Table of Contents

Introduction .............................................................................................................................. 3

Organization’s Overview......................................................................................................... 3

Market Development Strategies ............................................................................................. 4

Market Overview ................................................................................................................. 4

SWOT Analysis .................................................................................................................... 5

Innovation and Corporate Growth ........................................................................................ 7

Contextual Factors ................................................................................................................... 7

Conclusion ................................................................................................................................ 9

References ............................................................................................................................... 10
Introduction
The purpose of the current report is to understand how the business in the industry considers
innovation and creativity which ultimately leads to the development of sustainable
businesses. In this regards, two organizations are chosen from the same industry for analysis.
The analysis looks into the market development strategies for each organization, followed by
real examples of innovation and corporate growth. Finally, the report looks into the
contextual factors impacting the entrepreneurial practice. The two organizations chosen for
the analysis are Apple and Asus. Both of the organizations belong to the technology industry.

Organization’s Overview
This section looks into the overview of Apple and Asus. The sections provide an
understanding of the industry and the nature of work that the two organizations are engaged
in.

Apple is one of the most famous technology based company, well-known for its products and
the reliability of its services. The company was established by Steve Jobs in 1976 who is the
current CEO of the company as well. Computers were the first product that was produced by
the company and the name was coined by Job after he came back from the apple farm. The
company has faced some serious ups and downs during its infancy stage, mainly struggling
with the finances but the company, led by Jobs, did not give up and was able to successfully
pass that stage of struggle and is now among the key market players in the technology
industry around the globe. The net worth of the company is more than $1 trillion
(Weinberger, 2018).

Asus is another technology based company that produces products like computers, laptops,
mobile phones and other accessories. A Taiwan based company, Asus was established in
1989. Some of the key product lines where the company is famous includes the motherboard
and gaming brand and is also among the top three vendor for consumer notebook. The
company has a legacy of 29 years and has more than 200 service centres around the globe. It
has an up to date structure for research and development and has recently added the
production of robots into its product line (Asus, 2019).
Market Development Strategies
It is vital to understand the market development strategies for the companies because the
vision and mission of the companies along with the direction with which they move forward
are all dependent on the strategies developed for implementation and execution of the desired
goals achievement. This section looks into the dynamic structure of the technology market
around the globe. The section also entails the SWOT analysis to understand the market
position and approach sued by each of the organizations to successfully operate in the market.

Market Overview
The Technology industry is one of the most dynamic industries around the globe. It is marked
with continuous innovation and development with the companies continuously competing
against one another and never settling for less. This has created the urge expectations among
the target audience and consumers to demand for greater products and services that would
fulfil their wishes; making impossible, possible. A report by the Deloitte interviews the head
of technology at Deloitte, Paul Sallomi. The head speaks about the way forward for
technology companies across the world with essential ingredients in the competition of
innovation as well as agility. It is not just about reducing the costs of operations but it is
shifting towards exploring new dimensions in the Artificial Intelligence (Sallomi, 2019).

Among the entrepreneurship and administration side, it is expected that the partnerships
among the organizations within the same or different industry can prove to be successful
because of the rising costs and other challenges of the corporate environment. These
partnerships will help to pool in the best talent and expertise and help them overcome
traditional barriers. Furthermore, the impact of tax reforms is also likely to be crucial for the
industry, particularly in the US region, since the tax reforms requires cash to flow back into
the country. All of these factors are likely to contribute to the market dynamics of the
technology industry (Sallomi, 2019).

At this point, it is necessary for the organizations like Apple and Asus to take particular note
of these changes and use them to their advantage whenever the opportunity comes out. There
is an additional element of the legal aspect with respect to the data localization which will
require the countries to have their data stored and saved within their own countries. Hence,
companies in the US will likely to be experience an increase in the costs as the data storage
will have to move from cheaper countries like India to their country of origin (Sallomi,
2019).
SWOT Analysis
This section looks into the market position for each of the two companies. The market
position is analysed through the SWOT analysis.

Apple

The major strengths of the Apple Company include its brand recognition around the world
along with the brand loyalty that it has been able to build throughout the years by providing
excellent products and services. The major reason behind its successful launch of new
products is the fact that the company has a very strong research and development that allows
it to identify the needs of the target audience and provide the consumers with more than their
expectations. It is the market leader in terms of initializing the research for new inventions
and innovations leading to newer technology for consumption (White, 2019).

