Asus Marketing Project

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MKTG 1199
Marketing Plan of ASUS Tablet

Submitted by:

ROY YONG DONG SHAN
NG YUN RUN
LOW JIA JUN
LEE YOU LIANG
TOH YU LIANG

Executive Summary

This report provide an analysis and evaluation of ASUS’s brand positioning and marketing strategy for ASUS tablet product line. It also addresses the recommended marketing mix for ASUS tablets in Singapore market.

The research method used was secondary research and analyzing micro, macro environment and SWOT.

Research indicated that ASUS in 2014 has a market share of 5.48% which was steadily decreasing due to new entry of competitors, and its main competitors Apple and Samsung each hold 37.77%, 56.75% respectively, which make ASUS a small player in the market.

The tablet market is also situated in the maturity stage of product life cycle, and will move to decline stage thus requires ASUS efforts to innovate product and utilized marketing strategy to keep its tablet line in the maturity stage.

As ASUS is in an unfavorable position in the market, this report has come out with an action plan to meet the marketing objectives of ASUS and improve its market standing.

This plan will be carried over a period of 13months, including December 2015 with the goals to increase sale, awareness and market shares.

CONTENT PAGE

Executive Summary…………………………………………………………………………...2

1. Introduction

1. ASUS’s Company Profile………………………………………………………..........6
2. Company Vision and Mission………………………………………………………...6

1. Market Overview

1. Market Size……………………………………………………………………..………7
2. Market Potential………………………………………………………………………..8
3. Market Structure………………………………………………………………………..8

1. ASUS’s Micro-Environment

1. Direct Competitors……………………………………………………………………..9

1. Trends

1. Demographic Environment……………………………………………………………10                
2. Economic Environment………………………………………………………………..10
3. Social Environment………………………………………………………….…………11
4. Cultural Environment……………………………………………………………......…11
5. Natural Environment……………………………………………………………..…….11
6. Technological Environment………………………………………………………...…12
7. Political/ Legal Environment…………………………………………………..………12

1. SWOT Analysis

1. Strengths………………………………………………………………………...………13

1. Branding………………………………………………………………….…….13
2. Strong R&D……………………………………………………………………..13
3. In-house Hardware Component………………………………………...……13
4. Lower Pricing………………………………………………………...…………13

1. Weaknesses

1. Limited Market Shares…………………………………………………………13
2. Branding…………………………………………………………………………14
3. Distribution Strategy……………………………………………………………14
4. Lack of Promotion………………………………………………………………14

1. Opportunities

1. Advancement in Technology………………………………………….………14
2. Population Growth……………………………………………………….……..15
3. Social Event…………………………………………………………….……….15
4. New Market………………………………………………………..…………….15
5. Tablet Demand……………………………………………………...………….15

1. Threats

1. New Entrants…………………………………………………………………16
2. Change in Trend and Availability of Substitute……………………..…….16
3. Economic Condition…………………………………………………………16
4. Existing Competitors……………………………………………………...…16
5. Product Life Cycles……………………………………………………….…16
6. Environment………………………………………………………….………16

1. Market Segmentation

1. Target Market Strategy……………………………………………………………..…17

1. Market Objectives…………………………………………………………………………19
2. Market Positioning

1. Perceptual Map of Tablets in Singapore……………………………………………20
2. Positioning Statement……………………………………………………………...…21

1. Strategic Market Mix

1. Product…………………………………………………………………………………21

1. Description…………………………………………………………...………21
2. Comparison………………………………………………………..…………21
3. Product Features………………………………………………….…………22
4. Marketing Positioning…………………………………………….…………22
5. Strategy……………………………………………………………...………..22

1. Price…………………………………………………………………………...………..23

1. Current Price Strategy………………………………………………………23
2. Proposed Price Strategy……………………………………………………23

1. Place………………………………………………………………………….………..24
2. Promotion………………………………………………………………………..……25

1. Advertising………………………………………………..…………………26

1. Prints…………………………………………………………………….26
2. Radios……………………………………………………...……………26
3. Online and TV Advertising……………………………………………26
4. Product Placement…………………………………………………….27

1. Sales Promotion…………………………………………………..………..27

1. IT Fairs………………………………………………………………….27
2. Online Social Campaigns……………………………………………..27

1. Direct Marketing……………………………………………………..……..27

1. Online Marketing………………………………………………………27

1. Market Implementation

1. Tactical Marketing Activities…………………………………………………...28
2. Evaluation and Control…………………………………………………………30

1. Goal Setting……………………………………………………………....…30
2. Measure Performance……………………………………………..………30
3. Evaluation………………………………………………………………..….30
4. Collective Actions…………………………………………………..………31
5. Contingency Plan………………………………………………….……….31

1. Financial Analysis………………………………………………………..……..31

1. Conclusion…………………………………………………………………………..……32
2. Reference List……………………………………………………………………….…..33

1. Introduction

1. ASUS’s Company Profile

ASUS was founded by T.H.Tung, Wayne Hsieh, M.T. Liao and Ted Hsu in 1989 in Taipei. It started out as a small consultancy services firm, helping motherboard manufacturers in the personal computer components industry in Taiwan.

Since then, ASUS has become a leading technological driven firm which is the world’s top 3 consumer notebook vendor and maker of the world’s bestselling and most award winning motherboards.  

ASUS have branched out of its hardware and notebook portfolio and pursue new markets such as smartphones and tablets in the recent year. Today, ASUS is a globally recognized brand, known for its innovation and quality products.