Customer Value Proposition of Asus Laptops: A Comparative Analysis

This report examines the customer value proposition of Asus laptops, a multinational computer hardware and consumer electronics company, in comparison to its competitor, Hewlett-Packard (HP). The analysis employs the Monroe and Holbrook models to assess customer perceived value. The Monroe model evaluates the benefits and sacrifices associated with purchasing a laptop, while the Holbrook model explores the intrinsic and extrinsic values. The report identifies Asus's existing value proposition, highlighting its strengths and weaknesses. It then benchmarks Asus against HP, a leading brand in the laptop segment. Finally, the report recommends a new value proposition for Asus, along with an implementation plan to enhance its market position and customer satisfaction. The report's findings are based on an in-depth analysis of the laptop market, customer needs, and competitive strategies.

Running head: PERCEIVED CUSTOMER VALUE USING MARKETING MODELS
PERCEIVED CUSTOMER VALUE USING MARKETING MODELS
Name of the Student
Name of the University
Author note

1PERCEIVED CUSTOMER VALUE USING MARKETING MODELS
Executive Summary
In this paper, the customer value proposition of Asus is addressed and is compared with the
leading brand HP. The customer value proposition is analysed by using the Monroe and
Holbrook models. The Monroe model includes benefits and the sacrifices that a consumer has
to make in order to buy a laptop; in the Holbrook model the intrinsic and extrinsic value of
the company and the product is discussed. The paper also discusses and recommends a new
value proposition for the Asus in order to thrive in the market.

2PERCEIVED CUSTOMER VALUE USING MARKETING MODELS
Table of Contents
Introduction................................................................................................................................3
Discussion..................................................................................................................................4
Customer Perceived Value of Laptops...................................................................................4
Monroe Model....................................................................................................................4
Holbrook Model.................................................................................................................6
Comparison of Existing Value Proposition of Asus with HP................................................9
Asus’s Value Proposition...................................................................................................9
Hewlett Packard’s Value Proposition..............................................................................11
Benchmark...........................................................................................................................13
Asus’s New Value Proposition and Implementation...........................................................13
Conclusion................................................................................................................................17
Appendix..................................................................................................................................19
References................................................................................................................................20

3PERCEIVED CUSTOMER VALUE USING MARKETING MODELS
Introduction
In the growing economy, the main problem that is faced by the companies is to have a
higher customer value than its competitors. Customer value proposition is adding value to the
product or services to increase the sales (Tippmann, Scott and Parker 2017). It is targeted
towards customers specifically and no other stakeholders like employees, suppliers or the
partners. It is the core value in offering a competitive advantage to the company against its
competitions. It is the total of all the benefits that a supplier promises to the customers in
return or exchange of money. Customer value proposition is identifying the benefits of the
product and service and using it as an advantage to sell more products and services
(Asgarpour et. al 2014). It starts with identifying the needs of the customer, the value the
competitor is providing and the strength of one’s own company. After forming a target group,
the company has to select the offerings and the attributes that will meet the needs of the
targeted group. The offerings that are selected make the base of the customer value
proposition. There are five aspects to customer value that are quality of the product, the price
of the product, the emotional value, social value and the brand image. These five aspects
form the fundamental base on which the companies form their Customer Value Proposition.
A customer value proposition is always compared between companies to understand what the
customer perceives about both the companies (Carvalho 2015).
In this report, Asus’s customer value proposition is measured using the Monroe and
Holbrook models. It is a Taiwan based company that was set up in the year 1989. It is a
multinational computer hardware and consumer electronic organisation. The mission of the
company is to produce products that combine the life of the present and the future. It is the
leading company in motherboard and gaming. Asus was also recognised as the World’s Most
Admired Company by the Fortune magazine in 2015 and 2016 (About Asus, 2020). The

