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Submitted To:
Dr. Jomon Lonappan
MBA Faculty

Submitted By:
PREETHIKA.D
09737
II MBA ‘A’

IN1kCDUC1ICN
Acer Incorporated is a Taiwan-based multinational computer technology and
electronics corporation that manufactures desktop and laptop PCs, personal digital
assistants (PDAs), servers, storage devices, displays, and peripherals. Acer
provides e-business services for business, government, education, and home users.
Acer Group has its headquarters in Xizhi, Taipei County. The company also owns
the largest franchised computer retail chain in Taipei, Taiwan.
HISTORY
Acer was founded by Stan Shih , his wife Carolyn Yeh, and a group of five others
as Multitech in 1976, headquartered in Hsinchu City, Taiwan. It began with eleven
employees and US$25,000 in capital. Initially, it was primarily a distributor of
electronic parts and a consultant in the use of microprocessor technologies, but
over time it emerged as a PC manufacturer. The company was renamed Acer in
1987. In 1993, Acer posted record profits of $75 million; 43 percent of that year's
net was generated by the DRAM joint venture, considered "the most efficient in
the DRAM industry" by some observers. Total sales grew to $3.2 billion in 1994,
and net income increased to $205 million, as Acer America turned its first annual
profit in the 1990s. From 1994 to 1995, Acer advanced from 14th to ninth among
the world’s largest computer manufacturers, surpassing Hewlett-Packard, Dell, and
Toshiba. Acer began its foray into laptops with the purchase of Texas Instruments
mobile PC division in 1997.

Acer's subsidiary in India is Acer India (Pvt) Limited, and was incorporated as a
wholly owned subsidiary of Acer Computer International, Ltd. in 1999. It is a
notable vendor in key segments such as education, desktop computers and low
profile notebooks for education purposes. Its headquarters are in Bangalore, India.



PRODUCTS
Acer Aspire 5600 Notebook
Acer Aspire 3610 Notebook
Acer Aspire 5520 Notebook
Acer Aspire 4520 Notebook


Mobile phones
• Acer Liquid
• Acer NeoTouch
• Acer beTouch
Other
• Digital cameras
• LCD TVs

ACER GROUP BRAND POSITIONING

ADVERTISING STRATEGY
Acer sponsored the BAR-Honda Formula One racing team in the year 2000. In
2001, Acer provided sponsorship to the Prost Grand Prix Formula One team, and
the team's Ferrari engines were badge as Acers.
Acer currently sponsors the Ferrari Formula 1 team. In 2003 Acer signed a Gold
Partner sponsorship deal with FC Internazionale – Milano (Inter Milan) Football
Club. From January 2007, Acer has become Official Supplier of FC Barcelona.
[18]

On 19 March 2007, Acer announced that they will sponsor the Factory Fiat
Yamaha Team for the 2007 MotoGP World Championship season. From 2009,
Packard Bell (a subsidiary of Acer) will be the sponsor of Fiat Yamaha
MotoGP.
[19]

Acer is also currently a sponsor for professional gaming team SK Gaming.
Acer was listed among the Worldwide TOP Partners for both the Vancouver 2010
Olympic Winter Games and for the London 2012 Summer Olympics.
Other Advertising
Acer Arena, at Sydney Olympic Park, NSW, is the largest indoor live
entertainment and sporting arena in Australia. It was formerly named the Sydney
Superdome.
One of the major venues for the 2000 Sydney Olympics and Paralympics Games,
Acer Arena hosted artistic gymnastics, trampoline, the basketball finals and
wheelchair basketball.
The $200 million complex was designed and constructed to set new benchmarks in
urban design, access for people with disabilities, spectator comfort, operation
efficiency and Olympic serviceability.
Acer Arena was designed and constructed with very high environmental values and
was awarded the prestigious national Banksia Award for Construction Practices in
1999.
Acer Arena has hosted events including Supercross, tennis, rock concerts, arena
musicals, religious services, school spectaculars and banquets.











