Asus 2014 Annual Report Download - page 86

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ASUS are recognized throughout the industry, with many patents awarded and
many new products constantly in development.
b. Many department heads and managers across the business have strong
backgrounds in technology. They thoroughly understand industrial trends and
product development technology enabling them to take full advantage of
development-to-plan product lines in depth, to apply recourses effectively, and to
generate added value.
c. The Company made early investments in important new products such as
wearable devices, robotics and intelligent home products; and it dedicated
considerable R&D and marketing resources to ensure that these vital product lines
lead the competition.
(2) Disadvantages:
Currently the sales channel for mobile computing device products differs from
computer products and requires the deployment of highly-efficient channel partners.
An additional challenge involves improving overall sales operations efficiency.
Sales and marketability:
(1) Advantages
a. Under the leadership of a strong sales management program, ASUS has achieved
competitive computer sales in most regions, limiting risks associated with
unforeseeable adverse regional economic conditions.
b. The Southeast Asian and Indian markets have been upgraded into global markets
with better growth momentum in recent years. ASUS has established positive
brand recognition and channel positioning in these regions.
c. The Company has won a leading role in the industry with various product lines.
ASUS motherboard sales lead the global market. ASUS is among the top four
global manufacturers of notebooks. For notebook sales, the company has
achieved a first place position in Taiwan; third place in Europe; second place in
China; first place in East Europe; and third place in West Europe. The company
provides global network services across 55 official websites requiring 31
languages to implement a strong local management strategy while cultivating
local markets.
d. ASUS launched the ZenFone smartphone in Q2 of 2014. Following launch in
Taiwan, it gained first place in market share for three quarters in a row. In
Southeast Asia, ZenFone sales quickly moved to third place among competitors,
overall, while achieving excellent brand recognition and customer satisfaction.
ZenFone customer satisfaction in the Chinese market is currently at 98%. In
Russia, ZenFone is the most popular online search for smartphones.
(2) Disadvantages:
Availability of resources and control of costs are crucial to business performance of
overseas subsidiaries; therefore, the head office must be able to control these key
elements effectively and efficiently.
(2) Application and production process of major products:
1. Application of major products:
a. Motherboards, graphics cards, and optical drives are important elements for desktop
computers and servers. ASUS is in a leading position worldwide with all the
aforementioned products.