4PERCEIVED CUSTOMER VALUE USING MARKETING MODELS
customer value proposition of Asus is compared with leading brand in the laptop segment,
Hewlett-Packard. HP is a multinational IT company that has both hardware and software
related products and services. It was founded in 1939 by William Hewlett and Dave Packard.
The headquarters are in Palo Alto, California (About HP, 2020).
Discussion
Customer Perceived Value of Laptops
Monroe Model
Benefits of Buying a Laptop Sacrifices of Buying a Laptop
Convenience:
 Finished Product
 Mobility
 Lower Power Consumption
 Increased Productivity
Monetary:
 High Cost of purchase
 Cost of installation and purchase of
software for the laptop
Monetary:
 Warranty Periods
 Guarantee of Product
 Free Installation of some software
Efforts:
 Extensive research in finding the
best laptop
 Always finding a power source
Quality:
 Huge brand name, thus ensuring
good quality of product
 Increase in technology certifying
sound quality
Health:
 Excessive huge of laptop damages
the eyes
 Hampers the mental growth because
of prolonged use.
Social:
 Social approval related to huge
Social:
 The humiliation that is attached with

5PERCEIVED CUSTOMER VALUE USING MARKETING MODELS
brand name
 Increase in self-esteem
buying a cheaper product
 The lowering of self-esteem when
there is no social acceptance
Opportunity:
 Lack of opportunity to buy a range
of products
Table 1: Benefits and Sacrifices of Buying a Laptop (Monroe, 1991)
In today’s time, the demand for convenience is increasing. Customers are preferring
products and services that are convenient. Convenience is measured through the time that is
saved by the consumers in doing a particular task (Dodds, Monroe and Grewal 1991). The
first benefit laptops provide is convenience. Firstly, it is a finished product, thus there is no
need to assemble it for using. This saves the time of the people, as they do not have to
assemble the product and wait to do their job. Secondly, it provides mobility that means that
the consumers can work from wherever they wish, it is a machine that weighs not more than
2 kilograms thus is easier to carry and work on (Kumar and Reinartz 2016). Thirdly, it
reduces the power consumption as it can be used for a long time after charging. Lastly, it
increases the productivity of the consumer as they can work anytime from anywhere without
any interruption.
The second benefit of buying a laptop is the monetary value. When buying a laptop
the companies provide warranty and guarantee for the product that increases the life of the
product. The extended warranty and guarantee periods also provides trust in the product for
the consumers (Huber and Herrmann 2015). Buying a laptop comes with some previously
installed applications, which enables the consumers to save some money on buying software
applications for the laptop.

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The third is the quality that is provided by the consumers. The brand names are huge
which creates a certainty that the product is reliable and of good quality. Fourthly, buying a
branded laptop provides social approval that in turns increase the self-esteem of the
consumers.
There are sacrifices that a consumer has to have when buying a laptop. The first
sacrifice is monetary; the consumers have to spend a huge amount on buying a laptop and
installing some of the softwares that are not previously loaded on the laptop. Secondly, the
consumer has to put enormous efforts when buying a laptop in research to buy the best laptop
for their need, the consumer also has to continuously find a power source when the battery
dies (Leroi-Werelds 2015). Thirdly, there are many health implications of using a laptop for a
lengthy period of time; it damages the eyes and the mental growth of a person. Fourthly, there
is a social humiliation attached when a consumer buys a cheap product or a product that is
not seemed good enough in the society. Lastly, the sacrifice that the customers have to face is
the lack of opportunity of buying a variety of products.
Holbrook Model
In Holbrook model, the customer value is an experience that is interactive, relativistic
and based on preference. The interactive aspect is revealed when there is an interaction
between a consumer and an object. It is relativistic as the interaction depends on the situation
and it is related to preference, as there is a choice to be made. All these combine to make an
experience and relates to the personal feelings and thoughts of a person.
Extrinsic Intrinsic
Self-Oriented Active Efficiency
 Range of
brands to
Fun
 The ability to
work

7PERCEIVED CUSTOMER VALUE USING MARKETING MODELS
choose from
 Available
Online and
Offline
 Easy to use
and mobility
for the
anywhere
and
everywhere
 Use it for
recreational
activities like
watching
movies
Reactive Excellence
 Brand names
that
guarantee
reliability
 High quality
hardware and
software
Aesthetics
 Designs of
the laptops
 Attractive
sleek look
Other-Oriented Active Status
 Self-esteem
increases
Ethics
 Helping the
environment
by using less
power
Reactive Esteem
 Social
inclusivity
important for
Spirituality
 Need to buy
brand names
 Feeling of

