CRAFTING THE BRAND
POSITIONING
GROUP 7
Hoang Thi Ngoc Huyen
M987Z239
Hyacintha FAUSTINO
M997Z
Krissapon Apinyaupatum
M997Z241
Antun Paradzik
M997Z223
Nguyen Thi Thu Trang
M997Z210
Le Van
M997Z246
I. THE ACER BRAND
Corporate Overview
Structure of The Company
& Management Philosophy
II. ACER PRODUCT LINE
III. THE SUCCESS OF THE BRAND
Brand Strategy
Position on The Value Chain
IV. COMPETITORS ANALYSIS & SWOT
V. CHALLENGES
VI. SOLUTIONS
VII. CONCLUSION
THE ACER BRAND
INTRODUCTION
 Founded in 1976 by
Stan Shih under the name of
MultitechInternational Corporation
 Renamed ACER in 1987
 Means “sharp”, implies “energetic” and “capable”
 In 2009, $ 17,9 Billion of total revenues
 Long terms mission : « To break the barriersbetween people
and technoogy »
 Target differentcustomerneeds in the global PC Market
THE ACER BRAND
INTRODUCTION

•
•
•
•
A unique multi brand strategy
ACER
GATEWAY (in 2007)
e-MACHINES
Packard Bell ( in 2008)
Strenghten the group footprint with US and
EU presence
THE ACER BRAND
CORPORATE OVERVIEW
 It began with only eleven employees and $25,000 in capital.
Initially, the company was primarily a distributor of electronic
parts and a consultant in the use of microprocessor technologies.
 At present, Acer is among the world's top ten branded PC Vendors,
providing marketing and service operations across Asia-Pacific,
the Americas, Europe and the Middle East, and supporting dealers
and distributors in over 100 countries.
 Now 35,000 people in 232 enterprises spanning 42 countries
 Great investments in R&D to stay on the top of edge
STRUCTURE OF THE
COMPANY
ACER EMEA (Europe, Middle East and Africa)
With headquarters in Italy, Acer EMEA has grown from strength to strength
over the last few years. In EMEA, Acer holds No. 1 position in Tablet PC's, No. 2
position in Notebooks and ranks overall No. 4 in total PC sales
ACER MIDDLE EAST
Established in 1992, Acer Computer (M.E.) Ltd. has over 80 employees servicing the IT
requirements of over 50 countries in the Middle East, NEW Africa and the sub-continent.
Acer has also been awarded the "Super Brand" for the year 2002 in the UAE
ACER MIDDLE EAST UNILOAD (UNIQUE LOADING)
Acer Middle East prides on the state-of-the-art Unique Loading Uniload) assembly plant
located in the facility. This assembly plant has a maximum capacity to produce up to
10,000 units a month.
With customization possibility on Desktops and Servers, Acer Middle East is the only
vendor in this region to offer such a facility and hence provide the freshest and latest
products as and when they are launch.
Corporate structure
Chairman &
CEO
CFO
Corporate strategy
office
Corporate
president
Value labs
IT products business
Finance
China operations
Human resource
Taiwan operations
Information technology
Pan America operations
Legal
Asia Pacific operations
Branding
EU, Middle East , Africa
operations
General affairs
e-Enabling Service business
Channel business
MANAGEMENT PHILOSOPHY
Decentralised management & structure
An open structure with extensive individual responsibility and financial
participation
Decicion making power is given to local managers arround the world
Change the public perception of the « Made in Taiwan »
« Global brand local touch »
Different from the traditionalAsianhierarchy «Top down corporate structure
and corporate culture »
Acer have managed to establish a qualityname and high end image
PRODUCT LINE
DESKTOPS
High-performance desktop PCs
with full-featured and practical
functionality for all kinds of users
and working environments.
SERVERS & STORAGES
The Altos server & storage
Reliable, expandable and easy-to-use,
Acer’s servers provide sophisticated
and dependable technologies to
deliver the level of excellence required
by serious businesspeople.
NOTEBOOKS
Aspire series
Design for the casual
household user or small
business use that expect
both productivity
and
entertainment. In addition to
advance processing and
multimedia features, Aspire
notebooks feature Acer
CrystalBrite LCD technology.
TravelMate Series
Built to support fast-moving
business and professional,
TravelMate notebooks offer
wealth of reliability, security,
& communication features
integrated
in
sleek,
professional design.
Ferrari Series
Since 2003, Acer has been collaborating
with Scuderia Ferrari. Both companies
share the success and spirit of
competition. In 2006, Acer became a
Sponsor of Scuderia Ferrari.
In carbon fiber material, is a proof of the
latest advance in mobile technology.
The streamlined thin & light form is
combined
with
high-performance
processor,
high-definition
graphics
capability, a multitude of multimedia and
productivity functionality.
NETBOOKS
Aspire One
All-new ultra-compact stylish
design, ultra-lightweight and
ultraportable
netbook
for
maximum portability.
With instant-on for immediate
communication, these Netbook
would be an easy-to-use
interface.
HANDHELDS
Stylish & easy-to-carry
pocket PC with latest
generation
communication features.
Acer’s sleek & smartlooking handhelds provide
the perfect combination
of
mobility
and
performance.
MONITORS
With the Gamers, Prestige,
Office and Value lines, it will
deliver
extraordinary
graphic resolution, stunning
movie performance, true-tolife gaming and super-sharp
images.
TVs
A cutting-edge
technology with
superb picture and
sound quality.
PROJECTORS
Acer projector provide
an exceptional image
performance
with
portable
and
ergonomics design.
DIGITAL CAMERAS
Lightweight, compact, easy-to-use.
BRAND STRATEGY
 “Global Brand, Local Touch” or Multi-Brand
Strategy
 Three Major Elements

