“As Seen on Screen”

I. TIME CONTEXT
Current Year of 2021
NICK BEIGHTON, CEO
III. STATEMENT OF THE PROBLEM

How can asos.com meet the

increasing surge in demand
considering it would lead to
additional expenses and a possible
risk of damaged reputation?
 IV. OBJECTIVES
SHORT RANGE
To substantially fulfill excessive
orders of customers as well as to
their changing demands and
provide them a good shopping
experience despite the online
set-up by the end of the year.
LONG RANGE
To achieve longevity of the
business and still be one of the
top-tier online fashion retail
company thru investing
significantly on both people
and technology by the year
2021 and onwards.
V. SWOT ANALYSIS

Strengths Weaknesses
Ø Brand image Ø R&D
A public limited company
Ø

Economies of scale
Ø Free shipping
Changing preferences of
Ø

Ø Organic growth strategy Ø

Ø Heavy investment in website and its customers

underpinning technology
V. SWOT ANALYSIS

Opportunities Threats

Ø Internet access grew by 45% Ø Intense competition

Number of UK online shoppers grew
Ø

from 16 million to 25 million

Ø Economic factors
Ø Marketing Ø Hackers
Ø Expansion
 VI. ALTERNATIVE COURSES OF ACTION

1. ASOS should consider strategic expansion.

ADVANTAGES DISADVANTAGES

q increased status and q slower decision

reputation will make it making and
easy to launch new communication as the
products hierarchy grows
q more power in the q costly
market

q economies of scale q becomes harder to

manage as it may be
based in a number of
different locations
 VI. ALTERNATIVE COURSES OF ACTION
2. ASOS should continue its innovation---may it be its system or products
and services.

ADVANTAGES DISADVANTAGES

q improved productivity q availability of finance

and reduced costs

q better quality; more q uncertain commercial

added value returns

q improved staff q competition

retention
 VI. ALTERNATIVE COURSES OF ACTION
3. ASOS should implement “flat structure” management system .

ADVANTAGES DISADVANTAGES

q provide maximum q potential pitfalls and

efficiency issues that can arise
by implementing the
new structure
q simpler communication
process
q lower overhead costs

q provide ideal
environment for
increased productivity
VII. RECOMMENDATION
Responding to the current situation of ASOS, the
company should far most consider the
implementation of a “flat structure” management
system.
 VIII. CONCLUSION

ASOS has its own competitive advantage to be one

of the leader in online fashion industry. In relation to
that, incorporating flat structure management
provides an ideal environment for increased
productivity as well as flexibility within an
organization to address the problem of meeting
customer demands. Furthermore, ASOS should keep
its brand characteristics employing innovation on its
operation strategy and products to make use of the
new opportunities to connect and build
relationships with the modern shoppers.
 IX. DETAILED ACTION PLAN
ACTION TIMELINE
1. To meet with those
charged with governance
Immediately
for the incorporation of
flat structure management.
2. To conduct a holistic
evaluation regarding the
Quarterly
firm’s website and its
underpinning technology.
3. To have a meeting with
the sales and marketing
department about the Monthly
augmentation of products
(organic growth).
COST ADVANTAGES
Persons wi t h r e s po ns i bi l i t y f or
overseeing the strategic direction of
5,000
the entity has the primary capacity
for the realization of this action.
To continuously improve the
business’ platform since it is online.
This evaluation will allow the firm to
10,000
assess lapses in the system and in
return provide solutions for that
purpose.
To enable the firm to respond to the
rapid surge and increasing number
5,000 of orders. Additionally, this will
make the firm reduce costs by
achieving economies of scale.

ACTION
4. To aid the firm
manager in putting into
effect the investment on
human and physical
resources (require extra
staff).
5. To undertake 100% of
its own-brand products
that will be made from
more sustainable
materials.
6. To achieve carbon
neutrality across ASOS’
direct operations and net-
zero value chain.
IX. DETAILED ACTION PLAN
TIMELINE COST ADVANTAGES
As the company continues to grow, it
needs to make sure that customers
Semi-annually 10,000
still receive the highest standard of
service thru this aspect.
To help the company achieve lower
costs, as well as to contribute to the
Quarterly 15,000
betterment of nature---the source of
all resources.
To add value to the company as a
Semi-annually 10,000 brand image that, as a result, would
greatly contribute to its success.