Electronic Business is very simple the meaning to any reader that Business taking place electronically. E-Business which we are benefiting from has gone through many stages of maturity. One of main reason to choose this topic is that to see how organisation either switching their business to E-Commerce or starting solely only online business. No doubt there are many advantages but its note free of limitations.
There are many Organisations to consider in my report but I am choosing ASOS (As seen on Screen). ASOS is the United Kingdom’s one of largest online-only fashion and Beauty store. The purpose to consider this organisation is to highlight in detail how ASOS using E-commerce Technology captured significant market share and Market Reputation. ASOS has targeted the people of age group 16-34, catering to both genders. I would like to focus how they formulated their E-Commerce strategy and how they have chosen a specific age group to Target their business to.
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ASOS has spent lots of money on Research and Developments. I would like to mention here very recent Example of their Advertising campaign in UK.I have seen in many places specially on Bus stops where they are advertising to give chance to everyÂ individual to visit their website and upload your picture to participate in street style competition. I would also like to consider how their financial position has been significantly increased and showed positive sign of further progress in this Recovery Economic cycle. They also launched US, French and German specific language website which is another addition to their enhanced performance. I will also focus on their statement of core purpose “ Our core purpose is to inspire and power your fashion discovery; without an internal brand and strong people strategy we would not be able to live up to that promise.”
Here, I will discuss how still ASOS is achieving its target and maintaining its consistency in performance. The scope also included to focus on Business to Business(B2B) and Business to Consumer(B2C).The issues to be covered regarding birth of ASOS then how it has been built to reach at this stage, Development in progress, expanding abroad, organising events and their passion for more innovation. The report will also analyse Financial and Non Financial Ratios to reflect their position. Graphical Demonstration is also part of it.
Research of journals and ASOS financial statements shows the following split of its Fashion category:
Women swear Clothing : 56%
Womenswear Non-Clothing : 16%
Menswear : 20%
Beauty/Outlet/Kids : 8%
There is significant growth in International markets,
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