1.

0 INTRODUCTION

ASUSTeK Computer Incorporation is one of the world’s largest PC producer, after Lenovo, Dell,

HP, and Apple. The four founders of Asus were Mr. T.H. Hung, Ted Hsu, Wayne Hsieh and

M.T Liao and were founded in Taipei in 1989. These founders previously worked at Acer as

their hardware engineers. The origin of Asus’s name came from the word “Pegasus”, a

mythical creature from Greece. In the development of the company, the name Pegasus was

shortened into “Asus”. Asus basically ran their business for over three decades which is 31

years. Asus also ranked first in the IT hardware category of the 2008 Taiwan top 10 Global

Brand survey with a total brand value of USD $1.3 Billion. By the year 2015, Asus was listed

as one of the biggest companies in Taiwan with revenue of more than NTD $477 Billion. The

Asus products like Laptops, Notebooks, Personal Computers and Smartphones also is quite

famous nowadays because of their high quality and the way their market the products.

Because of their successful nowadays, they have many competitors. So, they need to have

many market strategies to make sure their continuously successful and satisfied their

customers. Because of their successful marketing strategies, their products always attract the

consumers until now. Besides that, Asus also has their market analysis that find out who will

buy their products.

2.0 MARKET SEGMENTATION

Market segmentation is the process that companies use to divide large diverse markets into

small market that can be reached more efficiently and effectively with products and services

that match their unique needs. Market segmentation divided into four which are geographic

segmentation, demographic segmentation, psychographic segmentation, and behavioural

segmentation. The successful of Asus was helped by the market segmentation that can

determine their market opportunities. Based on the research, Asus is more focus in using

market segmentation which is Geographic segmentation. Geographic segmentation calls for

dividing the market into different geographical units such as nations, regions, states, counties,

cities or even neighborhoods. Asus operates around 50 service sites across 32 countries and

has over 400 service partners worldwide. Asus also has their stores worldwide. Because of a

lot of stores worldwide, Asus were using the geographical segmentation to place their stores

at a strategic place. Most of the Asus stores are located at urban area which their target were

people with high economic status. This is because people in urban area mostly using gadget

for their works and so on compared to sub urban that have the least of people using the

gadget.

As we can see, Asus stores in Malaysia were located in cities and urban areas such as at Kuala

Lumpur, Shah Alam, Selangor, Alor Setar, Kedah and other cities. These cities are mostly lived

by good reputation, high of rate of people. The people also are really needs in use of gadget

such as smartphone, laptop, personal computer, computers hardware and others gadget for

their daily use and work use. For example, Asus store at Aman Central often visited by people

with high economic status and working people to buy Asus products. Besides that, with the

location of Asus stores are at the cities, this will attract more people to visit the store and can

easily promote their products. This is because cities and urban area are the focal point place

for every state and country. In Georgetown also have Asus store because Georgetown is a

tourism place. For example, if the gadget of the tourist at Georgetown is broke, they can visit

Asus store at Georgetown to buy a new one.

3.0 MARKET TARGETING

Target market is to identify and describe whom or which group of people that the company

wants to sell and promote their products or services. A target market also consists of a set of

buyers who share common needs or characteristics that the company decides to serve. This

is important for every company to do research and observation about target market. This is

important things to do because this sales and marketing effort can connect with customers.
Asus is the multinational computer hardware and consumer electronics company. Asus also

have their target market and their target customer. Asus also studying about the target market

of the products that have produced by Asus in research including target by customers by using

market segmentation such as demographic such. Demographic actually divided the market

into groups based on variables such as age, gender, family size, family life cycle, income,

occupation, education, religion, race, generation, and nationality. As we know, As us operates

around 50 service sites across 32 countries and has over 400 service partners worldwide. Asus

also has their stores worldwide. Most of the Asus products are designed for the people with

high income, people that use electronic gadgets in their occupation and their education. This

is because they are target on demographic in the country.

For example, Asus produced a smartphone for students use in education and for worker to

use in their work. Asus has variety price and specification of smartphones that suitable

according to their customers. For example, university students that not have source of income

can buy smartphone for doing their assignments with affordable price. For, workers like office

worker, architect, and any workers, Asus produced its products such as laptop, personal

computer, smartphone and others that suitable for every types of occupation use. Asus also

produced gaming hardware, gaming laptop and gaming personal computer for gamer. Asus

also provide expensive smartphones and laptop for people with high income that afford to

buy the product. As we can see, Asus store have high rate of visitors and customers per day

from different age and different occupation. This is because of the variety of product that

make every people can buy it. This will cause Asus can stay successful with a lot of customers

that loyal to Asus products.

4.0 MARKET POSITIONING

Market positioning is define as the way the product is defined by consumers on important

attributes and the place the product occupied in consumers’ minds relative to competing

products. In other word, the product brands are positioned in your mind in terms of awareness.

Asus Company were positioned itself with “in search of incredible”. Asus Company uses this

positioning because their products always be improved from time to time and developed it in

new products. It makes the product very highly recommended for use because of they are

using the latest quality technology. This is because Asus were really carrying about customers’

satisfaction and customers’ need. The products that were produced by Asus always based on

customers’ need and satisfaction. Most of the people think about the powerful of Asus’s

motherboard and Asus’s hardware when they talk about Asus. This is because the Asus’s

products are very durable, fast and less of problems. For example, the younger generation

now when talk about Asus, in their mind are thinking about gaming. Asus nowadays is linked

to very powerful gaming products after Asus launching the ROG products (Republic of Gaming)

by Asus that gave extremely the best of gaming experience. This make ROG by Asus products

are the fast selling products. Then, Asus produced the components and hardware for gaming

setup. These products give Asus’s positioning as gaming brand.

After that, the advertisement of Asus products in televisions, radios, newspapers, and in online

like YouTube and more make the positioning became stronger. For example, the launching

videos of Asus products that make using gaming theme advertise in televisions and online

medium such as YouTube and so on make more people interested with the brand. Most of

people were begun to trust Asus products because of their quality. This make Asus brand

more strengthen. For example, many of gamers and youtubers trust in Asus products for their

personal computer setup and gave good reviews for the brand.
5.0 CONCLUSION

Asus Company’s weaknesses of marketing are lack of advertisement in general medium such

as televisions, radios, and online platforms. Asus rarely advertise their new products in

televisions, radios, and online platforms. The customers do not updated with the new products

and people does not know the good of Asus products. This will make decreasing in selling of

Asus products. Asus company need to be more commercial for their products by improves

their marketing strategies and marketing techniques such as improvements and makes better

research and observation on marketing segmentation, target market, and market positioning.

Asus also need to improve on their advertisements. They can advertise their new products or

announcements in online platform often such as put more advertise in social media platform.

This is because nowadays most of the people spend most of their times in social media

platform. It can make more people noticed about Asus products and attract with the products.

In conclusions, in whatever business that we do or want to do, we must strengthen our

marketing. We should find the best strategies and techniques for marketing by do research

and observation about our target market. This is because marketing play important role in the

successful of the business. For example, until now, Asus always searching for better marketing

strategies even though they are successful now.