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ASOS Business Environment
Transcript of ASOS Business Environment
ASOS has diversified to include an iPhone app, e-magazine, and online market place
ASOS has a customer base spanning 190 countries, with 62% of sales now coming from outside the UK The annual turnover in 2011/2012 was £287.5 million, a growth of 46% from the previous year Bargaining Power of Suppliers Bargaining Power of Consumers Threat of New Entrants Macro Environment ASOS PLC Micro Environment ASOS PLC Bibliography S.W.OT ASOS PLC ASOS PLC Internal Environment External Environment Micro Environment Macro Environment Internal and external factors affecting company performance and management decisions Political Economic Government stability Recession Social Shopping culture Technology Increasing access to online shopping Manufacturing Fast pace of change Changing demographic Education Environment Resources Tax Policies VAT Climate change Increasing environmentally responsible consumer Corporate social responsibilty Legal http://www.thetimes100.co.uk/downloads/asos/asos_13_full.pdf (Accessed 9th April 2013) Data protection laws International trade regulations Employment laws Strengths and weaknesses Threats and Opportunities Threat of Substitutes Michael Porter's Five Forces Exclusive use of ethically sound suppliers Fashion is a large industry with wide choice and very competitive prices Competitive Rivalry Online businesses have limited start-up costs Low running costs mean a low-risk business venture ASOS have their own product range ASOS Loyalty scheme Additional services Online purchasing slightly decreases consumer power Fashion retailers Fashion e-tailers non-fashion retailers and e-tailers Consumer selling to consumer Strength Weakness Opportunity Threats ASOS PLC's biggest strength lies in its unique selling point, As Seen On Screen. Although it does offer branded products, it offers a large range of own branded products which can only be purchased directly from the company itself The biggest threat facing ASOS, like many retailers, is the decline in economy. High unemployment, and a lower disposable income causes a direct threat to the annual turnover of ASOS. ASOS have seized the opportunity of changing technology to become the largest independent online exclusive e-tailer. As long as the company continues to adapt to new technologies, this is also where its biggest opportunities lie. The biggest weakness lies in the online market. While online shopping allows ASOS a wider consumer base reaching an international consumer, lower start up costs and running costs means that there is also a high risk of new entrants http://vectorstudy.com/management-theories/porters-five-forces (Accessed 9th April 2013) http://www.whatmakesagoodleader.com/macro-environment-analysis.html (Accessed 9th April 2013) http://asos.annualreport2012.com (Accessed 9th April 2013) Recommendation To ensure ASOS remain at the forefront of online shopping, they must be proactive in adopting new technologies Continue to diversify activities, adopting new ways to engage with customers and encourage loyalty React to the changes in the economy, adapting pricing strategies to meet the dip in disposable income P.E.S.T.E.L