Marketing Essentials Report: ASOS PLC Marketing Plan and Analysis

This report delves into the marketing essentials, focusing on the British online fashion retailer ASOS PLC. It begins by defining marketing and outlining its core roles and responsibilities, including strategy development, market research, promotion, and product development. The report then explores how these marketing functions operate within the marketing environment and their interrelation with other organizational departments such as HR and finance. It provides a critical analysis of the significance of interdepartmental collaboration. Furthermore, the report compares ASOS PLC's marketing mix (7Ps) with that of ZARA, analyzing product, price, place, promotion, people, physical evidence, and process strategies. Finally, it culminates in the development and evaluation of a detailed and coherent marketing plan for ASOS PLC, designed to achieve its business goals. The report highlights key strategies such as competitive pricing, online promotion and the significance of interdepartmental collaboration in the context of a dynamic online fashion retail environment.

Marketing Essentials

Table of Contents
INTRODUCTION ..........................................................................................................................3
LO1..................................................................................................................................................3
P1. Roles and Responsibilities of Marketing ........................................................................3
M1. Marketing's roles and responsibilities in marketing environment context.....................4
P2. Role and responsibility of marketing relate to wider organisational context...................4
M2. Significance of interrelationship between marketing and other functional units ..........5
D1. Critical Analysation.........................................................................................................5
LO2..................................................................................................................................................5
P3. Marketing Mix..................................................................................................................5
M3. Evaluation.......................................................................................................................7
LO3..................................................................................................................................................7
P4, M4. Detailed Evidence based Marketing Plan.................................................................7
D2. Strategic Market Plan by using 7P's................................................................................2
CONCLUSION................................................................................................................................3
REFERENCES................................................................................................................................4

INTRODUCTION
Marketing can be defined as a set of actions or businesses for promoting and selling
products and services that includes advertising and market research. It is the process to create
and develop relationships with customers in order to satisfy them. This report is based upon
ASOS PLC, which is a British based online fashion and cosmetic retailer. It deals with clothes,
shoes, accessories and beauty products for both men and women (This is ASOS, 2019). This
report covers the significant responsibilities and roles of marketing function in this organisation
and in context of marketing environment. It also includes the way in which these roles of
marketing are interrelated with other functions of a business entity. Further, it includes
comparison between ways in which different companies uses marketing mix for the purpose of
achieving overall business objectives. At the end, it covers development and evaluation of a
detailed coherent marketing plan for ASOS PLC to attain the business goals.
LO1
P1. Roles and Responsibilities of Marketing
Marketing is defined as a process of a business that is used to create and develop
relationships with customers. (Aswathappa, 2013). This function helps a business entity to grow
in a positive manner and making customers aware regarding existence of a product by indulging
in various promotional activities. ASOS PLC uses functions of marketing for promoting its
products and services and to know what customers prefers and desires. The different roles and
responsibilities of marketing function can be defined as follows-
Marketing Strategy- The basic role towards which marketing function operates is to
develop an appropriate marketing strategy and planning for a business enterprise. This strategy is
basically developed to attract large number of customer and to enhance market share. The
managers of ASOS PLC recognise the requirements and needs of target audience with the help
of these strategies and provide goods and services in accordance. An effective marketing strategy
helps in bringing out a balance between marketing opportunities and business objectives.
Market Research- It is concerned as an organised effort for the purpose of gathering
required information about the target market and audience. This research includes particular
knowledge of price, product, market and customers for the purpose to communicate the best
quality goods and services of a company in market. ASOS PLC before launching a new product
or before entering into a new market do an appropriate marketing research to identify the
consumer behaviour.
Promotion- It refers to a marketing communication that is utilised for informing
customers about the benefits of a particular brand, product, or service. The major role and
responsibility of marketing function is that it helps in promoting products and services among
customers and make them aware regarding existence of that product or service. ASOS PLC uses
both online and offline promotional measures to promote its products in market.
Product Development- Marketing plays an vital role in developing a product by
introducing a brand new product or by making essential changes in an existing product (Anche,
Hozouri and Mehdizadeh, 2014). The product is developed by analysing customers needs and
preferences through market research. ASOS PLC keep on developing its products according to
customers demands.

