Comprehensive Strategic Management Analysis of ASOS plc Business

This report provides a strategic management analysis of ASOS plc, focusing on its mission, vision, and objectives, which center around becoming the number one online fashion retailer globally by delivering high-quality, luxury products. The analysis identifies key stakeholders, including employees, customers, government, and suppliers, emphasizing the importance of satisfying their needs. Porter's Five Forces analysis reveals a high bargaining power of customers and a low bargaining power of suppliers, alongside a low threat of new entrants and high threat of substitutes. A VRIO analysis assesses ASOS's value, rareness, imitability, and organization, highlighting its competitive capabilities. The report also examines Porter's generic competitive strategies, including cost leadership, differentiation, and focus strategies, suggesting how ASOS can leverage these to enhance its market position and competitive advantage. The conclusion underscores the importance of delivering high-quality products and services to gain a competitive edge in the market.

Strategic Management
Analysis

Mission, vision and objective of ASOS plc.
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.
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
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.

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.
• 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.
• 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.
• 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.

Five force analysis of 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.
• 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.
• 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.

Cont..
• 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
• 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.

VRIO Analysis of ASOS
• 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.
• 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.
• 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.
• 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

Porter’s generic competitive strategies
• 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.

Cont..
• 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 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.

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.