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A PROJECT REPORT ON
A STUDY OF RETAILER OPINION SURVEY OF MARKETING MIX OF ACER
PRODUCT IN HYDERABAD
A Project Report
Submitted by
Mukesh Kumar Gupta
(Regd No: 10/108)
In partial fulfillment for the award of the degree
Of
POST GRADUATE DIPLOMA IN MANAGEMENT
(2010- 2012)
IN
MARKETING
ICBM – School of Business Excellence
Member ACBSP
1
BONAFIDE CERTIFICATE
This is to certify that the project entitled, “A STUDY OF RETAILER OPINION SURVEY
OF MARKETING MIX OF ACER PRODUCT IN HYDERABAD” is a bonafide record of
interim report carried out by MUKESH K KUMAR GUPTA at Institute of Computers and
Business Management, Hyderabad, has successfully completed his summer training project at
ACER INDIA PVT LTD , Hyderabad from 27th April 2011 to 3rd June 2011 . He has worked
sincerely in this duration and has completed the project successfully. For the partial fulfillment
for the award of Post Graduate Diploma in Management (PGDM) to the best of my knowledge,
this is an original piece of work.
I wish him all the very best in his career Endeavour’s.
SIGNATURE SIGNATURE
Academic Director Guide
Prof. Jitender Govindani Asso. Prof. Prem Latha Menon
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DECLARATION
I, MUKESH KUMAR GUPTA declare that project report titled, “A STUDY OF
RETAILER OPINION SURVEY OF MARKETING MIX OF ACER PRODUCT IN
HYDERABAD” has been completed by me in ACER INDIA PVT LTD. under the
guidance of Mr. Yashpal (Asst. Sales manager) and Ms. Prem Latha Menon (Prof,
Dept. of Marketing) faculty of ICBM.
I hereby declare that the project is completely my work. It has been submitted to
Institute of Computers and Business Management for partial fulfillment of the
educational session and allotment of marks.
Hyderabad
DATE: Mukesh Kumar Gupta
3
CERTIFICATE OF THE GUIDE
This is to certify that the work incorporated in this Project Report entitled “A STUDY OF
RETAILER OPINION SURVEY OF MARKETING MIX OF ACER PRODUCT IN
HYDERABAD Submitted by MUKESH KUMAR GUPTA , is his original work and completed
under my supervision.
Date: 10/09/2011 Guide Signature:
Place : Hyderabad Prof. Prem Latha Menon
4
ABSTRACT
Acer India Private Ltd. was incorporated in India from September 1999, it has its head
office in Banglore and branch offices in many of major cities like Pune, Nagpur, Delhi, Mumbai,
Hyderabad etc. Acer has its manufacturing plant located in Pondicherry. Acer is into
manufacturing and selling of the product like Notebooks, Net books, Projectors, Desktops,
Business PC’s, Consumer PC’s and Monitor LCD. With in short period of time Acer hold an
outstanding position of No.3 in Notebook segment and No.1 in Monitors and Net books that too
with less manpower. Acer is 100% channel committed and it is considered to be fastest growing
PC manufacturer.
With less manpower Acer shows good productivity from the figure that it has year on year
growth of 180%. Acer business works on channel marketing where its channel partners
contribute to increase its sales every time than the previous month. Acer has good interaction
with its channel members and they completely understand how to organize the performance of
the work of channel. Acer has build up the channel model where it uses the concept of both
direct and indirect channel marketing. Acer has got the network which is made up of suppliers,
distributors, and ultimately customers who “partner” with each other to improve the performance
of the entire system. These lead to form a strong value delivery network. The strong distribution
channel helps Acer to achieve competitive advantage over its competitor like Dell and HP by
building a strong long-term relationship with its channel partners. Acer understands the
contribution of the channel members in adding the value to the company.
In order to built up a strong distribution channel it is essential to take effective channel
management decisions which helps the company to select the potential channel members,
managing and motivating the channel members and evaluating channel members. Acer has made
a specific Channel design where it can analyze the consumer needs and set the objectives, it also
go for identifying the major alternative by which more sales can be done and after identifying it
evaluate the major alternatives.
