ASOS Strategic Analysis: Understanding Internal and External Context

This report provides an analysis of ASOS and its environment, focusing on both internal and external factors. It begins with an introduction to ASOS, highlighting its establishment in 2000 as a fashion and cosmetic online retailer targeting young, primarily female customers. The report then delves into the internal factors, identifying ASOS's brand image and high-quality products as strengths, while noting its relatively low R&D investment compared to competitors as a weakness. Opportunities for ASOS include evolving fashion trends and changing customer purchasing behaviors, while threats involve competitors with more advanced websites. The analysis extends to the external environment, examining political, economic, social, technological, environmental, and legal factors and their impact on ASOS. Finally, the report discusses how ASOS impacts its context, considering the influence of customers, government regulations, the economy, and competition, emphasizing the need for ASOS to monitor and adapt to these external elements. Desklib provides access to this report and many other solved assignments for students.

Introduction
• 'As Seen On Screen' (ASOS) was established
in 2000. The company is fashion and cosmetic
online retailer (ASOS, 2021).
• ASOS mainly aims young and female
customer. In this report we will discuss
strength and weakness of ASOS and we will
understand external factors that impact the
business.
ASOS And Its Environment
Name of the Student
External Environment
External factors elements that revolves outside the
business.
• Political factor: political factor play important role in
growth and profitability of ASOS in certain markets.
• Economical factor: the macro environment and
economic stability of a country plays an significant role
in expansion of ASOS.
• Social factor: social culture and shared beliefs of
people have a crucial role in this sector.
• Technological factor: technology is the fastest evolving
thing in the world.
• Environmental factor: environmental factors such as
weather, climate, pollution global warming etc. impact
the company in various ways.
• Legal factor: legal framework of some country is far
more complex than other nations.
How the company impact
its context External
Environment
• Customer: customer are mainly influenced
by the marketing and strategies of the
organization.
• Government regulation: it is related to
development, packaging and delivery of the
product.
• Economy: ASOS should be efficient enough
to monitor economy and react accordingly.
• Competition: company's style of doing
business and how it handles the market
depends on competition level of the industry.
Internal Factors
Internal factors can impact the smooth running
of the business both positively as well as
negatively.
• • Strength: ASOS have its brand image since
2000, the company offer high quality products.
• • Weakness: ASOS, R&D is very low as
compared to other cosmetic and fashion
brands.
• •Opportunity: day by day changing trends in
fashion industry and improvement in
customer purchasing behavior is an
opportunity for the company.
• •Threats: competitors of ASOS have better and
up graded website which keep them ahead
from the company in online world.
References
King, J.A., 2017. Colour in fashion design. In
Colour Design(pp. 299-315). Woodhead
Publishing.
Phan, S., 2021. The effect of PESTLE factors on
development of e-commerce. International
Journal of Data and Network Science. 5(1).
pp.37-42.