Assignment # 1: Case Study 1: Acer Case Strayer University Course Title: International Marketing (MKT505) Acer’s strategy has been described as “divide and conquer.” Compare and contrast this to Lenovo’s strategy Acer is a global corporation headquartered in Taiwan. The company’s products include desktop PC’s‚ laptop PC’s‚ tablets‚ monitors‚ and smartphones. Acer is a brand of the Acer Group which also owns Gateway‚ eMachines‚ and Packard Bell. The Acer Group’s long-term mission is to break
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SEGMENTATION (Harish pg3) The process of defining and subdividing a large homogenous market in to clearly identifiable segments having similar needs‚ wants or demand characteristics .Its objective is to design a marketing mix that precisely matches the expectation of customers in the targeted markets. Bases for segmentation Geographic segmentation -: Geographic segmentation calls for division of market in to different geographical units such as nations‚ states‚ regions
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ACER CASE 1-3 Pages 70-71 1. Acer’s strategy had been described as “divide and conquer.” Explain. Answer : From the beginning‚ Acer had been a component and equipment manufacturer for relabeled electronic products marketed and sold by recognized global companies. Along with the booming of the PC industry‚ came the need to produce PC components faster‚ cheaper and more efficiently. When a company faces market saturation‚ the most effective way to growth is to engaged in expanding its operations
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make some of the best shoes (Dogiamis & Vijayashanker‚ 2009). The issue that is discussed later in this paper would be of how Adidas had positioned its product in the market. 2.0 Segmentation‚ Targeting and Positioning The process of segmentation‚ targeting and positioning is shown figure 1 below. Segmentation is defined as dividing the market into distinct group of buyers that possess different needs‚ characteristics or behaviour that might need separate products or marketing mixes to satisfy
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company or business to effectively respond to different customers needs and wants in order to increase sales‚ they make use of market segmentation. Market segmentation as defined by Kerin‚ author of Marketing‚ 10e; involves grouping potential customers who have common needs and will respond similarly to a marketing action. In further elaboration to define segmentation‚ if there is a demographic group of customers who are all on diets and are watching their weight (common needs/desires) and a business
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Explain how and why groups of customers are targeted for selected products What is segmentation? Market segmentation is the division of a market into sub groups with similar characteristics. A business can then target these groups and develop products and services for each of them. There are several ways in which consumers can be split up into. These is geographically which includes location‚ demographically which includes gender‚ social class‚ age‚ income‚ ethnicity or religion‚ psycho graphically
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MARKET SEGMENTATION‚ TARGETING AND POSITIONING MARKET SEGMENTATION INTRODUCTION: - The market for any product is normally made up of several segments. A ‘market’ after all is the aggregate of consumers of a given product. And‚ consumer (the end user)‚ who makes a market‚ are of varying characteristics user and buying behavior. There are different factors contributing for varying mind set of consumers. It is thus natural that many differing segments occur within a market. In order to capture this
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POSITIONING STRATEGY POSITIONING Creating a unique and distinctive image for a brand relative to the competition Brand should be perceived as different from competitors by consumers EFFECTIVE POSITIONING Meaningful to consumers Credible/believable Unique to your brand Durable over time FOCUS OF POSITIONING Attributes and benefits of the product Competition Product user Product use or application Product class Cultural symbols Jet Blue Airways Focus on the benefits of Jet Blue
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Case Study 1: Acer Dr. Linda Harris International Marketing April 28‚ 2013 1. Acer’s Strategy has been described as “divided and conquer.” Compare and contrast this to Lenovo’s strategy. Acer Computer Company was founded in Taiwan in 1976. Acer is known to be one of the leading exporter and the world’s seventh-largest personal computer brand. Lenovo Computer Company came into business around 2004. Both Acer and Lenovo are leaders in the computer industry of personal computers
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Product Positioning "Product positioning" is a marketing technique intended to present products in the best possible light to different target audiences. The method is related to "market segmentation" in that an early step in major marketing campaigns is to discover the core market most likely to buy a product—or the bulk of the product. Once segmentation has defined this group ("active seniors‚" "affluent professional working women‚" "teens") the positioning of the product consists of creating
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