Acer establishes a strong channel relationship by considering the channel member’s need in the
same way that it considers end user’s need. However, the needs of both of them are completely
different from each other. For establishing a good channel relationship, it is necessary to consider
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the aspect like delivery, profit margins, incentives packaging, training and promotional help. The
distribution channel consist of many parties each seeking for its own objectives. In order to have
systematic and smooth flow it is necessary to maintain the strong relationship with the channel
members by trusting and understanding each other’s need. This help to design a particular
channel arrangement which can be which can be independent or dependent.
Acer has certain channel model which helps to generate the revenue from the partner that results
into regular change in product quality as per the end user need and also the changes in channel
partner performance on end user satisfaction and loyalty.
From the survey done it has been observed that Acer has varieties of product with highly enabled
technology and well design but they are lacking in the product recognition rather than brand
awareness. That means, Acer need to perform huge amount of promotional activity not only for
the consumer but also for channel members. Conducting training session for retailers and
channel members is utmost need for the Acer in today’s market. Because the only reason is they
have got the product with good configuration and better technology and that too with less price
but the end user are moving towards brand like Dell and HP who are providing the same
configured product as huge price. This is because a Acer lacks in promotions.
So for this purpose Acer have to focus on strengthening and measuring the quality of partner
service and they have to support the marketing and account management. Acer is looking
forward to conduct more training session and road show together with the channel members
which will enable the company to reveal the latest product in the market and that could aware
customer about the product along with features and price. It is necessary to conduct a survey
when the company manufacture good product but still it lacks somewhere, Acer Market survey
has make them know to which steps they to put forward in order to have smooth channel flow
and increase in sales.
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ACKNOWLEDGEMENT
I wish to express my deep sense of gratitude and indebtedness to Mr. Yashpal (Asst
Manager Sale), Acer India (Pvt) Ltd, Hyderabad, for giving me an opportunity to work
under him and also for the keen interest, valuable guidance and constant encouragement they
gave me during the project work.
I am grateful to Mrs. Ritu Zarar Chair Person, Prof. S. Zarar, Principal and Jitender
Govindani, Director, Institute of Computer and Business Management, School of
Business Excellence, Hyderabad, for providing necessary facilities during the study.
I also express my sincere thankfulness to my mentor Ms. Prem Latha Menon for her kind
advice, suggestions and constant help in lot of various ways during project course.
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DECLARATION
I hereby declare that the project report entitled “A STUDY OF RETAILER OPINION SURVEY OF
MARKETING MIX OF ACER PRODUCT IN HYDERABAD” is a work undertaken by me for ‘Acer
India Pvt Ltd, during the academic year 2009-2011 and submitted to the ICBM-School of
Business Excellence in partial fulfillment of Post Graduate Diploma in Management (PGDM)
taking Marketing as my specialization.
I also declare that this project is a result of my own effort and that has not been copied from
any one and has not been submitted to any other University or Institution.
Place :
Date : Mukesh kumar Gupta
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TABLE OF CONTENT
Sl. No. TOPIC Pg. No.
