MANG3008 Strategic Management

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MANG3008 Strategic Management

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MANG3008 Strategic Management

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Course Code: MANG3008
University: University Of Southampton

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Country: United Kingdom

Question:
Discuss about the MANG3008 Strategic Management. ASOS can use various strategies through Search Engine Optimization (SEO) to maximize their business operations that deal with the discovery of latest fashion together with trends in menswear and womenswear.
 
Answer:

Search Engine Optimization
Exploration engine for optimization refers to procedure of impacting online visibility of any site or page within website search unpaid results tool normally referred to as “common,” “natural,” or “earned” outcomes. It remains to be methodology of different strategies, tactics, and techniques applicable to increase the number of visitors to a website. It increases this number through ideas of obtaining the high-ranking placement in the search outcomes page of various search engines that include Yahoo, Google, Bing, as well as other search engines. Search Engine Optimization has different goals that consist of need to create a great and seamless experience to website users (A Survey on Search Engine Optimization (SEO) 2017, p. 3). It also remains to be the engine used to communicate to the intentions of web users making it essential in recommending an individual website for relevant searches. All these definitions of Search Engine Optimization make it to be an ever-changing as well as the high science that is always tough to understand (Poojary et al., 2017, p. 142). Website streamlining targets distinctive sorts of pursuit that comprise of picture look, search of scholarly, search of video, news look, along with industry-specific engines for vertical search.
Search Engine Optimization (SEO) Strategies advice to ASOS to implement to optimize their business
ASOS can use various strategies through Search Engine Optimization (SEO) to maximize their business operations that deal with the discovery of latest fashion together with trends in menswear and womenswear. The first strategy will be the setting up the right goals for digital marketing by the use of the 5Ss. The idea will ensure that all the online marketing of ASOS cover all the bases for business operation (Berman and Katona 2011, p. 24). The purpose of establishing a good set of digital marketing goals that includes a range of various measured can help in setting, reviewing, and controlling performance of ASOS across all its digital marketing activities. The strategy of using 5Ss of digital marketing can be an appropriate, simple starting point that can help the ASOS to check that they are covering the whole digital marketing but not just focusing on its sales of fashion wears. Improving speed of the site of ASOS can be a useful strategy that can help the company to optimize their business. The rate at which the company’s WebPages load remains to be the differentiator for search engines (Talarico 2018, p. 3). Therefore, focusing on increasing the rate of website access can help the company to attain the high number of the consumer as they consumers will always get it easy to access the site and buy their products. Besides, the company can embrace the idea of writing the lengthy description of their products and pages along with sprinkle keywords can help in boosting operations of the ASOS fashion organization
The use of long description s of different products differed from the company can help most visitors to understand the value of company’s websites adequately. More content on ASOS web pages allows search engines used to crawl as well as offer values to web uses (Scott 2015, p. 23). For instance, use of long descriptive can help ASOS to describe to their targeted client issues concerning their items with long lead times that they know will offer, for example, adornments together with calfskin coats. The strategy can also help ASOS to demonstrate to their targeted client some of the short order that they purchase daily. Additionally, by use of SEO, ASOS can concentrate on the use of neuromarketing hacks to help the company to maximize page CTR. The idea will help the company to come out of the stress on the need to include its main keyword on their page’s title page (Prakash and Verma 2016, p. 7). However, the strategy of using prefixes or Click Magnets that comprise of “Cheap,” “Buy,” along with “Thirty percent Off” can assist in increasing CTR of ASOS and help the organization to show up for long tail search queries. Therefore, it will be advisable for the ASOS to utilize prefixes for every product page as most visitors punch in more precise queries that include “cheap winter skips” or “Nordstrom deals.” Additionally, other strategies of Search Engine Optimization (SEO) that ASOS can use in implementing its marketing operations include the use of date modifiers for coupons as an effective way of showing visitors that every card of wears they deal with are brandy. The other strategy consists of the idea of implementing product review schema by displaying snippets in Google as a way of using the Search Engine Optimization (SEO) to attract more clients to purchase products from ASOS fashion industry. The use of snippets can help in offering a way of adding extra data to the search listing that could be in the form of a star rating of the review or price of the item (Berman and Katona 2011, p. 4). The strategy of implementing such operations of SEO on ASOS can help in ensuring that every customer can assess products’ information without spending more time on company’s webpage.
Content marketing
