Essay
Unit 5 P6 M2 D1
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Btec Level 3 Business Unit 12
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In this assignment I will be explaining the challenges of globalisation faced by mychosen business which is ASOS. This would be followed by the analyses of the
marketing opportunities and challenges faced by ASOS. Afterwards I would evaluate
how effective internet marketing is in meeting customers’ needs.
While the internet offers marketing benefits and opportunities it also throws up many
challenges generated by an increasingly global marketplace. These challenges have
to be prepared by the businesses, such as ASOS must go through the challenge of
facing potential threats online on the internet.
Globalization
Globalization is the worldwide movement towards economic, financial, trade and
communication integration. This process has speeded up dramatically in the last few
decades as technological advances make it easier for people to travel,
communicate, and do business internationally. Two major recent driving forces are
advances in telecommunications infrastructure and the growth of the internet.
Converting Leads in to Sales: In order to convert leads into sales (potential
customers into sales) online businesses such as ASOS will need to be able to attract
new and potential customers and therefore in order to do this ASOS advertise on
other sites as well as having their own online sites and also attract customers by
having their own ASOS accounts on networking sites such as Facebook and Bebo.
Also in order for ASOS to attract their target market they will need to do research on
their target market in order to see what their likes and dislikes and so ASOS provide
on their online website blogs where customers are able to give feedback and
suggestions on ASOS products this allows ASOS to see what customers like and
except from the company. ASOS also aim in offering new products and services to
provide customer convenience. ASOS also offer around 1,500 new lines weekly and
offer around 35,000 branded were to attract customers.
Managing an online marketing system: in order for ASOS to manage their online
business they will need to provide a certain roles to certain qualified people who are
able to manage their online business such as providing a certain employee on
managing their website, the college will have to understand the differences they will
need to make by comparing their site to other online businesses and then produce a
greater difference that will cause effective results such as producing greater online
adverts, providing easier access to their websites, providing promotions etc. ASOS
will also have a employee whom sends out e-mails to their customers on current
promotions which they feels their customers will buy from their site, this allows ASOS
customers to feel as though they are being taken care of and will also want the
customer to look at promotions on the ASOS site which could lead to customers
buying products this is effective internet marketing. ASOS will also need to make
sure that customer information is stored safely, and the fact that they update their
website regularly.
1
, The print screen above shows that ASOS need to consistently update their website
in order to attract customers.
Prioritizing time, energy and money for best results: Internet marketing involves
prioritizing therefore at ASOS the employees will need to prioritize the business to
other subjects such as going out as the business is the main concept from which
profit is made. Therefore employees will need to prioritize their time, as well as their
energy as running an online business involves hard work and commitment as it is
internet based, and lastly money, in order for the business to be set up, it needs
money which can be loaned from the bank but it also means making money by
commitment. ASOS also invest money into advertising as this is their main source of
promotion, therefore other than using the internet, websites and their social
networking sites ASOS team up with diet coke to promote themselves, and now they
are working with America's Next Top Model being their main sponsors.
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