University of science

Sales plan for ASUS Company

Group 7

Team members:

Tống Trần Thanh Phương – 1158101

Phạm Châu Bảo Khoa – 1158061

Trần Hữu Minh Quân – 1158105

Nguyễn Thanh Bình - 1158013

Table of content:

I. Introduction

A. Executive Summary

B. Company Description

C. ASUS Products

D. ASUS’ Mission and Goals

E. Core Competencies

II. Sales Plan

A. The Target Market

B. Technology Industry and Competitors

C. The needs for market and ASUS

1. Market

2. ASUS

D. SWOT analysis

E. Vietnam market analysis

F. The Marketing Mix

Products Strategy

Distribution Strategy

Promotion Strategy

Pricing Strategy

G. Sales Strategies

H. Sales Forecast

Revenue

COGS

Expense

Profit

I/ Introduction

A/ Executive Summary

This sales plan has been made for all ASUS low-price products. This is to show areas of possible

expansion for those devices. ASUS is an experienced company that has shown continued growth

over the past three years. This growth can be accelerated by taking advantage of the new

business environment with regards to tablet, computers and smartphones.

B/ Company Description

ASUS offers a wide variety of cutting edge products from all in one PC’s, tablets and

smartphones, to motherboards, optical drives and servers for commercial customers. ASUS

products have breathtaking features that grab attention. Being the leading motherboard

manufacturer (Tech In Style, The ASUS Story), you can find ASUS components in one in three

personal computers. ASUS recently launched the Memo Pad which is a tablet computer that will

compete with the iPad, and other tablet computers on the market. It operates on the popular

Android OS, and has Google Play installed which gives the user access to nearly 800,000

applications.

ASUS products can be found all over the world. They can be found at major and independent

retailers across the U.S and Canada. ASUS products are competitively priced to ensure that the

customer does not have to spend tremendously to have a great technological experience. This has

led to an 8.4% increase in profit over Q4 2011(ASUSTEK Q4 Investor Conference).

ASUS’ commitment to IECQ Hazardous Substance Process Management was recognized in

March of 2012 when they became the first Computer Company to Receive Prestigious IECQ

HSPM Certificate.

C/ ASUS Products

ASUS have main 3 products line: computers, smartphones and tablets

D/ ASUS’ Mission and Goals

The mission of ASUS is to offer products that enable our customers to reach new levels of

productivity and become the largest provider of computer, communication and consumer

electronics. ASUS’ deductive approach to product development has helped ASUS expand its

offerings from motherboards and processors, to PC’s, tablet computers, smartphones, and

workstations as well. ASUS’ mission to offer increasingly innovative products to our customers

is fulfilled on a daily basis.

In the tablet industry, ASUS’ goal is to become the number two tablet maker in 2013 and the

number four tablet vendor in the market. ASUS also plans to gain more market share in the tablet

industry.

ASUS will achieve its mission by focusing on product innovation, staying ahead of the market

trends focusing on quality. Utilizing these attributes will ensure that ASUS is producer of the

latest technology with the highest standards.

E/ Core Competencies

In order to maintain a secure competitive advantage, ASUS utilizes its core competencies which,

may seem easy to replicate, but is hard for competitors to duplicate. ASUS core competencies in

creating affordable, high quality electronics that are very innovative; creating truly bilateral

partnerships with manufacturers; developing a reputation for being the leading provider of

motherboards in the world; and time to market performance. ASUS will expand on these

competencies with the release of new products, marketing strategies and staying competitively

priced.

By building on these core competencies and ASUS’ current notoriety in the industry, ASUS will

continue to keep and grow its competitive advantage in the marketplace.

II/ Sales Plan:

A/ The Target Market

The main tablet users are mostly male, with a high income and education. That does not mean

that tablet computers are not being bought by other consumers. Women are growing in their

tablet use as well. Women now account for more than 50% of tablet users. That is up from 47%

three years ago. Tablet users also range in age from 13-65 and vary with income.