Extensive
distribution
channels
(Strong
relationship)

Low Pricing Point (drive sales and lower cost
to high profit)

Strong Growth in the Asia-Pacific region &
Launching
 “Ferrari Brand” to North America market
 World's 2nd largest PC vendor – “Year of 2009”
http://www.computerworld.com/s/article/9139380/Acer_passes_Dell_as_second_largest_PC_vendor
POSITION ON THE VALUE CHAIN
ACER’S VALUE CHAIN (2 main activities)
1.PRIMARY ACTIVITY :
- Emphasis on “Commercial Innovation”,
- Good Services and reliable warranty
- Strong Channel Distribution
- Efficacious productivity
2.SECONDARY ACTIVITY :
- Reshaping Organizational culture
(suit to each local conditions)
- Refocused innovation
(Innovation’s Trademarks of Firm)
- Utilizing R&D to continue improve product innovation
http://news.ecoustics.com/bbs/messages/10381/179234.html
COMPETITORS
ACER
STRENGTHS
o Strong innovation process, in which is
included every employee with his ideas
o Main factory is located in Taiwan, but also
other factories are dispersed in other
countries which has low-cost labor and
distribution
o Products with low competitive prices to
compete with the strong rivals and acquire
the low-priced laptop market share
WEAKNESSES
o All IT products are extremely competitive and require frequent
innovations to keep the customers’ expectations
o Laptop customers expect new functions and improved at least once
every year
o Innovations and changing market demand needs strong and flexible
supply chain to successful deliver products to the market before the
competition
OPPORTUNITIES
 Asian market is huge and would consume
many of Acer’s products if marketing
strategy is good and using low price model
 acquiring Gateway, eMachines and Packard
bell will help Acer to enter at the eBook
Readers market(IPad)
 Acer had opportunity to penetrate on
lucrative Chinese market
THREATS
-
The laptop and PC market are extremely
competitive, both products needs management
support to invest in the research and
development departments
- The innovation will continue as long as the
workers are inspired and motivate to produce
new ideas
- Unpredictable IT future, in which is many strong
competitors
CHALLENGES - PASS
Acer has faced challenges in its expansion
in China market as most of the leading
foreign manufacturers except for DELL still
practice traditional channel strategies, along
with the fact that local manufacturers enjoy
the advantages of strong channel and lowpricing sale, thus making Acer being unable
to practice low-price strategy.
For global only 6000 employees of the Acer Group, in addition to the brand and
the core research and development, almost all business with foreign aid, not like
HP or Dell a factory there are tens of thousands of people.
Therefore, the cost of this Acer control is also a few in the world.
To quickly get the Chinese market objectives and constraints of cost, not to the
Acer building China channel conditions can only be "borrowed".
CHALLENGES - PRESENT
Challenging Acer's is the
decrease of business in American
market
As for Acer, one of its immediate
challenges is organizing the large
stable of products it has
assembled.
Acer seems to be too dependent on the consumer market, and away from
the difficult but attractive to corporate customers a little bit far away,
these customers require expensive services. In the uncertain economic
outlook, many people will restrain spending.
Acer is facing a new problem is that it does not have strong products to
replace the Internet, while the Internet is gone. Executives mentioned the
Tablet PC and want to develop e-books, although competitors have
introduced new products, Acer was not very specific plan.
SOLUTION - PASS
Acer expanded their business and production into China
with the aim covering this big market and taking full
advantage of high-educated and low-cost human resources.
Acer decided to change from building brands in the
business-to-consumer market (a transaction that company
provides goods/services for consumer) to building brands in
the business-to-business market (a transaction that company
provides goods/services for another company)
Working with distributors such as Ingram Micro to sell
Acer’s product through distributors and retailers rather
than offering direct sales to the customer
SOLUTION - PRESENT
Strong focus and acted quickly
in the mini-notebook segment.
Allowing Acer to provide
customers
with
fresh
technologies, competitive pricing,
and quality service.
Acer was organized into
strategic regional business units
for marketing.
Local management teams were
empowered to make wide range
decisions of marketing mix
elements.
CONCLUSION
 Acer use innovative management
techniques for its operations,
HRM,
diversification
and
multiples channels of distribution
 The company also allows decision
making power from each
individual units by :
 The promotion of a new managment
style which promote individual growth
 Client oriented , which enable open
communication and knowledge transfer