Strategic Marketing Planning for ASOS

STRATEGIC MARKETING
PLANNING

TABLE OF CONTENT
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
P1: Corporate strategy .................................................................................................................1
P2 business strategy of ASOS......................................................................................................2
P3 : History of ASOS plc.............................................................................................................2
P4: Corporate and business objective..........................................................................................3
CONCLUSION................................................................................................................................4
REFERENCES................................................................................................................................5

INTRODUCTION
Strategic marketing planning is the set up of marketing goals, audit and research for
identifying the targeted audience, determination of budget and development marketing strategy.
The organization chosen for this project is ASOS which is a fashion brand. Main aim of this
project is to determine the strategic marketing planning for the company ASOS. These strategies
will include corporate as well as business strategy. With the help of the history explained about
the company ASOS this project will help us to understand what its marketing strategies have
been. This report will conclude with critical analysis of objectives of the organization related to
cooperate and business activities.
MAIN BODY
P1: Corporate strategy
Corporate strategy is defined as the long term framework to make decisions for
increasing corporate value so that overall direction and growth of company can be aligned. The
key elements of corporate strategy include vision, object setting, resource allocation and trade-
offs between strategic options. The selection of suitable corporate strategy is vital to better
understand changes for improving decisions and to motivate employees (Brewster, 2017).
Corporate strategy can also be defined as the strategic planning which will assist organisation in
gaining competitive advantage and to define clear goals. This strategy defines what business
direction and product strategy must be used by the firm to accomplish its goals. It also guides
organisation to plan that which resources must be invested and how they must be organised
along with the organisational design and portfolio management.
Contrary to business strategies, corporate strategy emphasis on management of risk and
resources instead of emphasising on competitive benefit. By clear definition of corporate strategy
leaders are able to choose strategic direction after considering all influencing factors. Examples
of such corporate strategies are global expansion, differentiation, vertical and horizontal
integration. These strategies can be considered as growth oriented which seeks to retain existing
customers as well as to attract new consumers. It plays significant role for organisation to have
clear corporate strategy so that it can optimise its value creation. In order to develop a good
corporate strategy companies must assess how strategic decisions making must be made, how
resources must be organised and how actions can be accomplished to achieve goals.
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