ASUS Mission & Vision Statement Analysis

ASUS is a computer hardware company founded in 1989 and based in Taipei, Taiwan. The company produces PCs, laptops, computer components and accessories, as well as other peripheral computer equipment. It received numerous awards over the past decade, including Fortune’s World’s Most Admired Company two years in a row, in 2015 and 2016. 

This company’s mission is to provide innovative solutions in order to give people and businesses the power to reach their full potential. ASUS aims to achieve this through a passion for technology, focusing on quality, building long-term relationships, and through perseverance. Its vision is similar to the mission, with the addition of simplifying customers’ lives. Finally, ASUS operates according to four core values – virtues, focusing on fundamentals, innovation, and aesthetics, as well as lean thinking. 

Let’s analyze ASUS mission and vision statements and its core values to get a better idea of what drives this company to this huge success. 

ASUS Mission Statement

ASUS official mission is to “provide innovative IT solutions that empower people and businesses to reach their full potential.” The company hopes to achieve this by implementing four key elements – passion, quality, relationships, and perseverance. 

  • Passion For Technology

Passion is a key element for any company that wants to succeed, and ASUS has been successful for more than three decades now. This company invests in its Research and Development, so it can continue providing cutting-edge technology to its customers. 

  • Focus on Quality

High-quality products are a must for companies that want satisfied customers and a long career. ASUS knows this, so it is focusing on providing only the best and most cost-effective solutions to its clients.

  • Long-Term Relationships

Labeling long-term relationships as “the most important factor for the continuing success,” ASUS values all people related to the company the same. The company’s goal is to maintain relationships, whether they are with customers, media, or any other partner. 

  • Perseverance

Building and maintaining a company comes with difficult challenges and a lot of pressure. Perseverance is the key to success, and ASUS employees stick through all of it because of the mission they share. 

ASUS Vision Statement

ASUS vision statement is: “ASUS constantly strives to be an integrated 3C solution provider (Computer, Communications, Consumer electronics) that delivers innovations that simplify our customers’ lives and enable them to realize their full potential. ASUS products represent the best that technology has to offer, providing outstanding performance and aesthetics that seamlessly accommodate all lifestyles, anytime, anywhere.” 

ASUS Core Values

ASUS core values are: “Virtues, focus on fundamentals, innovation & aesthetics, and lean thinking.” The company relies on these values to conduct business and achieve its mission and vision. 

  • Virtues

The first core value is the virtues ASUS expects employees to have. These are humility, integrity, diligence, agility, and courage. 

  • Focus on Fundamentals

Employees at ASUS are encouraged to focus on the basics of a job before they try to finish it. This philosophy absolutely makes sense. You can’t build a house without foundation, right?

  • Innovation & Aesthetics

ASUS strives towards “technological and aesthetic perfection” in everything it does. The company has a great system for this! Ideas are sent to a “green light” poll, from which the employees choose the best solutions. The “red light” poll is reserved for potential problems. This way, the company manages to exceed customers’ expectations. 

  • Lean Thinking

This value implies open communication between the whole company, no matter the position or level of the employees. 


ASUS is one of the leading computer hardware companies in the world. This success is owed partially to the mission, vision, and core values all the employees in the company share. The ultimate goal is to produce the highest-quality products and solutions so ASUS customers can achieve their full potential.

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