XIAOLU SUN

as
seen
on
screen
a • ASOS.com is the UK’s
market leader in online
fashion retailing.
• It offers own-label,
s branded fashion and
designer goods.
• Its headquarters are in

o Camden Town and in

Hemel Hempstead.
• The company was set up in

s June 2000
a • 35,000 branded and own
label products available.
• Over 1500 new lines added

s each week.
• ASOS.com is rapidly
becoming the market

o leader in the UK online

fashion world.
• AIM (Alternative
Investment Market) part of
s the London Stock Exchange
Market Share
 Rapid Growth
Year  No. Employees
2000  2
2005  47
2009  250
2010  1000
 Organic Growth

Play 
 Increasin
Use of
Organic Technolog g Sales
internal
Growth y and
resources
Output
Product Life Cycle
DISADVANTAGES OF VERY RAPID
GROWTH

 Lock of HR

 Physical resource shortage

 Technology improve

 Finance
DISADVANTAGES OF VERY RAPID GROWTH

HR

Short of labour  Recruit more staff

Difficult to control  Can not arrange everyone in suit place

DISADVANTAGES OF VERY RAPID GROWTH

Physical resource

Look new resource  To produce more produce

Cannot meet the demand  Can not produce in short time

DISADVANTAGES OF VERY RAPID GROWTH

Technology and skill

No new technology  Technology improve slowly than

organization develop

Learn skill time  Take time to know new skill

More cost to change tech  Spend money to improve new technolegy

DISADVANTAGES OF VERY RAPID GROWTH

Finance

Cash flow  Slow cash flow may appear

Lost chance  Don’t have enough capital to invest new

project

Weak competitive  No more competitive option

 KEY THINGS TO ACHIEVE MANAGED AND
SUCCESSFUL ORGANIC GROWTH

Asos.com

 Business model

 Marketing segment
 Finance
 Customer service

 Product mix
 Communication
BUSINESS MODEL

ASOS.COM SUCCESSFUL

 Internet business  High market volume

 20% population  Less cost

shopping by internet in
UK  Reduce competiior

 Low price strategy  Fast to change data

 Attract customer
shopping on line
MARKETING SEGMENT

ASOS.COM SUCCESSFUL

 16-34 years old  Easy to accept on line

business
 Focus on UK
 More time to use
internet

 Fast change fashion

 Understand IT
knowledge
FINANCE

ASOS.COM SUCCESSFUL

Joining AIM Enough capital

Easy join in

Open up new
sources of revenue
CUSTOMER SERVICE

ASOS.COM SUCCESSFUL

 High trust image

Good delivery
system  Meet customer’s desire

Average response  Reduce cash flow time

time for customer
enquires in one hour
PRODUCT MIX

ASOS.COM SUCCESSFUL

 Own brand  Increase brand value

 Footwear  Differentiation strategy

 Swimwear,  Increase income

 Accessories, jewellery,

 Well-known brand
COMMUNICATION

ASOS.COM SUCCESSFUL

 Advertising  Broaden disseminate

approach
 Magazine
 Fast to contact with
 Email customer by email
 CRM  Build long time relation
with customer

 Reduce advertising cost

Conclusion