大赛第三届Team4华硕市场推广策划

ASUSPROBU400inspiringinnovationpersistentperfectionASUSPROBU400AnUltrabookforYourBusinessIstheimagestrongenough?Dowehaveenoughmobility?Istheservicecomfortable?AssumptionSWOTAnalasisStrategyPromotionPlanOutlookStructureStrengthsRockquality:DurabilitySecurityComfortableUsingExperienceWindows8Well-designedKeyboardFashionableAppearanceMobilityMeetingCustomers’NeedsProductivityQuickResponseNationalBrandR&DDepartmentWeaknessesLackofPromotionTraditionalSellingChannelDelayedLaunchOpportunitiesandThreatsCorporationimageBrandVauleTargetedcustomersCustomers'interestMarketenvironmentUsers'experiencesPechnologycontainingPerformaceLaptopMarketOpportunities?Ultrabookisarisingstarmeetpeople'sprefrenceonconfigurationIncreasinginterestinportablecomputersPolicyencouragingtechindustriesHighpriceandshortwarrantyperiodofThinkpadX1.ThechangingenvironmentandrefreshmentofthemarketTherats1.Theprevalenceofothermobiledevices2.Therelativelysmallmarketshare;3.Thepricerangebetween4000and5000ismoreattractive;4.Relativelysmallnumberofproductsinmarket;5.CopycatsandfakesOK,weknowthefactswhattodo?Strategies1.EmphasizethemobilityandmaintainahighinvestmentinR&Ddepartment;2.Getatighterboundwiththegovernment;3.Startdevelopingdirectsellingchannelsandperfectcurrentchannelstospeedupreactingtomarket’sfeedback.Strategies5.Makelargeinvestmentinpromotion.6.Expandbrandinfluenceonmakespecificcustomergroupconcentrated.7.UpdatedthesoftwareandhardwareregularlyAndasaresultofallthat....Sohowdowesellitanyway?Company'sdevelopmentssituationsCompanycultureInternal---externalconditionsSOWTSTWOYesYesAndYesTheyarethepotentialfutureneededtobeexploredwhyASUSneedapromotionofmarketing•Reinforcetheimage•Emphasizethemobility•Completeaftersalesservice•DifferentkindofdiscounttoretailersandwholesalersPointsWhatdoASUSwanttosaytoourcustomer?ComfortableusingexperienceReliableworkingcompanyAdvertisingEnhancetheuserexperienceWinnewuser'sattentionSponsoractivitiesFullsetofcomputeraccessoryequipmentSecond-andthird-RangedcitiesWuhanFoshanSuzhouDongguanZhenghouLiuzhouChengdu。。。。。。。Whatisoutthere?ASUSProBU400ThinkpadX1Dell6430UPotentialMarketWhichbrandcomestoyourmindwhenpurchasingalaptop?Lenovo29.1%ASUS14.6%HP11.5%Whoarewetargeting?1.Businesspeople2.Youngpeople3.PeoplefromsecondorthirdtiercitiesWhattoimprove?Lackofpromotion;TraditionalsellingchannelHowtoimprove?1.Designedforbusinessmen;2.Portability;3.Aftersaleservice;4.Discounttoretailersandwholesalers5.Investmoretoless-developedareasCurrentenvironment1.EconomicboominginChina2.MorebussinessgrowthbothathomeandabroadLookintothefutureOriginofthenameThenameAsusoriginatesfromPegasus,thewingedhorseofGreekmythology.Thanks!