Asus Positioning

You decide to conduct a positioning exercise to increase Asus$$s appeal in the U$.$S$.$ market. You assemble a team of power users familiar with smartphones, including Apple, Samsung, and other Android units, such as LG$.$ If your team includes an Asus user, then they will provide their input. If not, you will need to perform an Internet search on user experiences for Asus.

You start by declaring a market segment, hopefully one not already dominated by your competitors. Market segments include groups of users with different needs from smartphones. Example segments include:

$-$Business users

$-$Artists

$-$Students

$-$Military and law enforcement officers $($LEOs$)$

$-$Luxury rich

$-$Technical geeks $($who will hotrod the processor by overclocking it and develop apps to boost performance$)$

$-$Frequent travelers

$-$Frugal

$-$Gamer

$-$Athletes

$-$Other

Because of the vast size of the market, it is suggested to select a primary market segment and one or more secondary market segment$($s$).$

Record your selected three market segment$($s$)$ by selecting a segment and list out their characteristics using response variables $($e$.$g$.,$ functional, service, usage, psychological$)$ and identifier variables $($e$.$g$.,$ demographic, geographic, psychographics$-$motivations$).$ Some variables of example includes:

Response variables:

$$ Usage scenarios: Under what occasions...

$$ Usage rate: How many times...

$$ Usage duration: How long...

$$ Expected service: what do consumer expect to $...$

$$ Differentiating service: what sets on $...$ apart from another

Identifier variables:

$$ Demographics: Age, Income, Education level, Occupation, etc.

$$ Geographics: Location of consumer $($e$.$g$.,$ zip code, etc.$)$

$$ Psychographics $($e$.$g$.,$ motivations, Lifestyle, Hobbies, Interest, etc.$)$

Market Segment Characteristics

Primary market

Secondary market I

Secondary market II

Next, you consider how your market segments will evaluate smartphones. Your goal is to make Asus smartphones attractive to one or more market segments. In this exercise, you are allowed to plan changes to existing Asus models to attract market segments. You will need to identify which evaluation criteria matter the most to your planned market segments.