ASOS Marketing Report: Applying Marketing Principles in Practice 2021

This report provides an analysis of ASOS's marketing strategies within the framework of an introductory marketing module. It begins by defining marketing and elaborating on the extended marketing mix (product, price, place, promotion, people, process, and physical evidence) with specific examples related to ASOS. The report then discusses methods for ASOS to remain competitive, including a SWOT analysis and the application of the Ansoff Matrix (market penetration, product development, market development, and diversification) to identify growth opportunities. Furthermore, it examines the use of digital marketing to improve ASOS's performance and growth, highlighting consistent branding and affordable online advertising. The report concludes by emphasizing the importance of marketing for business expansion and product promotion, along with the significance of digital marketing for future growth.

Introduction to Marketing

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
1. (1) Meaning of marketing.......................................................................................................3
1. (2) Extended marketing mix and its examples........................................................................3
2. Methods to remain competitive in market..............................................................................4
3. (1) Ansoff’s growth matrix.....................................................................................................5
3. (2) Use of Ansoff's matrix in the organisation........................................................................5
4. Use digital marketing to improve its performance and growth...............................................6
CONCLUSION ...............................................................................................................................6
REFERENCES................................................................................................................................8

INTRODUCTION
The term marketing is explained as an activity, set of institutions and process which is
used for formulating, exchanging, communicating and delivering of products which provide
more value to customers, partners, society and clients at large level. In simple terms, the central
focus of marketing is to induce effective and attractive promoting techniques and methods to
attract more number of customers (Cui, Hu and Xie, 2021). The selected organisation for this
report is ASOS and they are well-known for their leather products and accessories.
MAIN BODY
1. (1) Meaning of marketing
Marketing is explained as a philosophy that is focused towards the fulfil of individual
needs or wants. In simple terms, the main purpose of marketing is to satisfy the customer
requirements through offer and deliver good quality of products and services. In addition to this
marketing is explained as a process that works as a bridge between the business and customers.
1. (2) Extended marketing mix and its examples
Global marketplace results in formulation of drastic changes and this results numerous
industry players are performing work within different geographical areas. Some points related
with the extended marketing mix are mention as follow:
 Product- The term product consists of tangible products and also intangible services such
as organisation goodwill or brand-name. ASOS offer products such as leather goods,
hand-made leather accessories, etc. to introduce and offer good quality products.
 Price- Within the context of apparels, specifically in the fashion price plays an important
role but in context of ASOS organisation offer hand made leather products (Fox, Nakhata
and Deitz, 2019). So with offer appropriate delivery of products management charge high
cost of business.
 Place- Offering or distribution place perform an important role for the respective
organisation and this is because it supports customers to place order or purchase products
easily among organisation. ASOS offer their products from central market because it
attract and engage more customers.

 Promotion- Within the promotion method integrate communication perform an
important role because this helps to complete work in an organised manner. In the
context of respective organisation Guerilla marketing is used to promote products.
 People- Employees or workforce who are engaged in company operations and functions
perform an important role because they aids management to complete work as per
decided goals.
 Process- The current organisational process of ASOS is organised and transparent. This
helps management to perform work in a systematic manner to increase company
efficiency (Moura and Casais, 2020).
 Physical evidence- The last process is physical evidence and this aids management to
focus on all those systems that are tangible and important to manage and control
organisational work.
2. Methods to remain competitive in market
SWOT stand as an abbreviation for Strength, weakness, opportunities and threats which
aids an organisation for analyse of all fashion brands or competitors. This helps management to
formulate appropriate policy against competition. SWOT in the context of ASOS is mention as
follow:
Strength
 Brand image is one of biggest voice
and strength of the organisation. This
helps management for develop healthy
and good image of organisation.
 Organisation Design brand ensure that
management done everything for their
customers so that their products fit,
fulfil and match with its requirements
(Naeem Dr and Bhatti Prof, 2021).
Weakness
 Research and development is
considered as one of the weakness of
organisation because of their low
investment and innovation.
 Free shipping make the brand superb
global and this aids to accommodate at
high level but it also enhance cost of
business that work as a weak point for
organisation.
Opportunities
 Changing trends- one of the dynamic
changes or new trend in fashion
Threats
 Intense competition ASOS face
challenges to market their products due