8PERCEIVED CUSTOMER VALUE USING MARKETING MODELS
increasing
self-esteem
accomplishm
ent when one
finds what
one is
looking for
Table 2: Holbrook’s Model of Intrinsic and Extrinsic Customer Value (Holbrook, 1994 p.44)
The extrinsic and intrinsic analysis explains why the customer buys a certain product
and rejects the other. The first extrinsic value is the efficiency that the product will provide
after the purchase. The output should be equal to or more than the input that the customer is
providing (Leroi-Werelds 2015). The second extrinsic value is excellence where the person
wants the best product that they can have. The third is status which is a part of being accepted
socially and having a high regard because of branded products. Lastly it is esteem that
increases when one is accepted socially and has a high status in the society.
The first intrinsic value is fun, where the consumer is looking for some ways of
recreation from using the product. Using a laptop will provide the customer to watch movies,
listen to songs and play videos (Tippmann, Sharkey Scott and Parker 2017). The second
value is aesthetics where the customer is looking for an aesthetically pleasing product that has
excellent design and performance. The third value is ethics, the consumer wants to be morally
responsible as a citizen of the world and buy products that would help in achieve the same.
The last goal is spirituality, which is linked to a person wanting to buy big brand names and
rejoicing when finding what the person was looking for. It is a type of self-fulfilment
(Gallarza, et. al 2016).

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Comparison of Existing Value Proposition of Asus with HP
The findings from both the Holbrook and the Monroe model analysis will be used to
determine the value proposition Asus Laptops.
Asus’s Value Proposition
Market Mission and Value Statement Competitive Positioning
Marketing Assets Competitive
Differentiation
Customer Value
Strategy and
Positioning
Mission: The mission is to provide
innovative IT solution that would
enable people and the business to reach
the potential that they can achieve.
Values: Accomplishing the
fundamentals that is afore moving
forward, that has resulted in becoming
a backbone that can be depended on.
Customer Business Strategy:
Customers receive the best solution in
the minimal cost. They have long-term
relations with the customers.
 Strong presence throughout the
world.
 Owns the world’s best and
finest quality of motherboard.
 World’s first company to have
extendable screen on the laptop.
 Recognisable brand across the
world
 Easy availability of the product
 Simplifying customer lives by
providing simple and cost
effective solutions
 Investing in innovations in both
hardware and software
technologies
 Follows a conventional model
of distribution with online
stores

10PERCEIVED CUSTOMER VALUE USING MARKETING MODELS
Figure 1: Asus’s Value Proposition (Piercy, 2009 p.311)
The value proposition of Asus is based on the functional value and also has a hint of
focus on economic value as it save time of the people and uses less power. The price of the
laptop is an important factor as it helps in determining whether the customer will buy the
product or not, which is clearly shown in the Monroe model. The functional value can be
perceived from the innovations and the new products that the brand is releasing to improve
the performance of the consumers (Yang and Peterson 2004). It refers to the less power
usage, the operating of the laptop and the type of hardware and software used by the
company. The company also has a competitive positioning, as Asus is one of the only brands
that has come up with an extra screen on the surface of the laptop, the company keeps on
innovating new products and designs that would create a competitive edge over the other
companies (Gallarza, et al 2016). Asus has always been regarded as a brand that is known for
its hardware that is the best in the market, like the motherboard. It provides the customer
value satisfaction in terms of status and esteem. Lastly, Asus has a competitive advantage
over the other brands because of the high quality hardware that is used in the product, the
company also provides a warranty and guarantee services as well as great customer response
in regards to customer satisfaction and has a sound after sales service (Doyle 2000). The
market assets of the company includes the easy availability of the product, throughout the
world, brand recognition that ascertains good quality of product. It aims in simplifying the
lives of the consumers by providing them with solutions that is cost effective. It has been
recognised as being the best company for motherboard and hardware for a laptop. Asus has a
strong competitive differentiation and has a unique selling proposition that provides it an
edge in the market place (Yang and Peterson 2004). It offers convenience to the consumers
with its variety of stores present offline and a strong online presence. It is the first company
to provide a laptop that has an extendable screen with superior display and performance.

