Based on Acer study case on Global marketing / Warren J. Keegan, Mark C. Green.—7th edition. This slides shows the overview of Acer in 2015, their development stages and a brief of their global marketing strategy.

1. Based on Global marketing / Warren J. Keegan, Mark C. Green.—7th ed.
GLOBAL MARKETING
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 Introduction
 Acer Nowadays
 Acer Financial Views
 Development Stages of Acer
 Suggestions for Acer
CONTENTS
Based on Global marketing / Warren J. Keegan, Mark C. Green.—7th ed.
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Based on Global marketing / Warren J. Keegan, Mark C. Green.—7th ed.
“You have to always look ahead, always be positive.
Its your choice, your destiny. You have to enjoy life.”
Stan Shih – Acer Founder
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OVERVIEW OF ACER
Based on Global marketing / Warren J. Keegan, Mark C. Green.—7th ed.
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CEO Jason Chen
Slogan “Explore beyond Limits”
Area served Worldwide
Headquarters Xizhi, Taipei County, Taiwan
Founder(s) Stan Shih
Founded 1976 as Multitech

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FINANCIAL VIEWS
Based on Global marketing / Warren J. Keegan, Mark C. Green.—7th ed.
Highlighted Notes on
Financial Ratios:
 As a company, Acer has a
good Current Ratio
(>120%), means their
assets is larger then their
liabilities.
 But Acer also has high
Debt To Equity Ratio
(>200%), means their
debt is much bigger than
their equity.
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FINANCIAL VIEWS
Based on Global marketing / Warren J. Keegan, Mark C. Green.—7th ed.
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Highlighted Notes on
Financial Ratios:
 Acer has been on rough
year on 2012-2013;
negative value of profit
margin (-0.059), ROA
(-11%) & ROE (-36.5%)
 But they regain profit on
2014; increasing profit
margin (0.008), ROA
(1.37%) & ROE (2.95%)

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Based on Global marketing / Warren J. Keegan, Mark C. Green.—7th ed.
“You have to always look ahead, always be positive.
Its your choice, your destiny. You have to enjoy life.”
Stan Shih – Acer Founder
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Acer was founded by Stan Shih (施振榮), his wife Carolyn
Yeh, and a group of five others as Multitech, the first office
was headquartered in Hsinchu City, Taiwan.
Multitech changed its name to Acer.
Acer’s first changes, as they created a multinational
company, infamous with their “21 and 21” strategy.
Priority was placed on delivering the freshest, most
affordable technology to benefit consumers worldwide.
OVERVIEW HISTORY OF ACER
Based on Global marketing / Warren J. Keegan, Mark C. Green.—7th ed.
1976
1987
1990
-
2000
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Acer was transformed from manufacturing to services,
restructured and had three companies; WISTRON, ACER
INC, and BENQ.
Ranked as worlds’s 3rd PC vendor.
Enhance worldwide presence with a new multi-brand
strategy; merged Gateway & Packard Bell.
Transforming into a hardware + software + services
company; changes on its management; ‘build your own
cloud’ announced.
OVERVIEW HISTORY OF ACER
Based on Global marketing / Warren J. Keegan, Mark C. Green.—7th ed.
2001
-
2007
2008
2014
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Based on Global marketing / Warren J. Keegan, Mark C. Green.—7th ed.
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“You have to always look ahead, always be positive.
Its your choice, your destiny. You have to enjoy life.”
Stan Shih – Acer Founder

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Based on Global marketing / Warren J. Keegan, Mark C. Green.—7th ed.
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1. The ‘fast food’ business model for logistics & assembly model
“Components” are pre-prepared in large, centralized mass-manufacturing
facilities, then are shipped to “assembly sites” close to local customers. This
makes it possible to enjoy production economies-of-scale while also
tailoring each individual product to suit the needs of each individual
customer. The result is standardized quality, customizable products, and
lower inventory costs.
2. The “client-server” management model
It lets each Business Unit act independently but also coordinates each one’s
efforts to gain maximum overall benefit from full-use of Acer’s international
resources. At the heart of Acer’s “client-server” organization is a closely-
linked network of mature and experienced managers who are committed to
the success of their own “piece of the Acer Group,” as well as ensuring
Acer’s overall long-term growth.
ACER’S STRATEGIES

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Based on Global marketing / Warren J. Keegan, Mark C. Green.—7th ed.
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 Their strategies has become their Core Competence, resulting Acer becomes a
PC manufacturer of the world. Today Acer has diversified its range of products
to include low-cost desktops, laptops, servers, storage devices, peripherals
and also the latest smartphones, tablets, etc.
 Acer has been successfully doing Global marketing by combining Polycentric
Orientation (client-server management model) and Adaptation (fast-food
business model).
 Based on that facts, Acer should continue as a Global Consumer Brand as
they already has a winning business model that already rolling its virtuous-
cycle. But they should do differentiation strategy to adapt technology
updates since PC market is decreasing and mobile-tech market is increasing.
SUGGESTIONS FOR ACER

13. Based on Global marketing / Warren J. Keegan, Mark C. Green.—7th ed.
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14. Based on Global marketing / Warren J. Keegan, Mark C. Green.—7th ed.
REFERENCES
Global marketing / Warren J. Keegan, Mark C. Green.—7th ed.
http://en.wikipedia.org/wiki/Acer_Inc.
http://in.reuters.com/finance/stocks/companyProfile?symbol=2353.TW
http://successstory.com/companies/acer-inc
http://www.acer-group.com/public/The_Group/milestones.htm
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