Porsche

ASSESSMENT FEEDBACK

Student’s Name: | YING LIU |

Student Number: | 130364588 |

Degree Programme: | MA International Business Management |

Module Code: | NBS8055 |

Module Title: | Exploring E-business |

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Introduction

Perhaps there is nothing can be compared with telecommunication technology and digital technology in term of their significant impacts on changing business pattern (Reynolds, 2004) and people’s work pattern and lifestyle. An increasing number of people are prone to shopping online without worrying about geographic limitation and time limitation, this phenomenon is particularly obvious in the fashion industry. Considering that dynamic fashion industry full of intensive competition, many companies struggle to identify the most appropriate strategies, such as run e-business, to conduct business so as to sustain competitive advantages. ASOS is one of the largest fashion and beauty etailer in the United Kingdom who only established online store rather than open physical store (ASOS Plc, 2013). This paper aims at analyzing why this company can be successful and dominate the online fashion retail industry, this can help us develop a better understanding of the importance of e business initiative in the ecommerce. For the sake of investigation, the information of ASOS will be firstly presented. Then the strategies adopted by ASOS will be discussed and interpreted, followed by the analyzing the e business initiative of the company. Finally, the critical comments of ecommerce behaviors of ASOS will be provided.

ASOS’s target group is people aged from 20s to 30s (Dacre, 2013). These people generally show keen interest in stylish products and have disposable income to achieve their fashionable pursuit. The purpose of ASOS is to become the NO.1 fashion destination (ASOS Plc, 2013). In order to achieve...