The major weaknesses of the Apple company are that the products and services that it
produces can only be bought by the higher tier of the income group, i.e. the middle class or
lower income groups cannot buy such expensive products which restricts its target audience.
These high-priced products are one of the major weaknesses of the company. Moreover,
another major weakness of the company lies in the software that it uses. Apple uses its own
software that is incompatible with the other devices which requires the Apple customers to
particularly purchase Apple products to use other technology such as the Apple charging pin
is very exclusive to Apple devices etc. (White, 2019).

The main opportunities for the Apple Company is in the form of continuously growing
market share of the customers. For many years, the company has been dominating the
technology sector. It also has one of the highest customer retention ratios of 92% in the
industry. Furthermore, the company has a very strong expertise and skills set in terms of its
highly skilled labour that they can utilize to bring greater innovations into the market and
simultaneously, cash the opportunities. Also, the extensive growth in the artificial intelligence
calls for new market opportunities that can be explored by the company (White, 2019).

The major threats to the Apple Company includes the increasing competition from other
companies and software houses such as the Android application and systems. Further
advancements are being made by big brands as well including Dell, Samsung and others.
Another major threat that the company is experiencing involves the lawsuits that have been
filed against the company that can threaten its reputation (White, 2019).
Asus

The major strengths of the ASUS Company are the brand image that it has been able to create
in the market. It is counted among the top international brands. The company also has a
strong market share and appears to be among the top 5 players in the market. Furthermore,
the company has a very strong internal manufacturing system which is well-integrated with
the supply chain and allows the company to achieve cost leadership in the production. These
economies of scale allow the company to provide a variety of products to the customers but at
reasonable prices as well (Bhasin, 2019).

The major weaknesses of the ASUS Company are the lack of valid or widespread distribution
network of the company. even though, it has a fantastic grip on the manufacturing side, the
lack of proper distribution network makes the company lose a lot of good opportunities that
the company can use to turn into cash and greater profitability. Furthermore, the company is
not engaged in marketing efforts and lacks the necessary brand awareness that is needed to
compete in the industry (Bhasin, 2019).

There are many different opportunities that exist in the market for ASUS company as the
technology provider. There is a tremendous growth in the smartphone segment and by
successfully penetrating this market, it can expand its product portfolio, diversify its risks and
earn greater profits. Furthermore, a huge opportunity for the ASUS Company exists in the
Chromebook section whereby the stylish design of the device has been on the good list of
many consumers. By encashing on its unique and distinguishing features of cheap products
and diversified range, it can create a differentiation in the minds of the consumers (Bhasin,
2019).

The major threats that the company has includes the growing competition not just from Apply
Company from other companies as well that provides similar Android systems and types of
products such as Chromebooks. Furthermore, in order to stay in the competition and in the
market, the company will have to keep cutting down its costs and provide unique products to
the consumers as well. This will lead to reducing profit margins for ASUS Company (Bhasin,
2019).
Innovation and Corporate Growth
The purpose of this section is to explore the innovation opportunities and corporate growth
that exists in the market for the two companies. The dynamic structure of the technology
industry calls for continuous innovation and development which means that the companies
have to continuously invest in the research and development so as to stay in the competition
and not lose the market. The major innovation in this industry is related to the intellectual
property as the inventions are in the form of new software that are intangible assets. One way
of securing the new invention is to buy patents which will prevent other companies from
copying the new invention. However, with the continuous innovation and development, there
is no time to secure the invention with patent because by the time the company will break-
even its invention, a new development would have already kicked in, making the first one
goes obsolete.

In case of Apple company, a recent research shows that it received 46 patents for its products
in 2019 and one of them pertains to the Apple watch that received patent for its expanded
calendar application. Other patents that the company has successfully received from the US
patent office includes the 5G related inventions, new VR headsets that could prevent nausea,
progress tracking framework in the classroom setting etc. (Patently Apple, 2019).

On other hand, ASUS Company’s most recent innovation is in collaboration with Prime
Computex and has introduced a new type of Utopia motherboard along with ZenBook Duo
Laptops, ZenBook Prod Duo and touch portable monitor as well. The design of these series
seriously reflects upon the history of ASUS Company in terms of innovation and success.
Similar to Apple, ASUS is also engaged in having patents for its new innovative products
such as buying a patent for its recently designed dual slider phone (ASUS, 2019).

