Asus 2015 Annual Report Download - page 95

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business development. ASUS, a global citizen, has been researching and developing
lead-free and cadmium-free green motherboards since the year 2002; moreover, the
concept of environmental protection has been introduced into other product lines,
including the first power-saving motherboard with a ‘smart EPU’ introduced in 2007
to save CO2 emission throughout the power-on process. ASUS has become the
benchmark of green industry and has substantiated the responsibility of a business
citizen. As the surge of green production is adopted worldwide for solving the
problem of global warming and environmental issues, green technology is becoming
the driving force of economy. Products in conformity with EuP directive are ‘green
products with environmental protection design’ and can be circulated freely in the
European Community, a clear demonstration of ASUS’s green competition
advantage.
ASUS was awarded 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. An ASUS laptop was the first product to
receive Environmental Product Declaration (EPD), BSI Carbon Footprint, and EU
Flower certification in 2010, continuing recognition of ASUS’s endless efforts in
power saving and environmental protection.
ASUS expects to have a more flexible and efficient organizational operation, with
two business groups being formed including: System Business Group and Open
Platform Business Group in order to aggregate recourses and be more responsive to
market changes. Each business group will then be able to focus on improving
procedure, form optimal strategy, and execute strategy completely.
ASUS will continue to invest resources in products that have economies of scale and
competitive advantages as well to support the two business groups having the most
competitive product lines and sales channels. ASUS is dedicated to providing
consumers with better products and services, to upgrade the brand value in the
minds of consumers and ultimately to turn consumer’s brand recognition into market
share.
Operating environment:
(1) Advantages
n. ASUS is capable of leading the industry in developing advanced technology and
specifications using its excellent R&D resources, and gaining favorable market
penetration and solidifying its market leadership.
o. ASUS controls its costs with excellent innovative concepts in high-efficiency
channel and digital marketing, which reduce operational expenditures and achieve
effective marketing.
p. ASUS has long been committed to eco-friendliness, energy-saving and
sustainability with multiple green technology products based on innovative core
technology. ASUS intends to acquire business opportunities and market recognition
for products fulfilling the global trend for green and eco-friendly appeal.
(2) Disadvantages:
Export industries are subject to substantial fluctuations in foreign exchange.
Managers must consider risks associated with fluctuations in foreign exchange rates.