Transcript Introduction

Group 6 Members
Ha Phuoc Vu
M997Z244
Patlada Sae-Ching (Nan)
M997Z240
Nguyen Tran Thao Bien
M997Z213
Nuntanut Sae-Ching (Vee)
M997Z236
Bui Duy Duc
M997Z202
Thai Luong Thu
M997Z221
Introduction
Founded in 1976, Acer ranks
among the world's top five
branded PC vendors. In
2000, Acer spun-off its
manufacturing operation to
focus its resources on
developing technologically
advanced, user-friendly
solutions.
Introduction
The decision to support
the sales of its product
lines through specific
marketing activities that
best utilize distribution
channels, has allowed
Acer to achieve excellent
results worldwide.
Introduction
I. Mission
Acer’s long-term mission is to break the barriers
between people and technology. Our commitment to
developing easy-to-use, dependable products that
meet our customers’ needs has led to the creation of
our unique Empowering Technology, designed to
ensure that our customers receive the full benefit of
each and every technological breakthrough.
Empowerment through hardware, software and
services – that’s the Acer brand promise.
Introduction
II. History
Phase: 1 - 1976-1986:
a) Commercialize microprocessor technology
b) In its first ten-year stage of development, Acer
established a corporate culture based on the
founders' firm belief in "the goodness of human
nature." During this stage in Acer's history, the
company significantly contributed to the
popularization of computers in Taiwan.
Introduction
Phase: 2 - 1987-1995:
Establish a leading brand and go global
In 1987, Multitech formally became known as
Acer, marking the start of Acer's efforts toward
creating a strong brand name. During this second
ten-year stage of development, Acer grew
extensively and expanded both strategically as
well as geographically. The company grew to be
ranked 8th largest PC brand in the world.
Introduction
Phase: 3 - 1996-2000:
Offer fresh technology for everyone, everywhere
During the company's 20th anniversary
celebration, the third stage of development was
launched, including basic goals for technological
innovation and simplification of operations. Top
priority was placed on delivering the freshest,
most affordable technology for the benefit of
consumers worldwide.
Introduction
Phase: 4 - 2001-beyond:
Transform from manufacturing to
services Since the company's founding
in 1976, Acer has evolved from a
manufacturing powerhouse to a globally
recognized computer brand, marketing
world-class IT products and services.
Introduction
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III. Today
Acer’s product range includes:
PC notebooks
Desktops
Servers
Storage systems
Monitors
Peripheral devices
Introduction
• LCD TVs
• e-business solutions for business,
Government, Education and home users.
Acer employs 5,400 people throughout the
world and has created a consolidated sales
and service network in more than 100
countries. Revenues reached US $7 billion in
2004.
Global marketing strategies
Global marketing strategies
• Reorganization to act quick enough to fast moving
computer industry.
 Organize two type of business units (Strategic
Business Units and Regional business unit)
 Strategic Business Units responsible for
manufacturing products.
 Regional business units responsible for marketing for
specific regional territories.
Empower local management team or regional markets
to make decisions related to marketing mix elements.
Global marketing strategies
• Fresh Technology
Due to fast change of
IT industry’s business
environmet,the best
value product need
to have the freshest
technology.
Global marketing strategies
• The fast food business model
 Similar to model used by fast-food
restaurants.
 Component are pre-prepared in large,
centralized mass-manufacturing
facilities and shipped to assembly site
close to local customers.
 Economies of scale while also
tailoring each individual product to suit
needs of each individual customer
Global marketing strategies
• Joint venture and acquire other companies in
order to combine marketing and technical
expertise
 Joint venture with Texas Instruments
 Acquire Counterpoint Computers in U.S.
• Create a spirit of teamwork
 Encourage employees to speak up and share
idea.
Acer in the world market
Top 5 Global PC original equipment
manufacturing raking in 2Q’2010
Acer in the world market
• No.3 rank in Global PC original equipment
manufacturing.
• Strong performance driven by expanding sales
of notebooks (around 80% of the company’s
total PC shipment).
• “Global brand/local touch” business model is
one factor lead to successful of Acer.
Acer in the world market
• Global brand
 Economies of scale from an
international manufacturing
effort lead to Acer’s
competitiveness.
• Local Touch
 The customized product for
individual markets.
• Strengths
- Strength in brand;
- Strength from human resource;
- Strength from distribution channel
- Allocating vast resource to R&D and product
development.
• Weaknesses
- The Acer brand name was
still not nearly as well
known as Compaq, Dell,
Gateway, IBM or Sony;
- Do not have the
breakthrough product.
• Opportunities
- The increase in demand
for high-tech equipments.
Most computer buyers
want the absolute latest
technology
- Matured internet market
• Threats
- The economic crisis;
- Cultural barriers;
- Other strong competitor;
The Acer brand name was still not nearly as
well known as Compaq, Dell, Gateway, IBM
or Sony.
CHINA MARKET
• China is one of the world's fastest-growing and most important
PC markets.
• In 1999, Acer’s manufacturing and marketing on a vast, fastgrowing market much closer to home: China market.
• The potential of China is not just big markets and low cost
labor  The market in China is very critical for Taiwanese
companies to become global companies.
• China and Taiwan share not just the same language and
culture  Acer’s knowledge of China’s market will help the
company achieve its growth and market share objectives.
CHINA MARKET
Acer’s top competitors
• Legend: a local mainland brand, is one
of two or three powerhouse in China.
• This company dominates with 35
percent of China PC market.
• Throughout China, Legend’s name is
synonymous with high quality, good
service and value – not just the low cost
everyone expect from a Chinese
manufacturer.
CHINA MARKET
Acer’s marketing strategy
• Open a wholly owned manufacturing plant in Suzhou.
Products in this plant include high-tech display, input, storage,
imaging and communication products.
• Increasing its promotional efforts.
• Distinguish itself and its product from the rest of the PC
vendors.
• Make its first PC in China from start to finish.
• Corporate with local companies: Legend, Golden Harvest
Group
CHINA MARKET
Advantage
• Computer technologies have been a Chinese
government priority since 1955.
• China have low-cost labor.
• China have highly educated engineers or
professionals.
• China and Taiwan share the same common language
of Chinese and much of the Chinese cultural
heritage.
• Lot of Taiwanese suppliers are already in China
CHINA MARKET
Disadvantage
• China have a poor image that is
often associated with cheap, lowtech products.
• The government slowed foreign
firms and increased their costs with
certification processes regarding
quality, local content, and export
limits.
• Strong local competitors.
CONCLUSION
Acer Group's certain decisions led to its greater
success. The restructuring, combined with
the 100 percent focused channel strategy,
increased Acer's success in the European
markets. Acer applied the same channel
strategy in the United States, where sales
figures eventually began to turn around--so
much so that Acer America was on track to
break even by the end of 2004.
CONCLUSION
With efficient marketing moves and consistent
performance, Acer has already put behind
Lenovo in worldwide PC sales. Now it
aspires to attain No 1 position by 2012.
It would not be an overstatement to say that
Taiwan's Acer is making waves in the
world's desktops and notebooks industry.
CONCLUSION
The competitive advantage that Acer has
over the US firms is its being located in the
middle of some of the world's savviest
contract PC makers and having an access to
the flow of business sensitive information. It
is said that it's this advantage that allowed
Acer to become world's first to ship out a
notebook with wireless technology from Intel.
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