The Study of Business Strategies for Taiwanese Notebook PC Industry- The Cases of Asus and Acer

• Main Authors: Yu-Min Huang, 黃裕民
• Other Authors: Chi-cheng Wu
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/2897b6

碩士 === 國立中山大學 === 高階經營碩士班 === 102 === Ever since the launch of iPad by Apple in 2010, the portable computing devices manufacturers for laptop, netbook and smart phones had been greatly impacted by the pressure of the shrinking market share. All other PC brands have no choice but to follow the footstep by either coming up with similar products or to adapt the new Apple marketing strategy or business model. Regardless of the effort, their challenge of Apple’s leading role in the tablet market is still futile. WinTel has been dominating the PC industries for almost 30 years until the uprising of the product lines of iPad and iPhone by Apple. They successfully initiate a new movement of technology product advancement. Taking advantage of the ever maturing internet and cloud computing, Apple harnesses the power of APP development in providing new product and new service to its customers and successfully dethrones WinTel from the leader role with a bang of game-changing revolution of IT industry. Looking at the two major players of notebook computer manufacturers in Taiwan, both Asus and Acer are facing the same dilemma of harsh business environment. Even with the similar root between these two companies, there is a significant difference in their way to deal with the challenge and different outcome. The purpose of this research is to recognize the fundamental difference in the strategy between these two companies, identify areas where Acer and Asus are failing. Furthermore, this study will provide suggestion to gear new direction and new strategy. The end goal is to provide solutions to these Taiwanese PC manufacturers and let them be visible in the global market and be a major player again.   This study applies basic theories of resource utilization, SWOT analysis, user cases study to examine the data collected and objectively investigates where the issues of both companies exist. It is concluded that: Asus has been concentrating their effort in new product R&;D as their own recognition of strength. Their weakness is being too R&;D oriented without understanding the need of the consumer market. In addition, being a perfectionist in R&;D make them miss the quick turnaround and not able to launch new product in time to capture the market space. Acer, in contrary, should look into their strength and leverage that for their new product development. Moreover, the compensation for their senior management should be reviewed and revised with emphasis on heightening the management of the company.