Marketing Strategy and SWOT Analysis of Asus
Different people have different preferences for the gadgets they are using. Based on the features you need to complete your work successfully, you decide the device you need based on those statistics. What unites everyone is that everyone wants leading-edge and powerful laptops. Laptops provided by Asus are one of those gadgets. I am pretty sure that you have seen either Asus’s commercials with their motto’ Inspiring Innovation. Persistent Perfection’. Now, we will spend some time doing SWOT and marketing analysis to answer the question ‘What makes Asus so popular and special?’
First and foremost, let’s analyze the company’s goals, objectives and desired future position.
Asus’s mission statement is the following: “to provide innovative IT solutions that empower people and businesses to reach their full potential.”
The statement shows that the initiative to continue developing their gadgets is providing their customers with well-developed features for any type of job. The phrases: “innovative solutions”, “empower people”, “reach their full potential” prove that Asus is highly encouraged to create the technology to literally make their lives easier. Asus helps its customers to reach success. The company develops day by day to guide their customers on their own way towards big goals and future success.
Asus’s vision statement is: “ASUS thrives to become an integrated 3C solution provider. (Computer, Communications, Consumer electronics.)
Imagine breakthroughs that make our lives easier and allow us to reach our full potential as a result. Rather than people accommodating technologies, technology should be able to do so at any time, anyplace. This is exactly what Asus thrives on providing their customers with. The company wants to catch people’s attention by providing them with all the necessary types of equipment.
Enough with Mission and Vision statements analysis! Let’s look at one of Asus’s positioning strategy.
Here is their recent post on their Instagram page:
There are more than 2 million followers on Asus’s Instagram page. Almost every day, they do new posts and share updates with their customers. We can see detailed descriptions of their products’ top features. Sometimes, other computer development companies use the caption section to describe their new products beautifully using figurative language like metaphors.
Asus, in comparison to them, keeps it pretty straightforward. They want their customers to learn about the gadgets technological aspects and not praise their devices just because they have an excellent design.
So, in the caption, the company has highlighted that the new Asus Zenbook has two 4K OLED touchscreen displays, ScreenPad Plus, which you can use with a special pen. It also includes many useful features which help the customers to stay productive.
One of the types of work the laptop can be helpful in is a creative operation. If we pay close attention to the chosen visuals of the Instagram post, the background, and the applications on the desktop, we can draw some connections with the caption. The caption mentioned that the new laptop helps to stay productive; the visual for that is the clean desk.
Moreover, there was mentioned the laptop is helpful for any operation, especially for creative ones. We can see that the applications left open on the desktop have something to do with creativity and design. So, yeah, Asus did a great job in connecting the visuals with the description.
Asus is staying truthful to their customers. They show what they have via their posts and visuals. They describe what they are trying to sell and give to their customers. On this note, we can conclude that Asus belongs to Sage Brand Archetype.
What do we know about this Archetype?
Desire: to find out the truth, what is real
Goal: understanding the world from different perspectives by analyzing it and using intuitiveness
Strategy: understanding what is thinking and how it works, thrive on learning more and being more introspective
What message does Sage Brand Archetype try to communicate to us?
Level One: puzzlement, insecurity about something, a desire to understand the truth
Level Two: a need to find experts, looking for the plain truth.
Level Three: developing the box way of thinking and the skills and knowledge to be an expert.
Level Four: enlightenment, doubtlessness.
The brand can be considered suitable for Sage Archetype if:
- providing your consumers with information or expertise
- makes people assume the brand is founded on new scientific discoveries or arcane information, which might be misleading
- concrete data backs up the brand’s quality
- as opposed to those whose quality or performance is suspect
Okay! Now let’s do a SWOT Analysis of Asus.
Strengths:
Significance of the Brand Name: According to Forbes, Asus is the world’s most admired company. Good brand awareness enhances a company’s reputation, allowing it to achieve long-term business success. Due to the product’s performance, it has become a recognized and trusted brand over the years. Asus is currently a leading brand in Taiwan.
Huge and Productive Market Share: There are five big companies in the PC market, and Asus is one of them, with a market share of roughly 7.6 per cent. Its market share is growing as a result of its high-quality products.
Eco-friendly Activities: A wide range of eco-friendly measures were introduced due to the ‘Green Asus’ project, which was launched in 2000. Green eco-friendly principles are followed by Asus when it comes to design, manufacturing, marketing, and purchasing.
Manufacturing State of Art: Since its inception, Asus has divided its component manufacture into several separate subsidiaries. Integrated supply chain procedures are also included. Because of this, Asus can join the market faster and have better production capabilities. The company’s manufacturing capabilities are state-of-the-art.
Diverse Product Portfolio: A wide range of items is available to meet everyone’s needs. In addition to laptops, desktop computers and projectors, Asus also makes WiFi devices and computer motherboards, graphic cards, storage devices and wearable technology. Asus also makes workstation and server computers and tablet PCs, mobile phones, consumer electronics, and networking equipment.
Research and Reinforcement: The company continually integrates new technology to maintain its position as a cost leader. As a result, Asus can produce high-quality products at a lower cost. It’s also safe to conclude that Asus is an R&D-driven company with a primary focus on creating high-quality products for its clients.