It refers to a form of marketing that focuses on ideas of creating, publishing, as well as distributing of different contents for the targeted online audience by different individuals or organizations, especially in business community. Ideas of content marketing are always applicable to various businesses to attract attention and making generate leads. It also used by business to expand their customer base, create or increase sales on online, to raise awareness of brand or credibility, and engage the online community of users (McKay-Nesbitt and Yoon 2015, p. 43). Besides, content marketing attracts prospects along with transforming prospects into clients by developing as well as sharing different valuable free content. Therefore, content marketing helps most companies such as ASOS in creating sustainable loyal to their brands. It is also an ideal platform used for the provision of valuable data to different consumers and creating the willingness of targeted buyers to purchase different products from the organization in the future (Pikula-Malachowska 2017, p. 294). Therefore, content marketing in most business sectors continues to be approach of planned marketing that focused on development with supplying relevant, valuable, along with predictable substance with the point of drawing in and holding the unmistakably characterized group of onlookers and it ultimately helps in driving profitable customer action.
Why content marketing is essential for ASOS
Like any other organization in the business world, ASOS business is likely wrestling with the convergence of changes that are upending different familiar tactics the management use to communicate with prospects along with customers. The method of content marketing has several advantages to operations of ASOS (Wilcock 2017, p. 175). For instance, it helps in building the trust of its operations with visitors. The more content that the company creates and share with its target audience, the more apparent it becomes that the services are an authority in its field of activities. Besides, content marketing help in building brand awareness for the ASOS. It also improves the great for Organic Search where when an individual open the company browser and type any keyword or phrase into Google (Jarvinene and Taiminem 2016, p. 169). The search engine can work hard to bring the searcher the most relevant data regarding their search query. The use of content marketing in operations of ASOS is essential as it helps in generating leads for the business operations, attract ideal buyers during services, and convert more website visitors into points with lead nurturing. For instance, content marketing enables strangers to find company’s offers through the user along with the informative content of the organization (Toubia and Stephen 2013, p. 377). Therefore, usage of content marketing by ASOS is vital as it helps in adding value to content it offers to clients, it generates material that improves search engine optimization, and it allows the organization to understand and know their customers as it operates in the competitive online marketplace.
How ASOS use content marketing?
Appropriate usage of content marketing by different companies helps them to grow their brands. The use of such technique must start with the content strategy that will make operations of organizations to be efficient. The approach helps in defining goals of an organization that management would wish to attain and check if the content they produce is in line with their operational goals (Wells and Ellsworth 2016, p. 4). The use of content marketing also needs to streamline the organization content marketing process. The idea of optimizing ASOS content marketing efforts assists it to be fast and efficient in producing content (Odongo 2016, p. 12). The use of content marketing needs an establishment of authority and reputation by publishing high-quality content regularly on site of ASOS to help in addressing the need of the potential customers of the organization. The other way to use content marketing remains to be the idea of analyzing the operational progress of an organization (Pikula-Malachowska 2017, p.29 5). The ideal process or technique of analyzing progress allows management to identify how well their content marketing efforts are performing in relations to the growing of their brand. Therefore, content marketing can also be applicable as traffic success, excessive work requests, new exposure, and expert reputation, and long-term reputation enhancement to support operations of ASOS.
Advise to ASOS to use e-Direct Marketing
It will be necessary to explain to the management of ASOS the importance of the usage of eDirect Marketing. The process of convincing them will involve the idea of the illustrating significance of the strategy to their operations (Kim et al., 2018, p. 597). For instance, it will be necessary to explain to the management for ASOS that e-Direct Marketing remains to be the form of advertising that targets explicitly different people or companies with the aim of generating new business, ideas, raise the profile of the organization or offered commodities and services, or make the sale. It is necessary to advise ASOS to use e-Direct Marketing by illustrating to management how the system can aid the organization to use various ways to leverage the network as they communicate with as well as delivering products to their targeted clients. Therefore, it is necessary to advise the company on the core marketing operations processes to master while using the system of eDirect Marketing. Through the process of recommending ASOS on the importance of eDirect Marketing can offer ideal setting on illustrating to the management of the organization the need of marketing process illustration of the process involved in the technique of marketing (Konstant and Riedl 2012, p. 117). It can help in ensuring of different outcome that meets their quality goals with all these in mind, and some advice was given to ASOS that a marketing center of excellence requires include lead management, reporting and analytics, management of data, development of campaign strategies, and development of content for operations.
Some critical stages in the development and implementation of the e-Direct Marketing process