1 CHAPTER 1 12
a) Objectives of the Study 13
b) Need of the Study 13
c) Research Methodology 13
d) Limitations of the Study 14
2 CHAPTER 2 16
a)Literature of review 16
3 CHAPTER 3 25
a)Industry profile 25
b)Company profile 29
4 CHAPTER 4 41
DATA ANALYSIS AND INTERPRETATION 42
5 CHAPTER 5 56
FINDINGS 56
SUGGESTION 57
CONCLUSION 59
6 BIBILIOGRAPHY 61
7 APPENDIX-QUESTIONNAIRE 62
LIST OF TABLES
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TABLE NUMBER TABLE TITLE PAGE NUMBER
1
Acer Product availability in retail outlet
42
2
Ranking of ACER based upon sales performance
43
3
Sales of the following ACER Products for the last month
44
4
Ranking the following Acer product on scale of 1-4 based their sales promotion offer
45
5
ACER should focus on more advertisement
46
6
modes of advertisement 47
7
pricing strategy of Acer product 48
8
Acer product occupy the maximum shelf space in your retail outlet
49
9
Acer product prefer to display 50
10
ACER products available on time
51
11
Rate the following ACER Products based on their timely Delivery
52
10
12 Rating the ACER Products based on their color & design
53
13 satisfied with your channel partner
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CHAPTER 1CHAPTER 1
Objectives of the studyObjectives of the study
Need of the studyNeed of the study
Research methodologyResearch methodology
LimitationsLimitations
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OBJECTIVES OF THE STUDY:OBJECTIVES OF THE STUDY:
Acer India Pvt. Ltd stands in No.2 position in terms of Notebook PC and No. 1 in terms of Net
books and Monitors. In spite of having very less work force, Acer manages to be there in such
outstanding position this is only because of the well-built, tough and strong Distribution
Channel. The main objective of this project is:
1. To study the retailers opinion about ACER product.
2. To know the highly sold ACER product by the retailer.
3. To know about the rating of offers given by ACER
4. To know about the mostly promoted products of ACER.
5. To examine & analyses the 4p’s of ACER.
NEED OF THE STUDY12
1. To know how a company works using different marketing channels to reach to end
users.
2. How Acer uses different channels to market its product.
RESEARCH METHEDOLOGY
The primary sources of data collection used in study are:
a. Questionnaire
b. Interview
We prepared a sample collection of Questionnaires which we distributed to each channel
member we visited. The questionnaire gives us detailed information of how is consumer
behavior pattern about purchasing notebooks, what extra does channel member need from Acer,
where is Acer lacking etc. Due to the short period of time it was not possible to cover each and
every question and to obtain there answer so we tried to ask the uncovered question in some
other shop within the same area. In order to save the time we forwarded the questionnaire to all
channel members’ email Id which provided us the additional benefit of covering some extra
channel member and partners.
As mention earlier, it was time consuming for dealer to answer every question so we decided to
take another technique of data collection. Interview was best method that helps us to gather
information about the project study. From this method we succeed to ask as many of questions
and used to get a chance to observe the channel member behavior with the customers. This helps
us to obtain good response rate and it was possible to ask in-depth questions. Unlike
Questionnaire method, it was a serious approach by the respondent resulting in accurate
information. We tried to cover all the aspect of asking Structured, semi-structured and
unstructured questions. In a meanwhile, we also started conducting telephonic interview and
asking very few questions to dealers regarding the offers, that Acer is providing and making
aware of some new product to the dealers.
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LIMITATIONS
Acer is completely Channel committed; it has wide range of distributors and channel partners
located in all across AP. So obtaining data from each and every channel member was not
possible in such short period of time. In the Hyderabad, there are more than 500 distributors who
are dealing with notebooks and other related product of different brands including Acer.
We have chosen Questionnaire and Interview as our primary tool for data collection. So covering
each and every question to channel member proved time consuming and loss of customer for
dealers. So, we have emphasized on asking sales of Acer and position of the brand with respect
to its competitor.
While facing the interview there were few dealers we come across with whom we faced
communication problem, in the way that they are more towards regional language. This proves to
be one of limitation in collecting the data.
Reliability of answer was the another issue that we come came across, due to the shortage of
time for the dealer they were giving the quick answer in terms of the brand position, since time
was valuable to them and they were always in hurry to finish the questionnaire and interview.
