioning also tends to form an essential aspect of the firm and with respect to this,
it becomes increasingly important for the firm to ensure that, it is able to position and portray
itself accordingly in the market which will help them to ensure a larger sales and better profits
for the firm along with the identification of newer and better markets (Joseph 2014). The
positioning strategy which Asos aims to follow can be stated to be as follows:
 Customer delight: Through this positioning, the firm aims to ensure that it is able to offer
the customers with low price, free shipping and replacement of the wrong shipments.
 One step solution for the shopping: Through the website, the customers can resolve all
their fashion requirements at one go and hence, Asos wants to portray itself as a website
which not only provides moderately priced products but also the latest fashion trends.
Marketing Strategies
The different marketing strategies which can be largely adopted by the firm can be stated to
be as follows:
1. Word of mouth strategy: Through this, the firm will be successfully able to engage in
initial marketing for its different products in order to ensure that the customers come back
for additional offerings (Kotler and Keller 2012).
2. The Asos website also makes considerable use of the technology related to the SEO
which assists the firm ensuring that it is successfully able to make the website a popular
one in the eyes of the different customers.
3. The interface of the website is comparatively very easy to use and very simple to use
which makes the website increasingly popular in the eyes of the different customers.
Moreover, the firm offers payment convenience to the different customers which assists
them to choose the payment medium of their own choice (Kotlerand Keller2012).

STRATEGIC MARKETING
4. The website also makes recommendations based on the previous purchase of the different
customers which then encourages the different customers to shop a little extra.
4Ps
The four Marketing mix strategies as followed by the firm can be stated to be as follows:
Product:
The products which are offered by the Asos can be stated to be shoes, beauty accessories
and other such personal good to the consumers directly. The purchase of the items can be done
through an application or the website. Although the Asos offers original products as well, the
brand stocks the offerings which belong to other brands as well (McDonald and Wilson 2011).
The firm has also started a new brand line for the kids. The brand stores products of Nike,
Adidas, Calvin Klein and other such apparels along with beauty products. Hence, through this
the firm tries to meet the needs of the different people.

STRATEGIC MARKETING
Figure 2: The ASOS Logo
(Source: Asos.com 2019).
Price:
The pricing strategy which ASOS aims to follow can be rightfully defined as the
affordable pricing strategy. Through this pricing strategy, the firm aims to target the different
customers by offering them with products belonging to the different spectrum of prices. In this
manner, the firm will be able to offer good quality products at comparatively lower prices
(Llopis 2014). Moreover, the firm also has mid-season as well as end season sale which helps
them to clear the stock in advance as well.
Place:
Asos has been originally established as an intent based shopping platform for the apparels
as well as the footwear and in line of this, it can be mentioned that, along with the website, the
firm has also established an application for the Android as well as iOS platforms. The products
are delivered to the different customers at their registered address (Maklan and Wilson 2006).
The firm has various warehouses as located in the United Kingdom which helps them to deliver
the goods to the different customers as present.
Promotion:
The promotional techniquewhich the firm makes use of can be stated to be the use of
digital media and advertising on the website and the mobile application (Beesley 2013). The firm
often mails updates to the different customers at their registered email ids along with the

STRATEGIC MARKETING
booklets and other such posts which help the firm in networking with the different clients
(McDonald and Wilson 2011). The firm is also very active on social media platforms like
Facebook and Twitter and use it as a medium to communicate effectively with the different
customers and provide them with a constant update about the offerings of the firm.
Tactics
S
r
.
n
o
Prom
otiona
l
Tactic
s used
Activiti
es
involve
d
Perso
n
respo
nsible
Costs involved Ti
me
in
vol
ve
1 Social
media
market
ing
The
firm
will
start a
social
media
marketi
ng
campai
gn
which
will
help it
to
attract
the
differen
t
audienc
es as
involve
d in the
domain
of
online
shoppin
g
Mark
eting
mana
ger
Prom
otion
mana
ger
Gener
al
mana
ger
$5000 2
mo
nth
s

STRATEGIC MARKETING
(Tapp2
000).
2 Mobil
e
market
ing
The
firm
through
this
tactic
will
send
updates
to the
applicat
ion
users
and in
addition
to this,
they
shall
also
send
them
text
messag
es
which
will
help
them to
reach
out to
the right
target
audienc
e
(Bradle
y 1995).
Mark
eting
mana
ger
Prom
otion
mana
ger
Gener
al
mana
ger
$2000
(Thedrum.com
2017)
3
mo
nth
s
3 Televi
sion
adverti
sing
The
medium
will
appeal
to the
new
users
who are
not
Mark
eting
mana
ger
Prom
otion
mana
ger
$8000
(Airoutdoor.co.
uk 2019).
5
mo
nth
s

