The Team
Agenda
•
•
•
•
Our team work experience
BenQ at a glance
The major issues & teaching objectives
Progress report
Our Team Work Experience
WHY? (the switch)
• At first it was textiles
• Switched to electronics company
• BenQ & Acer…and Motorola (OEM)
Our Team Work Experience
HOW? (recommendations)
•
•
•
•
Come to meetings prepared (secondary data)
Record your meetings
Put up a networking tool: Resource Center
Compromise
Deciding Upon a Focus
Textile
Branding
OEM
ACER
BenQ's branding strategy
at a glance
The Major Issues
•
•
•
•
•
Going global
Why branding?
Managing talents
Whose backyard to tap?
Limited resources
Going Global
Issues
• Global branding for a
developing world
company
– Asian Stereotypes:
Technology knowhow
– Country-of-origin
effect
Teaching Notes
• Perceptions of Taiwan:
Manufacture or a
Creator
• Influence of country-of
origin effect
• Remedies: country
awareness schemes
Why Branding?
Issues
• Low profit margins
from OEM/ ODM
business
• Risk to lose OEM/
ODM clients
Teaching Notes
• Price war (Dell)
• Branding as a
differentiation strategy
• OEM & Brand:
Conflict or Synergy
Managing Talents
Issues
• Ability to attract best
marketing talents
• Communication the
BenQ branding
strategy: utilization of
expatriates
Teaching Notes
• Lack of brand
awareness
• Branding globally
through local
people
Whose Backyard to tap?
Issues
• Europe
• Asia:
- Taiwan
- China
- India
Teaching notes
• European
acceptance
• Europe imports a lot
of IT products
• Competitive U.S.
market
Limited Resources
Issues
• BenQ’s brand value
worth US$ 280
million
• Samsung brand
value worth US$
10.85 billion
Teaching notes
• How to do global
branding with limited
resources
Progress Report
• Interview with BenQ PR Officer
• Finalizing Case draft
• Teachers notes CD
 Doc. And PPT. files as main sources
 BenQ profile
 BenQ Advertisement (interactive tool)