Report on Marketing, Sales, and Negotiation Skills Applied by ASOS

This report provides a comprehensive analysis of marketing, sales, and negotiation skills within the context of ASOS, a leading online fashion retailer. It employs PESTEL and SWOT analyses to evaluate the external and internal factors influencing ASOS's operations. The report examines the company's marketing mix, focusing on product, price, place, promotion, people, process, and physical evidence, and offers recommendations for improvement, such as enhancing brand representation, optimizing pricing strategies, and improving customer interaction. The significance of communication, problem-solving, and creative skills in sales and negotiation are highlighted, emphasizing the importance of understanding customer needs and leveraging promotional strategies to drive sales. Ultimately, the report underscores the critical role of marketing in maintaining market presence and attracting customers, recommending strategies for ASOS to strengthen its market position and improve profitability.

Marketing Sales and
Negotiation skills

Table of Contents
Marketing Sales and Negotiation skills......................................................................................1
Introduction................................................................................................................................3
PESTEL analysis:..................................................................................................................4
ASOS SWOT Analysis..........................................................................................................6
Asos Marketing Mix Discussion ..........................................................................................8
Sales and Negotiation skills applied by your chosen organisation: ......................................9
Conclusion and Recommendation: ............................................................................................9
Asos Marketing Mix Recommendations Table ..................................................................10

Introduction
The report aims to provide an understanding on the concept of marketing. It Is a vital
function for organisation to deliver products and services with utmost profitability. It is
necessary to analyse marketing environment, functions and decisions for choosing relevant
tools and marketing mix. Every business is required to prepare effective marketing plan that
demonstrate customer satisfaction and enable large sales. The role of marketing involves
listening to customers, influence them for products, communicate satisfy customer needs. The
manager must have skills to carry out marketing roles. This report is going to focus on retail
industry. Asos is the finest and largest online fashion retailer in UK (Fuciu, and Dumitrescu,
2018). The company deals in various products in cosmetics, beauty, clothing and other
accessories. It serves product through online websites. It was established in 2000 and sell
almost 850 brands across UK, USA and Europe. Therefore, the report will identify key
factors of internal and external environment using models and theories such as Swot and
Pestle analysis. At last, there are many negotiation skills which are required to plan and
implement effective marketing plan will be reflect into the report.

PESTEL analysis:
This analysis is an effective tool to analyse external market environment. It describes
various factors that influence on functioning of organisation within the industry. It helps in
taking effective decision into competitive market in terms of economic, environmental,
political, technological and legal factors which are described below:
ASOS PESTEL Analysis
Factor Impact
Political  This factor theory
focuses on political
interferences such as
trade regulation (Lai,
Damle, Ling, and
Rigo, 2020).
 Other factor are
tariffs, terrorism,
and corruption. All
these factors impact
on retail industry
while looking
forward for growth
and expansion.
These factors impact on Asos plc to
take decisions for delivering
products in other countries. As due
to Brexit, the company face high
cost of tariffs which creates
negative impact on companies
profitability (Homburg, Jozić, nd
Kuehnl, 2017). Also, digital sales
policy has also changes in UK that
impact on business functioning.

Economic  It talks about the
whole economy
which is a
contribution of
many businesses in
retail industry.
 It affects with
Economic growth,
stability in
monetary funds,
demand and
supply, inflation
and interest rates
must be balanced
(GURL, 2017).
 As retail sector
has positive impact
on economy as it is
most wide sector
in UK.
Global economic condition is
impact on Asos plc as inflation is
rising and consumer income
which must be maintained to
enable positive growth (Hua,.
and Krainer, 2012). In time of
Covid-19 pandemic the company
has took immense uses due to its
digital presence.
Social  These factors
acknowledge for
society demand,
culture, values
and ethics (Dwan,
2021).
 Retail industry is
effected positively
with these factors
as there are a lot of
products varieties
as per consumer
standards that
This factor impact positively on
Asos plc as the company serving
products digitally which is
convenience yet satisfactory for
the consumers. As it provides a
valuable range of varieties on
beauty cosmetic from various
brands that keeps society in
touch with brand products

satisfy society
needs.
Technological  Technology
become a vital
factor in modern
world of
performing
business.
 Retail industry is
highly known for
vast technological
up gradation to
create effective
products, cost
effectiveness and
market
competitiveness.
Asos is affected with
technological up gradation due
to many software, AI, internet
configuration and many more.
Increase in digital platform
creates a positive impact on
company’s success(Hua,
and.et.al , 2010).
.
Environmental  This factor
emphasizes on
working
environment and
its welfare. Many
factors like
climate, weather,
animal and plant
protection
(Fibriyanti, and
Kurniasih, 2019).
 Retail industry is
growing rapidly
and uses most of
natural resources
which may harm
This factor impact on
sustainability of Asos has great
impact on company. As I utilise
maximum resources through
renewable practices. Carbon
emission control practice and
recycling are best practices of
Asos which keep their operations
positive into market.

