Brand & Product Management Case No 8

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Brand & Product Management Case No 8

Nishit Doshi2801132 Page 1

Written Case Format

Name (Of the faculty) : Prof: Sadar Patil

Signature:

Date of Evaluation:

Remarks (By Faculty): _________________________________________ _________________________________________

_________________________________________

_________________________________________

Name: Nishit Doshi

Due Date/Day:21-02-2012

Class: Marketing-2 nd year

Roll No:2801132

Subject : BM & PM

Case No: 8

Topic: Acer: The story of a Successful Asian Brand

Signature:

Marks out of 10





ACER : The Story of a Successful A sian Brand

Brief Information about the company:

Founded 1976 as Multitech

Founder(s) Stan Shih et al.

CEO Mr. J T Wang

Headquarters Xizhi, Taipei County, Taiwan

Slogan ³Empowering People´

Area served Worldwide

Facts about the company:

However, the company went through many hurdles and adversities during itsdevelopment.

The company was conceived by many as another "Taiwanese PC cloner³.

It began to implement a series of robust global strategies which Shih hoped would pushthe company onto the international business arena such as acquiring American computer firm and hiring former Chairman of IBM's software development laboratories inCalifornia Leonard Liu.

This strategy has letter proved to be a failure since the company saw a decline in 1990s.

Swot Analysis of Acer:

Strengths

y G lobal expansion and diversityy U nique channel businessy Healthy financial statusy Flexibilityy Constant emphasis on R&D





W eaknesses

y Cultural differences between its national and international staff y Low-cost, low end product manufacturing imagey Low brand awareness

Opp ortunities

y Improve brand namey Broad product basey Tax advantages andy government funding

Threats

y N ewest technologiesy Loss of company¶s controly Expansionism.

Market segmentation of Acer:

G eographic:

y N orth, South, East, West (Rural, Semi-urban, and U rban)

Psychographic

y Social Class : Lower, Middle, U pper y Lifestyle : Work-oriented, Sports/ G ames Oriented, Music/Media Oriented, Style/Looks-

Oriented

Behavioural

Benefits Quality, Service,Economy, Speed







Occupation Home, Home Office,Small Business, MediumBusiness, LargeBusiness, Public Sector,Education, Healthcare,etc.

P ositioning:

POD Price, Performance

POP Quality, Performance,Price

Tag Line ³Empowering People´





Targeting:

Geographic Pan India

Psychographic:

Work and Entertainment (Sports/Music) Oriented

Behavioral:

Quality, Economy, Speed

Demographic:

Age: All

G ender: Both

Income: Low, medium

6 C¶s of decision making

y Construct a clear picture of precisely what must be decidedy Collect information on alternatives that meet the requirementsy Compile a list of requirement that must be mety Commit to a decision and follow through with ity Compare alternatives that meet the requirementy Consider the ³what might go wrong´ factor with each alternative

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Brand & Product Management Case No 8