[국제경영전략] 에이서(acer) 사례(영문)

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목차

I. Introduction (p.3)

I.1. Background : The trends of tablet PC market and ACER
I.2. History of ACER Group
I.3. The Acer group
I.4. Acer’s value chain
[Figure1] Acer’s Value Chain

II. Industry Background (p.6)

II.1. The Growth of PC markets
II.2. An Emerging Tiger Among Taiwanese PC makers - Acer
Comparison of leading PC vendors
Acer's ranking

III. Acer's Business Models (p.9)

III.1. Reassessing Profit Potential in the Changing Computer Industry
III.2. Strategic Innovations at Acer
III.2.1. Smiling Curve
[Figure 2] Stan Shih’s Smiling Curve
III.2.2. Fast Food Business Model
[Figure 3] Fast Food Business Model
III.2.3. The Client Server Organization
[Figure 4] Client-Server Relationships

IV. Challenges (p.13)

IV.1.Brand Image
IV.2. Choices over Globalization

V. Conclusion (p.15)

* References *

본문내용
I. Introduction

I.1. Background : The trends of tablet PC market and ACER

The current economic stagnation of world makes people not to buying PC and to consume cheaper PC such as Note book & net book. With this tendency, people prefer to purchase net book which is small and cheaper than others. So Net book market grows dramatically, for the last 4 periods, net book consistently grows and takes 20% of market share. Economic Crisis Drives Notebook "Rightsizing" in Digital Daily, John Paczkowski, 2008.10.15,
And in here, Acer takes 30.5% of market. In note book market, HP take 24.1% and Acer takes 2nd for 20%. These mean that Acer's tablet PC share rate is highest among the others. And for this competitive force, Acer concentrated on 31.6% in the whole sale market.

I.2. History of ACER Group

Acer is founded in 1976 by Stan Shih, for the name of multi-tech international. it started from eleven employees and US $2,500 assets. Its areas are importing electoral components, publishing trade journals and consulting on high-tech issues. Up to 1980, Multi-tech trained engineers for Taiwan’s information industry, an designed products for local manufacturers plus CRT terminals for export. In 1980's, the great growth had been. In 1981, the Multi-tech Industrial Corporation, precursor to Acer was established. Since the company first began building micro-based equipment in its early years, constant emphasis on R&D had led to the introduction of many innovative products, and 1981-1990 were growth years. In 1981, the firm launched MDF-1&2, 8 bit learning kit and 8 bit home computer, and it is greatly success and firstly exploited into global market, UK, Germany, Hongkong and Singapore. In 1983, Acer was pioneering developer of PC-compatible with its XT/PC, and in 1984 switched to production of IBM compatible PCs which used the same microprocessors and ran the same software as the original IBM machines, and were very successful. On this basis, net profits grew by 43% per annum from 1984-88.
In 1988, company name was changed to Acer, and it went public, coinciding with an all time high on the Taipei stock market. The firm had achieved a reputation for innovation. Leveraging its close co=operation with the dominant American microprocessor Intel, Acer was repeatedly among the first companies world-wide to market computer in the basis of newly developed chips. In 1986 it beat IBM and was second only to Compaq to announce a 32 bit 386 PC based on Intel’s 386 microprocessor, leading to considerable media attention and fanfare in the computer
참고문헌
- 미니 노트북 ‘넷북’, IT 지형도를 바꾼다, 천승응, 시사오늘 2008.12.03.
- 미니 트렌드 및 Back to Basic 트렌드 확산, 2008.9.4. 김경희, KOTRA
- 아시아경제 “미니노트북, 5년 뒤 5,000만대. 10배 성장" 2008.8.14.
- 전자신문 “노트북 PC 가격별 시장 점유율 추이” 2008.8.20.
- Acer American Corporate Overview, March 2007
- "Acer: An IT Company Learning to Use IT to Compete", Jason Dedrick, Kenneth L. Kraemer, Tony Tsai, Center For Research Information Technology And Organization, 1999 Oct.
- “Acer Brand Market Position” Gianfranco Lanci, Acer Inc. Q1, 2009 Investor Conference
- Acer Group, http://www.acer-group.com, http://www.acer.com
- Economic Crisis Drives Notebook "Rightsizing" in Digital Daily, John Paczkowski
- SERI 전망2009 p.215-221 세계 수요부진 속에서도 성장을 지속하는 정보통신 기기산업
- The Management Case Strategy Journal "Changing Strategy and Structure : The Acer Group Competing in the Information Technology Industry"
- The Strategy Process : Concepts, Contexts, Cases by Henry Mintzberg