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