Market Research Analysis
Acer Group Marketing Mix Analysis
The intent of this analysis of the Acer Group is to discuss and investigate the four components of the marketing mix and possible changes to their product, pricing, placement, and promotion. Overall, the Acer Group’s marketing mix is lacking in promotion. This could be due to the fact that the Acer Group is a multi-brand company. Acer, eMachines (acquired in 2004), Gateway (acquired in 2007), and Packard Bell (acquired in 2008) are the brands that make up the Acer Group (Overview, 2010). Because of the multiple brands, Acer Group may be having difficulty with their marketing mix and being able to narrow down strategies. Acer Group has a great main consumer product along with good secondary products. The fact that the Acer Group can acquire other brands allows them to stay in the growth stage of the product life cycle but is getting closer to the maturity stage. As of the end of 2009, Acer Group is now second, overtaking Dell, in total PC sales worldwide (Kovar, 2009). Their newest acquisition, Packard Bell, is an example of acquiring a new company who will keep them in the growth stage of the product life cycle due to innovation. Because of the multi-brand strategy, Acer Group is able to offer several different options of their products. Consumers who make their decisions based on affordability can purchase a machine from eMachines and those who are looking more towards a high-spec technology can purchase an Acer or Packard Bell (Wooden, 2009). The Acer Group does a good job of serving the needs of its customer through its product. The Acer Group focuses on a customer value-based pricing. The primary focus is a good-value pricing model that offers the right combination of quality and service at a fair price. Given Acer Group’s multi-brand strategy, they also utilize the value-added pricing model because they have the ability to attach value-added features and services. Acer is a good example of a higher priced
The intent of this analysis of the Acer Group is to discuss and investigate the four components of the marketing mix and possible changes to their product, pricing, placement, and promotion. Overall, the Acer Group’s marketing mix is lacking in promotion. This could be due to the fact that the Acer Group is a multi-brand company. Acer, eMachines (acquired in 2004), Gateway (acquired in 2007), and Packard Bell (acquired in 2008) are the brands that make up the Acer Group (Overview, 2010). Because of the multiple brands, Acer Group may be having difficulty with their marketing mix and being able to narrow down strategies. Acer Group has a great main consumer product along with good secondary products. The fact that the Acer Group can acquire other brands allows them to stay in the growth stage of the product life cycle but is getting closer to the maturity stage. As of the end of 2009, Acer Group is now second, overtaking Dell, in total PC sales worldwide (Kovar, 2009). Their newest acquisition, Packard Bell, is an example of acquiring a new company who will keep them in the growth stage of the product life cycle due to innovation. Because of the multi-brand strategy, Acer Group is able to offer several different options of their products. Consumers who make their decisions based on affordability can purchase a machine from eMachines and those who are looking more towards a high-spec technology can purchase an Acer or Packard Bell (Wooden, 2009). The Acer Group does a good job of serving the needs of its customer through its product. The Acer Group focuses on a customer value-based pricing. The primary focus is a good-value pricing model that offers the right combination of quality and service at a fair price. Given Acer Group’s multi-brand strategy, they also utilize the value-added pricing model because they have the ability to attach value-added features and services. Acer is a good example of a higher priced
References: Armstrong, G., Kotler, P. (2010). Marketing: Ah Introduction, Revised Global 10th Edition. Upper Saddle River: Pearson Education. Kovar, J. (2009). Acer Surpasses Dell To Take Second Spot In PC Sales: iSuppli. Retrieved from http://www.crn.com/news/components-peripherals/222000565/acer-surpasses-dell-to-take- second-spot-in-pc-sales-isuppli.htm;jsessionid=YyCecnqJ0RzwOh1ZrttH1Q**.ecappj01 Overview (2010). Retrieved from http://acer-group.com/public/The_Group/overview.htm Wang, J.T. (2010). Declaration From The Management. Retrieved from http://acer-group.com/public/Sustainability/sustainability02.htm Wooden, A. (2009). A War On Three Front. Retrieved from http://www.pcr-online.biz/features/263/A-war-on-three-fronts