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AsusTek SWOT & PESTLE Analysis

ID : 52711753| Jun 2020| 15 pages


Business Sector :Information Technology

Operating Geography :Taiwan, Asia, Global

About AsusTek Inc. :

AsusTek is a Taiwan-based multinational company principally engaged in the production and distribution of computer hardware and electronic products. The company is headquartered in Beitou district, Taipei, Tiawan. Asus deals in essential gadgets like laptops, desktops, mobile phones, networking equipment, projectors, graphic cards, work stations, tablet and PC’s. The company has an international workforce of more than 17000 people across the world. Established in 1989, AsusTek gained prominence after the launch of their EISA 486 motherboard, consequently becoming the most popular motherboard in the world. The company is heavily invested in sustainability and has adopted an eco-friendly endeavor towards every aspect of their transaction. AsusTek has adopted what they call the Green ASUS philosophy which revolves around implementing sustainable elements at every juncture of production. Asus is even renowned for manufacturing the world’s first lead-free and Halogen-free motherboard as well as the first Halogen-free full-HD Monitor. ASUS has recently introduced Zenbo, a smart home robot designed to assist, provide entertainment and companionship to customers. In 2019, ASUS earned more than eleven awards from some of the world’s most distinguished organizations, including being named as among the Top Regarded Companies by Forbes.

AsusTek’s unique selling proposition or USP lies in being the world’s No. 1 motherboard and gaming brand as well as the top-three consumer notebook vendor. Its mission statement reads, “ASUS is passionate about technology and is driven by innovation. We dream, we dare and we strive to create an effortless and joyful digital life for everyone. We’re always in search of incredible ideas and experiences—and we aspire to deliver the incredible in everything we do.”

AsusTek Inc. Revenue :

NT351.3 billion

Competitive Analysis of AsusTek Inc.

The SWOT analysis of AsusTek Inc. is presented below in a matrix followed by the detailed analysis report:
1. Offers a great customer friendly portal designed to cater to a global audience
2. Manufactures core spare parts as well as finished products
3. Long term collaboration with industry leaders
4. Robust R&D in e-sports and motherboard designs
5. Acclaimed lineage of flagship products
6. Substantial market share in gaming notebook market
7. Dominance through competitive pricing
1. Dependency on Intel for crucial parts supply leading to loss of business
2. Declination in pc market share
3. Lack of channel partners in smartphone business
4. Ban of Zenfone in India
1. Grow in the cloud-computing arena
2. IOT to play pivotal role in IT
3. Surging market for automotive and healthcare solutions
4. Gear up for work, learn and Gaming solutions from home
5. Collaborate with hospitals to roll out smart pandemic prevention
1. Presence in a highly dynamic market
2. Stagnation in the demand of computer and smartphones
3. New competitors in niche market
4. Instabilities in supply chain
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Detailed SWOT Analysis of AsusTek Inc.


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1. Dependency on Intel for crucial parts supply leading to loss of business: Asus is the world's largest motherboard supplier, mainly because of its long-term association with Intel. Intel dominated the CPU production market whereas Asus crafted the motherboards. However, this dependence on Intel never allowed Asus to venture into upstream business (chip making business) and remained restrained to the mid-stream and downstream production business. Since late 2018, Intel started facing severe shortages for its 14 nm CPU which is crucial for Asus’s PC builder business. This led to decline of profits of Asus by 39% y-o-y. Infact in Q4 2018, the shortage became acute dipping to an all-time low of 20%, from the average 50% in the past years. This prompted OEM makers to shift to AMD platforms for motherboard manufacturing but AMD already has motherboard manufacturing facility and AMD CPUs are less acceptable in many markets.

The remaining section of “Weakness” is available only in the 'Complete Report' on purchase.


1. Grow in the cloud-computing arena: Cloud computing is expected to see the next boom in the near future: It involves datacenters, servers and workstation supply and maintenance. Apart from that it also requires development of AI infrastructure and interfacing systems. With the insurgence of Covid-19, the work from home culture is about to grow in a big way. Even healthcare sector would require cloud computing. The global cloud computing is poised to be worth over US $600 billion with CAGR of 18%. It is going to be a booming sector in coming days. Asustek has huge brand equity in the world of computing. It has 20 years of experience in server and workstation production. It already provides cloud services to the Taiwanese government. With the brand image Asus can look to acquire a major share in the growing cloud computing market. It has recently gone into several collaboration in this sector, such as the one with Certis, where Asus would provide technology solutions to Certis to develop AI and cloud computing infrastructure. Asus can leverage its product manufacturing and service providing expertise to grab a major share in this market.

The remaining section of “Opportunity” is available only in the 'Complete Report' on purchase.


This section is available only in the 'Complete Report' on purchase.

Major Competitors :

  • Acer
  • Apple
  • HP
  • Intel
  • Gigabyte
  • AMD
  • MSI
  • Lenovo
  • Xiaomi

Major Brands :

  • Asus
  • ROG
  • Zenphone
  • Unimax
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Check Out Analysis of Other Relevant Companies

References used in AsusTek Inc. Analysis Report

1. 6 Big Benefits of Applying Automation to Healthcare -
2. 2019 Annual Report -
3. The One China Supreme Court Decision that Could Complicate the World’s Supply Chain -
4. Asus targeting gamers, power users in Indian smartphone market -
The detailed complete set of references are available on request in the 'Complete report' on purchase.

How to Reference This Page?

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SWOT & (2020). AsusTek SWOT & PESTLE Analysis - SWOT & [online] Available at: [Accessed 09 Jul, 2020].

In-text: (SWOT &, 2020)

Copyrights and Disclaimer

AsusTek Inc. SWOT and PESTLE analysis has been conducted by Tej Narayan Shaw and reviewed by senior analysts from Barakaat Consulting.

Copyright of AsusTek Inc. SWOT and PESTLE Analysis is the property of Barakaat Consulting. Please refer to the Terms and Conditions and Disclaimer for usage guidelines.

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