environment.
Legal  Legal laws are
essential to work
among society and
its people. This
factor consist
application of all
provision and acts
on Asos Plc such
as Equality and
diversity act,
health and safety
act, employment
law.
 These laws are
necessary to bind
organisation with
legal compliances
to protect people
rights.
This factor has negative impact
on Asos. The company works
under all the legal compliance
but somehow lacks in protecting
intellectual propriety rights. So
that, company must take wise
decision before entering into new
market.
ASOS SWOT Analysis
This analysis helps in identifying internal factors by acknowledging strength,
weakness, opportunity and threats from internal surroundings. Strengths are those factors
which give potential to the company in order to deal with market situation. Weaknesses are
those concern that an organisation need to look at or improvement. Opportunity is vital
factors that may open a gate for organisation expansion. Whereas, threats become the hurdles
in undertaking these opportunities.
Strengths
 Market growth: Asos has good
due to which the company attain
good market share and great
Weaknesses
 ineffective cost: Asos does not have
cost effective practice due to which the
company somehow deals with losses.

customer satisfaction.
 Digital presence: The company
has due to which customers are
largely attracted form many
places.
 loyal customer: The company
has loyal customer base which
keep them retained for long term.
 Asos has good supply chain
management and logistics across
many countries which provide
convenient delivery (Fibriyanti,
and Kurniasih, 2019).
 Poor research: The company does not
regulate effective research and
development to bring innovation and
change into industry(Cao, 2018).
 Less investment: Asos does not much
invest in innovation which affects
market potential of company.
Opportunities
 Technology: In retail industry,
there are a lot of opportunity in
technological up gradation that
will enhance growth and success
of Asos.
 Market growth: With effect of
amendments in taxes and policies
for retail sector, company may
look to enter in new market
(GUKETLOV, 2015). There is
good marketing growth
opportunities which shapes
customer decisions and their
demand.
 Regular product offering: The
company may take advantage of
regular offerings in changing
market due to keeping standard
product which allow company to
Threats
 global competition: One of the major
threats for Asos is global competition
as there are many luxurious brands
which give tough competition in setting
brand name such as Amazon (Learn,
Jobber, 2016).
 Economic factors: The economic
factors also becoming threats for Asos
(Lim, 2021). Trade and labour laws
affecting price and profitability over
sales.
 Online presence: Due to online
presence, digital misuse and data
security is also threat for company as
all the operations depends upon online
selling.

make diversification.
Asos Marketing Mix Discussion
Marketing mix refers to decision regarding product, price, place, promotion, physical
evidence and people of organisation. These 7 ps are helpful in creating a brand name by
providing value though products, satisfaction through reasonable price policy, remain active
though promotion and undertake professional people behind all working functions within
organisation.
Marketing
Tactical Tools
Current Strategy Your evaluation/argument on the
effectiveness of each marketing
tool currently applied by your
chosen organisation
Product This decision reflects upon what
products company is selling. The
company currently provide
products in clothing and beauty
essentials(Kamran, Fazal, and
Mudassar, 2020). Also, they
provide products of other brands
like Nike, Calvin Klein.
These products are effective and
essential for customer satisfaction.
As, the website provide many
branded products under one place.
But Asos must focus on mainly
their own brand which will increase
positioning into market (Shiyab,
2018).
Price Price is the value of a product
purchased by customers. Pricing
strategy must be effective of the
organisation to be competitive as
well as affordable for consumers to
spend. As customer want money
worth satisfaction so they will not
As Asos use penetration pricing
method which is effective to charge
as per different market segment. It
is effective in retaining large
customer base.

be able to pay a high price (Dent,
and White, 2018).
Promotion A product requires promotion to
make customer aware about new
products. There are many tools
such as advertising, social media,
newspaper and public relations.
The company use social media
marketing through facebook,
Instagram, Twitter and website.
The promotion strategy use by
Asos is much effective as people
often get influence through online
presence of the company (Ziginov,
2021). It attract customer at global
level and increase product sales and
brand name.
Place It is a location through which
company wants to offer their
product and service. This strategy
require much research to analyse
suitable place that have easy excess
for customers (Fernández Lleríns,
2019). The company sell products
through online websites which is
conveyable for everyone as they do
not have offline platform.
Online platforms are useful and
effective for company as it enable
large customer and interaction. But
it consist many complexities in
keeping records, return and
exchange and chances of getting
fraud.
People This refers to the people who are a
part of business which carry out all
the activities in making business
success. Asos hired trained staff as
the work requires technical
knowledge and command on IT
functioning.
The company does not deliver
offline products so that, the people
e are likely professional. But this
strategy make them away from
fresh talents and creativity.
Process It involves process of selling
product, make payment and interact
with customers (Li, Larimo, and
Leonidou, 2021). Asos use digital
media channels and apps for the
same.
Taking digital payments and
delivering goods through online are
convenient and effective as it is an
easy process.