With such broad target market, ASUS can market the ASUS products will do very well. The

goals should be to target the consumers with the highest income. This may mean marketing to

business professionals and other occupations with a high income.

B/ Technology Industry and Competitors

Currently the major competitors in the tablet industry are Apple (iPad, iPad Mini), Amazon

(Kindle Fire) and Samsung (Galaxy, Galaxy Note). ASUS’ market share rose 2% in 2012 at the

same time it claimed the title of number four tablet vendor. This coincides with the trend that is

going on now. Tablet use is on the rise and use of the Android O.S is on the rise as well. Both

trends are projected to continue for the next four years at least.

The reasons that our competitors have the market share that they do are due to better features and

tablet design. These obstacles can be overcome by offering custom design for a little extra.

ASUS can also offer upgrades on components like the screen and processor as well. The

relatively low price of the ASUS products is an advantage in this case. Currently the income of

the middle class is growing, so consumers will not mind spending a little extra when they can see

value in it.

C/ The needs for market and ASUS

a) Market:

In general, the demand for tablet is still high and keeps increase in 2013 and 2014. Sales of most

products in the information technology segment such as computer or Pcs parts are decrease but

the sales of tablet retains strong growth.

Size of the screen:

However, customer’s demand is very high and variable. Nowadays, people tend to choose big

screen tablet with HD resolution. That demand is inevitable, with the development of

technology, all electronic devices such as televisions, computer screen or cellphones must have a

large display to show more information. All new premium phones product on the market usually

have a 4 to 5 inches screen, which is one the most important reason why tablet must have much

bigger screen. Customer choose tablet because they want a new electric devices which have the

same functions like their phone without calling or texting through the telephone network. Many

big brands in making tablet usually choose 7 to 10 inches for their tablet. Bigger screen will also

bring experience to surf the Web, read books, play games and watch movies better.

Technology:

Along with the big screen, the beauty of it is also a top priority when choosing tablet. Different

brands using different technology in making the screen to bring the most beautiful graphic for

customers.

Connection:

The fact that the price of a 3G tablet is much expensive compared to the version without 3G. Wi-

Fi feature is only necessary but not sufficient. In order to be able to online anytime, anywhere,

tablet should have 3G connection. With 3G, you can look up information, and in case of need to

find a location with Google Maps that is almost built in the current tablet form, all roads and

locations is available almost in hand.

Entertainment:

People have different needs of entertainment, but overall, everyone using tablet for their work

and also for entertainment. Tablet must support good gaming and watching movies experienced.

The tablet must have JAVA in it because many applications or website today using and running

by JAVA technology. Also, tablet must support many kind of video format in high resolution

and the subtitles.

Storage capacity:

If you are a "fan" of movies or books, you often have the habit of storing many movies and e-

books on mobile devices. However, they are limited by the storage capacity of the tablet. With

the Android tablet line is okay because they usually have slots for SD memory expansion card

slot. But with the tablet form line "exclusive" as the iPad is really a problem. Capacity of

available iPad is fixed and it does not have SD slot to upgrade your storage space.

Battery endurance:

It would be annoying if you have to carry the battery charge all the times with you. A tablet has

the longer battery life always welcomed by customers. Tablets replacing books, newspaper or

even computers in some cases, customers using it regularly, the tablet must have used time more

than 10 hours.

Prices:

Price is also a problem when customers choose to buy tablet. The needs are inevitable, but the

customers can choose any kind of tablet brands they want depend on the price. Many

manufacturers trying to balance performance and cost so they can set a reasonable price and

increasing their sales volume.

b) ASUS:

In order to meet the demand of tablet, ASUS must improve the quality of their tablet in many

aspects such as the screen, storage and battery. They must invest more money into develop new

technology using on their tablet; also invest more into production lines and workers.

