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CASE STUDY: ASOS – the on-line fashion storeRead the following case study: Search the ASOS website: the following tasksSECTION A After reading the case study and familiarizing yourself with the ASOS website, answer the following questions.( Click here to enter text./16 marks)State 3 characteristics of the target market (audience) of ASOS. (3)Click here to enter text.Using proof from the case study state 2 reasons/facts that shows ASOS is successful as an on-line retailer. (2)Click here to enter text.What can we learn about the on-line retail industry by examining the market share of ASOS? (2) Click here to enter text.Why do products have a short life cycle in the fashion industry? (2)Click here to enter text.Describe 3 major costs ASOS experiences at the introduction stage of the product life cycle. (3)Click here to enter text.Why is understanding the product life cycle so important to an on-line fashion retailer? (2)Click here to enter text.How does ASOS cater its promotional activities to certain groups of customers? (2)Click here to enter text.SECTION BAnalyze the 4 P’s of the ASOS marketing plan. Create a Marketing Mix table and provide at least 2 points for each of the P’s. ( Click here to enter text./8 marks)ProductPricePlacePromotionChoose one product from the ASOS website and complete the following:Clearly state which product you have chosenClick here to enter text.Draw a diagram of the product life cycle for that product; don’t forget to label the diagram.Briefly describe the marketing activities that are occurring at each stage of the product life cycleClick here to enter text.Level 4Level 3Level 2Level 1 or BelowAPPClick here to enter text. /10Analysis of the product life cycle - descriptionThorough description of the marketing activities at each stageClear description of the marketing activities at each stageBrief description of the marketing activities at each stageDescription of the marketing activities at each stage lacks detailCOMClick here to enter text. /10Diagram and labels of the product life cycleDiagram and labels of the product life cycle are thorough and accurateDiagram and labels of the product life cycle are clear and accurateDiagram and labels of the product life cycle are somewhat clearDiagram and labels of the product life cycle are inaccurate and lack detailBONUSWhile examining the Boston Matrix, make 2 suggestions in regards to Promotion that could help ASOS increase sales. (HINT – think about high demand vs. low demand) (BONUS Click here to enter text./2 marks)Click here to enter text. ................
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