M1. Marketing's roles and responsibilities in marketing environment context
Marketing is a wide concept and its roles and responsibilities are not only limited within
an organisation but, it has certain roles and responsibilities in marketing environment also. The
roles of marketing function in context of marketing environment are-
Marketing Information System- This helps in providing information and data about
different factors such as planning, product, implementation, and controlling the strategies of
marketing. For instance, it depicts the data about logistics on real time basis that helps
distribution network to work in an effective manner (Chang, Yu, and Lu, 2015).
Monitoring Marketing Environment- Marketing plays an important role in monitoring
and developing the marketing environment. Such developments helps in providing constructive
response for developing a specific product or service of an organisation. These new
developments involve changing in marketing traits, social and economic forces, internal or
external market changes and legal and political changes.
P2. Role and responsibility of marketing relate to wider organisational context
Marketing play a very vital role in achievement of organisational goal through increasing
productivity and printability of organisation but, theses objectives are not achieved by marketing
alone (Chang, Yu, and Lu, 2015). For meeting targets and goals of organisation on time, proper
interrelation and coordination between different departments and function of organisation is
necessary. Marketing act as a support system in wider organisational context as it acts a bridge
between customers and all other departments of organisation. ASOS plc is a British online
fashion and cosmetic retailer which is operating in a highly dynamic environment thus, it
become essential for this organisation to have proper collaboration between all function to
deliver most suitable products to its customer. Interrelation between marketing and other
functional area in ASOS plc is described below:
Marketing and HR Department- HR department is responsible for recruitment and
selection of talented and skilled employees and also provide timely rewards and gifts for
motivation of employee. Proper interrelation of HR department with marketing function ensures
availability of most talented and smart employees in organisation for formulation and execution
of marketing functions. Timely incentives provided by HR are also helpful in improving
performance of marketing team which will yield better profit for organisation. On the other hand,
marketing plays an important role in promotion and creation of brand image of organisation
which provide a pool of talented individual for HR to select the best candidate for organisation.
In ASOS plc, proper coordination between HR department and marketing has facilitated timely
achievements of targets as marketing team of ASOS is very talented and timely rewards are also
provided to improve their efficiency and performance.
Marketing and finance department- Proper management of money and funds is the
responsibility of finance department which includes planning, organising, auditing and
controlling of organisation's finance. Finance department is also responsible for preparation of
timely budgets and for allocation and distribution of funds among different departments thus,
proper coordination between marketing and finance department ensure availability of adequate
funds for proper execution and implementation of marketing plans and strategies. For e.g.:
money needed for meeting advertisement and promotion expenses is provided by finance
department (Gengler, and Mulvey,2017). In ASOS plc, interrelation between marketing and
finance has reduced the wasteful activities and expenses as finance department prepare timely
budgets for marketing and also have proper control and check over unnecessary and wasteful
activities of marketing function.

