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Asus Case Study

Asus was founded in 1989 by T. H. Tung, Ted Hsu, Wayne Hsieh and M.T. Liao in Taipei, Taiwan. As stated on the SuccessStory website “The company got its name from the last four letters of the word “Pegasus”, who was a winged horse from Greek mythology. ASUS signifies the creative spirit, strength, and purity exemplified by this mythical creature. It likens its tendency of growing with each new innovative product it brings into the market, to the soaring of the horse to new heights with its superior powers.”

In 2009, the company had manufacturing facilities in the cities of Taipei, Luzhu, Nangan, and Guishan, in Taiwan; Suzhou and Chongqing in Mainland China; Ciudad Juarez in Mexico; and Ostrava in the Czech Republic.

By 2014, Asus was the 5th largest PC vendor in terms of unit sales. Dealing in products like laptops, netbooks, desktops, mobile phones, networking equipment, projectors, motherboard, graphics cards, optical storage devices, computer peripherals, workstations, tablet PCs, etc.

From a marketing standpoint, I wouldn’t change anything they are doing. They’re on top of it! With amazing customer service, user-friendly website, quality products and ads that make sense allowing people to relate to or find comedy in.

Their value proposition, I feel, was simple yet powerful:  
·        Green – Asus was recognized for Energy Efficient Design at 2011 Energy Star Award Ceremony. The reason being that the company supports a program called “PC recycling for a brighter future” in Taiwan, which is a take-back program of its products for the benefit of needy customers and the environment.
·        Innovative – Something new coming out all the time! 
·        Quality – With not only hundreds of reviews backing them up in their quality of products, but through even my own personal experience, Asus products are products I will never turn down.


Sources:
https://successstory.com/companies/asus
http://www.youtube.com
https://www.engadget.com/2015/08/16/asus-chairman-jonney-shih-interview/
https://www.asus.com/us/About_ASUS/Marks_in_History_ASUS_Motherboards/

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