Weaknesses:
Marketing Strategies: ASUS does not engage in aggressive marketing tactics such as social media promotion, internet advertising, and billboards.
Subject Matters: In 2016, ASUS lost a high-profile legal dispute that had a detrimental influence on the company’s brand. Applications installed on Asus devices are known to include problems. As a result, ASUS’s brand image has been tarnished.
Disposing System: Because of this, ASUS’s distribution system is not as good as IBM, Apple, Lenovo, HP and other major companies like Intel and Dell.
Opportunities:
Unique strategies for promotion: Expanding promotional outlets, such as Google AdWords, YouTube, and Facebook Marketing To attract more clients, Asus can take advantage of these channels to raise awareness of its products.
Smart Cellphone Market: According to industry estimates, the number of smartphones shipped is predicted to increase by 13 per cent every year. In addition, the demand for tablets is on the rise, roughly 7 per cent indicated for this year. Asus’s revenues will be boosted by Asus’s optimistic outlook for the future. ASUS can compete with Xiaomi and Oppo by launching new phones.
Connections: To offer motherboards, graphics cards, or other equipment, Asus might form partnerships with other laptop and computer manufacturers. PCs and Laptops from Asus can also be obtained at a lower price by partnering with software firms, colleges, and schools.
Rise in functioning incomes: To offer motherboards, graphics cards, or other equipment, Asus might form partnerships with other laptop and computer manufacturers. PCs and Laptops from Asus can also be obtained at a lower price by partnering with software firms, colleges, and schools.
Competitive Pricing: To attract more customers, Asus should follow extended warranty support and competitive pricing to attract more customers.
Growing Cloud Computing and IoT: The Internet of Things and cloud computing are growing industries that Asus should capitalize on. With a practical approach to the consumer’s good, Asus offers all cloud storage and IoT options. As a result, the increased demand will have a favourable impact on the business’ growth.
Threats:
Decreasing boundaries: As rivalry intensifies, penetration pricing becomes the principal competitive tool both rivals use, reducing profit margins for all parties involved. Due to Asus’s inability to differentiate itself, its profit margins are expected to plummet in the following years.
New Entries: Asus’s business could be ruined by newcomers to the market. For Asus’s products to compete with newcomers, it must extensively advertise its products.
Now we are acquainted with the SWOT analysis of Asus. Each component of any paragraph mentioned above has a significant meaning in creating an image of how the company works and makes its production. Through SWOT analysis, we have also highlighted the essential potential threats and weaknesses. Asus should be careful enough to avoid them.
Last but not least, let’s find out the segment that Asus is targeting.
To have a better image and to understand better the main characteristics that describe the segment, let’s watch one of their commercials:
In the commercial, we can see people who are in constant motion. The participants are most probably people dealing with the economy, business and different professions of high levels. They take the laptop, keep it in their hands or put it in their bags. The computer itself seems to be very light, stylish and multifunctional. The participants do not interact with each other too much, maybe only glancing a couple of times. The participants are seen to be really busy with their work, they always rush from one place to another, but whenever they go, they take their laptop with them.
There is no voice in the background of the commercial. Instead, we can hear a short part of the song “I’m on a roll” (I am in a constant move) by Oliver Wilde, Tom Barnes and others. Alongside the music, we can read some descriptions about the product itself. For instance, “super-light, super compact, brilliant 4K OLFD display, vivid 100% DCI-P3 touchscreen” and some other phrases that highlight the best features of the laptop.
Overall, the commercial was concentrated on the laptop both about its style and technological aspects. Moreover, we could see the influences of the process of working with that laptop on the customers. People whom we saw looked like they were true professionals. Once you finish watching the video, the first thought that comes to your mind might be, “Dang! I want to be a professional like them!”
People in the commercial are not just professionals – they are successful. People who set a goal and get what they want and what they need. They understand the principles of marketing and the necessity to move forward. Thus, Asus targets Conscious Progressives.
And now, let’s spend some time and look at different and unique aspects of this segment:
Lifestyle and Values:
- Conscious Progressives are the most environmentally conscious segment. Approximately 59% of them say that they are doing their best to increase recycling.
- In addition, they are the most preferred socially responsible firms in the world. Their choice of firms and brands should give them a sense of ‘green’.
- Conscious Progressive enjoys a company full of easy-going people from whom they can learn new exciting things. They value people who do what they say rather than stand out with something they own.
- The majority of Conscious Progressives love seeing their family around them. They love making their family members and close people proud of their high goals, achievements, and motivation towards a successful future.
- Although they love spending time alone, they are always there for others in need. Very often, they are focused on clothes more.
- Conscious Progressives believe strong connections with the opposite sex is essential. Moreover, they tend to have long term relationships. Their partners cherish high intellect, interest in the same things, or someone who looks up to them for what they represent. They are loyal. However, if they decide to break up, there is no issue with staying friends for conscious progressives.
- Radio and newspapers are popular media channels for them. They listen to the radio and read newspapers every day.
To conclude, I would like to say that we did a great job at critically analyzing the marketing strategies and the SWOT of Asus. We paid close attention to their strengths, weaknesses, threats and target segment. I hope this was helpful and useful for you to learn more about this particular computer developing company.
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