Global Marketing.Case 1-3 Acer Inc
Case 1-3 Acer Inc.
Global Marketing
Strayer University
01/27/2013
1. Acer strategy has been described as " divide and conquer". Compare and contrast this to Lenovo 's strategy. Marketing Secret #1 – Divide & Conquer Underlying all of the many things that the most successful marketers do is one important principal. The principal of “divide and conquer”. This time tested method for segmenting your market into smaller and smaller “sub-markets” is the key foundational idea behind all successful marketing. So what do I mean by “divide and conquer”? It’s really simple, but requires some thought…not a lot, but some. Let’s take by way of example an engineering firm that sells design services. They can design any type of commercial building—offices, retails stores, restaurants, fast-food joints, strip malls, schools and fire stations. All of these building sites require essentially the same design services, done by the same people in the firm. Logically, the firm creates a brochure, business cards and a website that talks about the design work they do, the qualifications of their engineers and the places they work. And, somewhere on each marketing piece they list, in bullet form, the various types of building sites that they can design. First Divide All the money the firm spends on it’s pretty brochures, cards and website will be wasted because in trying to speak to ALL of the possible types of customers they want, they’re not speaking to any of them. Prospects are people. People who have a plate full of problems in their own world. If you’re not talking to them in their world, individually, you will be ignored.
So in the case of our engineering firm, they need to divide their prospects into categories like: office building owners/developers, retail store owners fast food franchisees ect. When you separate it out like this and think about each type of client and what problems they face every day, it’s pretty clear that you need to communicate with
Global Marketing
Strayer University
01/27/2013
1. Acer strategy has been described as " divide and conquer". Compare and contrast this to Lenovo 's strategy. Marketing Secret #1 – Divide & Conquer Underlying all of the many things that the most successful marketers do is one important principal. The principal of “divide and conquer”. This time tested method for segmenting your market into smaller and smaller “sub-markets” is the key foundational idea behind all successful marketing. So what do I mean by “divide and conquer”? It’s really simple, but requires some thought…not a lot, but some. Let’s take by way of example an engineering firm that sells design services. They can design any type of commercial building—offices, retails stores, restaurants, fast-food joints, strip malls, schools and fire stations. All of these building sites require essentially the same design services, done by the same people in the firm. Logically, the firm creates a brochure, business cards and a website that talks about the design work they do, the qualifications of their engineers and the places they work. And, somewhere on each marketing piece they list, in bullet form, the various types of building sites that they can design. First Divide All the money the firm spends on it’s pretty brochures, cards and website will be wasted because in trying to speak to ALL of the possible types of customers they want, they’re not speaking to any of them. Prospects are people. People who have a plate full of problems in their own world. If you’re not talking to them in their world, individually, you will be ignored.
So in the case of our engineering firm, they need to divide their prospects into categories like: office building owners/developers, retail store owners fast food franchisees ect. When you separate it out like this and think about each type of client and what problems they face every day, it’s pretty clear that you need to communicate with
References: Gordon, S. (n.d.). stevegordonmarketing.com. http://content.dell.com. (n.d.). keegan. (2011). Global Marketing. www.Acer.edu.au. (n.d.). www.hpmuseum.com. (n.d.). www.webhostingreport.com. (n.d.).