International management

Internet Retail business.
Specific: Clothing with a star image for “wannabe celebs”, easy reachable on the internet at affordable prices. The ASOS.com website is the destination store for up to the minute, cutting edge celebrity fashion and lifestyle products.
Marketing mix
Price: affordable
Place: online
Promotion: emails, banners
Product: high image fashion clothes and lifestyle
People: 24/7 telephone line
Process: simple and efficient; from the customer enters the website till the product is delivered at his door.
Physical evidence: delivered at promised time, with right specifications, and no payment fuzz.
For e-commerce:
Personalization; customer database
Promptness; the newest cutting edge fashion, 20 new products every week, delivery by post already one day after
Permission; personal information of gender, age, telephone, address, etc.
Community; “wannabe celebs”
◦ PEST
Political:
• Opportunity:
◦ Laws and regulations on online shopping regarding discretion of credit card numbers, etc.=> greater confidence in online shopping
◦ Sales of Goods sold Act still applicable.
• Threats
◦ Future EU Directives which aim at consumer protection could harm online business (sale on exchange)
Economical:
• Opportunity
◦ Globalisation (Souring)
◦ Strong domestic consumption in UK
◦
◦ Internet Sales experience 12 times the growth of the retail sector as a whole.
◦ Online is the preferred place for retailers to be at the moment. 9% of all internet shopping is for fashion.
• Threats
Social:
• Opportunity:
◦ Less scepticism against the online shopping
◦ Online fashion is thriving. One in four retail purchases will be made online in 2009 versus one in 24 in 2004.
◦ Each week another 40.000 people are taking up broadband connections to the internet.
◦ Celebrities are role models in the society
◦ The consumers seek convenience
• Threat:
◦ Fast changing and unpredictable fashion tastes of consumers
◦ Celebrities hype might decline in the future
Technological:
• Opportunity:
◦ The rapid take-up of broadband, and generally better online shopping services and delivery solutions (inspire greater confidence in online shopping)
◦ Download times are getting significantly faster
◦ Services suitable for multiple devices: mobile phone, blackberry...

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