Strategy -Asos 6 - Case Study Example

Strategic Management – ASOS Case Study In the fashion retail industry, strategic planning reigns supreme. In order tosucceed and survive in the competitive and dynamic business, a company has to plan well and implement the right strategies if at all it hopes to achieve its objectives. Asos.com is the UK’s top online fashion store that caters for the attire needs of both men and women. The company was set up in 2000, with the objective of targeting 16-34 year olds who are fashion conscious.

The online store boasts of a whopping 9000 different products which are available for its customers. Additionally, 450 new items are added to the store each week. Apart from its wide range of products, the company attracts over 3.3 million shoppers each month. Given such obscene numbers, it is imperative that the online store implement a very effective operation to meet its commitments to its customers such as providing customer service, and fulfilling orders from the customers. The company has done well in a very competitive business.

E-commerce is a very dynamic industry; more so for the fashion business. Given the rise in demand for goods online each year, the company managed to structure its management and proprietorship in such a manner that the right decisions were made at the right time; for the good of the business. When the company started, its staff was considerably small, but it has grown, and so has its warehouse size. Adequate space is required for storage. The company has managed to position itself well to capture market share that it did not command before through a number of creative ways.

The primary tool of achieving success is a motivated staff; and proper internet marketing tools. Communication has also been at the center of action; as proper modes and channels of communication have become necessary given the increase in size of the company. Planning, resources, communication, and keeping in touch with the needs of the customers are the tools that have spurred asos.com to success.