New Market Analysis

ASOS's company strategy is focusing on 20-something customers globally, and retain the customers in four ways: great fashion great price, awesome on mobile, best-in-class service and engaging content and experience. ASOS's competitive advantage: ASOS mainly uses online store and social media to present products and expend market, which is very cost effective. It also makes ASOS truly reached the global market. ASOS has a clear view of the target – 20-something customer, and adapts quickly with the fashion trends. Also ASOS focuses on customer experience and retain customer relation mainly via social media. The key of ASOS’s success is to focus on 20-something market and create the customer demand. Previously the 20-somethings are more likely to shop on the street or search online for lower-cost clothes and cutting-age fashion. There was not a real business that was just for 20-something customers. And those businesses are trying to meet all customers’ needs at different ages including customers at 20s. While, ASOS successfully identifies key commonalities across 20-something customers. These customers want clothes that is fashion, want it fast, want it at a reasonable price, want to browse the product information easily, and want to share it with others. Also ASOS expends the business using the most-effective ways to reach the target market globally such as apps, online shops and social media.

Uber has created a new market. Previously the traditional cabs are called by orders on phone and stopping on the street. While Uber is creating a different customer experience – order by real-time app, competitive price, luxury trip experience and customer service rating. These features were not delivered by the traditional cab businesses, which are the main factors led Uber to be able to attract the mass of noncustomers.