Bigger screen with the technology for a better graphic so ASUS should produce 2 to 3 different

screen size between 7 to 10 inches full HD

Next improvement should be the variety of features ASUS’s tablet offers to customers. Same

tablet come with different version features would attract more customers also reduce the prices

and balance the cost in making tablet, giving more options for customers also mean increasing

sales volume for you.

Chip development or using third-party processor which have a high processing speed, means

increasing the customer experience when gaming or watching movies.

Last but not least, the design is very important, when looking at a new product, the first thing

customers see is the design. Beautiful, eye-catching design will attract more customers want to

try and experience your product, and the opportunity to sell products also increased.

D/ SWOT analysis:

Strength: internal strengths of the company and product include itself. The product of

Asus provides many features appealing to target audiences. The product also provides

consumer with a way to develop brand loyalty to Asus because of the strong brand.

Asus’s tablet is small, compact size is appealing for on-the-go users like college and

university students or even business people. Low price and high quality as well as the

durability of the Asus’s products is also another strength because many tablets that are

this small and portable do not have as many features, and many tablets in the market that

have same features will have higher point. All these strength allow Asus tablets to be

much more accessible to consumers in Vietnam. Also in Vietnam Asus has a lot of

promotions which allows people to be more aware about Asus brand as well as their

tablets products.

Weaknesses: Asus in Vietnam does not have official stores to sell directly to customers

they have to go through a lot of distributors and retailers such as PhongVu, FPT shop,

MaiNguyen that leads to Asus’s desired market reach is difficult to achieve. Moreover,

lacking of online presence in Vietnam market is second weakness of Asus Selling team

because the online market is essential for displaying information and selling products. A

weak online presence can result in lost opportunities for Asus selling team to sell

products.

Opportunity: Vietnam market still has strong demand in tablets so this is a huge

opportunity for Asus to sell tablets in this market. In addition, Vietnamese has low

income so that low priced tablets of Asus will be more attractive for the consumers.

Innovation also contributes to the opportunity of Asus in Vietnam market. Greater

innovation can help Asus to produce unique products and services that meet customer’s

needs to compete with others brand that already have strong position in Vietnam market.

Moreover, because Asus is a strong brand so a lot of well-known retailers and distributors

will seek to partner with Asus. This will allow Asus to use reputation of other companies

in order to build its own and grow its customer base.

Threats: Competitions between lots of well-known brands in Vietnam’s market such as

Apple, Samsung and Sony.

E/ Vietnam market analysis

Most analysts remain optimistic that the growth of the tablet market will "forever high", or at

least maintain as well as it now until a few billion people on the planet to own this kind of device

- like smartphone.

The problem is that all these predictions seem no longer accurately. Sale volume of tablet has

slowed dramatically and likely frozen in recent times

The reasons to explain why the market suddenly sank, some of the main reasons is user rate

increasing, leading to saturation, price high, lack of product innovation that contributed to the

impasse tablet today. But it does not seem to be the key. Business Insider has released a solution

they think is the real cause of that market collapsed which is the tablet does not solve an urgent

need that the laptop or smartphone is impotent. There is no obvious reason to convince users to

own 2 or 3 personal technical devices are expensive as tablet, laptop and smartphone. People can

meet most of their needs with owning one or two devices mentioned above. For many people, a

smartphone is just enough, especially when a large screen smartphone is looklike a small tablet.

If forced to choose one single device, the majority would choose a smartphone, rather than a

laptop or tablet.

If anything can change the habit of using the technology, it is only the price.

If the product price is low enough, people will not hesitate to purchase more devices even if they

are not really useful or not to be held regularly. This is also the main reason that Android tablet is

surpassed consumption than the iPad because they have not only the reasonable price but also

mass amount of applications.

Both in terms of performance and price, ASUS is closing the gap with Tablets, and the Tablets

are becoming increasingly common. In this rapidly growing and competitive market, Taiwanese

companies Asus have maintained high growth rates, and their successes in the Asia-Pacific

region, emerging markets, and Europe have attracted much attention.