Physical
evidence
It consist some physical evidence
of purchasing products to show
that order has been given.
The company use emails, texts
messages for order confirmation as
it is the proof which helps in easy
exchange and return (Jobber, and
Ellis-Chadwick, 2019).
Sales and Negotiation skills applied by your chosen organisation:
The skills which I have learned from the sale and negotiation session are
communication, interaction, problem solving and creativity. These skills are helpful in
enhancing sales into market as to deal with customer problems and convenience them to
experience products and services. As Asos maintain customer relations through being
connected via social platforms which is must to understand what potential customers want
from the company. This helps in taking effective decision for making products. A creative
skill helps to think unique concepts which can attract customer interest through advertising
and promoting. I leaned that campaigns, giveaways and discounted offers are effective to
attract customers as they always look for something which give extra benefits. Negotiation
skills are much needed in making customer aware about product and services.
Conclusion and Recommendation:
The report has concluded that marketing is an essentials activity to remain active into
market. It enables distribution of new products in large market and attract customers. The
report has presented internal and external markets surrounding which shows that legal,
technological and political factors creates influence on companies growth and success.
Asos Marketing Mix Recommendations Table
Marketing Tactical Tools Recommendations to each P
Product The company needs to deliver products which represent their
own brand and increase quality and quantity.
Price Asos needs to use penetration as well as premium and cost
leadership strategy. This will minimise cost of the product
and enhance profits margin.

Promotion The company must use regular advertising through launching
campaigns and events.
Place Asos must provide offline products as it will enable reach.
People The company must hire talented employees who could bring
creativity.
Process Asos must give flexible ways of ordering products by
making website more effective and easy to use.
Physical evidence The company needs to provide bills in both physical as well
as digital form.

REFERENCES
Books and journals
Cao, H., 2018. The growth of e-commerce and its impact on the fast fashion retailers.
Dent, J. and White, M., 2018. Sales and marketing channels: How to build and manage
distribution strategy. Kogan Page Publishers.
Dwan, M., 2021. The zen of digital marketing: find your way through the noise.
Fernández Lleríns, A., 2019. Instagram como escaparate, análisis visual y significación a
través de los elementos del marketing mix: El caso de Paloma Wool.
Fibriyanti, W. and Kurniasih, D., 2019, November. Building a Business Using E-commerce
Technology. In IOP Conference Series: Materials Science and Engineering (Vol.
662, No. 3, p. 032052). IOP Publishing.
Fibriyanti, W. and Kurniasih, D., 2019, November. Building a Business Using E-commerce
Technology. In IOP Conference Series: Materials Science and Engineering (Vol.
662, No. 3, p. 032052). IOP Publishing.
Fuciu, M. and Dumitrescu, L., 2018, June. From marketing 1.0 to marketing 4.0–the
evolution of the marketing concept in the context of the 21st century.
In International conference knowledge-based organization (Vol. 24, No. 2, pp. 43-
48).
GUKETLOVA, S., 2015. Fashion marketing na internetu (Doctoral dissertation, Vysoká
škola finanční a správní).
GURL, E., 2017. SWOT analysis: A theoretical review.
Homburg, C., Jozić, D. and Kuehnl, C., 2017. Customer experience management: toward
implementing an evolving marketing concept. Journal of the Academy of Marketing
Science, 45(3), pp.377-401.
Hua, Y and.et.al , 2010. Antisense correction of SMN2 splicing in the CNS rescues necrosis
in a type III SMA mouse model. Genes & development, 24(15), pp.1634-1644.
Hua, Y. and Krainer, A.R., 2012. Antisense-mediated exon inclusion. In Exon Skipping (pp.
307-323). Humana Press.
Jobber, D. and Ellis-Chadwick, F., 2019. EBOOK: Principles and Practice of Marketing, 9e.
McGraw Hill.
Jobber, D., 2016. EBOOK: Principles and Practice of Marketing. McGraw Hill.
Kamran, M., Fazal, M.R. and Mudassar, M., 2020. Towards empowerment of the renewable
energy sector in Pakistan for sustainable energy evolution: SWOT
analysis. Renewable Energy, 146, pp.543-558.
Lai, F., Damle, S.S., Ling, K.K. and Rigo, F., 2020. Directed RNase H cleavage of nascent
transcripts causes transcription termination. Molecular cell, 77(5), pp.1032-1043.
Learn, W.W.I., Competitive Advantage Sep 5, 2019| 0 comments Sep 5, 2019|
Miscellaneous| 0 comments.
Li, F., Larimo, J. and Leonidou, L.C., 2021. Social media marketing strategy: definition,
conceptualization, taxonomy, validation, and future agenda. Journal of the Academy
of Marketing Science, 49(1), pp.51-70.
Lim, W.M., 2021. A marketing mix typology for integrated care: the 10 Ps. Journal of
Strategic Marketing, 29(5), pp.453-469.
Shiyab, S., 2018. Phytoaccumulation of copper from irrigation water and its effect on the
internal structure of lettuce. Agriculture, 8(2), p.29.
Ziginov, S., 2021. CUSTOMER ENGAGEMENT VIA SOCIAL MEDIA. HOW DOES
SOCIAL MEDIA MARKETING AFFECT CONSUMER DECISION-MAKING
PROCESS AND SALES? CASE: ASOS.