The purpose of this analysis of the Acer Group is to discourse and look into the four constituents of the selling mix and possible alterations to their merchandise. pricing. arrangement. and publicity. Overall. the Acer Group’s selling mix is missing in publicity. This could be due to the fact that the Acer Group is a multi-brand company. Acer. eMachines ( acquired in 2004 ) . Gateway ( acquired in 2007 ) . and Packard Bell ( acquired in 2008 ) are the trade names that make up the Acer Group ( Overview. 2010 ) . Because of the multiple trade names. Acer Group may be holding trouble with their selling mix and being able to contract down schemes. Acer Group has a great chief consumer merchandise along with good secondary merchandises. The fact that the Acer Group can get other trade names allows them to remain in the growing phase of the merchandise life rhythm but is acquiring closer to the adulthood phase. As of the terminal of 2009. Acer Group is now 2nd. catching Dell. in entire Personal computer gross revenues worldwide ( Kovar. 2009 ) . Their newest acquisition. Packard Bell. is an illustration of geting a new company who will maintain them in the growing phase of the merchandise life rhythm due to invention.
Because of the multi-brand scheme. Acer Group is able to offer several different options of their merchandises. Consumers who make their determinations based on affordability can buy a machine from eMachines and those who are looking more towards a high-spec engineering can buy an Acer or Packard Bell ( Wooden. 2009 ) . The Acer Group does a good occupation of functioning the demands of its client through its merchandise. The Acer Group focuses on a client value-based pricing. The primary focal point is a good-value pricing theoretical account that offers the right combination of quality and service at a just monetary value. Given Acer Group’s multi-brand scheme. they besides utilize the value-added pricing theoretical account because they have the ability to attach value-added characteristics and services. Acer is a good illustration of a higher priced machine that offers better specifications ( value-added characteristics ) for a higher monetary value. On the other manus. eMachines can utilize competition based pricing because the trade name is able to fabricate low-end stripped down versions of the merchandise that can be sold at a really low competitory cost.
Due to the sheer size and entire gross revenues of the Acer Group. they are capable of utilizing a market-penetration pricing for newer theoretical accounts with the eMachines and Gateway trade names. Alternatively. Acer’s quality and high specification machines can be sold using the market-skimming pricing option as those merchandises are more specialised and there isn’t a big market to perforate. The Acer Group does a great occupation at offering a big array of quality merchandises at just and competitory monetary values to the consumer. Along with being a multi-brand company. the Acer Group uses a Multichannel Distribution System. This system allows them to sell straight to consumers through their web sites but besides sell to retail merchants who in bend sell their merchandise in shops. Each trade name has their ain web site that you can buy customized computing machines straight. Acer Group trade names are besides sold in supercenters like Wal-Mart. Target. and Sam’s Club. in electronic shops like Best Buy and Fry’s. and besides on web sites like tigerdirect. com and circuitcity. com. Acer Group merchandises are available in adequate channels that anyone has the ability to purchase of their merchandises.
The lone defect is the Packard Bell trade name that it is merely sold in the United Kingdom. This is dissatisfactory since Packard Bell has some great designs that would hold a market over here in the United States. Besides Packard Bell’s deficiency of a United States channel. the Acer Group does a good occupation of functioning the demands of consumers sing arrangement. The publicity component of Acer Group’s market mix is unequal. Of the few advertizements seen a mix of enlightening and persuasive advertisement is used. The Acer trade name lends itself to the persuasive because it focuses on the sleek design and quality of the merchandise whereas eMachines and Gateway focal point on the enlightening facet of pricing. A large issue is the deficiency of publicity outside of electronic store/retailer’s web sites. If you are watching telecasting. reading the paper. or listening to the wireless you will more than likely see or hear an HP. Dell. or Apple advertizement but you will non hear one about the Acer Groups trade names. The Acer Group’s mission statement states that one of its nucleus values is being customer-centric ( Wang. 2010 ) .
To be customer-centric consumers need to cognize what your company offers sing merchandise and monetary value which is normally conveyed through advertisement. The Acer Group needs to develop an Integrated Marketing Communication program. Such a program would efficaciously organize all facets to bring forth a sale in a mark market ( Armstrong. 2010 ) . This could be done by making a telecasting advertizement that relates to a web site that relates to radio ads or newspaper ads that all come back to information that is functional and represents the company. The Acer Group has some public dealingss information on their web site like a listing of their nucleus values along with investor presentations for the company.
There is non a batch of personal merchandising through any of the trade names as the Acer Group doesn’t have shops of their ain but instead retail merchants and web sites without gross revenues associates. Since Acer Group’s trade names tend to hold low monetary values to get down with. there is small room for gross revenues publicities. You will sometimes come across a bundle bundle but that is about it. Online Direct Marketing is immense for the Acer Group as it is their primary advertisement location. Web sites are largely the lone topographic point you see Acer Group brand’s advertizements. Promotion is where the Acer Group is making a hapless occupation of functioning the demands of its clients as they are non leting their merchandise to be known to the consumer the manner it needs to. Overall. the Acer Group has a great selling mix except for publicity. If they can better on the publicity facet they will hold all four constituents working to their advantage.
Mentions
Armstrong. G. . Kotler. P. ( 2010 ) . Selling: Ah Introduction. Revised Global tenth Edition. Upper Saddle River: Pearson Education.
Kovar. J. ( 2009 ) . Acer Surpasses Dell To Take Second Spot In Personal computer Gross saless: iSuppli. Retrieved from hypertext transfer protocol: //www. crn. com/news/components-peripherals/222000565/acer-surpasses-dell-to-take- second-spot-in-pc-sales-isuppli. htm ; jsessionid=YyCecnqJ0RzwOh1ZrttH1Q** . ecappj01
Overview ( 2010 ) . Retrieved from hypertext transfer protocol: //acer-group. com/public/The_Group/overview. htm
Wang. J. T. ( 2010 ) . Declaration From The Management. Retrieved from hypertext transfer protocol: //acer-group. com/public/Sustainability/sustainability02. htm
Wooden. A. ( 2009 ) . A War On Three Front. Retrieved from
