Free Essay

Asos Audit

In: Business and Management

Submitted By iamasmara95
Words 2232
Pages 9
201 MKT
Coursework 1 Careers Portfolio Analysis and CV

Asos is a well-known company whose headquarters are based in Camden, North London. Its main ambition is to become the number one online fashion destination for both men and women between the ages of 20-30. Its website consists of fashionable products that’s made up of its own label including many other brands (Asos 2015).
Internal Strengths * Has a selection of exclusive brands. * Uses strategies to have an effect on customer behaviour such as community groups, review centres, editorial content and video was awarded first place for customer engagement (Merchandising, 2015). * Asos has made an investment in its marketing which has increased sales and have hired people in senior positions which has strengthened its marketing (Marketing Week, 2014). * It has a glossy monthly magazine that can be accessed online. Its editorial spreads provides a range of models showcasing the clothes, this comes with links to the items and prices so they can be added straight to the cart (The Content Strategist 2015). * Has a strong social media presence, as this helps it to connect better with its customer base and market its brand (Link humans, 2015). * Challenged in the year 2014 by an almost impossible international trading environment and also a fire at its main distribution facility in Barnsley, UK. It still managed to deliver retail sales growth of 27 percent, and made major improvements in all its customer engagement metrics (Asos 2015). * Sales have increased by 17 percent to 1.12 billion pounds with sales in the UK, rising up to 27 percent and international sales increasing by 11 percent and lastly gross margin increased by 20 basis points (Yahoo News UK, 2015). * Motivates employees by giving them a stake in the company, and makes sure they employ passionate high performers (Asos, 2015).

Internal Weaknesses * Asos has only one distribution centre that is based in the UK with products that are quite similar to third party brands (Analysis 2013) * Asos is doing well with its international sales but is losing focus with its UK base as international sales have increased by 150 percent however sales in the UK only by 8 percent (Wooten, 2012). * Free shipping and return costs the company millions of pounds on an annual basis despite the fact that it sets them apart from its competition (Analysis 2013). * Asos has only one distribution centre and have full dependence on it being consistently productive (Prezi, 2015).
External Opportunities * Because of its unique products, customers are spending more money (Annasob, 2015). * Brand expansion through the use of social media by keeping websites up-to-date to continue appealing to its target customer (Asos, 2015). * Asos provides free delivery and return which makes it stand out, as its competition does not provide this service.
External Threats * Asos has had a bad reputation for issuing a numerous amount of profit warnings. (Fool, 2015). * The company has been so busy trying to impress the market by discounting products to boost sales that it has isolated its suppliers (Fool, 2015). * Boohoo as a main competitor provides a very similar service and is also UK focused.

|Samrawit Alemseged|
T: 07538182250 E:

Personal Profile:
I am a hardworking, well presented, friendly individual, with a can do attitude to hard work. I look forward to using my excellent communicational and organisational skills gained at Riverisland from attending to customer needs, recovering products, making sure everything is organised and easily accessible in the stock room.

With my experience at Riverisland I was able to keep up with a fast paced environment and work within a team whilst dealing with customers face to face and through incoming calls. I also used my excellent communication and problem solving skills to deal with customers who made complaints about wrong orders or not being able to find a product, this taught me to pay strong attention to detail to avoid making mistakes.
Education and Qualifications:
Cheam High school Sixth form, September 2012- July 2014
Business Enterprise BTEC Lvl 3 - Distinction *
Photography BTEC Lvl 3 – Distinction
Art Graphics BTEC Lvl 3 – Distinction *
Coulsdon College Sixth form, September 2011 - July 2012
Performing Arts BTEC Lv1 2 – Distinction *
Oasis Academy Shirley Park, March 2008 – July 2011
Obtained 3 GCSE’s between A-C (Including Maths and English)
Voluntary and Employment:
Riverisland| Sales Advisor, Birmingham The Fort, July 2015 – September 2015.
Duties -Answering incoming calls, attending to customer needs, keeping area tidy and organised, working with a team, recovering products, refilling empty hangers, handling cash, serving customers on the tills, fitting room checks, tag checks.

Homeless Still Human Campaign| Lift Islington. August 2014 – September 2014.
Duties- Logo designing, campaign organising and planning, attending group meetings, taking notes of plans, Supporting and setting up projects, handing out leaflets, discussing campaign with new people, working in a team, undergoing decision making.

Catalyst Leadership Course| West Ham Football Stadium, December 2013 – February 2014.
Experience- Understanding leadership models and styles, attending police trainer talks based on decision making, working alongside young members of different faith communities. Reading and analysing newspapers, planning and executing group presentations.

Jellicoe Internship| St Pauls Catherdral, Shadwell, June 2014 – July 2014
Duties: Theological Reflection, emailing and arrange meetings, setting up one-to-one sessions, researching and collecting data, Diary entry of weekly records.


