Acer Case Study

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Assignment # 1: Case Study 1: Acer Case Strayer University Course Title: International Marketing (MKT505) Acer’s strategy has been described as “divide and conquer.” Compare and contrast this to Lenovo’s strategy Acer is a global corporation headquartered in Taiwan. The company’s products include desktop PC’s, laptop PC’s, tablets, monitors, and smartphones. Acer is a brand of the Acer Group which also owns Gateway, eMachines, and Packard Bell. The Acer Group’s long-term mission is to break the barriers between people and technology through the creation of empowering hardware, software, and services (Acer Group - The Brands, 2013). The company believes the four different brands provide the company with different characteristics…show more content…
Acer must take a much more aggressive approach to get their name more widely recognized in each respective country. I’ve seen Acer PC’s in the store and they are price competitive but not too many people are going to buy a PC from a company they never heard of. I suggest that Acer must market their products in order to educate their target markets as to who they are, how long they have been around, and the type of quality product they produce. I personally know after doing the research on this report, I would not hesitate to buy an Acer tablet or PC, but not enough of us are enrolled at this university to make a difference in Acer sales. Even before the current economic crisis deepened, growth in the U.S. PC market had begun to slow down. Despite strong competition from Dell and Hewlett-Packard, Acer’s U.S. market share increased from 1 percent in 2004 to 3.3 percent by the end of 2006. Analyze Acer’s prospects for gaining further share in the United States. I believe the biggest reason for this is that Acer put a stronger focus on the consumer market versus the business market. Companies such as Dell were much more focused on the business market during this time period while Acer was offering low priced PC’s to consumers. I also think Acer’s lean supply chain allowed them to enter the U.S. market with substantially lower

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