Analyzing global Tablets market development, including a shipment volume forecast in 2014

and shipment growth rates of major brand-name vendors; examines Asus Tablets market

strategies, including product strategies, price strategies, and channel strategies; looks at Asus

R&D expenses, marketing expenses, and revenue by product type.

Field FonePad integrated ability to call and sms as same as a smartphone, cheap Memo Pad with

many sizes to choose are helping Asus has a sustainable standing in the tablet market in

Vietnam. FonePad was released a long time but still compelling consumers though their better

prices, and their abilities a regular smartphone. Products can help users more useful to support a

dual SIM maximum entertainment instead of having to buy both a phone and tablet. According

to market research company GFK, 2013, Vietnam's market consumes about 17 million mobile

phones, including smartphones, reached number about 7 million units, up 40% in number and

80% of sales market, making Vietnam became second largest of national growth rate of product

groups tablets in the world.

F/ The Marketing Mix

Products Strategy:

ASUS releases many medium products which is included 3-in-1: computers, tablets and

smartphones. Those products still obtain premium features and have huge applications online

store.

For business professionals, there are more than 50 applications for office features like word

processors, PDF readers, spreadsheet creation and management and CAD drawings. Oovoo,

Skype and Google Hangouts are all available for those meetings on the go.

Distribution Strategy

There are numerous avenues to the consumer for tablets. According to a study by Google,

consumers spend an average of four weeks researching devices before making a purchase.

According to the same survey, online ads contributed to nearly 70% of the purchases. According

to infographics from IntoMobile, more than 45% of referrals come from FaceBook. Looking at

these numbers leads me to believe that online ads will be the driving force behind sales of our

tablets.

ASUS products will be available at all of the major retail outlets like Phong Vu, Nguyen Kim,

FPT shop which often located in big cities of Vietnam such as Hanoi, HCM, Da Nang...

Promotion Strategy

ASUS participates in many conferences and industry specific trade shows every year. ASUS also

holds three digital promotion competitions every year. I think that some ads taken out on social

media sites will do well. Besides community outreach ASUS does not currently any advertising

of its tablet computers to consumers. Online advertising, specifically promoting the ability to get

upgrades for the device will be instrumental in increasing sales of the ASUS products.

Pricing Strategy

The price will be different for custom designs and upgraded versions. Value adding features like

upgrading the screen, unique colors or upgrading the processor should be the only thing that

increases the price. By not increasing the overall price and offering upgrades, you leave the

ASUS products to a wider market and ensure its survival in the future.

H/ Sales Stategies

First of all, our company must clear our inventory, selling all the old products to prepare for new shipments. This task must be finished before August 2014. So in this situation, we operate big

sale promotion for all products from 7% to 10% to increase sales volume.

In order to boost our sales volume, we come up with 1 year plan started from July 2014 with a

lot of promotion for our new products. All of those promotion focus on many holidays in Vietnam. We forecast that the sales volume of our company will increase approximately 10% or 15% at Vietnamese market.

First of all, we started to receive the orders from our retailers and distributors in Vietnam for the

new products which we will release on Christmas and New Year. We forecast that the sales volume in this vocation will highest in the year and will increase more than 10% compare with the same quarter last year. Our department will work with Manufacturing Department prepare

the volume of products which we are going to sale for next 2 quarter and Marketing Department to support our new promotions. In the other hand, set the goals for our retailers to achieve the

higher commission for example they will get 2 or 3% more when they meet our sales target. Moreover, we send our sales representative to their store to sharing their sale experience, support about the techniques and skills how to deal with customers and help customers in retailer store

know more about our products and boost our sales volume. We intend to send 20 sales representatives to each retailers and distributors. In addition, we will run some events and

promotions for our products on some special vocations such as:

New school year is coming; the demand for new computers, laptops or tablets by student is

rising. To catch that trend, our sales team offers a promotion for new student. In detail, any student have gifted certificate will have 10% discounts when buying our new computers or

laptops, those students must bring their certificate or a copy of it along when buying our products. This promotion starts from 5th September 2014 until 30th September 2014.

