Marketing Strategy of Asus – Asus Marketing Strategy: AsusTek Computer Inc., a multinational Taiwanese corporation was founded in 1989. It is also known as ASUS. The company is a marketer and manufacturer of hardware & electronics, phones, and computer peripherals.
Asus is 4th in terms of global PC vendors by unit sales. As of March 2017, the company had more than 7000 professionals in different fields.
Asus At A Glance – Marketing Strategy of Asus
Company : ASUSTek Computer Inc.
CEO: S.Y. Hsu | Samson Hu
Founder: T.H. Tung | M.T. Liao | Ted Hsu | Wayne Hsieh
Year founded: 2 April 1989, Taipei City, Taipei, Taiwan
Headquarters: Beitou District, Taipei, Taiwan
Annual Revenue: NT$62.16 Billion
Profit | Net income: NT$12.14 Billion
Number of employees : 17,000
Products & Services: 2-in-1s | Laptops | Tablet computers | Desktop computers | Smartphones | Personal digital assistants (PDAs) | Servers | Computer monitors | Motherboards | Graphics cards | Sound cards | DVD disc drives | Computer networking devices | Computer cases | Computer components | Computer cooling systems
Competitors: Microsoft | Lenovo | Apple | Dell | Samsung | Hewlett Packard | Compaq | Acer | IBM | Intel | Acer | Pegatron | EIZO | GIGABYTE | Micro-Star International | Transcend Information | Xiamen Intretech | AMD
Asus Fun Facts: Asus is the largest manufacturer of motherboards in the world, with approximately 40% of the sector’s market share.
Marketing Strategy of Asus
Asus’s Marketing Strategy covers various aspects of the business right from segmentation and targeting to the overall mission and vision of the company and the various parameters which the company executes to become the top brand that it has in the market. So what is the Marketing Strategy of Asus? Let us discuss.
Segmentation, Targeting, Positioning – Asus Marketing Strategy
The brand offers a wide range of products and services. However, segmentation for the market is essential. It uses population characteristics to determine the market. ASUS has a wide range of products, so it employs a combination of demographic, psychographic, and geographic segmentation strategies.
The company uses a differentiated targeting strategy to tailor the offering to a specific consumer segment.
It creates customer-oriented offerings and makes them more user-friendly. This is because it uses pricing and user benefit as a positioning strategy.
Asus Mission Statement
“To provide innovative IT solutions that empower people and businesses to reach their full potential. Its philosophy behind product development—is to accomplish the fundamentals well first before moving forward. It has resulted in a dependable backbone of computer components such as motherboards, graphics cards, and optical storage devices”
Asus Vision Statement
“Asus strives to be an integrated 3C solution provider (Computer, Communications, Consumer electronics) that delivers innovations that simplify our customers’ lives and enable them to realize their full potential.”
“In search of Incredible”.
Competitive Advantage – Marketing Strategy of Asus
Reputable Brand: ASUS has been the most recognized brand in many markets developing as well as in developing countries such as America, Europe, Asia, and America. This is due to its manufacturing facilities as well as distribution capabilities.
Product Design: Innovative & Product Development has helped ASUS to build a brand. ASUS products are light and thin, which provides a better user experience and more production value.
BCG Matrix – Asus Marketing Strategy
It works with strategic business units (SBs), such as Retail Businesses and SOHO & Micro businesses.
These businesses allow it to distribute products such as smartphones, tablets, PCs and tablets, Motherboards, network & server peripherals, home & automobile solutions, and graphics cards.
Except for Enterprise & Large Business segment, which is a question mark in the BCG matrix, the rest SBUs can be considered Stars in the BCG matrix.
Distribution Strategy – Marketing Strategy of Asus
ASUS follows a traditional distribution model, reaching out to the market through various channels. Resellers, Distributors, and wholesalers of company-owned outlets, pops-and-mom stores, etailers/ e-commerce websites, and commercial solutions through the company’s salesperson.
ASUS is a dominant player in the Asia-Pacific region, and its products are distributed to over 150 countries worldwide.
Brand equity – Asus Marketing Strategy
Asustek Computer, popularly known as Asustek Computer, has been ranked 186 on Forbes magazine’s list of Top Multinational Performers (as of May 2017,). According to the market capitalization value method, the brand is valued at $7.3 billion and generates revenue of $14.73 trillion.
In 2016, ASUS received 4,385 awards from professional rating agencies and media around the world.
Competitive Analysis – Asus Marketing Strategy
The advent of mobile phone telephony has caused a slowdown in the manufacturing and demand for laptops. This has led to some companies losing their identity over time.
The market share and product value are driven by customized product design and manufacturing ring capabilities. ASUS’ strengths in compactness, thinness, portability, power-saving and environmental friendliness contribute to its growing market share.
Market Analysis – Marketing Strategy of Asus
The digital market is expanding its reach and penetration to faraway places around the world. Meta-market products are in high demand due to the new PCs and mobiles as well as increased demand for multimedia content, high-quality video and audio, and the internet of things.
Factors such as labor costs, short lives of technological goods, changing demand dynamics and counterfeit products are some of the factors that affect the electronics market.
Customer Analysis – Asus Marketing Strategy
The company manufactures and distributes a variety of electronics and network products. Therefore, its customer segments include Distributors, Wholesalers, and Resellers.
Customers of ASUS in the retail segment are customers who frequently switch to other brands and are between 15 and 45 years old.
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