Contextual Factors
This section looks into the factors that are likely to bring innovation in the entrepreneurship
through environmental and other contextual factors. For this purpose, the section looks into
the various factors which highlights the major elements that pose challenges to the
entrepreneurs in the technology and therefore, bring greater innovation and development in
order to solve those challenges. It is majorly upon the far sightedness of the owner of the
company to identify possible opportunities in the market and produce products delivering
excellent results in the form of innovative products and increased shareholder value.

Apple

Apple is one of the huge players in the market. With the growth of the business, the company
has also faced various challenges and it is due to these challenges that it has been able to
grow and develop to the position where it is now. In the early days of the company’s
invention, the idea of having personal computers was first stated by Steve Jobs, who at his
time was not taken seriously but because there was need at that time for such device and
technology, it led to entrepreneurial innovation and today, we see it in the form of Apple
company.

Some of the key challenges that Apple is currently facing includes technology, leadership,
competition and economy challenge. It is these challenges that the entrepreneur at Apple
requires bringing in smart innovation that could effectively respond to these challenges. Such
as the technology challenge allows the company to develop new inventions and get them
patented so that they have an advantage in the systems and technology used by the time a
copy emerges. Moreover, the key environmental initiatives are taken by the Lisa Jackson and
looks into making serious energy savings during the consumption of Apple products with
increasing use of renewable power to promote Clean Energy during the manufacturing
process.

ASUS

The company has a very strong management and leadership team. ASUS has been defined as
excellent in the leadership skills and it is the major challenges that have transformed the
innovation and research and development structure in the industry. The leadership in ASUS
has responded to the major environmental challenges to continue maintain the market
position. Under the leadership of Jonathan Tsang who is the president of ASUS group, the
company has expanded its sales internationally and have developed various service points
around the globe. any has also been defined among the top 100 global tech leaders by
Thompson Reuters.

Furthermore, evidence shows that the new technological advances focused by the company’s
management is towards having sustainable development. The company uses six main capital
including environment, finance, human resources, intelligence, manufacturing and society to
enhance its products and services. These inventions include producing laptops that comply to
the requirements of energy savings and during the process of production, the waste
conversion is conducted to save the environment from wastage (Asus Sustainable Innovation,
2019).

Conclusion
In conclusion, the technology industry is one of the most dynamic industries around the globe
which requires significant investment in the research and development. However, the
research and development must be innovative and cost effective so that the production and
growth is sustainable and the impact of the corporate world is not negative on the
environment. Many companies like Apple and Asus are trying to bring newer innovations
that could not only make the company more profitable but also help face and respond to the
challenges that are posed by the corporate environment.

Each of the two companies have a different market position and have different approaches
towards responding to the challenges posed by the environment. While Apple is positioned as
a high-end brand and expensive, ASUS is marketed as more of a cost effective brand with
high quality. Each of the two companies are heavily engaged in the research and development
and uses patents as the intellectual property to cash on their newer innovations and increase
the shareholder value.
References

ASUS. (2019). ASUS Celebrates 30 Years of Innovation at Computex 2019. Retrieved from

ASUS: https://www.asus.com/ca-en/News/bdfbvp6e1rkw06is

Asus. (2019). Introduction. Retrieved from Asus:

https://www.asus.com/in/About_ASUS/Company-Introduction

Bhasin, H. (2019). SWOT Analysis of ASUS. Retrieved from Marketing91:

https://www.marketing91.com/swot-analysis-asus/

GREENSPAN, R. (2019). Apple Inc.’s Marketing Mix or 4Ps (An Analysis). Retrieved from

Panmore Institute: http://panmore.com/apple-inc-marketing-mix-4ps

Patently Apple. (2019). Patently Apple. Retrieved from Patently Apple:

https://www.patentlyapple.com/patently-apple/patents-software/

Sallomi, P. (2019). 2019 Technology Industry Outlook. Retrieved from Deloitte:

https://www2.deloitte.com/us/en/pages/technology-media-and-

telecommunications/articles/technology-industry-outlook.html

Weinberger, M. (2018). Apple is officially a $1 trillion company — here are 32 photos of how

it came to rule the world. Retrieved from Business Insider:

https://www.businessinsider.com/history-of-apple-in-photos-2015-8

White, W. (2019). Apple SWOT Analysis with Infographics.