Consumer Behaviour Analysis for ASOS Business Expansion Strategy

This report provides an analysis of ASOS's consumer behavior to inform its business expansion strategy, particularly in the Australian market. It begins with a company background, highlighting ASOS's focus on young adults. The report identifies key issues such as declining business growth and distribution problems, and proposes objectives to address these challenges through business modifications. The report focuses on creating an efficient customer service unit and utilizing machine learning to create attractive offers. It defines the target audience as young adults aged 18-35 with a specific income range and lifestyle. The marketing activities are examined through the four Ps: product, price, promotion, and place, with an emphasis on mass marketing pricing and omni-channel marketing strategies. The report concludes with an evaluation of the campaign's success, referencing relevant marketing concepts and theories. This analysis provides a comprehensive overview of ASOS's approach to consumer behavior and its impact on business growth.

CONSUMER BEHAVIOUR TO AN
ORGANISATION
NAME OF THE STUDENT:
NAME OF THE UNIVERSITY:
AUTHOR’S NOTE:

Company background
 In 2000, The Britsh ASOS Plc, a fashion company, was created (asos.com, 2020).
 The aim of this organisation is to target young adults for selling clothing products.
 The management team of this organisation is interested to expand its business.
 This organisation has developed a strategic plan to expand its business in
Australia.

Issues
 The business growth and profit of ASOS are declining. Through
analysing consumer behaviour, this organisation can manage
those issues.
 The first issue is that the management team of ASOS is not
successful to manage the print media.
 The second issues is that the profit and business growth of ASOS
is affected by the distribution problem of this organisation.

Objectives
 To solve those issues which are creating negative impact on
ASOS can be managed by business modification of ASOS.
 By creating an efficient customer service unit the management
team of ASOS can manage those issues.
 To attract the young adults, this organisation can prioritised the
machine learning procedure. It will help the company to create
engaging and attractive offers for the customers.
 Though efficient campaign this organisation can attract the
potential customers. The campaign must be attractive and
provide the necessary information to the customers.

Target audience for campaign
 The primary target market of this company is primarily female
and male between the age group of 18-35 years.
 Primarily female and male whose income is 22,200 to 88,700
Australian dollar.
 Those people who are interested to maintain high social status
through cloths are the component of target market.
 Those young people who are office goers, and have a active
social life and busy schedule are included in the targeted market.
 Young people who are from Australian University and born in
Australia are part of this target market.

Target audience for campaign
 Young people between 18-35 years who are interested to
partying, attending social gathering and attending college fests
are part of the target market.
 Young people who are comfortable with social media and mobile
application.
 Not only the extrovert but also the introvert are part of the target
market.
 Easy brand switchers and enthusiastic people are targeted by
this organisation.

Marketing activities
 Through four marketing objectives, the tactics of ASOS can be
identified. Products, price, promotion, and place are the four
objectives of marketing (Abril & Rodriguez-Cánovas, 2016).
 To make a successful campaign for a new product, ASOS has to
analyse the four marketing objectives.
 Products: The aim of this organisation is to increase its selling
capacity. Clothing products for female and clothing products for
male are the products of this company. This organisation is
interested increase its products variation for clothing products.

Marketing activities
 Price: Mass marketing pricing will be beneficial for this organisation. Premium
pricing procedure can not help this organisation to increase its selling. The
management team of this organisation is interested to target the young people of
Australia. Instead of premium pricing procedure, following the mass marketing
procedure will help this organisation to reach the maximum number of young
people.
 Promotion: for the promotion purpose Omni-channel marketing can be followed
by the marketing team of ASOS. Through this marketing strategy, the marketing
team of this organisation will attract the customer from both digital channel and
in-store (Payne, Peltier, & Barger, 2017). It will help this organisation to reach its
products to the maximum number of customers. This transformation marketing
style will help the marketing team of ASOS to enable its customers to convert on
any channel.

Marketing activities
 Place: This organisation has to follow Omni-channel distribution procedure.
Potential customer can buy clothing products both from online platform of this
company and offline store of this company (Ailawadi & Farris, 2017).
Through this procedure, this organisation can provide its products to the customer
who are busy through its online platform. Other customers can get the products
both from online platform and offline store.

Evaluation of the campaign success
Change in consumer behavior This parameter will refer that whether the campaign of
this company is successful or not. If this organization is
successful to attract its potential customer then it can be
said that this organization is successful to launch an
efficient marketing campaign.
Increased awareness Whether this organization is successful to increase its brand
awareness or not will identify the success of this campaign. To
increase its business this organization has to maximize its brand
awareness. It will help this company to influence potential customers.
Increased adoption This parameter will analyze whether the new product is adopted by
the potential customer. If the company is successful t increase its
business then it can be said that the marketing team of this company
is successful to create an efficient marketing campaign.

References
 Payne, E. M., Peltier, J. W., & Barger, V. A. (2017). Omni-channel marketing, integrated
marketing communications and consumer engagement. Journal of Research in Interactive
Marketing.
 Ailawadi, K. L., & Farris, P. W. (2017). Managing multi-and omni-channel distribution: metrics
and research directions. Journal of retailing, 93(1), 120-135.
 Abril, C., & Rodriguez-Cánovas, B. (2016). Marketing mix effects on private labels brand
equity. European Journal of Management and Business Economics, 25(3), 168-175.
 asos.com. (2020). who-we-are. Retrieved 7 February 2020, from
https://www.asos.com/about/who-we-are/?ctaref=aboutus|whoweare

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