大賽第三屆Team4華碩市場推廣策劃

1、ASUSPRO BU400inspiringinnovationpersistentperfectionASUS PRO BU400An Ultrabook for Your BusinessvIs the image strong enough?vDo we have enough mobility?vIs the service comfortable?AssumptionvSWOT AnalasisvStrategyvPromotion PlanvOutlookStructureStrengthsl Rock quality: Durability Securityl Comfortab

2、le Using Experience Windows 8 Well-designed Keyboard Fashionable Appearance Mobilityl Meeting Customers Needs Productivity Quick Responsel National Brandl R&D DepartmentWeaknessesl Lack of Promotionl Traditional Selling Channell Delayed LaunchOpportunitiesandThreatsvCorporation imagevBrand Vaule

3、vTargeted customersvCustomers interestvMarket environment vUsers experiencesvPechnology containingvPerformaceLaptop MarketOpportunities?Ultra book is a rising starmeet peoples prefrence on configurationIncreasing interest in portable computersPolicy encouraging tech industriesHHigh price and igh pri

4、ce and shortshort warrantywarranty period of period of Thinkpad X1. Thinkpad X1.The changing environment and refreshment of the marketTherats1.The prevalence of other mobile devices2.The relatively small market share;3.The price range between 4000 and 5000 is more attractive;4.Relatively small numbe

5、r of products in market;5.Copy cats and fakesOK, we know the facts what to do?Strategies 1.Emphasize the mobility and maintain a high investment in R&D department;2.Get a tighter bound with the government;3.Start developing direct selling channels and perfect current channels to speed up reactin

6、g to markets feedback.Strategies 5.Make large investment in promotion.6.Expand brand influence on make specific customer group concentrated.7.Updated the software and hardware regularlyAnd as a result of all that. .So how do we sell it anyway?Companys developments situationsCompany culture Internal-

7、external conditionsSOWTSTWOYesYesAnd YesThey are the potential future needed to be exploredwhy ASUS need a promotion of marketingReinforce the imageEmphasize the mobility Complete after sales serviceDifferent kind of discount to retailers and wholesalersPointsWhat do ASUS want to say to our customer

8、?Comfortable using experienceReliable working companyAdvertisingEnhance the user experienceWin new users attentionSponsor activitiesFull set of computer accessory equipment Second-and third-Ranged citiesWu han Foshan Suzhou Dongguan Zhenghou LiuzhouChengdu。What is out there? ASUSPro BU400Thinkpad X1

9、Dell 6430UPotentialMarket Which brand comes to your mind when purchasing a laptop?Lenovo 29.1%ASUS 14.6%HP 11.5%Who are we targeting? 1.Business people2.Young people3.People from second or third tier citiesWhat to improve? Lack of promotion;Traditional selling channelHow to improve? 1.Designed for businessmen;2.Portability;3.After sale service;4. Discount to retailers and wholesalers 5.Invest more to less-developed areasCurrent environment 1.Economic booming in China2.More bussiness