ASOS .com, an online fashion retailer, established in the year 2000 is today among one of the leading online players. It offers fashion and beauty products for men, women (in the age group of 16 to 34 years) as well as children. In the beginning, it adopted market penetration as a strategy to grow but slowly shifted to market development and expanded its operations to many countries to widen its customer base and earn more profit
In the past few years, it has focussed more on product development so that it could cater to all the sections of the society and fulfil all types of their fashion and beauty requirements. Moreover, in order to understand the market trends and requirements, ASOS .com has been engaged in marketing research right from the beginning. It has made use of the concept of product life cycle as well as Boston matrix to develop a product portfolio which would attract maximum number of audience and therefore yield maximum profit (Ann Fairhurst., 2003, pp 392).
Due to increasing awareness about internet and lack of time, people now prefer to shop online. This has encouraged many online players to enter in this field of business. The above described situation poses a lot of challenges for ASOS .com and it must now adopt some new strategies and take steps to safeguard its market share and existing customer base. Moreover, it must also indulge in programs that try to attract new and more customers and convert the non users as well as the potential customers into actual customers.