After new school year season, our next promotion would start in December, in Christmas holiday. Because Christmas is very close to New Year holiday, so this promotion will take place in 23th December 2014 and 30th December 2014, create opportunity for everyone to have enough

time to prepare a present for their loved one. In this event, every ASUS products will discounts for 10%, however, each person can only buy 1 discounts product, from the second product, they

must pay a full price, this regulations we created in order to let everyone participate in this event.

Our third event in a series of promotions during 1 year occurs in 8 th March 2015, in International Women’s day. Nowadays, laptops or electronic entertainment devices are widely used and very

popular. Modern women are also preferred the electronic entertainment products such as men. Understand that, ASUS creates and event in 8th March 2015, every woman will get a 10%

discounts on each of our products. In addition, in that day, everyman will have a chance express their love through a gift from ASUS. Everyman buys ASUS’s products from 8 million VND or more, they will get a 15% discounts coupon as a gift to their loved. This coupon only be used by

woman.

Our final event will be in 1st June 2015. This day is International children's day. Today, children typically seek to electronic entertainment devices such as phones, computers or tablets, rather than playing with toys. That led to the demand of electronic devices by parents is increasing. To

capture this, our sales team creates this final event in 1 year plan, discounts 12% for every ASUS products. To make this happen, every customer must bring their kids with them, it is not

important if you have children or not, if you want to give gifts for your nephews, just take them with you, it only happen in 1 day.

We predict that in the end 2014, Asus will increases 191 million dollars in revenue in total. The company hopes the revenue will continue to increase in the next two years by using sales plans and marketing plans. Asus uses a four-pronged smartphone strategy that includes quality,

innovation, user experience and price. Moreover, it also builds its brand to attract customers in mature markets and developing markets. Asus relies on innovative product design and aggressive

prices to support branded revenue while this strategy is aimed at consumers in emerging markets, Asus will also continue to use competitive pricing to attract cost-conscious consumers in midrange markets and uses its previous experience on producing small-sized and low-priced PCs

during the netbook era to cost-effectively and successfully build share in the low-end hybrid notebook space. Low- price will differentiate Asus with competitors and help the firm attract

consumers and educators. Asus will target business customers looking for a video conference solution Asus make a differentiated entry point into the enterprise market. The device will help Asus gain commercial market share to augment the firm’s largely consumer revenue base.

I/ Forecast Expense and revenue in sales activities for the next 1 year sales plan

We intend to sell 40,000 units include PCs, Tablets and Smartphone in Vietnam market for next 12 months. The average price will set for PC will be $700, Tablets will be $250 and Smartphone

will be $200. And the cost of goods sold for each is $500 for PC, $120 for Tablets and $80 for Smartphone

Total forecast revenue we will able to reach is approximately

PCs 12,000 units $8,400,000

Tablets 20,000 units $5,000,000

Smartphone 8,000 units $1,600,000

Total 40,000 units $15,000,000

The COGS for 20,000 units is

PCs 12,000 units $6,000,000

Tablets 20,000 units $2,400,000

Smartphone 8,000 units $640,000

Total 40,000 units $9,040,000

The prediction total cost for our sales activities will be:

Phone bills/communication costs $70,000

Salaries $360,000

(100 sales representative, $300/months/person x 12 months)

Packaging ($2/ units) $80,000

Shipping $200,000 Commission for Retailers (7% revenue) $1,050,000 Promotions (10,000units will discount 10%) $400,000

Others expense $100,000 Total Expenses $2,260,000

The Profit of Sales Department will bring back to the company though this Sale Plan:

Revenue $15,000,000

COGS $9,040,000

Total Expenses $2,260,000 Profit $3,700,000

To conclude, our sales plan will bring back to the company the profit which is nearly four million dollars from Vietnamese consumptions. Vietnam will be the potential market for ASUS

in next few years.