Acer Essay

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Acer’s strategy has been described as “divide and conquer.” Compare and contrast this to Levono’s strategy. Acer’s relationships building its brand between Business-to-Business and Business-to business have been divided between a fine line. Acer’s approach to building its brand has been more successful targeting Business-to-Business than it has been with Business-to-consumer because consumers tend to be more emotional with their products compared to businesses, which happen to be more rational (Keegan & Green, 2011). Both companies goal is to build their brand name in Asia and work its way up to compete closer with HP and Dell. Though Acer Inc. struggled to grow its brand in the United State through the mid 90’s, Acer’s CEO Stan Shih focus was then aimed towards China since both Chinese and Taiwanese share the same culture and language making business more approachable to gain leverage for its brand. Competing with Lenovo, China’s #1 PC and laptop manufacture is certainly difficult especially since it’s a Chinese company. It wasn’t easy for Acer Inc. to gain some ground in China especially since Lenovo took over the PC division of IBM in 2005. As a response to the IBM acquisition, Acer purchased Gateway two year later to gain ground with Lenovo. Both companies are the largest PC computer manufactures in their respectable countries, but Acer goal is to land a secure and stable local market to move onto a regional market before reaching out globally. Though Lenovo has home advantage, Acer happened to have a broader advantage due to its global business practice, technology and economies of scale, which Lenovo does not (Keegan & Green, 2011). Since both companies have acquired a large American company each, Acer has had the edge over Lenovo since Lenovo has been stuck at 7% of the market share, causing a layoff of employment compared to Acer who has not dropped

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