ASSIGNMENT ON -
COMMUNICATION BUILD UP WITH
‘MICRO-STAR INTERNATIONAL (MSI)’
COMPANY.
SUBMITTED TO -
SUBMITTED BY -
NAME :
ID :
BATCH :
SEMESTER :
SUBMISSION DATE -
01.04.2018
Abstract
Micro-Star International (MSI) is a renowned
multinational information technology corporation.
It is based in Taiwan and it also have manufacturing
plants in Mainland, China. MSI produces
computers, laptops, graphic cards, motherboards,
all-in-one pc, bare-bone, notebook, mobile
workstations, and other computer related products.
In 2012, MSI’s gaming notebook “GT780DXR”
was given International Innovations Design and
Engineering Awards. MSI has an extensive and
wide-ranging distribution and sales network. MSI is
a famous brand and it has very good reputation in
industry. Qualified leadership, skilled and
economical team has helped MSI in expanding its
business. Although there are some threats to the
business of MSI such as emerging competitors and
overall economy, but it can counter these threats by
using its strengths. MSI has expanded a lot and its
business will continue to grow in future as well if it
continue to adapt itself according to new trends and
demands of clients.
Table of Contents
➢ Introduction…………….…………
1
➢ Investigation Methodology……….2
➢ Company Outline…………………3
➢ Comparison With Other Companies
(Considering Laptop Selling)…….5
➢ SWOT Analysis………………......7
• Strengths………………..……..7
• Weaknesses.…………………...8
• Opportunities……….………....8
• Threats………………………...9
➢ Analysis……………….
………....10
➢ Conclusion……..………………..13
➢ References………………………14
Introduction
This assignment is based on Micro-Star
International which is a Taiwanese multinational
informational technology company. Assignment
will give brief information regarding the history,
business, services, products, and important
financial statistics of the Micro-Star International.
It will be followed by a SWOT analysis of the
MSI. SWOT analysis will comprise of strength,
weaknesses, opportunities, and threats to the
business of MSI. SWOT analysis will be done
using a table which will be followed by thorough
discussion regarding the strengths and
weaknesses of MSI. I’ll try to focus on strengths
of MSI and try to answer how these strengths can
be used to utilize new opportunities and handle
the threats posed to the business of Micro-Star
International. Assignment will be closed by
conclusion section.
Investigation Methodology
For this assignment, the Audit report of
Micro-Star International was used to get an
idea about the financial situation of the
company. The website of Taiwan stock
market also gave important information
regarding the business history and stock value
of MSI. The official website of Micro-Star
International was helpful in understanding the
business of the company and its products.
Moreover, its official website also provided
information regarding the history, vision and
services of the company. All these
information was very helpful in analyzing the
business of the company. CE website
provided information regarding the award
won by MSI. In short, I’ve relied on online
resources for this assignment.
Company Outline
Micro-Star International or MSI is a renowned
multinational information technology company.
MSI is a Taiwanese company and headquarter of
MSI is located in New Taipei City, Taiwan. It was
established in 1986. MSI is known for
manufacturing of computer related products. It
design and manufacture computer hardware,
motherboards, graphics cards, servers, all in one
pcs, industrial computers, car infotainment
products, and PC peripherals (Anon., n.d.). Its
famous gaming notebook “GT780DXR” was
given International Innovations Design and
Engineering Awards in 2012 (Horn, 2012). Since
that, company gained more popularity for its
gaming series. Company also provides global
warranty service in Asia, Central and South
America, Australia and Europe (Anon., 2015).
Micro-Star International is financially a strong
company. Its business has been continuously
expanding. The audit report of Micro-Star and
financial statements are a proof that company has
been progressing financially day by day however,
there has been few bad patches as well. Its
retained earnings for December, 2014 were
NT$12,693 Mil. Retained earnings were
increased to NT$13,641 Mil in March, 2015.
However, company faced bit of crisis and its
retained earnings decreased to NT$11,661 Mil in
June, 2015. The current stock price of Micro-Star
International is 34.00 TWD in Taiwan Stock
Market. (Anon., 2015)
Comparison With Other Companies
(Considering Laptop Selling)
6
The first chart shows that in 2017 Lenovo
gets the highest position obtaining 90
points considering various sections due to
their cheap price but good quality products
but in second chart from 2013 to 2016
Apple got highest priority while people
wish to buy laptop. In 2017 Apple got 6th
position gaining 78 points due to the
unavailability of their parts while repairing,
lower customer care centers around the
world and for internal machinery and
software which are high in quality but not
supported to other companies laptops.
