assignment 1 case study (haikal bin hazman 2020367377)

MKT420: PRINCIPLE AND PRACTICE OF
MARKETING

INDIVIDUAL ASSIGNMENT 1: CASE STUDY

NAME: HAIKAL BIN HAZMAN
STUDENT NUMBER: 2020367377
GROUP: KBA2431B

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NO. CONTENTS -PAGE NUMBER
1.0 INTRODUCTION 3
4
2.0 MARKET SEGMENTATION 5
6
3.0 MARKET TARGETING 7
8
4.0 MARKET POSITIONING

5.0 CONCLUSION

6.0 REFERENCES

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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.

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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 behavioral
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.

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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.

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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.

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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.

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6.0 REFERENCES
Vimal Chintapatla. (2019, Jun 3). My visit to ASUS Headquarters in Taiwan [Video file].
Retrieved from https://www.youtube.com/watch?v=hzBzVoKMAuI
Sharp, B. (1991). Marketing Orientation: More than Just Customer Focus. International
Marketing Review, 8 (4). https://www-emerald-
com.ezaccess.library.uitm.edu.my/insight/content/doi/10.1108/EUM0000000001540/full/html
Pessemier, E, A. (1978). Tying Marketing Science with Marketing Practice. Management
Research News, 1 (4). https://www-emerald-
com.ezaccess.library.uitm.edu.my/insight/content/doi/10.1108/eb027714/full/html
Grossberg, A, G. (2016). The new marketing solutions that will drive strategy implementation.
Strategy & Leadership, 44 (3). https://www-emerald-
com.ezaccess.library.uitm.edu.my/insight/search?q=marketing&p=1&fromYear=2010&toYear=2020
Shaw, E. (2014). The Marketing Institution by Ralph F. Breyer (1934). ournal of Historical
Research in Marketing, 6 (3). https://www-emerald-
com.ezaccess.library.uitm.edu.my/insight/content/doi/10.1108/JHRM-07-2013-0047/full/html

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