AU Optronics SWOT Analysis, USP & Competitors

Posted in IT & Technology, Total Reads: 777

SWOT Analysis of AU Optronics with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

AU Optronics

Parent Company

AU Optronics Corporation




IT and Technology

Tagline/ Slogan

Bright Innovation. Amazing Life


Innovative technologies to offer advanced display solutions



Display solutions

Target Group

Phone, tablet, TV manufacturers


As an innovative display solutions provider

SWOT Analysis


1. Strong employee base of about 63,000 people
2. Global leader in the manufacturing of TFT-LCD and has a wide variety of products for all uses in the product category
3. Strong R&D capabilities - R&D expenditure accounted for significant part of total revenues, with an employee base of 2000+ research engineers
4. Significant manufacturing capabilities - the company has seven principal manufacturing sites in Taiwan, three

module-assembly sites in China, three manufacturing sites in Japan, two module-assembly sites in Europe and Singapore

5. The company manufactures products for Samsung, LG, Dell, Apple and other prominent brands


1. Customer concentration increases business risk – 35% of the company’s revenues came from top 5 customers
2. Legal litigations negatively impact brand image -AUO was ordered to pay $500 million for price fixing

on liquid-crystal-display panels
3. Weakening financial position - Further, operating loss of the company was a concern


1. Growth in smartphones and tablets increases demand for touch panels
2. Positive outlook for growth in smartphones market in the Asia-Pacific - the mobile phones market is forecast to have a substantial growth
3. Poised to benefit from increasing popularity of one glass solution - Touch adoption in PCs such as

tablets, notebooks, and all-in-ones also grew significantly With the release of Windows 8, which is optimized for touch support


1. AUO continues to experience pressure

on its prices and profit margins primarily due to additional and growing industry capacity from

competitors in Taiwan, Korea, Japan and China
2.Principally a TFT-LCD manufacturer, it faces competition from alternative flat panel

technologies such as plasma discharge panel (PDP), and organic light emitting device (OLED)
3. Declining average selling prices of the display panels - year-on-year basis the ASPs of

the company's large-size panels declined



1. Sharp Corporation

2. Samsung Electronics Co., Ltd.

3. BOE Technology Group Co., Ltd

4. Century Corporation Co., Ltd.

5. Chunghwa Picture Tubes, Ltd.

6. LG Display Co., Ltd.



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