Marketing Intern - International Trade Marketing (12 month fixed term contract starting in June 2016)
Tracking Code
Job Description The role: | Marketing Intern - International Trade Marketing and Propositions (12 month placement year opportunity starting in June 2016) | Who does it report to: | Head of Proposition and Trade Marketing | Direct Reports: | N/A | Where is it based: | Greater London House, Mornington Crescent, London | The hours: | 9.00am – 5.30pm (Monday to Thursday)
9.00am – 5.00pm (Friday) | The Role:
As Marketing Intern for the International Trade Marketing team, you will support this team, and collaborate with the Partnerships & Propositions team, to develop and implement local trade and brand marketing campaigns across all key territories. This activity must be aligned to the global trade and brand strategy but localised where relevant. Using a combination of owned channels (site, email, magazine and social platforms) earned and paid media, you will support the team with administrative tasks and with the delivery of marketing plans, which fulfil our trade and brand strategies to engage customers in country. You will work collaboratively with all stakeholders.
Trade Marketing support activities * Work with the International Trade Marketing Managers to deliver effective marketing activity relevant to the customers in country. * Follow the global trading calendar to deliver promotional activity on the site and across all comms. * Support in the planning, and the delivery of, country specific trade driving activity and engagement across key markets * Support the social and content teams for the country to ensure all marketing activity is aligned. * Support the management of key bloggers and affiliates across key markets * Identify relevant local events and occasions, which can form part of our global marketing initiatives. * Support the roll out of global services and propositions to the local territory. * Support the research process to identify opportunities for local brand partnerships when they align to a broader global strategy.
Specific administrative support with (but by no means restricted to the following) * Administrative support to capture notes and actions in weekly team meetings * Updating marketing codes when the exchange rate changes for all/some markets (once a month) * Setting up discount codes and briefing customer care and other teams * Solving basic site issues and working with various teams to resolve * Competitor monitoring and analysis to ensure benchmark understanding of key proposition elements (e.g. delivery and returns service, sale, promos, etc…) * Co-ordination and conversion of international sizes * Support with key digital marketing activities * Product ordering to support blogger and influencer activities * Sub-editing of newsletter content to ensure accuracy of content (e.g. pricing and Ts&Cs) * Liaise with external partners for ongoing campaigns to make sure end dates in the T&Cs and codes are up to date (e.g. Kaboom) * Finance admin: coordinating supplier forms and invoices for the TMM – potentially setting up PO * Administrative and operational support to manage the trading calendar * Support with campaign reporting (own channel and partners) * Support with data and analytics to support VM and search optimisation
What Success Looks Like: * Effective delivery of trading activity across key markets * Efficient communication of activities and plans for the team * Delivery of reporting for the team * Achieving KPIs for all engagement activity and global campaigns.
Skills & Experience Required * Currently studying a Business or Marketing degree and looking to complete a placement year as part of your degree (starting June 2016) * Ability to work in a fast-paced environment and adapt to rapid change * Excellent organizational, written and oral communication skills * Highly collaborative * Data and insight driven * Strong attention to detail


Strengths * I am currently studying a Business Marketing degree and I am looking to complete a placement year as part of my degree (starting June 2016). * Ability to work in a fast-paced environment and adapt to rapid change * Good organisational skills

Weaknesses * I find taking criticism quite hard * I find working in large groups quite intimidating

Taking criticism has been something that I have found quite hard in the past, but now have learned to accept that I do lack in certain areas. For instance I was recently told that I have a tendency to interrupt people while they are speaking and this can usually cause problems for me while I am working with others. However my listening skills have now improved and I do give others more of a chance to speak with less interruptions.
I have also struggled to work in quite large groups as I have always felt that most of the time I am contributing more than others. This usually makes me feel so frustrated and causes great tension within the group. I have now learned to be more open with people that I am working with and to address issues early, than to let the tension build up leading towards arguments. By doing this I now have more confidence with working with others in large groups.
I plan on joining the Coventry University Netball Team in the Coventry Sports Centre so that I can become a part of a large team to continue learning how to work with others. This will be a thirty-five pound yearly membership and will teach me how to work as part of a team and also, how to give, and receive positive criticism. I plan on joining the team in January 2016 which will prepare me for June 2016.


Analysis, (2013) ASOS: SWOT Analysis [online] available from <> [18 October 2015]
Annasob. (2015) Asos [online] available from <> [21 October 2015]
Asos plc, (2015) Asos Discover Fashion Online [online] available from <> [20 October 2015]
Asos, (2015) ASOS*: SWOT: Addressability-Digitalization [online] available from <> [21 October 2015]
Asos, (2015) Our People [online] available from <> [20 October 2015]
Asos, (2015). Our ambition & strategy [online] Available at: [Accessed 18 Oct. 2015].
Fool, (2015) Suppliers Are Starting To Lose Patience With ASOS Plc | The Motley Fool UK[online] available from <> [21 October 2015]
Link Humans, (2015) How ASOS Use Social Media [CASE STUDY] [online] available from <> [20 October 2015]
Marketing Week, (2014) Asos Marketing Investment Pays Off As Sales Soar 34%[online] available from <> [20 October 2015]
Merchandising, A. (2015) Asos Ranks Highest In Online Merchandising - Fashion - Fashion-News[online] available from <> [20 October 2015]
Prezi, (2015) ASOS: SWOT ANALYSIS [online] available from <> [21 October 2015]
The Content Strategist, (2015) Fashionable Content: How ASOS Built A Brand Mag With Over 500,000 Monthly Readers [online] available from <> [20 October 2015]
Wooten, B. (2012) SWOT Anaylsis Of ASOS [online] available from <> [21 October 2015]
Yahoo News UK, (2015) ASOS Confident On Outlook As Profit Edges Higher [online] available from <> [20 October 2015]

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