The current position of the company with respect to the 5s of the marketing strategy then it can be safely said that the company excels in all the dimensions of the marketing strategy. Te second dimension is related to the customer insight. I is found that the target customer base of the company is the average 20 year old. Te company is quite aware of the fact that the fashion statement of this age group is constantly changing one and is influenced by their peers, crrent market trends is also seen that the fashion statement of this group is based on their reflection of individuality.
Te company serves these 20 years from a variety of countries across the world. Tus it has to keep itself updated with the latest fashion trends in different countries. Te fact that the company is able to this quite effectively is reflected in the fact that the retail sale of the company is increasing year on year (Crossley, 2014). Te data for the same is shown in the appendix. Te area of retailing is a booming one and the market potential is increasing year on year.
Iternally the company wants to see it as synonymous to fashion as Google is synonymous with search and Facebook with online retailing. I fact the company has become second most viewed fashion website of the planet (ASOS Plc. Te objectives of the company can be defined in terms of the digital marketing strategy. Te first strategy of the 5s digital marketing strategy is sell; wich means to grow sells. AOS tries to increase the by the trust of customers in the online purchase process and ensuring free delivery to the customers (Chaffey and Bosomworth, 2013).
Te second S stands for speak. AOS speaks to the customers of the company through the magazine which serves as an important tool in building the brand and influencing sales figure. Te third S stands for serve. AOS invests in the choice of customer service channels which are used to serve the customers of the company (Eid, Ebeltagi and Zairi, 2006). Te fourth S stands for Save AOS has the spending in the marketing in order to reduce the price of its products and increase the affordability of customers.
Te fifth factor is sizzle which is used to extend the brand online. AOS have invested heavily in the community platforms in order to ensure that the social media is used to deliver the sizzle. Ging into the future the company wants to improve in several areas. Oe of the areas is. ..
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