Analyze : marketing failure Marketing Management Spring Term 2014

Marketing failure about Zenfone 5, a smartphone maded by ASUS

Names : Emanuel Kirchhoff, Robin Langgärtner, 粘庭瑜, 謝忠儒 Submitted to: Huang Jan-Yao Date of submission: 09.06.2014

Table of Contents
1. Introduction of ASUS ................................................................................................. 1 2. Motives .................................................................................................................... 1 3. Objectives ................................................................................................................ 2 4. Process ....................................................................................................................... 2 4.1 Research Approach ........................................................................................ 2 4.2 Questionnaire Structure.................................................................................. 3 5. Result ......................................................................................................................... 4 5.1 Result of Questionnaire ...........................................................................4 5.2 Analysis of Questionnaire ........................................................................6 5.3 Analysis of the Market ............................................................................7 5.3.1 Horizontal Comparison .................................................................8 5.3.2 Vertical Discussion ........................................................................9 6. Conclusion ..................................................................................................... 10 7. Appendix ........................................................................................................ 11 7.1