11PERCEIVED CUSTOMER VALUE USING MARKETING MODELS
Asus as a company continues to embrace the innovation and implement new
technologies in its product. They have a strong research and development team that is
continuously trying to achieve the best possible outcome and come up with new products that
are superior in design and performance (Payne, Frow and Eggert 2017). Their mission
resonates with this philosophy of providing the best solution in the least cost.
There are many flaws in the value proposition of the company and that is the lack of
customer database. They have a small number of target group and the company now must
expand its target base to have more consumers that would buy the product of the company.
The company lacked innovation, yet now is one of the best brands in the world that is coming
up with different technologies and innovations in their product.
The change in business environment changes the customer needs and wants and the
values that they seek from the product. The desire for cost effective solutions, products, and
services that are value for money have increased. The change in the business environment
and the ability of HP to adapt to it has made it into a competition and a threat for Asus.
Hewlett Packard’s Value Proposition
Hewlett Packard was established in the year 1939, by David Packard and Bill
Hewlett. The headquarters of the company is in California, United States of America. The
main vision of the company is to provide technology to the world that makes life better and
simple for all (About HP, 2020). HP has continued to grow through each passing year by
reinventing and creating new ideas and innovations that benefit the people as a whole. The
customer value proposition for the brand is one of the best in the technology department. The
company is the leading brand in the laptop segment because of its innovations and designs
that help the company in keeping up with the demand and providing easier ways of living for
the consumers.

12PERCEIVED CUSTOMER VALUE USING MARKETING MODELS
Market Mission and Value Statement Competitive Positioning
Marketing Assets Competitive
Differentiation
Figure 2: HP’s Value Proposition (Piercy, 2009 p.311)
Unlike Asus, the value proposition of HP is inclined towards economic value. The
mission and values of the company is to provide distinguished quality of products and
services, promoting technological advancements for achieving customer loyalty. They have a
strong customer base and the people do not tend to switch from this brand to any other brand.
Customer Value
Strategy and
Positioning
Mission: The mission is to provide
distinguished quality of products and
services and to promote innovation and
extend global reach.
Values: Achieving customer loyalty by
earning their respect and providing
high quality services.
Customer Business Strategy:
Targeting the customer base and using
a mix of pricing based positioning
strategies of the products.
 Strong presence throughout the
world.
 It has the best hardware
available.
 It provides the best technology.
 Recognisable brand across the
world
 Easy availability of the product
 Providing technology that
increases the efficiency of the
people.
 Investing in innovations in
hardware.
 Follows a conventional
model of distribution with
online stores.
 Leading brand in the laptop
segment

13PERCEIVED CUSTOMER VALUE USING MARKETING MODELS
The company targets the customers by using pricing based positioning. It is a company that is
known worldwide and has a strong competitive positioning. The brand is recognised by all
and since it is the leading brand people tend to prefer it rather than other brands like Asus.
The market asset of HP is not as strong as that of Asus as it merely focuses on the hardware
whereas Asus focuses on both hardware and software (Asgarpour, et. al 2015). HP has a
better aesthetical policy than Asus and the designs that the company provides is far superior
than that of Asus. Asus though now has introduced an extended screen laptop that competes
with the designs and performance of the HP.
Benchmark
The more the value proposition of a company the more the company is perceived to
be the best; which creates a benchmark for the other companies. The value proposition of
Asus can be termed as good, however the value proposition that the leading company HP
provides is much better. The company, Asus, can be seen to fulfil the various customer
perceived values. One can also see that the company though fulfils the criteria it might not be
enough as the change in the environment, internal or external is tremendous. The leading
company has set a benchmark for the other companies and the other have to beat in order to
become the leading company in the laptop segment.
Asus’s New Value Proposition and Implementation
The comparison between the brands in value proposition implies that Asus fulfils
numerous customer perceived values, yet those might not be enough as there is a continuous
change that happens in the working environment of the technological sector; to stay on the
top Asus has to constantly move ahead of others in providing the best and the most value for
money product and services (Carvalho and Jonker 2015). There are many advantages that the
company can take benefit of to increase the customer value proposition. It is recommended

14PERCEIVED CUSTOMER VALUE USING MARKETING MODELS
that Asus change some points from the customer value proposition to be the best company in
the sector.
Figure 3: Asus’s Model of Mission (Piercy, 2009 p.321)
The organisational philosophy and the key values are internal to the company whereas
the product market domain and critical success factors are external to the company (Mutlu,
2015). The organisational philosophy and product market domain are a much broader
concept; on the other hand the organisational key values and critical success factors are a
narrow concept. To implement the new proposition, Asus has to implement ways and
strategies to come to make the value proposition successful.
Organisational
Philosophy
To be the world's
leading company
in Laptop
Segement
Product Market
Domain
Start with USA
and then in other
parts of the
world
Organisational
Key Values
To serve the
community and
the environment.
Critical Success
Factors
Providing cost
effective
solutions and
products