Marketing and production- Timely supply and manufacturing of a product is done by
production department. Marketing act as a link between customers and production department as
marketing department is responsible for analysis of market and also determine current
trends,taste and preference of customers. This information is required by production department
to produce or deliver a product which is most suitable for fulfilment of customers needs and
demands. Marketing department provides information regarding needs and preferences of
customers to production department so that products can be manufactured accordingly.
M2. Significance of interrelationship between marketing and other functional units
Interrelation between marketing and other functional unit ensures timely achievement of
targets as it reduce the chance of confusion and provide marketing strategies which are exactly
parallel to the overall objectives of organisation. Proper communication and link between
marketing and production department is helpful in meeting the demands of customers which will
ultimately attract more number of consumer for organisations thus, improve productivity and
profitability (Glanz, Bader and Iyer, 2012). For ASOS, proper interrelation and connection
between marketing and other department has facilitates timely achievement of targets through
reducing chances of confusion and providing an effective marketing strategy which is properly
coordinated with objectives of all other functional area. Interrelation between marketing and
finance department plays crucial role in running business activities smoothly. Finance
department provides adequate funds to marketing department that helps it in conducting
promotional activities in an effective manner which results in improved profitability of company.
D1. Critical Analysation
Marketing function is the vital function of a business enterprise and it is very important
for to balance it with other functional units. If marketing function will not operate efficiently
then all the other functions such as production, HR and finance will not be able to function in an
appropriate manner. Finance department provides funds to marketing department that helps it in
running its promotional activities smoothly and effectively promote its product in market.
Marketing department also forms a link between production department and customers by
identifying consumer's needs and preferences. All the information regarding market trends and
needs are provided by marketing division to production department which assists in
manufacturing those products that satisfy needs and requirements of customers. The appropriate
interrelation of marketing with other departments will enhance the overall productivity of a firm
(Gummesson, Kuusela and Närvänen, 2014). Proper coordination between all the department
helps in ensuring successful business operations of firm.
LO2
P3. Marketing Mix
Marketing Mix is determined as various tools and actions that an organisation use in
order to influence customers to buy its products and services. There are 7P's of marketing mix
which are product, price, place, promotion, people, physical evidence and process. Here,
marketing mix of ASOS PLC is compared with another fashion retail organisation named named
ZARA which is a Spanish based company.
MARKETING MIX ASOS PLC ZARA
Product This organisation deals in
various range of fashion
This organisation deals in
clothes, shoes, accessories,

products for both men and
women such as clothes, foot
wears, cosmetics and
accessories. It includes its own
designer and branded wear that
shows that it has high range of
quality products (Henriksen,
2012).
swimwear, beauty and
perfumes. It sells those
products that suits local culture
and taste of people and its
products are known for its
unique style and latest designs.
Price This enterprise price its
products at different prices
which is dependent upon
brand, quality, etc. For
designer products, it charges
high prices but, it also provides
same looking products without
brand name which are easily
affordable by customers.
Zara's pricing strategy focuses
upon average shoppers who
wants trendy fashionable
products at affordable prices
(Jobber and Ellis-Chadwick,
2012). Firm use competitive
pricing strategy for setting
prices of its products.
Place ASOS.com is rapidly
becoming the market leader in
UK online fashion world and
all the products of this
company are sold online.
There are no offline stores
available for customers to
purchase its products.
It has both online and offline
stores available for customers.
It has around 7000 stores
across the world that provides
quality products to its
customers. It operates in
various countries like USA,
UK, Japan, India, Singapore,
Russia, Malaysia, China, and
so on.
Promotion Business of ASOS PLC is
completely dependent upon
internet so it promotes its
products online by using world
wide web and its official
website. It has a feedback page
in its website which helps in
maintaining healthy relations
with customers.
Although this brand do not
promote itself as much
aggressively as other brands
but, when it comes to
promotion then, it uses social
media promotional strategy
effectively and efficiently.
People This business entity consists of
helpful and polite employees
that has appropriate
knowledge of business
(Möller and Parvinen, 2015).
ASOS.com has various
employees that update its
website and reply to emails on
The employees of ZARA
stores treats their customers in
an appropriate manner and
makes sure that they solve all
the queries of its consumers.
Moreover, its digital marketing
team also updates its website
on daily basis and inform

