Case Study on Asos

University of the Arts, London

Tara Premnath

A Case Study On The Globalisation And Strategic Reign Of ASOS Subject: Retail Branding and identity

Abstract

This report analysis the strategic branding policies of the online retailer ASOS and comprehends its position in the global market. It evaluates the standardisation and adaptation techniques ASOS employed to become the no.1 online retailer in the world. The company vigilantly practices standardisation and adaptation in its brand architecture and distribution channels. Its branding policies have made way for its accomplishing market dominance. ASOS approaches the market with a faultless differentiation technique through its unique services and product categorisation. It gives its customers an inimitable shopping experience with its ingenious website design. Analysing the 4 p’s marketing mix and critically absorbing the SWOT analysis, the brand can ascertain its current market position and prospects for future expansion in the global scenario. Enhancing its CSR (Corporate Social Responsibilities) activities and bringing it out into the retail front, ASOS can capture the attention of ethical consumer groups and thus work on the company’s benevolence and future expansion. Employing a canny approach and by detecting possible threats and risks, ASOS performs brand extension strides to cement its place in the industry.

Table of Contents

Introduction 4

Methodology 4

Globalization by Theodore Levitt 5

About ASOS 6

Standardization and Adaptation 6

The Four P’s of ASOS 8

Differentiation and competitive advantage 9

'The Five Forces' Model of Michael Porter 11

Experiential branding 11

SWOT Analysis 12

Conclusion and Recommendations 13

Bibliography 14

Introduction

ASOS is an online retailer who has taken over the virtual shopping sector in the current market. They have proved their methods of marketing and branding with

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