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Agenda• Our team work experience• BenQ at a glance• The major issues & teaching
objectives• Progress report
Our Team Work Experience
• At first it was textiles • Switched to electronics company• BenQ & Acer…and Motorola
(OEM)
WHY? (the switch)
• Come to meetings prepared (secondary data)
• Record your meetings• Put up a networking tool: Resource Center• Compromise
HOW? (recommendations)
Our Team Work Experience
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 know-how
– 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 ResourcesIssues• 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