daily basis. Its employees has
appropriate knowledge and are
trained properly that helps the
business in achieving its
objectives.
people when a new product
arrives.
Process This organisation has control
over its website and its
information and images are
represented without any kind
of doubt. Also, it offers online
payment facility to its
customers. (Nagle and Muller,
2017).
The procedure of this
organisation is very simple and
easy to understand by
customers. The customers can
easily visit its stores and
purchase its products.
Moreover, customers can also
purchase its products online by
making online payment.
Physical Evidence The physical evidence of
ASOS is that its customers will
be provided a receipt with their
products whenever they make
an order. This enterprise
provides certain articles and
annual reports to show
customers that ASOS products
are worth of their value. It also
provides information and
description about the product.
Its stores are well maintained
and it has well trained staff that
can be considered as its
physical evidence. Moreover,
its online website is kept
updated from time to time by
its digital marketing team
(Tanner and Raymond, 2015).
M3. Evaluation
There are various tactics applied by ASOS PLC to achieve its overall business objectives
by using the marketing mix. It uses online mode to promote its products which covers large
number of customers. This enterprise targets all types of customers as it provides designer
products at high price and also produces non branded products that can be easily affordable by
low and medium income groups. Use of effective promotional channels for promoting products
in market helps company in attaining its business objectives in successful manner.
LO3
P4, M4. Detailed Evidence based Marketing Plan
A strategic marketing plan is a report that includes marketing strategies of a business
enterprise for attaining future goals and objectives (Viswanathan and et. al., 2012). It also helps
to identify targeted audience and competitors that exist in the market. It also includes overview
of a specific business and its objectives towards which the organisation operates its activities. An

effective market plan consist of business objectives, organisation's overview, budget required to
implement the plan, vision and mission towards which plan is developed and made. ASOS PLC
is launching new collection of waterproof shoes that targets both men and women. For this
purpose, a strategic marketing plan is developed that covers the following points-
Overview
ASOS PLC is an online British based retail organisation that deals with fashion and
cosmetics. This business enterprise was founded in the year 2000 and its headquarter is located at
London, England. This business entity sells over 85 brands in its website and it ships its products
in around 196 countries. It deals with apparels, foot wears, accessories and cosmetics at
international level and is famous for providing quality products to its customers. This
organisation is launching waterproof shoes for both men and women and for this purpose an
strategic market plan is developed. This market plan has various objectives such as to increase
the market share and profitability of this firm.
Mission
The mission towards which ASOS PLC works is, “To be ahead of its competitors by
providing customer satisfaction through quality products.”
Vision
The vision of ASOS PLC is, “ To become the number one fashion retailer in the world.”
For this purpose, it is working hard by developing and bringing changes in its products.”
Objectives
The objectives of launching new waterproof shoes by ASOS PLC are as follows-
 To increase company's sales by 20% in upcoming one year by producing such goods that
satisfy customer needs and preferences.
 To enhance market in up coming year and enhance its share up to 15%.
STP approach
This is an effective approach which is sued by organization in order to perform all
business functions effectively (Gengler, and Mulvey,2017). It involves segmentation, targeting
and positioning that helps marketers to deliver their products according to needs and wants. It
also helps to achieve the business objectives by completing task in particular period. Such as the
marketer of ASOS organisation using STP approach in which they make strategy to develop the
its new product that is ASOS shoes (Glanz, Bader and Iyer, 2012). The description of
segmentation, targeting and positioning of ASOS are as explained:
Segmentation - ASOS organisation is mainly focusing in demographic and geographic
segment in which they mainly involves 15 to 60 years old people and UK market where marketer
is going to launch new products. It will attracts customers more by providing water proof shoes.
Targeting - The management of ASOS shoes company targets people aged between 15-
60 years who needs water proof shoes.
Positioning - The marketer of ASOS shoes company has explained that it will maintain a
upper level position in market by providing water proof shoes. This organisation has perfectly
positioned its water proof shoes in market in terms of innovative positioning.
Therefore, this strategy will helps ASOS to sell its new products by focusing on STP
approach and capture more market share. It is important approach for organization who uses this
to analysis the market segment in order to introduce new products and services (Gummesson,
Kuusela and Närvänen, 2014).

