Strategic Marketing Plan for Asus: Perpetual Mapping, Porter's Five Forces, and Branding and CRM Strategies

STRATEGIC
MARKETING PLAN
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Table of Contents
INTRODUCTION.........................................................................................................................................3
MAIN BODY.................................................................................................................................................3
Background of the company......................................................................................................................3
Mission & Corporate Strategy...................................................................................................................3
Porter’s Five Forces...................................................................................................................................4
Perpetual Mapping in position for company..............................................................................................6
Marketing Strategies..................................................................................................................................7
Current Strategy.........................................................................................................................................8
CONCLUSION............................................................................................................................................10
REFERENCES............................................................................................................................................11
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INTRODUCTION
The term strategic marketing plan refers to a framework that provides a help to the
businesses in identifying and reaching to the desired goals. This involves setting up of goal,
objectives, evaluating various internal and external factors of business, planning &
implementation marketing plan as well as tracking of the marketing process. The main aim of
strategic marketing planning is to provide a shape or restructure its activities related to
company's product and services so that can attain higher profits for the company (Bharadwaj,
Khan and Yameen, 2021). The present report talks about the development of company's
branding, internal marketing, social media marketing, internal along with a discussion upon
customer relationship management. For the present report Asus Company is being considered
which is a international company that deals in computer and other electronic items. The report
includes a Porter’s five force analysis, mission & corporate strategy of the business along with its
perpetual mapping in position.
MAIN BODY
Background of the company
The company Asus is a multinational company that offers electronics or phone &
computer hardware’s across the globe. The company deals in multimedia products, tablet,
computers, networking equipment’s, mobiles, and many other items. It was being established in
year 1989 in Taiwan as a public company. The company is having annual revenue of more than
$351.33 billion whereas its Net income is more than $13.02 billion annually. Asus is placed at
world’s 5th biggest PC seller company per unit and is among the top 10 in IT companies ranking
across the globe. It does not only sells its items through its physical stores but also sells via E-
commerce platform and its own website.
Mission & Corporate Strategy
 Mission: The Company Asus aims at delivering highly innovative products to its
customers that turns inspire customers in order to reach their heights of fun and
productivity.
 Corporate Strategy: The main strategy of Asus is to integrate 3C solutions in
computers, electronics and communications that offers innovative products which can
simplify the lives of customer’s along with a realization of their highest potential to them.
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Porter’s Five Forces
Asus is known as the well-known brand in the computer world. The most famous
computer brand invests huge amount in company’s research and development along with
innovation that is categorized as company’s main focus. The year 2016 was highly remarkable
for different economic & political changes at international level. The industry trends for
company has also fluctuated and the increase of mobile computing has taken business to decline
in computer dealings. Thin & lightweight are preferred by the customer’s now. Other than higher
product, the values provided to customers also seeks a fine experience (Chatterjee, S and et .al.,
2020). Although, both computing & touch phones market has reached a position of standstill &
that could make the condition of difficulty for the business. The company Asus has emphasized
upon cost efficiency & product innovation in order to attain greater profits. The company also
comprises of a limitless pool of talent that provides a great source of high competitive advantage.
The Porter’s five force model includes its essential elements such as bargaining power of
customer, bargaining power of supplier, threat from substitutes & new entry. The analysis of
Porter’s five force for Asus is mentioned below:
 Bargaining power of suppliers: The bargaining power of suppliers in context to Asus is
very low as the business is scattered with international presence & because of their
limited size. China is a country where the company is having more suppliers for its items.
Other than this, the company’s sellers are from different other parts of globe. Most of
such suppliers for Asus are within the industry of PC dealings and are very few that does
not have much financial competency. Asus Company formulates the rules & regulations
for its suppliers which they are needed to apply. Although, the business also focuses upon
training its suppliers with respect to the essential information & issues through holding
sessions or seminars in different regions of globe. The wholesome bargaining power of
suppliers is limited in market due to above mentioned factors. Asus Company is having
different options & has a potential to switch to other supplier at any time without
experiencing any extra cost. If in case any of the supplier hold certain financial clout then
this could be because of their high quality of items (Chen, Ma and Wang, 2021).
 Bargaining power of customers: The customers in market holds an important bargaining
power within the 21st century. This is as they are having huge number of options in
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