Mkt 505 Assignment 1
MKT 505
Dr. Benjamin Bao
4/22/2012
MKT 505
Dr. Benjamin Bao
4/22/2012
By: Brandon Lamond Meadows
By: Brandon Lamond Meadows
ACER ANALYSIS
ACER ANALYSIS
ACER ANALYSIS Founded in Taiwan, Acer is a multinational manufacturer of electronics. They also happen to own the largest franchised personal computer retail chain that exists in Taipei, Taiwan. It is also the 3rd largest personal computer manufacturer in the world behind Hewlett Packard and Dell Incorporated. Their product line incorporates a variety of personal computer products including laptops, desktop systems, as well as servers and storage, peripherals, displays, e-business services for business, government, education, and even home users, and personal digital assistants which are also commonly referred to as PDA’s. The company was originally called Multitech, and was founded in 1976 by Stan Shih, his wife Carolyn Yeh, along with a group of five other developers. By 1987 the company was known as Acer ( webhosingreport.com) As time has progressed, so has the company and its marketing strategies. As it fights to become a global entity the real challenge has been to fight, first for dominance in the homeland an in the surround local regions. Today Acer competes in the global market and is a front runner in the European market and garnishes billions of dollars in sales every year. It has managed to develop a diverse portfolio of products and has ventured off into other arenas such as sports sponsorships which all help strengthen the brand. In this paper I will analyze Acer’s marketing strategies and business model by answering the following: 1. Acer's strategy has been described as "divide and conquer." Compare and contrast this to Lenovo's strategy. 2. Explaining how the “global markets-local markets” paradox figures into Stan Shih’s strategy for China. 3. Determining what strategies Acer can apply to become the world’s third largest PC company, behind Dell and
Dr. Benjamin Bao
4/22/2012
MKT 505
Dr. Benjamin Bao
4/22/2012
By: Brandon Lamond Meadows
By: Brandon Lamond Meadows
ACER ANALYSIS
ACER ANALYSIS
ACER ANALYSIS Founded in Taiwan, Acer is a multinational manufacturer of electronics. They also happen to own the largest franchised personal computer retail chain that exists in Taipei, Taiwan. It is also the 3rd largest personal computer manufacturer in the world behind Hewlett Packard and Dell Incorporated. Their product line incorporates a variety of personal computer products including laptops, desktop systems, as well as servers and storage, peripherals, displays, e-business services for business, government, education, and even home users, and personal digital assistants which are also commonly referred to as PDA’s. The company was originally called Multitech, and was founded in 1976 by Stan Shih, his wife Carolyn Yeh, along with a group of five other developers. By 1987 the company was known as Acer ( webhosingreport.com) As time has progressed, so has the company and its marketing strategies. As it fights to become a global entity the real challenge has been to fight, first for dominance in the homeland an in the surround local regions. Today Acer competes in the global market and is a front runner in the European market and garnishes billions of dollars in sales every year. It has managed to develop a diverse portfolio of products and has ventured off into other arenas such as sports sponsorships which all help strengthen the brand. In this paper I will analyze Acer’s marketing strategies and business model by answering the following: 1. Acer's strategy has been described as "divide and conquer." Compare and contrast this to Lenovo's strategy. 2. Explaining how the “global markets-local markets” paradox figures into Stan Shih’s strategy for China. 3. Determining what strategies Acer can apply to become the world’s third largest PC company, behind Dell and
References: BBCNEWS.com (2012) “Coca-Cola Sales Boosted by Emerging Markets”, http://www.bbc.co.uk/news/business-17742632 Einhorn, Bruce, (2009) “Acer Closes In on Dell 's No. 2 PC Ranking”, http://www.businessweek.com/globalbiz/content/jan2009/gb20090115_682079.htm Nystedt, Dan, (2007) “Acer Completes Gateway Acquisition”, http://www.infoworld.com/t/business/acer-completes-gateway-acquisition-290 Riedel, Chris, (2009) “Schools 'Test-Drive ' Acer Netbooks with Seed Unit Channel Program”, http://www.edchannelpartner.com/articles/71837/ Spooner, John (2004) “IBM Sells PC Group to Lenovo” , http://news.cnet.com/IBM-sells-PC-group-to-Lenovo/2100-1042_3-5482284.html