Development of a strategic marketing plan – ASOS in UK
It is a report.
The assignment is the development of a strategic marketing plan in Microsoft Word for your organization and it must cover the following topics:
Make sure you are clear and concise in your writing as your word limit for [sections 3-5 is 2,000 +/- 10%.] The word count for [sections 1-6 is 4,000 words +/- 10%.] A significantly higher word count will likely result in a penalty.
That’s means the main body is 2000 words and the appendices is 2000 words. In total 4000 words.
Topic: ASOS in UK (British online fashion and cosmetic retailer)
1. Introduction
– a very short introduction of your chosen company and the strategic reasons why you chose them.
2. Executive Summary
– a summary of the key findings and recommendations (sections 3, 4 and 5)
3. Where we are now
– a review of the key PESTLE trends & developments with their impact on the industry, drivers behind them and likelihood they continue in the future and potential impact on your organization
– using Porter’s 5 Forces model, a review of the key forces of competition and their potential impact on your organization
– using the Lehman & Winer model, a review of the key competitors (one direct competitor, one potential newcomer and one substitute) and assessment of their future strategy
– using the DMU and 5Ws & H models, a review of the anticipated key changes in the future consumer behaviour
– using Wang & Ahmed marketing resources model, a review of the key marketing assets and related marketing capabilities
– using Wang & Ahmed marketing resources model, a review of the dynamic marketing capabilities
– a review of the lack of marketing assets, marketing capabilities and dynamic marketing capabilities
– SWOT
4. Where we want to be
– a ‘SMART’ description of three strategic marketing objectives
– a description of three alternative marketing strategies which aim to achieve the objectives 
stated and which are based on your analysis under 3 above
– the recommended marketing strategy with clear rationale using the SAFe assessment
– a description of the target segment(s) and related competitive positioning map
5. How we are going to get there
– a description of the main (Digital) Marketing Mix initiatives to implement the chosen marketing strategy
– a description of how you plan to monitor and track the progress of the implementation of your plan
6. Appendices
7. References
