SECTION I. THE BUSINESS
Acer was founded in 1976 in Taiwan. According to Cartmell, the original name when founded by Stan Shih and his wife Carolyn Yeh was called Multitech. The name was changed to Acer in 1987. The Acer group has four brands: Acer, Gateway, eMachines, and Packard Bell.
Acer Inc. global headquarters is in Taiwan. They do business all over the world and have continent headquarters in the United States, Europe, and Asia. This is a global company and has to be treated that way. Acer has marketed itself to branding all over the world and tries to focus on what the customer is changing to in the PC world.
The mission statement for Acer is: “Serve with honour and work with pride.”
Acer says the value for its company is to provide steadfast service and environmentally safe innovations. They believe their product has the easy-to-use and dependability for their customers.
Unique Selling Proposition
Acer has built a reputation of having environmentally sound computer products. I propose to introduce a product line to compete with companies like Samsung, Vizio, Sony, and other television companies. The difference is the All-in-one features of the computers they already sell plus the addition of the features of a television. It will create a home computer where we don't need to sit in front of a desk to computer work, but in the comfort of our own couches.
All companies say it is about the customer and what they want. Well for Acer, they have taken advantage of product placement all over the world via the internet and through Acer approved sites to sell. They react to how the technology world is by continually working to improve and compete with the rest of the computer world market. "Acer is dedicated herself in developing integrated sustainability and CSR strategies. An integrated strategy for Sustainable Acer, following our current mission statement and the consensus of top management on sustainability, will drive the motivation of embedding CSR in Acer’s mission. Our journey toward sustainable development starts at a strong intention by the top management to explore business development in a healthy mode. This is the key for giving commitment, driving innovation, demonstrating business case and embedding sustainability and CSR in Acer’s culture. Acer walks the talk on CSR by means of a top-down process, and is dedicated to being a global PC and IT player who embeds CSR as a key priority. Acer recognizes our influential power to engage suppliers to work together for improving the resource efficiency of IT products. We believe that Acer will continuously create value and competitive advantage by timely integrating sustainability and CSR into business agenda, because of our ability to practically and eco-efficiently transform our unique understanding of business and sustainability into a comprehensive selection of innovative solutions."
SECTION II. THE MARKETING ENVIRONMENT
According to the Acer Group website, they offer products that target customer’s needs. Customers today have component lifestyles. They want a computer that is diversely sufficient to do all the things they want it to do. According to Acer, they can offer all kinds of products that will fit that lifestyle. Demographic Environment
Technology might be geared towards Generation Y and Z, but that does not mean people from generation X or the Baby Boomers cannot adapt and learn. According to Acer Group, they offer products that are user friendly to all ages. Different age groups depend on computers for different things. Tweens and teens might see it for games, social networks, and a little bit of homework. Generation Y might see it for school work, social media, Skyping,...
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