MSI got 7th position gathering 76 points in
2017 which is 2 steps down from the
previous year and it is also 1 step down
from its previous year. This is mainly due
to its lower spends in research and products
high prices. Though MSI took place in the
top 10 selling brands, it should take proper
steps to catch the current market providing
customers demands to improve its position.
Micro-Star International
(MSI) SWOT Analysis
Strengths :
– Brand Name
– Pioneers in computer manufacturing
– Wide-ranging distribution and sales network
– Skilled workforce
– Economical labor
– Already established a good reputation
– High revenues
– Well reputed in Gaming equipment
Weaknesses :
– High competition
– Investment in research and new technologies
– Competitive market
– Small business units
– Tax Structure
– Future Profitability
Opportunities :
– Increase in demand of computer and related products
– Expanding economy
– Growing demand in gaming industry
– New products and services according to new
demands of clients
Threats :
– Inability to cope with Technological
Advancements
– Overall economic situation of the world
– Growing competition
– Decrease in profit margin
– Increase in cost of raw materials
– Rise of labor costs
– Increase in Taxes
Analysis
Strength, Weaknesses, Opportunities and Threat
Analysis of Micro-Star International gives us
detailed information about the company. Micro-
Star is an old company which has famous and
well-reputed brand name. It has skilled workers
and highly qualified leaders who understands
the market. It has won International Innovations
Design and Engineering Awards in 2012 for its
gaming notebook which has contributed to its
good reputation. Moreover, manufacturing
plants of Micro-Star are based in Taiwan and
Mainland China where cost of labor is
comparatively low as compared to USA or
Europe. Most importantly, MSI has an across-
the-board and wide-ranging sales and
distribution network. This enables MSI to cover
a huge number of clients all over the world.
Considering all these advantages of MSI, it can
be said that company is in a very good position
to catch new opportunities. World is getting
more and more digital and people are switching
to advanced computers, laptops, and other
electronic devices. MSI is a well reputed brand
and it can fulfill the needs of the customers. If it
continues to launch new products which are
according to the needs of clients then business of
MSI will surely continue to prosper. Moreover,
gaming industry has become a huge market. A
significant portion of products of MSI is related
with gaming industry. As we know, gaming
industry is expanding day by day. If MSI
continues to focus on gaming industry then it is
most likely that it will grab the maximum share
in gaming industry. Nowadays, new games
require highly advanced pcs, graphic cards and
similar accessories. MSI must continue to hold
the firm grip in producing quality products
which are required in gaming industry.
SWOT analysis of MSI can be used to counter
threats to the business of MSI. Lack of investment
in research and modern technologies is a weakness
of MSI. It was observed that company wasn’t
investing much in this area as compare to its
competitors. It is necessary that MSI spends enough
in this area which will keep it ahead of its rivals.
Another threat to MSI is tough competitors and
narrow market. MSI needs to use its extensive
distribution and sales network to compete with
competitors. Moreover, they need to continue to
bring more advanced products. World’s economy
faced a crisis in past years which effected the
business of almost every company. MSI should
make full use of friendly tax structure and
economical labor to counter this threat in future.
Moreover, these can also help it increase its profit
margin. The competition in industry is very high
and profit margin is very low. MSI needs to expand
its products which will give it an edge over its
rivals. Last but not the least, the most important
thing MSI must do is spend more on research which
will help it a lot in expanding its business.
Conclusion
We have witnessed massive advancement in
computer manufacturing. There are only few
companies like Micro-Star International who’ve
adapted themselves according to advancements and
new trends. MSI, basically a computer
manufacturer, now produces advanced notebooks,
graphic cards, and other gaming equipment.
Company has managed to expand its business
because it adapted according to new needs of
clients. MSI has also looked for other options such
as gaming notebooks which has helped it to sustain
it business growth. The statistics provided by Audit
Report of MSI also supports this statement. It must
be noted that MSI has a huge distribution and sale
network which is vital for its business. This network
can be used to cope with the challenges presented
by competitors. Reputed brand name, skilled team,
and a proud history are advantages of MSI which
are key to advancement and growth of its business.
References
Anon., 2015. Global Warranty Service
Locations. [Online] Available at:
http://www.msi.com/page/service-location
[Accessed 30 March 2018].
Anon., 2015. Micro-Star International Co
Ltd (TPE:2377). [Online]
[Accessed 30 March 2018].
Anon., n.d. MSI Products.
[Online] Available at:
http://www.msi.com/index.php
[Accessed 30 March 2018].
Horn, R., 2012. Innovations 2012: Design
and Engineering Awards. [Online]
Available at:
http://www.ce.org/i3/VisionArchiveList/Visi
onArchive/2012/January/Innovations-2012-
Design-and-Engineering-Awards.aspx
[Accessed 30 March 2018].
