Marketing Management

Chapter 1

Executive Summary

This assignment will be discuss about Acer marketing strategy for Acer Aspire One D250 and the marketing logic by which the company hopes to achieve the objective or profitable relationships with its identified customers. Identify a customer-centered marketing strategy in order to reaching its target markets and how the Acer Inc managing its marketing strategy as follows:

- The STP strategy: segmentation, targeting and positioning

- The 4 Ps of the marketing mix strategies: product, price, promotion and place.

- The 4 Cs of the marketing mix strategies: customer, communication, cost and convenience.

Chapter 2


Company Profile: Acer in-cooperation (Acer Inc).

Acer's company is the leading manufacturer of laptop, desktop, and netbook computers. Acer PC maker company in Taiwan is the world number four. Chinese desktop Lenovo maker is number three and follow by IBM's desktop division. Acer executives are confident that they are closing the gap by putting more strategy into Lenovo market in China and America, to reduce Acer's reliance on notebook PC sales; the company is now expanding into liquid-crystal-display TVs and launching new PCs equipped with HD-DVD drives.

The company also provides IT support services, and its Acer EDC facility is the largest stand-alone data center in Asia. Acer company which outsources its manufacturer sells through resellers and distributors worldwide. Acer today focuses on marketing its brand-name IT products around the globe.

Product Profile: Acer Aspire One D250.

There are many types of electronic equipment that has produced by Acer In-cooperation (or Acer Inc). Acer Inc had recently introduced netbook which calls Acer Aspire One D250. Acer Aspire One D250 is thinner, lighter and the capacity in performance is last longer than the previous Acer Aspire One and some of other brands.

Acer Aspire One D250 is 10.1-inch screen netbook which is the innovation from Acer Aspire One D150 model. Besides that, it has specs that alike to D150 for the nearly all parts such as D250 also use Intel Atom processor, but its processor is faster at 1,66 GHz. The storage of D250 is 250 GB of hard drive space and it can upgrade to 2 GB of Ram.

Acer Aspire One D250 also comes with good design as full sized keyboard and the addition of the built-in with crystal eyes webcam as 0, 3 megapixels. The Acer Aspire One D250 differentiates itself from the D150 by include new hardware as Bluetooth 2.0, and develops its outlook to be thin and feather light at 1,27kg with 6 cell Li-ion battery life. In the same way, Acer Aspire One D250 comes with the latest operating system which is window7 starter.

Not only its configurations, Acer Aspire One D250 is available in 3 colored (ruby red, diamond black and seashell white) with the reasonable price to student can afford. D250 also navigate easily around netbook by using the multi-gesture touchpad with two buttons that features circular-motion scrolling, pinch-action zoom and page flip. Consequently, Acer Aspire One D250 is a best buy in recent period.

Chapter 3

Market Analysis

Marketing strategy is the marketing tool that the company uses to achieve its objectives and profitable relationships with its identified customers. As Acer Inc started to produce Acer Aspire One D250 in Taiwan (Taipei), Acer Inc has to consider a customer-centered marketing strategy and marketing mix strategy in the markets. Therefore, this assignment is analyzes the STP, 4 Ps, and 4 Cs that impinge on the marketing strategy of Acer Inc and Acer Aspire One D250 as follows:

3.1 Customer-Centered Marketing Strategy

In the face of increasingly competitive business conditions and limited resources, marketers need to know how to identify target markets that provide the fastest and greatest chance for a favorable response. Segmentation, targeting and positioning are basic strategic issue of marketing. They enable you to understand the nature of the company's marketplace and to select the marketing programs that will be profitable for the company.

3.1.1 Segmentation

The process of dividing a market into meaningful, relatively similar and identifiable segments or groups is call market segmentation. The purpose of market segmentation is to enable the market to tailor marketing mixes to meet the needs of one or more specific segments. (McDaniel/Lamb/Hair, Eighth Editor, introduction to marketing) The division of the total market into smaller, relatively homogeneous group is called market segmentation. A market segment consists of a group of customers who share a similar set of needs and wants. The major segmentation variables are demographic, geographic, behavioral, and others. However, in this case study segmentation has been identified base on demographic.

· Identify customer base on demographic

Demographic segmentation divides the market into groups based on variables

such as age, gender, family size, family life-cycle, income, occupation, education, religion, race, generation, nationality and social class(Gray Armstrong & Philip Kotler, 6th editor, marketing an introduction).

- Age

Customer wants and needs change with age. So companies offer different products or different market strategies to different ages and groups (Kotler & Armstrong, 6th editor). To illustrate, Acer Aspire One D250 in Taiwan (Taipei) market, the company focuses more on teenagers and young generation as students.

- Gender

Men and women are likely to have different approach and behavior, and this gender differentiation has long been used in clothing, hairstyling, cosmetics, and magazines. (Kotler & Armstrong, 2006 pp234) Considering Taiwan (Taipei) market, the company will concentrate on …..

3.1.2 Targeting

Target market is a group of people or organization for which an organization designs, implements, and maintains a market mix intended to meet the needs of that group, result in mutually satisfying exchanges. Target marketing is using a specially designed marketing mix to target a smaller market with greater precision; permits closer buyer-seller relationships. Target marketing strategies are developed for estimating market-demand and forecasting expected sales and profitability for each segment. Strategic Marketing Management (meeting the global marketing challenge).

3.1.3 Positioning

The development of any marketing mix depends on positioning, a process that in fluencies potential customer's overall perception of brand, product line, or organization in general. Positioning is defined as the proceeded of designing the company's offering and image to take up a distinctive place in the mind of the target market. The consequence of positioning is the successful creation of a customer-focused value proposition, a cogent reason why the target market should buy the product. Companies can use a variety of methods for positioning. There are seven positioning strategies that can be applied:

1. Product attribute/ benefit positioning: A company positions itself on an attribute, such as size or weight and the slim make users feel comfortable to bring around, so that is a benefit.

2. Emotion Positioning: positioning using the emotion focus on how the product makes customers feel.

3. Use or application positioning: stressing users or application can be an effective means of positioning a product with customers. Positioning the product as best for some use or application.

4. Product user Positioning: Positioning the product as best for some personality or type of user group.

5. Competitor positioning: positioning against competitor is part of any positioning strategy. The product claims to be better in some way than a named competitor.

6. Product class: is to positioning the product as being associated with particular category of product. The product is positioned as the leader in a certain product category.

7. Price and quality: The product is positioned as offering the best value.

Considering the position of Acer Aspire One D250 in Tiwan, the company set a position based on the price position. The price of Acer Aspire One D250 in Taiwan (Taipei) is cheaper than competitors. It is because of the lower costs including import taxes. …………..

3.2 Marketing Mix Strategies

The marketing mix is the set of controllable, tactical marketing tools that the firm blends to produce the response it wants in the target market.

3.2.1 The 4 ‘P's


Please be aware that the free essay that you were just reading was not written by us. This essay, and all of the others available to view on the website, were provided to us by students in exchange for services that we offer. This relationship helps our students to get an even better deal while also contributing to the biggest free essay resource in the UK!