Expand online ASOS retailing into France Market - Essay Example

Also, it has to integrate and closely synchronize its online and offline marketing and communication activities. (Pughe L., march 2006) 13 Johanson & Wiedersheim-Paul, (1975), The Internationalisation of The Firm: Four Swedish Cases, retrieved March 14, 2009, from 18 Pughe L., (March 2006), Marketing Tactics Commonly Used By Small Internet Based Retailers To Sell Specialty Products, University of Oregon, retrieved March 14, 2009, from 18 ASOS cannot afford to be an UK only retailer and has to spread its presence in other geographical markets.

While EU countries like France should its most preferred destination for expansion, ASOS also has to take a long term strategic stand and expand to other matured markets like North America, The Oceania or emerging markets like Russia, Brazil, India and China. France represents a great opportunity, but also poses a tough challenge for ASOS. With a very stable political and economical environment and a high degree of internet penetration, France is one of the obvious destinations for expansion for ASOS.

However, it might be difficult for ASOS to replicate the kind of growth rates it has achieved in UK in France too. ASOS is a vibrant online fashion and beauty store for men, women and children. ASOS was established in the year 2000 and within a very short period of time it emerged to be United Kingdom’s largest independent online fashion and beauty retailer. It has an unbeatable volume and range of products. Over the years ASOS has been successful in building around 19000 brands and to keep up with it.

ASOS also adds about 100- new lines each week. ASOS has a product range that appeal to all in the age group of 16 and 34 years. The website of ASOS sees almost 5 million unique visitors a month and has a whooping 2