Implementation and development of the e-Direct Marketing in ASOS business operation plan campaign or project comes down to the practical use of tools. It also comprises of use of tactics, and strategies to convince create, and implement the sound e-Direct Marketing process that will be successful in operations of ASOS needs to have different critical components such as tactics, devices, and strategies (Chalhoub 2015, p. 693). The crucial first strategy remains to be the determination of organizational structure as well as the process of implementing, evaluating, and communicating the work of eDirect Marketing process in operations of an organization. During the development of ASOS’s action plans for e-Direct marketing process, various partners along with organizations need to be designated as being accountable for particular activities together with objectives. The other step involves the review and refining of ASOS action plans (Bayraktar 2016, p. 486). The step help in attaining realistic and measurable targets that relate to the process of marketing. It also makes management to be responsible as they become the leads in operations making realistic timelines to be set for every strategy.
The other step in e-Direct Marketing process in operations of ASOS can be needed to prepare for implementation and prepare for evaluation. After process of identifying the plan for eDirect marketing process, the oversight committees or implementation committees of ASOS can review the process with the aim of identifying ideal opportunities for coordinating as well as combining resources (Kim et al., 2018, p. 597). Besides, there needs to be a step that deals with the process of making mid-course corrections based on evaluation outcomes. The method of evaluation result can be applicable not just to monitor the progress of ASOS, but also to improve along with revising action plans as progress is attained and changes occurrences (Wells and Ellsworth 2016, p. 12). Therefore, other major critical factors for consideration during development and implementation of e-Direct Marketing process by ASOS include facts, features of operations, communicating with staff, and monitoring the progress of activities, making adjustments, and developing contingency plans among other key factors.
Advice to ASOS to generate leads from using their online platforms and applications
The first step in advising the management of ASOS on the use of making leads from their online platforms along with applications is through illustration the importance that arises from such usage. It will be critical to advise management to use lead generation as it remains to be the process of attracting and converting different strangers along with prospects into an individual who has indicated interest in the organization’s product or service (Titus 2016, p. 23). The use of online platforms and applications such as Facebook, Twitter, Instagram, and YouTube can help ASOS to understand operations of their competitors thus allowing the company to focus on best approaches to remain competitive in business operations. The company needs to use such platforms as a way of offering special offers that ever party loves (Chalhoub 2015, p. 694). In most cases, it is necessary to advise ASOS to use generally leads to generate special offers for every individual around business community loves freebies. So ASOS should consider the idea of hosting the sweepstake or offering giveaways on platforms and applications of social media.
The other advice to ASOS would be the need to illustrate to the management different benefits that company can attain from the usage of their online application s and platforms such as Facebook, YouTube, or Whatsapp. The empowering of operators of company’s webpage will help in improving the e-commerce operations. It is essential to advice ASOS management to concentrate on ways of winning people by empowering them to use social media as a perfect venue for its services to be critical for connecting with vendors and complete transactions (Zhang et al., 2013, p. 2685). Besides, it will be necessary to advise people on how social network perform the essential function in the online store regarding ROI, clients, leads, along with sales so that management remains to have to be visit everywhere if possible. It will be necessary to use different companies that embrace the use of leads from using their online platforms and applications have been improving and attaining significant returns in their operations. The advice would be necessary after finding how men and womenswear giant corporations around make to be the most opportunity. Therefore, it will be required to advise ASOS on how leads from using their online platforms and applications can lead to significant revenue (Cook 2014, p. 151) It will be necessary to encourage the organization on how to select their target marketplace, set up their campaign, and optimize the result while using generated leads from leads from using their online platforms and applications. Therefore, it is advisable to tell management of ASOS to stop just focusing on using their online platforms and applications such as Facebook, Twitter, YouTube, Whatsapp, and Instagram for branding
What would advise ASOS create the optimal user experience (i.e., Design, using surveys campaigns)
It is clear that different marketers commonly use online operators in the business sector. For instance ASOS PLC’s manager uses user experiences to boost their products, strategies, and to collect essential data for operations. It is necessary to advise ASOS on ideal way of developing the optimal user experience such as appropriate designing of the process as well as using surveys campaigns to understand the needs of targeted clients (Bhatt and Saini 2015, p. 17). It is essential to advise ASOS on what it needs to include in its survey. The company should ensure that the study they use to creating the optimal user experience remains to be the simple device for the gathering of essential data for its operations. It is necessary to illustrate to the management of the ASOS that survey typically comprises of a set of different questions utilized to assess the preferences of participants. It is also necessary to alert the control of ASOS that every study that they focus on using to create the optimal user experience must stay to focus on attitudes of people characteristics, and characteristics and opinions on the particular factor of focus during operations (Luca and Narayan 2016, p. 12). Therefore, ideal concentrate on the survey should be shown to the management of ASOS to be capable of allowing people to count or quantify concepts of developing the optimal user experience.
