Acer Marketing Strategy – Marketing Strategy of Acer: Established as MULTITECH in 1976, the brand is based in New Taipei in Taiwan. With more than 7033 employees (March 2017), the company works in 160+ countries.
Acer company’s core business is sales and marketing, research and design, and services for products under its brand. These include computers, projectors, and tablets, as well as core IT services such core services and other smart devices
Acer At A Glance – Marketing Strategy of Acer
Company : Acer inc.
CEO: Jason Chen
Founder: Stan Shih | Carolyn Yeh
Year founded: August 1, 1976, Hsinchu, Taiwan
Headquarters: New Taipei City, Taiwan
Annual Revenue: $234.29 billion
Profit | Net income: $2.57 billion
Number of employees : 7,240
Products & Services: Desktops, laptops, netbooks, servers, smartphones, tablet computers, storage, handhelds, monitors, televisions LED, LCD & Plasma, video projectors, e-business
Acer Fun Facts: Shih renamed his company Acer Inc. in 1981. The name was derived from the Latin word for acute or sharp.
Marketing Strategy of Acer
Acer’s Marketing Strategy covers various aspects of the business right from segmentation and targeting to the overall mission and vision of the company and the various parameters which the company executes to become the top brand that it has in the market. So what is the Marketing Strategy of Acer? Let us discuss.
Segmentation, Targeting, Positioning – Acer Marketing Strategy
Acer’s presence in so many countries, with regional offices in the Middle East and Africa (EMEA), Europe and America has led to Acer using a combination of demographic and geographical as well as psychographic segmentation techniques.
Acer offers a wide range of hardware and software products. This is because it employs a differentiated targeting strategy.
Acer uses Product classes and user benefit-based positioning strategies.
Acer Mission Statement
“Breaking barriers between people and technology”
Acer Vision Statement
“A leading branded company empowering and enriching people through innovation and customer care,”
“Explore beyond limits”.
Competitive Advantage – Acer Marketing Strategy
The company’s extensive range of products and services is distributed in more than 160 countries via various channels, including the company sales force, E-commerce websites, resellers, distributors, and authorized service centers.
Acer has shifted its focus from being just a hardware manufacturer and marketer to collaborating its efforts for its products in software, hardware, and other IT services.
Integrated Supply Chain:
To make products and services accessible to end customers, Company works closely with suppliers to meet customer requirements in terms of product quality and innovative features. Based on their products and services, it categorically determines which suppliers are critical.
BCG Matrix – Acer Marketing Strategy
Acer is primarily a supplier of hardware solutions such as PCs, projectors and tablets, software solutions, and IT services.
Its hardware product vertical is its core business. It stars in the BCG matrix with notebooks accounting for 60% of total ICT product revenue, and desktops and displays contributing 15% and 12%, respectively.
Acer’s IT and Software solutions are a question mark in the BCG matrix.
The entire Acer group is divided into two businesses: Sales & Servicing of IT Products and Business Operations (like Build Your Cloud: BYOC).
Distribution Strategy – Acer Marketing Strategy
Acer uses the build-to-order business model to distribute its products via resellers, distributors, and retail outlets.
It also provides 24/7 support to its customers to help them run their businesses.
The company is moving beyond being a manufacturer and marketer of PCs to offering Hardware+ Software+ services to its customers.
Brand equity – Acer Marketing Strategy
Acer has been involved in special events like the Legends Esports 2017 and Red Bull Kumite 2017. This is helping Acer to be prominent in the market. Acer’s product portfolio includes a wide range of services and products. This is helping Acer to create high visibility in the market.
Competitive Analysis – Acer Marketing Strategy
Acer is being challenged by other players, mainly Chinese manufacturers. Price wars are also impacting its market share. The PC market is experiencing a shift in demand patterns due to constant changes in technology platforms and IOT (Internet of things).
Smartphones pose a major threat to the PC market and are affecting the entire industry. The main factors that affect the company’s profitability are supply chain synergies, selection of suppliers, and serviceability.
Market Analysis – Acer Marketing Strategy
Acer’s market is crowded with international and national players like Dell, Lenovo, and HP, who are vying for market share in intense price wars. Due to high demand, companies are moving towards smartphones and tablets. However, the growth rate for PCs is decreasing.
Customer Analysis – Acer Marketing Strategy
Acer customers are tech-savvy professionals and young people who use Acer products in their daily lives.
It targets Government organizations with specific requirements.
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