Proposal Asus:
How does the ASUSTeK Computer Inc. price and position its new product transformer book which is a combination of tablet and laptop? Laptop product line was a major source of income for ASUS, but the demand of it had been decreasing because of rapid growth market in smartphone.Therefore, the companyhad to educate potential customers about this new lifestyle.
There are so many types of mobile device, and there will be so many different demands associated to them. For transformer book, its competitors are smartphone, laptop, and tablet. So, we have to do research and estimate how many quantity of transformer bookthat consumers and businesses are willing and able to buy at a given price in a given time period. In addition, transformer book is able to run all functions that tablet and laptop have, but it may be higher than both in materials cost.
However, using the right price and timingcan very helpful for increasing sales.
Based on the total market demands of laptop and tablet, we can infer demands of a combination product of both. Then, we can figure out how much margin we are able to set up while maximizing the sales. In addition, when should we put our new product on market is important. The reason is that we do not want our product's release day to overlapping competitor's schedule.
Attachment:- tesla_case_analysis.zip