Þos|t|on|ng/Þroduct 5trategy:
− Acer has lona poslLloned
− Plah quallLv buL affordable producLs (lnnovaLlve buL seldom ploneer)
− Þroaresslve producL dlverslflcaLlon: focuslna on value
− 8ulldlna a alobal brand
Þroduct|on 5trategy: Decentra||sat|on
− CenLrallzed 8&u and (larae scale) manufacLurlna of value
componenLs ln low cosL counLrles (economles of scale, low cosL sLrucLure)
− uecenLrallsed assembllna process, LoaeLher wlLh local markeLlna and
dlsLrlbuLlon operaLlons
− Local pollLlc of [olnL venLures and parLnershlps (aood knowledae of local
markeLs)
/Þroduct 5trategy:
Acer has lona poslLloned lL-self as a follower (flrsL assembllna for CLM)
Plah quallLv buL affordable producLs (lnnovaLlve buL seldom ploneer)
Þroaresslve producL dlverslflcaLlon: focuslna on value-added seamenL
8ulldlna a alobal brand
5trategy: Decentra||sat|on
CenLrallzed 8&u and (larae scale) manufacLurlna of value
componenLs ln low cosL counLrles (economles of scale, low cosL sLrucLure)
uecenLrallsed assembllna process, LoaeLher wlLh local markeLlna and
dlsLrlbuLlon operaLlons (low lnvenLorv cosL, ,[usL-ln-Llmeº)
Local pollLlc of [olnL venLures and parLnershlps (aood knowledae of local
self as a follower (flrsL assembllna for CLM)
Plah quallLv buL affordable producLs (lnnovaLlve buL seldom ploneer)
added seamenL
CenLrallzed 8&u and (larae scale) manufacLurlna of value-addlna
componenLs ln low cosL counLrles (economles of scale, low cosL sLrucLure)
uecenLrallsed assembllna process, LoaeLher wlLh local markeLlna and
Llmeº)
Local pollLlc of [olnL venLures and parLnershlps (aood knowledae of local
Management/Cwnersh|p strategy:
− uecenLrallzed and hlahlv lndependanL manaaemenL (flexlblllLv Lo demand)
− Locallv hlahered operaLlonnal and manaaerlal workforce (local experLlse)
− ÞarLlclpaLlon of local shareholders: ,21 ln 21º
Innovat|on |n Compet|t|on
− 1he ueslan, ManufacLurlna and Servlce ulvlslon (uSM) ln charae of 8 and u,
− uSM was spun-off ln 2001 and renamed WlsLron CorporaLlon
− 8LSCuLCCM's CompuLer 8ellablllLv 8eporL- Acer ahead of Apple
− 8 & u CenLre aL Chlna- developmenL of SmarLphone, 1u-SCuMA Lechnoloav

Þr|ce ||st of Acer |aptops
• Acer Aspire 4736z Price – 29,000/-
• Acer Aspire 4736 Price – 37,500/-
• Acer Aspire 5738z Price – 28,500/-
• Acer Aspire 5738 Price – 33,500/-
• Acer Aspire 5738G Price – 40,000/-
• Acer Aspire 5739G Price – 50,000/-
• Acer Travel mate 4530 Price – 28,000/-
• Acer Travel mate 5730 Price – 33,000/-
• Acer Extensa 4630Z Price – 29,000/-
• Acer Extensa 4630Z Price – 34,000/-
• Acer Aspire 4520NWXMi Price – 27,900/-
• Acer Aspire 5920 Price – 33,500/-
• Acer Aspire 4310 Price – 24,000/-
• Acer Aspire 4715ZNWXMi Price – 28,000/-
• Acer Aspire 4720ZWXMi Price – 32,500/-
• Acer Aspire 2920WTMi Price – 42,000/-
• Acer Aspire 4720WXMi Price – 37,000/-
• Acer Aspire 4720ZNWXMi Price – 30,200/-

Suggestions as a Marketing Manager

As a Marketing Manager the adjustments that I would like to make in the present
strategies to improve the product performance and overall image of the product in
the customer’s mind and to have a new and improved version of Acer.
• Acer should enhance lLs proflLablllLv, compeLlLlve advanLaae of new producLs
help Acer boosL proflLablllLv.

• new audlo and vldeo Lechnoloales of consumer noLebook ÞC's acceleraLe
worldwlde buslness arowLh.

• Acer should focus more on channel expanslon and brand markeLlna.

• Acer should break Lhrouah Lhe boLLleneck ln chlna.

• Acer should more on Cll (l.e., conLlnuouslv lmprovlna on cusLomer value due Lo
Lhe lmprovemenLs ln producLlvlLv).

• MarkeLlna sLraLeav should call for never endlna efforLs for lmprovemenL
lnvolvlna evervone ln Lhe oraanlzaLlon.

• lLs ob[ecLlve should be Lo obLaln Lhe currenL Lechnoloalcal and manaaerlal
sLandards.






Conclusion
8elaLlve newcomer Lo Lhe world of moblle compuLers, Acer lapLops has
been Lhe reclplenLs of numerous awards for deslan and lnnovaLlon.
Acer has alven us a quallLv producL ln several wavs. A power savlna
lapLop LhaL lasLs for a lona Llme scores several polnLs when lL comes Lo
baLLerv llfe and moblllLv.

Acer recoanlzes Lhe dallv conLrlbuLlons and ouLsLandlna performance
of emplovees. 1haL ls whv Lhe companv provldes Lhem wlLh a unlque
and compeLlLlve beneflLs packaae. Acer 8eneflLs provlde emplovees a
wlde ranae of coveraae cholces for medlcal, denLal and llfe lnsurance.
1he 401(k) plan leLs emplovees save on Laxes and recelve a 30°
maLchlna conLrlbuLlon from Acer.