Strategic Marketing in ASOS plc: Role, Processes, and Links

Strategic Marketing
Management

EXECUTIVE SUMMARY
The report summarised that the management of an organization should have skills and
abilities that can be used to make strategic plans so the sale and profitability can be increased.
The managers should be analysis the activities and market trends so kind of products and
services will provide to customers and make them happy. The whole report is based on ASOS
plc that is a fashion brand in the UK, selling better quality products and services. To run a
business firstly should have clear objectives and goals so strategies and planning can be
formulated accordingly. This report is going to summarise competitor analysis, PESTLE,
SWOT, growth opportunity, and the relationship between strategies in order to attain the
objectives effectively.

Table of Contents
EXECUTIVE SUMMARY ............................................................................................................2
INTRODUCTION...........................................................................................................................1
LO1..................................................................................................................................................1
1.1 Discuss the role of strategic marketing in an organization....................................................1
1.2 Explain the processes involved in strategic marketing..........................................................2
1.3 Evaluate the links between strategic marketing and corporate strategy................................4
LO2..................................................................................................................................................4
2.1 Assess the value of models used in strategic marketing planning.........................................4
2.2 Discuss the links between strategic positioning and marketing tactics ................................4
2.3 Analyse the merits of relationship marketing in a given strategic marketing strategy..........5
LO3..................................................................................................................................................5
3.1 Use appropriate marketing techniques to ascertain growth opportunities in a market..........5
3.2 Plan how to use marketing strategy options in a market ......................................................5
3.3 Create appropriate strategic marketing objectives for a market............................................5
LO4..................................................................................................................................................6
4.1 Report on the impact of changes in the external environment on a marketing strategy........6
4.2 Conduct an internal analysis to identify current strengths and weaknesses in a marketing
strategy ........................................................................................................................................6
4.3 Propose strategic marketing responses to key emerging themes in a marketing strategy.....7
CONCLUSION................................................................................................................................8

INTRODUCTION
Strategic marketing management is defined as an activity that can be used by
management in order to increase business performance and profitability. This is important for
management to analyze the performance and make the plans accordingly so it can bring changes
in their performance and activities. This report is based on ASOS plc that is a British online
fashion and cosmetic retailer, operating business in London, UK. This was founded in 2000 in
London, primarily aimed at young adults (Ahmad and Al-Yamani, 2018). The management is
planning to operate and manage the business in a changing environment and deliver a better
quality of products and services. This report covers different topics such as the role of strategic
marketing, the process involves, the link between strategic marketing and corporate strategy.
Another part covers the value of models used in strategic planning, the link between positioning
and marketing tactics, and the merits of relationship marketing. Moreover, this covers growth
opportunities, uses of marketing strategy options, impacts of changes in external environment,
current strengths, and weakness in marketing strategy.
LO1
About Organization
ASOS plc is a larger size online fashion and cosmetic retailer company that was founded
in 2000 and having headquarter in London, UK. This organization is offering a variety of fashion
brand clothes and cosmetic items. The website is maintaining more than 850 brands and shipping
to all 196 countries by filling the needs and wants of their customers. The management analysis
the marketing and bring something new and latest which can help to run and attain competitive
business advantages. The management of such an organization is having good knowledge and
skills which used to introduce something new and innovative that can influence customers and
manages the business performance (Aremu, Gbadeyan and Aremu, 2016).
1.1 Discuss the role of strategic marketing in an organization
Strategic marketing is defined as long term and forward-looking approach that mainly
uses in organization to operate and continue the business activities. In context to ASOS plc,
marketing strategy reforms by management to sell their products and services in high range and
complete the task smoothly. The management of such organization is playing an important role
1