Acer崛起研究.ppt

Acer Group members: Ye bei Lin yan Zhao chaohui Service Nine Agenda Background 1 Strategic Goal 2 Problems 3 Learning 4 01 Background Part One 1976 CEO Stan Shih： starts Acer mid-1980s commoner culture late 1980s restructured into SBUs+RBUs 1992 AAC (America) Acer Europe Acer China ACLA latin America Other places 1994 1995/09 the 1st generation 1996/02 the 2nd generation the 5th generation ? ? ? Aspire concept Acer “fast foodprocess smile curve client-serverstructure 1997 Smiling Curve Distribution brand/service design sofeware speed cost Value Added Component Assembly originally 04 06 Transnational industries Multi-domestic industries high high low low pressures for local responsibilitveness pressures for global expansion Global industries PC industry 02 Strategic Goal Part two Acer: ?Global Brand, Local Touch ?21 in 21 ?Top 5 The Aspires launch Multimedia Capabilities External Design Ease-of-use features Acer: ?Global Brand, Local Touch ?21 in 21 ?Top 5 03 Problems Part three However… Product design (eg. technical problems) Inventory Pricing Customer services Others… ?Self capability experience ?Trust issues ?Communication cooperation ?Forecasts AAC Internal ?Pricing -- competitors External AAC causal map Pricing Inventory Product Design Self Capability Trust Issues Inefficiency Experience Communication Trust overextended Restructure Launch Aspire Complexity Communication Market Difference Service Nine Localization Goal Uncompleted Acer causal map 1. Coordination Problem Unending price negotiation Delay production Reduce profit margins Top-secret No trust Ignore opinions Complex integration Different market needs 2. RBUs focus on localization Different strategies Different positions of Aspire Increase inventory Increase cost Uselessness of globally advertising Effective management Dispatch engineers from Taiwan to AAC Entirely standard product Strategy change and product segmentation Exp