Marketing Strategies of ASOS: Corporate and Business Planning Report

This report provides a comprehensive analysis of ASOS's strategic marketing planning. It begins with an introduction to strategic marketing planning and its significance, followed by an examination of ASOS's corporate strategy, defining its long-term framework for decision-making. The report then delves into ASOS's business strategy, highlighting its approach to achieving competitive advantages in the online fashion market, including its focus on market research, product quality, magazine and blog marketing, corporate social responsibility, and innovation. A historical overview of ASOS is provided, tracing its evolution from its founding in 2000 to its global expansion and digital marketing efforts. The report also assesses ASOS's corporate and business objectives, including its marketing mix (4Ps: Product, Price, Place, Promotion) and strategies for increasing online sales and customer satisfaction. The conclusion summarizes the key findings, emphasizing the importance of effective marketing planning in the fashion industry.