5/23/2019 Marketing Strategy of Acer - Acer Marketing Analysis

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Marketing Strategy of Acer – Acer Marketing

Strategy
January 14, 2019 By Hitesh Bhasin
Tagged With: Strategic Marketing Articles

Founded as MULTITECH in 1976 and headquartered in New Taipei, Taiwan the

brand Acer has emerged as one of the world’s top Information and
Communications Technology (ICT) companies with more than 7033 (March 2017)
employees working in 160+ countries.

The core business of the company is sales & marketing, research & design, and
services of products in its brand name that include PCs, projectors, tablets,
servers, other smart devices and core IT services.

Page Contents 

Segmentation, targeting, positioning in the

Marketing strategy of Acer –
Due to its presence in such a large number of countries with its regional o ices in
the Middle East, and Africa (EMEA), Europe, America, and Asia Paci ic has resulted
into Acer using a mix of demographic, geographic and psychographic
segmentation strategies.

Acer has large offerings in hardware, software and related services due to which it
uses differentiated targeting strategy.

Product class and user bene it based positioning strategies are used by Acer.

Marketing mix – Here is the Marketing mix of Acer.

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SWOT analysis – Here is the SWOT analysis of Acer.

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Mission- “Breaking barriers between people and technology”

RELATED TOPIC Marketing Strategy of Horlicks

Vision- “Not Available”

Tagline- “Explore beyond limits”.

Competitive advantage in the Marketing strategy of

Acer –
Extensive reach: With its array of products and services the company is
distributing its offerings in more than 160 countries through mediums such as
company sales force, e-commerce sites, resellers, distributors and authorised
service centres.

Shifting orientations: Acer is shifting its focus from just being a hardware
manufacturer & marketer to company synergising its efforts collectively for its
offerings in hardware, software and other IT services.

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Integrated supply chain: In order to make the products and services available to
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the end customers, Company closely works with its suppliers to ful il the customer
expectations in terms of product quality, innovative features, and just-in-time
production etc. It categorically identi ies the critical suppliers based on the
products and services supplied by them.

BCG Matrix in the Marketing strategy of Acer –

Acer primarily deals in products categories such as hardware solution like PC,
displays, projectors, tablets; software solutions and IT services.

Its Hardware product vertical is the core business and it stars in the BCG matrix
with notebook generating 60% of the total revenues from ICT product category,
while desktops and display contribute 15% and 12% respectively.

Acer’s Software and IT solutions are the question mark in the BCG matrix.

Apart from this the whole Acer group is organized in two businesses Sale &
servicing of IT products and business operations (like Build your own Cloud:
BYOC).

Distribution strategy in the Marketing strategy of

Acer –
Acer works on the build to order business model and uses Just in time strategy to
distribute its products through resellers, distributors, retail outlets, Online via e-
commerce sites and company service centers.

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However, in order to support its businesses, it provides support services 24/7 to its
customers.

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The company is transforming from just a PC manufacturer & marketer to company

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offering Hardware+ Software + services to its customers.

Brand equity in the Marketing strategy of Acer –

Acer has been partnering in special events such as Legends Esports events in
2017, Red Bull Kumite 2017 etc. which is helping the brand in creating high
visibility in the market. Acer has a large number of products and services in its
product portfolio which is helping the company in creating high TOMA (top of
mind awareness) to have a high share of wallet of customers.

Competitive analysis in the Marketing strategy of

Acer –
Acer is facing tough competition from other players mainly from Chinese
manufacturers & price wars is also affecting its market share. Due to frequent
change in technologies platforms and IOT (Internet of things) technologies the PC
market is going through a change in demand pattern.

Smartphones are the major threat to the PC market which is affecting the industry
as a whole. Supply chain synergies and selection of suppliers are the major factors
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affecting the company’s pro itability in hardware industry while software industry
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is driven by the serviceability.

Market analysis in the Marketing strategy of Acer –

The market in which Acer operates is overcrowded with national & international
players such as Lenovo, Dell, and HP who are eating up each other market share
through intensive price wars. Companies are shifting towards Smartphone &
tablets due to its high demand in the market whereas Growth rate of PC’s is
declining.

RELATED TOPIC Mission of a company - What is mission?

Customer analysis in the Marketing strategy of Acer

–
Customers of Acer are the tech Savvy young generation and professionals who
use Acer products to make their life easier.

Under enterprise solution business vertical it targets Corporate, Government

organisations with speci ied requirements.

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About Hitesh Bhasin

I love writing about the latest in marketing & advertising. I am a
serial entrepreneur & I created Marketing91 because i wanted
my readers to stay ahead in this hectic business world. You can follow me
on Facebook. Let's stay in touch :)

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