industry results in open of new markets.
 With the increase in marketing efforts
and constant increase in the sites traffic
there is an opportunity for expand
market size.
to the intense competition within
business as it create difficulty to
position the company products.
3. (1) Ansoff’s growth matrix
Ansoff Matrix is also explained as product/market expansion and this explain as the tool
which is used by firms for plan and analyse overall strategies related with growth. The current
marketing techniques of respective model perform an important role because it aids to enhance
and analyse all risk associated with expansion of firm (Saura, Palacios-Marqués and Ribeiro-
Soriano, 2021).
3. (2) Use of Ansoff's matrix in the organisation
ASOS is identified as an effective organisation which offer good quality of leather
products. The Ansoff matrix which is used by management to achieve high-growth are mention
as follow:
 Market Penetration- The main focus of respective organisation to utilise the market
penetration techniques is based on collection of their revenue. In the current scenario,
authorities of ASOS use market penetration techniques because this helps to become
global leader and also to become competitive in market.
 Product development- ASOS considered towards the regular growth within different
aspects such as to increase their variety of products. On the other side, company grow
with identify of new product lines and for this research and development department
perform an important role to engage innovation in organisation.
 Market development- One of the effective growth strategy related with business is the
market development and this benefits an organisation for accomplish sustainable growth
within an intense competitive market environment (Trivedi and Malik, 2021). ASOS
utilise the market development factors for enhance and generate goodwill of organisation.
Moreover, authorities are concerned towards development of market in overall Europe.

 Diversification- The last step of Ansoff's Matrix is to complete all work with the decided
factors. This determines that both market and number of products is increased by
management but, this is identified as one of the risky factors which create challenges for
ASOS.
4. Use digital marketing to improve its performance and growth.
Digital marketing refers to the accomplish of organisational objectives and goals with
implement of digital technology, techniques and media. From the perspective of ASOS this is
understand that digital marketing and technologies includes company websites, social media
company pages, search engine, etc. This aids management to perform all work with multichannel
marketing methods that improves communication within the organisation (Yan and Hyman,
2018). In the context of current environment this is identified that digital marketing techniques
perform a crucial role to grow the business by inducing technical related strategies because they
are fast and offer a wide scope for business. ASOS use the digital marketing techniques because
it identified as one of the powerful ways to connect as well as communicate with more number
of customers. Some important factors of the digital marketing techniques for organisation are
mention as follow:
 To generate more consistent branding- Online marketing demonstrate unique and new
opportunities for the organisation and this aids management to generate the consistent
brand within new geographical areas. One of the most effective factor for ASOS to use
digital marketing methods is to attract customers from different global region. Moreover,
digital techniques aids by the management under the guidance of professionals and
experts. This also helps to formulate all technical methods as well as digital techniques
which work as the bridge between the branding gap and geographical area.
 Online advertising is more affordable- Online marketing supports the organisation for
accomplish all of their goals and objectives in minimum time-period through advertising
the company products in a large area. Moreover, in the context of ASOS online or digital
marketing helps them to approach and raise their marketing methods and it helps them to
earn better return on investment.

CONCLUSION
From the basis of above report this is concluded that marketing perform an essential role
for an organisation to perform their business within new geographical areas and also to introduce
their products in an effective manner in order to approach more number of customers. With
induce of marketing mix model better and effective methods are used for retain products in the
competitive market. Furthermore, report also conclude about the digital marketing and its
importance among the future for promote company products at a large level.

REFERENCES
Books and Journals
Cui, F., Hu, H. and Xie, Y., 2021. An intelligent optimization method of E-commerce product
marketing. Neural Computing and Applications, 33(9), pp.4097-4110.
Fox, A.K., Nakhata, C. and Deitz, G.D., 2019. Eat, drink, and create content: a multi-method
exploration of visual social media marketing content. International Journal of
Advertising, 38(3), pp.450-470.
Moura, R. and Casais, B., 2020. Search Engine Marketing to Attract International Digital Traffic.
In Digital Marketing Strategies and Models for Competitive Business (pp. 74-102). IGI
Global.
Naeem Dr, S.B. and Bhatti Prof, R., 2021. Assessing the Impact of Traditional and Digital
Marketing Practices on Library Services and Resources in University Libraries.
Saura, J.R., Palacios-Marqués, D. and Ribeiro-Soriano, D., 2021. Digital marketing in SMEs via
data-driven strategies: Reviewing the current state of research. Journal of Small
Business Management, pp.1-36.
Trivedi, S. and Malik, R., 2021. Role of Cryptocurrency in Digital Marketing. In Blockchain
Technology and Applications for Digital Marketing (pp. 175-185). IGI Global.
Yan, T. and Hyman, M.R., 2018. Critical historical research method and marketing
scholarship. Journal of Marketing Management, 34(9-10), pp.841-864.