Asus Case Study

Table of Content

1.0 Introduction

The original name of ASUS is get from the word Pegasus. Pegasus is a winged horse in Greek mythology which is represent inspiration and knowledge. ASUS’ story began in year 1989. It began from Wayne Hsieh, Ted Hsu, MT Liao and TH Tung, this four people who is hardware engineer and also the founder of ASUS. They establish a new company which is ASUS that aim to promote Taiwan's IT industry. (Arsip 2014) In year 1989, ASUS is a small firm which are doing consultancy services in a Taipei apartment. At that time, ASUS is helping the Taiwanese PC components industry to manufactures motherboard. Today, in the new digital era, ASUS is the leading enterprise which is the world’s top 3 consumer notebook vendor. (ASUS 2015) Besides that, ASUS also is the most award wining motherboards and the marker of world’s best selling motherboards.

Corporate Vision : ASUS always do their best to be an united 3C solution provider (Computer, Communications, Consumer electronics) that simplify the customers’ lives and let the customer to realize their full potential. ASUS products act for the best that technology has to offer, providing best performance and aesthetics that seamlessly coordinate with all lifestyles, on anytime, at anywhere.

Mission: As a major player in the IT industry, ASUS’ corporate mission is to provide innovative IT solutions that empower people and businesses to reach their full potential.

Goal: In year 2013, ASUS’ CEO, Jerry Shen has set a goal for his company, which is to become the second-largest for all type of notebooks and tablets and become the first and largest vendor for touchscreen notebooks. (Dan Graziano 2013)

2.0 Product and Services

ASUS is a manufacture company that produces motherboard, phone, tablets, notebook/ 2-in-1 PC and so on. There are 13 categories of product that ASUS has produced, and each of the categories have many series and each series have variety of product .  The following is the 13 categories of product: Phone, Notebook & 2-in-1 PCs, Tablets, Motherboards, Graphics cards, Wearable & Healthcare, Dekstop & All-in-One PCs, Display, Networking, Sound, Home & Automobile, Peripheral and Gaming.(Refer Table 1 in Appendix)

The service given by ASUS is the service after sales. Customer can bring back the product to ASUS service center which is under warranty if the product have any problem. ASUS service center will help the customer to repair or fix the problem hat the customer faced  and did in in Free of Charge. Every different product have different warranty policy. Some of the product have 1 year warranty, and some of them have 2 years warranty. (Refer Table 2 in Appendix) If the customer have any problems with the product and the product is not under warranty, the customer still can sent it back to ASUS service center, but ASUS will have to charge on the service fee.

Beside that, ASUS provided a online store for the customers. (ASUS 2015) This online store is provided to the customer so that the customers can buy the product anytime, anywhere. The online store is convenience, the customer only need to have internet access and choose the product and the customers can pay by credit card, debit card, cash on delivery and also online banking. The product will deliver to the address which the customer fill in within 1-2 working days in west Malaysia and 2-3 working days  in east Malaysia.

3.0 Company’s market

The main tablet users are mostly male, with a high income and education. That does not mean that tablet computers are not being bought by other consumers. Women are growing in their tablet use as well. Women now account for more than 50% of tablet users. That is up from 47% three years ago. Tablet users also range in age from 13-65 and vary with income. With such broad target market, ASUS can market the ASUS products will do very well. The goals should be to target the consumers with the highest income. This may mean marketing to business professionals and other occupations with a high income.

Currently the major competitors in the tablet industry are Apple (iPad, iPad Mini), Amazon (Kindle Fire) and Samsung (Galaxy, Galaxy Note). ASUS’ market share lose 2% in 2012 at the same time it claimed the title of number four tablet vendor. This coincides with the trend that is going on now. Tablet use is on the rise and use of the Android O.S is on the rise as well. Both trends are projected to continue for the next four years at least.

The reasons that the competitors have the market share that they do are due to better features and tablet design. These obstacles can be overcome by offering custom design for a little extra. ASUS can also offer upgrades on components like the screen and processor as well. The relatively low price of the ASUS products is an advantage in this case. Currently the income of the middle class is growing, so consumers will not mind spending a little extra when they can see value in it.

4.0 Strength

1. Strong Research and Development team

ASUS which is the Taiwanese multinational electronics and computer hardware company, has set up 600 R&D (research and development) team to focus on mobile devices. (Renee Chen 2012) This is to respond the rising demand for tablets and mobile phone in the whole wide world.  ASUS has 2,4000 to 2,500 workers that work in R&D department. 25% of them will handles the mobile phone and tablets, 50% for notebooks and the remaining 25% will handles the servers, mother board(MB), personal computer(PC) and the other related products for internet communication.