15PERCEIVED CUSTOMER VALUE USING MARKETING MODELS
Figure 4: Relationship between Internal and External Marketing (Piercy, 1995 p.37)
To achieve the goal Asus has to change the 4Ps of its marketing that is the product,
price, place and promotion.
The products must be designed keeping in mind the needs of the people and how they
will benefit from it. The product is the central idea around which all the marketing plans are
made. The product determines the price, promotion strategy and the place where it will be
sold. Different products have different price range, promotion techniques and place where
they can be sold (Payne, Fro and Eggert 2017). The company should focus on making
innovative products that are not yet there in the market to take the first mover advantage.
The price is what the company has to sacrifice internally and externally is what the
customer has to pay for the product. The company must make sure that the sacrifice that is
Strategy
External Marketing
Programme
Product: The products that will
be included in the strategy
Price: How much will the
product cost
Communication: Promotion of
the product
Distribution: Supply system
Internal Marketing
Programme
Product: The startegy
Price: What the employees has to
give up
Communication: Information
channels to be used
Distribution: Influencing chnage

16PERCEIVED CUSTOMER VALUE USING MARKETING MODELS
done by the employees is not great and that the price that the customer is paying is worth the
product. The company must provide cost effective solutions that the leading company HP is
providing.
Promotion is what the company wants to communicate with the people and through
what channels it can be done. The company must make sure that the message they are
choosing is clear and simple and the channels that are used must have the maximum number
of reach so that more people can be made aware of the changes that are being implemented in
the product and the service of the company (Carvalho, and Jonke 2015).
Place is where the company will sell the product and how the change can be
influenced within inside and outside the organisation. The supply chain that the company
chooses must have a huge availability base so that more people can buy the product and the
sales of the company will increase. The distribution channel must be both offline and online.
For these changes to take place, the employees of the company must be ready to
accept the change and work towards them to achieve the goals that is set by the company
(Craig, Nevin and Odum 2014). There will be resistance that the company will face for
change from the employees. There must be internal marketing of the idea for the employees
to understand the importance of the change and their inputs and ideas must be taken into
consideration for them to feel as a part of the organisation.
The company must adopt certain methods that would help them in reducing the
resistance towards change. The company must have teams that help the employees in
understanding why the change is being brought about and what the implications of the
changes will be (Kuipers, et. al 2014). The employees must have a part in the decision-
making process and there must be transparent communication between all the levels of
management and staff. There must be a feedback system that helps the employees in

17PERCEIVED CUSTOMER VALUE USING MARKETING MODELS
providing the company with valuable inputs on how the change should be implemented.
There must be training and research conducted in order for the employees to adapt to the
changes that are being implemented by the company (Georgalis, et. al 2015). The employees
that are for the idea of change must be used to mitigate the change in the employees that are
against the change.
The company with the help of the Gantt chart must collate a timeline in which the
change will be implemented and how it will be implemented. The Gantt chart will help the
company in keeping track of the work that is being done and what more has to be done in the
stipulated time. It helps in the smooth functioning of the company. The company must first
implement the change in some parts of the world before implementing it throughout the
world. It is important, as internal strategies are the ones that generally fail because they are
done in a rushed manner and no sufficient time is allowed for the business to naturally grow
and evolve.
Conclusion
From the above discussion, it can be concluded that this report is successful in
identifying the customer perceived value of laptops by using the Monroe and the Holbrook
models of analysis of the customer perceived value. The paper discusses the current value
proposition of Asus and compares it with the leading brand in the laptop segment that is
Hewlett Packard. The paper then strongly addresses how the company Asus can change its
proposed value by changing their marketing mix techniques and implementing the change in
the organisation to provide the customers with the best and cost effective solutions to their
problems and needs. It can be concluded that if Asus follows the new and revised customer
value proposition it can thrive more in the market and be a competitive threat to HP an also
gain more brand recognition and image in the minds of the consumers.

18PERCEIVED CUSTOMER VALUE USING MARKETING MODELS

19PERCEIVED CUSTOMER VALUE USING MARKETING MODELS
Appendix
Appendix 1: Example of Gantt chart

20PERCEIVED CUSTOMER VALUE USING MARKETING MODELS
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