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ASOS: SWOT ANALYSIS

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by

Caitlin Robbie

on 19 January 2014

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Transcript of ASOS: SWOT ANALYSIS

ASOS SWOT ANALYSIS
ASOS: HR SWOT ANALYSIS
Caitlin Robbie
Strengths
The 'ASOS Way'- staff are passionate about the business and restlessly innovative
No stores, one stop shop (HR and logistical benefits)
Positive focus on sustainable culture/fashion
Weaknesses
Completely reliant on the online market (ensure staff are IT savvy)
No store/more difficult to build a rapport with customers
One distribution centre, rely on it being consistently productive/right caliber of staff
Opportunities
Increased promotion of ASOS Marketplace, providing a new/alternative customer base, supports sustainable culture
Potentially open another distribution centre (£100 million spent on postage p/y) if growth continues
Threats
Intense competition from rivals who use e-commerce as well as stores
No control over economic factors (recession)
Increasing cost of labour
Full transcript