ASOS SHIFTS THE FOCUS OF HIGH-STREET RETAILING

Source: Adapted from Chaffey & Ellis (2019) Digital Marketing, pp 182-184

Based on the case study above, answer the following questions:

1. Apply the SOSTAC model to ASOS and highlight why it has become such a successful online fashion brand.(40 marks)

2. List five (5) elements of the marketing mix that ASOS used as part of its digital strategy.(5 marks)

3. Identify five (5) ways how ASOS has used digital to develop its differentiated market position.(15 marks)

4. Explain three (3) reasons why digital media is a suitable communication tool for ASOS in managing relationship marketing with its customers.(9 marks)

5. Explain what could be the legal and ethical constraints that ASOS faced in implementing relationship marketing using digital media.(6 marks)

6. The revenue has been dropping tremendously due to dine-in is not allow during the Movement Control Order (MCO) periods. Discuss how a web site and social media can be used to enhance business performance and maintain customer relationships during MCO periods.(15 marks)

7. You are required to design an interactive website, what are the aspects to be considered in providing a quality service to your customers?(10 marks)

[TOTAL: 100 marks]