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AHMAD SAFWAN MUHAMMAD HAFIFI
NUR AISAR NUR AQILA
NUR HIDAYAH NURUL SYAFIQAH
SITI AFIFAH
ACER INCORPORATION
Multinational Corporation Founded : 1976 ( as multitech) Chairman : Stan Shih CEO : Jason C. S. Chen Total Employment : 7, 967 employee’s Head Office : Taipei City , TAIWAN
Scope of Supply and Services Manufacture Designer Marketer and distributor
COMPANY BACKGROUND
GLOBAL LOCATIONS
Asian Europe
Australia German
America
Canada USA
Taiwan
India Russia
Netherland
MARKETING DESCRIPTION
Acer is the one of largest computer manufactures in the world, in terms of it sales, it is second only to Hewlett Packard (HP). They have electronics equipment in a wide variety and for a wide array of customers, ranging for individual people to government.
Acer's professional product are designed and tested for reliability, security, productivity and toughness. These machines have a great reputation for being excellent investment for business for all sides.
• Small Office/Home Office• Small Business/ Medium
Business• Education• Enterprise• Government
TARGET SEGMENT
COMPETITORS description ACER DELL HP LENOVO
Price Cheaper Maintain Higher Maintain
Quality of product Low Maintain Good Good
Quality of services Low Maintain Good Good
Problem of product Higher Low Low Low
Services of maintenance/cust
omer servicesBad Good Good Good
Competitor in markets High Maintain Maintain Maintain
Storage/capacity Low High High High
• Acer is rarely considered an innovator. Instead, it has a reputation for powerful-but-cheap products that are often below par in design and quality.
• Product of Acer only can stand in market with offer low price rather than other product. Example latest of Acer product Acer Aspire S7, Acer C720 Chrome book and Acer Aspire V3-571G. The three of this product had same problem is speaker problem and graphic card problem.
• Acer had make innovation on their product, but problem had been face are same.
PRODUCT REVIEW
• It follows a global direct distribution model• In order for global direct distribution to work, the
origin and destination governments must be supportive to free trade and better yet have mutual free trade agreements to reduce the trade barriers caused by tariffs
• must provide good international and domestic logistics infrastructures, including airports, seaports, inland warehouses and easy access road system to these facilities
CHANNEL OF DISTRIBUTION
• quickly matured, shifting from a high profit margin business to a low margin commodity practically overnight.
• consumers have begun purchasing more netbooks (popular low-cost scaled down versions of notebooks).
PRICE REVIEW
Strategy
• LOW COST Provider = LOW PRICE Product
• Maintain Cost Leadership (Large Range of Buyers)
• Sourcing the components and production at low cost.
HOW ACER PROMOTE THEIR PRODUCT?
• Internet = Build Website• Create ‘Service and Support System’ for customer.• Advertisement (Mass Media, E-Media, Printed Media,
articles)• Take part in discount season per annual (Celebration)• Mobility, Desktops and AIO, Monitors and Projectors,
Smart Phones, AcerCloud.• Roadshow (Jom Heboh, and Concert)• Be sponsor for event• Open official store and booth (Shopping Complex)• Ambassador
PROMOTIONAL STRATEGY
• Three tiered pricing structure to low, medium and premium
• Collaboration with BenQ and Ferrari brands
• Demonstrate the ability to find new markets
• The market share is declining in established markets • Too many brands in the stable can lead to cannibalization
Strengths Weaknesses
SWOT ANALYSIS
• Continue to look for new markets • Leverage relationships with other companies to find efficiencies and technology for laptops
• Ipad and Iphone create new markets without the need for a PC
• Mediation in which manufacturer to go directly to the public such as Dell
• A killer app developed by manufacturers that affect the entire industry such as Apple
Opportunities Threats
CONT…
Lower quality out of other product in markets
Offers with low price to consumers
Collaboration with other brands
CONCLUSION
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