Swot analysis
Swot analysis allows companies to measure business activities and performance by
comparing with competitors in the industry. ASOS plc is one of the leading company in fashion
and cosmetic industry (SWOT Analysis of ASOS, 2019). This analysis is used by this company to
identify the internal and external forces that has impact over its overall functioning.
Strengths-
 It is engaged in selling around 850
brands in clothing and various
accessories.
 Adoption of innovative and attractive
ways in displaying and advertising
products to the customers.
 It is United Kingdom's largest
independent fashion retailer on both
online and offline platforms.
 Strong distribution channel established
by company in potential market.
 Expansion & growth of business
activities in international market.
Weaknesses-
 Free delivery services provided by
company increases the costs annually.
 Around 30% customers returns the
products to firm resulting in loss in
expenditure incurred for additional
shipping costs.
 Low investment in research &
development as compared with
competitors.
 Rise in level of attrition rates in human
resources.
Opportunities-
 The willingness of customers on
spending on new and unique products.
 Increase in the mobile penetration
assists individuals in purchasing more
products from mobile application.
 New amendment in taxation policy by
government like decrease in corporate
tax.
 Free trade policy in country allows firm
to expand its retail shops in markets.
Threats-
 Increasing efforts of various retailers in
capturing the online market.
 Imbalance in the economy of United
Kingdom.
 Shortage of technically skilled
employees in global marketplace.
 New environment laws framed by the
government.
 Development of new and advanced
technologies by strong competitors.
Budget
MARKETING BUDGET (£)
PARTICULARS Ist Year IInd Year IIIrd Year IVth Year Vth Year
Initial money 3000 6400 12100 14260 19870
Investment 9300 10500 23830 31630 13550
TOTAL 12300 16900 35930 45890 33420
MARKETING OUTLAY
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Promotion 4646 1559 4693 1975 1111
Sales publicity 1365 800 2452 1492 1050
Direct selling 2135 1800 4751 1000 4334
TOTAL 8146 4159 11896 4467 6405
Monitoring and Controlling
It includes to keep an eye upon business objective and to ensure that all the activities of
marketing are executed in an appropriate way for achieving these goals. It also helps to monitor
that all activities are performed in an appropriate way. ASOS PLC monitor and control its
marketing activities for recording, evaluating and tracking the work progress. It also ensure that
digital marketing team must indulge in all activities that are related to launching of these
waterproof shoes. The tools that is used for this purpose are metrics and by checking that there is
effective flow of communication. (Henriksen, 2012).
D2. Strategic Market Plan by using 7P's
Strategic plan refers to the document which provides guidance for performing future
activities in order to achieve a specific goals or objective.
Objective:
 To improve sales of company by 20% in next 1 year.
 To enhance market share up to 15% in upcoming year.
STP:
The market is segmented on the basis of geographic and demographic segmentation in
which firm targets 15 to 60 years old people who needs water proof shoes. Company will use
innovative technology to positioned itself in market.
Marketing Mix
Product The product which the company is going to introduce is
Waterproof shoes which will prevent the buyers from being
dirtied by water inside their shoes. These shoes will mostly be
used in rainy seasons.
Promotion In order to promote the following product, company will make
use of online and social media promotions along with media
advertising as well so that customers could be made aware
about the products and services of the company to much extent
that could help them in making their decisions about making
purchase of the products of ASOS (Jobber and Ellis-Chadwick,
2012).
Price As the products will be sold to middle and high class people, so
the waterproof shoes will also be provided to customers at two
different prices which are £15 and £50. Customers could make
their purchase decisions according to their suitability.
Place The products of company will be made available to customers
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with the help of different online service provider companies
who makes delivery of products and also with official retail
outlets of ASOS (Möller and Parvinen, 2015).
Process These waterproof shoes will be directly delivered to its
customers when they will place order of these shoes from its
official website or mobile application. Customers can make
payment by online payment method.
People Training will be provided to employees so that their skills and
capabilities can be improved and high quality services will be
offered to customers.
Physical Evidence Its physical evidence will include the receipt which customer
will get after they receive these shoes which is a proof that
payment is made for this particular product.
CONCLUSION
From the above assignment, it has been concluded that marketing is an important
function with the help of which different activities in the organisation are performed in an
efficient manner. In addition to this, it has also been concluded that managers have important
role in ensuring proper working of the organisation. Further, the conclusion has also been made
that marketing mix of an organisation provides relevant information about different concepts
related to products and services of organisation. At the end, the conclusion has been made that it
is very important for an enterprise to develop a strategic marketing plan as it helps to know
various aspects.
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