FOR ASOS COMPANY

Introduction and evolution of digital: Essential information about the company and the type of digital business that it is. How has the company evolved regarding its digital presence? Research the history of the company and explain the most critical points in which they integrated digital and how they can be considered a digital business nowadays.

Digital marketing strategy: Describe the main tactics that they use, website's user experience, social media presence, sales promotion, PPC campaigns, SEO/SEM strategies, etc. Critically assess the advantages and disadvantages of this strategy in a justified manner. Include screenshots when suitable.

Current competitors and industry trends: Research competitors and industry trends. Who are their competitors? Compare their digital presence with your company's using a competitive grid as seen in class. After analyzing competitors' digital strategies, research more about industry trends: what are the top three trends that you identify? How is the company adapting to them, if anything?

Conclusion: Brief summary of your analysis.