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Emma Doherty

on 13 December 2013

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Transcript of ASOS

Vision, Mission & Values
"The world's number one fashion destination for twenty- somethings"

1.Most engaging experience

2. Truly global

3. Highly efficient retailing

ASOS is one of the world's leading online retailers

Established in 2000 as "As Seen on Screen"

Currently ships to over 237 countries

Sales platform for over 800 brands
Organisational Structure of ASOS
Structure with the competencies, capabilities & resources to carry out the strategy successfully

Board of directors- 3 executive directors & 3 non executive directors

1352 employees
Public Limited Company

Quoted on London Stock Exchange

Traded on the Alternative Investment Market (AIM)

Does not have to adhere to the strict rules of the main London Stock Market
Competitive Advantage
"An advantage over competitors in some measure such as cost, quality, or speed. A strategic advantage can assist an organization to gain a competitive advantage through contribution to its strategic goals and the ability to considerably increase performance and productivity" ( Turban et al, 2001)

ASOS provides its customers with a best value offering. This is an offering that represents a combination of price , quality, service and other features that their customers might find attractive.
ASOS Competitive Advantage?
1. Online presence - saves money

2. Adapts succesfully with key trends & relevant technology

3. Pride themselves on creating a "seamless experience" through ease of use and convenience

4. "Going global"

5. Customer service - "Highest overall customer satisfaction in the Index , with almost 92 out of a maximum score of 100" ( Paternoster L, 2012)
Five Generic Competitive Strategies
ASOS appears to use a focused strategy based on lower cost. It focuses on a narrow market segment "20-somethings" and offers this niche market a lower cost over its competitors.
ASOS Main Competitors
ASOS Industry Life Cycle

Short product life cycle

Fashion trends, fads, seasons & celebrity endorsements

How Asos uses this to their advantage?
Competitive Strategy
ASOS have a defensive strategy

Fill all gaps in fashion market
Understocking problems- supply meets demand

International market- trends can be lost

Focus on distribution rather than creating more fashion lines

Website only - lose out on face to face interaction

Free shipping - revise strategy

Targeting issues
Industry Analysis
E-commerce: Commercial transaction of goods/services online

Part of online retail industry

Market Share & Growth
Online retail sales industry growing more than 19% a year

In 2015, retail sales will be worth $1.4 trillion

189 million online shoppers worldwide

Online shopping has become increasingly popular as consumers want to shop with ease, speed and at competitive prices
Thank You

Any Questions?

Ethical trade initiative since 2009

The ASOS Foundation

Won the RSPCA 2012 Good Business Innovation Award

"Carbon neutral" company
The Audit Committee
Internal control & risk mgmt

External audits by independent auditors

Internal audits & financial reporting
Remuneration Board
Pay & reward schemes

The "ASOS" Way

Financial & non financial benefits
PESTLE Analysis
Political Factors
Economic Factors
Social Factors
Legal Factors
Technological Factors
Environmental Factors
Current economic climate
New technology e.g. Ipads, apps etc

Carbon Footprint
Laws & legislation of each country
Intellectual property issues
VAT Increases
Market share prices
Ethical issues in clothing manufacturing processes

Full transcript