A marketing plan is used to convey the attributes and benefits of a product or service to its potential customers. It comprises of seven steps and one of them is conducting a situational analysis after the introduction stage. This step is one of the essential steps in creating a long term and successful relationship with customers. (Cohen, 1995)
Introduction comprises of the company’s products, prices, placement etc. and what sort of products or services a company sells; essentially the background of the company and what it stands for. (Cohen, 1995)
ASOS.com is a UK based website which is the largest online store for beauty and fashion products. It is only online, and it sells its own goods as well as branded goods. Sales have been on the rise since the company started, with profits before tax jumping from 15.7 million pounds to 30.3 million pounds in May 2012. The target market is mainly men and women between the ages of 18 and 34.
ASOS headquarters is Camden Town, located in the North of London in a building called the Greater London House. It offers 500,000 product lines ranging from menswear, women’s wear, jewellery, beauty products, accessories and even footwear. The websites target not only UK though, they target other areas such as USA, Germany, Spain, France, Italy, Spain and Australia as well and ships these products to many more countries from UK, which is its central distributor and origin and that is where the headquarters are located.
A 2011 report shows that 13.6 million different visitors visit the website every month and there are registered users as well as active users and customers. The fulfillment centre for ASOS is in Yorkshire.
ASOS was developed in 2000 in June and its founders are Quentin Griffiths and Nick Robertson. It is UK’s biggest retailer of fashion and beauty products online with more than 2000 employees. The acronym ASOS stands for ‘As seen on Screen’ and it changes stylistically to showcase the