STRATEGIC MARKETING
aware
of the
website
and will
be a
continu
ation of
the
social
media
campai
gning
(Ryan,
and
Jones
2009).
Gener
al
mana
ger
4 Emails
and
news
letters
Throug
h this
medium
, the
firm
will be
sending
emails
as well
as
newslett
ers to
the
targeted
audienc
e
regardin
g the
product
offering
.
Mark
eting
mana
ger
Prom
otion
mana
ger
Gener
al
mana
ger
$1000 3
mo
nth
s
5 Promo
tional
campa
igns
using
influen
cers
The
firm
will
also
make
use of
the
influenc
ers and
Mark
eting
mana
ger
Prom
otion
mana
ger
$7000
(Newsukadvert
ising.co.uk
2019).
3
mo
nth
s

STRATEGIC MARKETING
through
this
medium
, the
organiz
ation
will
make
use of
the
Instagra
m as a
platfor
m to
promote
its
goods
using
the
differen
t
influenc
ers as
present
(Bradle
y2005).
Gener
al
mana
ger
Please note: The time frames have been taken as assumptions based on the different
advertisement campaigns.
Monitoring ways and KPIs
Having defined the different Marketing strategies and the Promotional tactics which the
firm aims to make use of in order to get closer to the different customers as present and to
effectively improve upon the overall positioning of the organization, the given section will
outline the Key performance measures which can be used by Asos in order to ensure that it is
able to carry out its operations considerably well and that it is successfully able to identify any
loopholes which exist in the system and is able to rectify in the right manner in order to ensure

STRATEGIC MARKETING
that the firm is on the right track (McDonald and Wilson 2011). The key performance indicators
which can be used as the tools to monitor the overall progress of the firm can be stated to be as
follows:
Net sales: The net sales can be understood to be the right measure which can be used by an
organization to understand the net returns on their investment (Barnat 2014). Through this
medium, the firm will be successfully able to understand what they are gaining out of the
investment which is being made by them and what procedures need to be adopted to ensure that,
the overall promotional tactic is going well (Chaffey et al. 2013).
Website traffic: The website traffic can be described as the footfall in the shopping website of the
firm. If the promotional activities have been performing well, then it can be assumed that the
firm will be performing considerably well, otherwise the firm would be required to work upon
the overall operations with respect to the same.
Customer attrition rate:The customer attrition rate can be described as the percentage of
customers who leave the associated with the firm on a regular basis (Kim and Mauborgne 2016).
This means that this KPI aims to measure the different customers who have remained associated
with the firm for a long time and hence, tend to be loyal to the different customers.
Social media awareness rates: The social media awareness rates on the social media platforms
also serve as a good key performance indicator which helps to understand the engagement level
of the different customers with respect to the ads and related campaigning of the social media
advertisement (Johnson and Scholes 2002).
Return on investment for an ad spend: The calculation of the return on investment per ad spent is
also a systematicway of understanding the overall shortcomings of the organization. For every

STRATEGIC MARKETING
penny spent on the advertising of the firm, the organization would be required to calculate their
sales and hence, this serves as a useful measure to understand the overall returns of the firm
(Llopis 2014) .
Conclusion and Recommendations
Therefore, from the given strategic marketing report, it can berightfully stated that the
marketing plan forms an integral part of the organization and in order to ensure success in the
long run, the firm would be requiredto ensure that, it is being able to present a systematic
marketing plan which not only comprises of strategies to attract new customers but also
comprises of strategies which will help the firm to retent the old customers as well. The report
was based on the Marketing plan of the Asos Company which was written with an aim to assist
the firm and provide them with adequate guidelines, which can be rightfully made use of them in
order to improve their brand positioning in the market and to help them to make adequate sales.
The report follows a systematic format which begins with a brief introduction on the company
which is then followed by the PESTLEanalysis along with the fiveporter’s factors. The internal
competency section throws light on the overall performance of the firm by making use of the
SWOT analysis as a tool. The next sections lay down the SMART objectives of the firm which is
then followed by the analysis of the different marketing strategies which can be largely adopted
by the organization and a set of monitoring measures have also been provided. It can be
understood from this, that it is recommended to the firm that if it wants to ensure success, it
would be required to monitor the plan regularly which will help the firm in achieving long term
success.

STRATEGIC MARKETING
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