Asus 2010 Annual Report Download - page 68

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3. Business goals
The company’s strategic planning has matched up to market development trend in recent
years. ASUSTeK had generated sales revenue of NTD321.3 billion in 2010. In addition
to care for the core businesses, ASUSTeK will initiate diversified business operation
carefully too. Sales of new products have grown by several folds. ASUSTeK will
continue to serve customers with practical and stable business operation; also,
world-class technology innovation, and excellent product quality.
4. Competitiveness, advantages and disadvantages of development, and responsive
strategies
Industrial development and vision
(1) Advantages
a. For the rise of mobile computing, lightweight and thin become the way to go for
notebook computer. ASUS computer development has been focusing on
effectiveness and energy saving since 2008 and with a low power-consumption
and Super Hybrid Engine (SHE) technology developed alone as the best solution
to the request for lightweight, think, and powerful. ASUS has mature technology
ready for the market once the demand emerges.
b. The output value of hardware in 2011 is expected to grow. Notebook and
motherboard are both with positive growth expected. Moreover, the impact of Eee
Pad development will be significant. ASUS has the development of Eee Pad well
planned with positive advantage expected. The integration of product and market
is to the great advantage of ASUS.
(2) Disadvantages and responsive strategies
Global warming is getting worse. The awareness of environmental protection is
awakening; therefore, power saving is the notion shared by the world. Governments
announce strict environmental protection provisions on electronic products for
power saving effort to the industry; therefore, enterprises must be able to respond to
global environmental protection polices for smooth business development.
ASUSTeK, a global citizen, has been researching and developing lead-free and
cadmium-free green motherboard since the year of 2002; moreover, the concept of
environmental protection has been introduced into other product lines and with the
first power-saving motherboard with “smart EPU” introduced in 2007 to save CO2
emission throughout the power-on process. ASUSTeK has become the benchmark
of green industry and has substantiated the responsibility of a business citizen.
While the surge of green production takes up the world, for solving the problem of
global warming and environmental issues, green technology is the driving force of
economy. Products in conformity with EuP directive are “green products with
environmental protection design” that can be circulated freely in European
Community and demonstrate ASUSTeK’s green competition advantage.
ASUSTek was awarded with the “Enterprises Ongoing Business Development First
Prize” in Taiwan in 2007; also, the company was the first technology enterprise in
the world to receive the EuP directive certification. AUSUTeK notebook was the
first product to receive Environmental Product Declaration (EPD), BSI Carbon