It is necessary to alert the ASOS that the need to create the optimal user experience must go in hand with benefits of improved user experience and barriers that arise to the user experience. An individual as to advice ASOS on best survey campaign that concentrates on mapping out the interactions as well as skills that every customer has with the particular brand or product to be only half the work that involves the map of the customer journey (Matanda and Ewing 2012, p. 9). The advice will help in alerting the management of ASOS that after the process of identification of all stages included for creating the optimal user experience, from the initial interest of online customers in the general kind of product or service to their usage of the product of the company, appropriate design of survey becomes critical. It is also necessary to advise ASOS on the use of ideal website portal well designed as it helps in improving the consumer’s experience as they shop for different menswear and womenswear within the online platforms (Chalhoub 2015, p. 693). All these advice can support operations of this organization in ensuring that lead generation remains to be the process that deals with attraction and conversion of strangers as well as prospects into individuals that have indicated interest in the products and services of a company in some way, form, or shape. There is need to advice ASOS management to focus on conducting polls and surveys. The idea will be necessary rather than assuming what the organization’s audience cares about by just asking the audience (Wells and Ellsworth 2016, p. 13). The study can help in providing the management of ASOS with the wealth of knowledge and polls offer the exclusive manner for individuals to express their opinions.
List of References
A Survey on Search Engine Optimization (SEO). (2017). International Journal of Computing, Communication and Instrumentation Engineering, 4(2).
Bayraktar, M. (2016). The Maintenance Of Marketing Inclination In The Housing Construction Business. The Journal of Academic Social Sciences, 27(27), pp.486-486.
Berman, R. and Katona, Z. (2011). The Role of Search Engine Optimization in Search Marketing. SSRN Electronic Journal.
Chalhoub, L. (2015). Panama: When should we advise the use of a foundation?. Trusts & Trustees, 21(6), pp.691-696.
Cook, D. (2014). Patrick Wallis, London Livery Company apprenticeship registers, volume 32: Apothecaries’ Company, 1617–1669, The London Apprentices series, London, Society of Genealogists, 2000, pp. vi, 69, £6.00 (paperback 1-903462-04-5). Available from: Society of Genealogists Enterprises Ltd., 14 Charterhouse Buildings, Goswell Road, London EC1M 7BA, UK. Medical History, 48(01), p.151.
Demange, G. and Van der Straeten, K. (2017). Communicating on electoral platforms. Journal of Economic Behavior & Organization.
Järvinen, J. and Taiminen, H. (2016). Harnessing marketing automation for B2B content marketing. Industrial Marketing Management, 54, pp.164-175.
Kim, H., Lee, D. and Ryu, M. (2018). An Optimal Strategic Business Model for Small Businesses Using Online Platforms. Sustainability, 10(3), p.579.
Konstan, J. and Riedl, J. (2012). Recommender systems: from algorithms to user experience. User Modeling and User-Adapted Interaction, 22(1-2), pp.101-123.
Luca, E. and Narayan, B. (2016). Signage by Design: A Design-Thinking Approach to Library User Experience. Weave: Journal of Library User Experience, 1(5).
Matanda, T. and Ewing, M. (2012). The process of global brand strategy development and regional implementation. International Journal of Research in Marketing, 29(1), pp.5-12.
McKay-Nesbitt, J. and Yoon, S. (2015). Social marketing communication messages. Journal of Social Marketing, 5(1), pp.40-55.
Odongo, I. (2016). Content Marketing: Using it effectively for Brand Strategy and Customer Relationship Management. Advances in Social Sciences Research Journal, 3(12).
P.Bhatt, N. and R. Saini, J. (2015). An Analytical Literature Review of State of Art Works on Online Social Media Platforms. International Journal of Computer Applications, 114(9), pp.14-18.
Piku?a-Ma?achowska, J. (2017). Content Marketing as a Modern Tool of Market Communication. Marketing i Zarz?dzanie, 47, pp.291-299.
Poojary, S., Narayan, T. and Temkar, R. (2017). Search Engine Optimization Analyzing & Interpreting the Necessity of SEO for Enterprises. IARJSET, 4(7), pp.138-144.
Prakash, S. and Verma, U. (2016). Search Engine Optimization as a Passive Technique to Promote Business. International Journal of Computer Applications, 147(11), pp.6-8.
Scott, D. (2015). White Hat Search Engine Optimization (SEO): Structured Web Data for Libraries. Partnership: The Canadian Journal of Library and Information Practice and Research, 10(1).
Talarico, D. (2018). Getting your SEO ready for AI: Artificial intelligence and search engine optimization. Recruiting & Retaining Adult Learners, 20(6), pp.3-3.
Titus, C. (2016). A Proposed Prototype on using Online Social Networks as Learning Platforms. International Journal of Computer Applications, 145(9), pp.19-26.
Toubia, O. and Stephen, A. (2013). Intrinsic vs. Image-Related Utility in Social Media: Why Do People Contribute Content to Twitter?. Marketing Science, 32(3), pp.368-392.
Wells, J., and Ellsworth, G. (2016). ASOS PLC. E-Commerce strategy, 716(449), pp.1-26.
Wilcock, J. (2017). Putting an end to download-and-go: The website’s role in a content marketing ecosystem. Learned Publishing, 31(2), pp.173-179.
Zhang, D., Cao, X. and Hu, Z. (2013). Optimal routing algorithm based on user experience estimation model. Journal of Computer Applications, 32(10), pp.2683-2688.

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