From the survey done following were major Limitations:
a. Shortage of time
b. Number of Channel Members
c. Communication problem
d. Reliability of data
e. Channel member Behavior
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CHAPTER 2
Literature Review
LITERATURE REVIEWLITERATURE REVIEW
CHANNEL MARKETING
Set of interdependent organizations involved in the process of making a product or service
available for use or consumption by the consumer or business user
The Network of partners in the value chain that cooperate to bring products from producers to
ultimate consumers
a. These include wholesalers, retailers, agents, brokers etc
b. They are called intermediaries, middlemen, dealers, resellers or distributors
c. However, the prevailing view is that channel members are more than just middlemen
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d. They are comrade-in-arms
e. They are marketer’s first customers and partners; they add value to the marketer’s
offer
Nature and Importance of marketing channels:
a. Channel choices affect other decisions in the marketing mix like pricing, place,
promotion and marketing communication.
b. The strong distribution channel help Acer to achieve competitive advantage over the
competitors by building healthy and long term relation with the channel members.
c. Channel decisions involve long-term commitments to the other firms.
Contribution of channel members in adding the Value:
a. Intermediaries require fewer contacts to move the product to the final purchaser.
b. Intermediaries help match product assortment demand with supply.
c. Intermediaries help bridge major time, place, and possession gaps that separate products
from those who would use them.
Key function performed by the channel members:
i. Information
ii. Promotion
iii. Contact
iv. Matching
v. Negotiation
vi. Physical distribution
vii. Financing
viii. Risk Taking
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i. Information
A distributor knows the real market, they are aware of the customer’s likes and dislikes. They
can push the product by observing the needs and demands of the customers. Each dealer or a
distributor carry lump sum amount of information regarding which brand is doing well in the
market, and which product are selling as a hot cake. They carry information about all the brands
and push the product, which fit, into the customer’s financial need. Now a day’s notebooks have
become a primary need for a corporate consumer as well as students, and accordingly large
brands including Acer is trying to meet the need of target consumer, but the information resides
in the channel members who understand how the customer mind set is and which kind of product
he is looking for.
Companies utilizing resellers for selling their products depend on distributors to provide
information that can help improve the product. High-level intermediaries may offer their
suppliers real-time access to sales data including information showing how products are selling
by such characteristics as geographic location, type of customer, and product location (e.g.,
where located within a store, where found on a website). If high-level information is not
available, marketers can often count on resellers to provide feedback as to how customers are
responding to products. Either this feedback can occur through surveys or interviews with
reseller’s employees or by requesting the reseller allow the marketer to survey customers.
ii. Promotions
There are channel members who exclusively sales those brands with whom they are tied up as
business partner; they use big posters to attract consumer in their stores and displays which helps
to gain point of purchase.
Besides issues related to physical handling of products, distribution decision is affected by the
type of promotional activities needed to sell the product to customers. For products needing
extensive salesperson-to-customer contact (e.g., automobile purchases) the distribution options
are different than for products where customers typically require no sales assistance (i.e., bread
purchases).They encourage sales of the product through their own advertising efforts and using
other promotional means such as special product displays.
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iii. Cost Savings in Specialization
Members of the distribution channel are specialists in what they do and can often perform tasks
better and at lower cost than companies who do not have distribution experience. Marketers
attempting to handle too many aspects of distribution may end up exhausting company resources
as they learn how to distribute, resulting in the company being “a jack of all trades but master of
none.”
iv. Reduce Exchange Time
Not only are channel members able to reduce distribution costs by being experienced at what
they do, they often perform their job more rapidly resulting in faster product delivery. For
instance, consider what would happen if a grocery store received direct shipment from EVERY
manufacturer that sells products in the store. This delivery system would be chaotic as hundreds
of trucks line up each day to make deliveries, many of which would consist of only a few boxes.
On a busy day a truck may sit for hours waiting for space so they can unload their products.
Instead, a better distribution scheme may have the grocery store purchasing its supplies from a
grocery wholesaler that has its own warehouse for handling simultaneous shipments from a large
number of suppliers. The wholesaler will distributes to the store in the quantities the store needs,
on a schedule that works for the store, and often in a single truck, all of which speeds up the time
it takes to get the product on the store’s shelves
v. Financial Support
Resellers often provide programs that customers easily purchase products by offering financial
programs that ease payment requirements. These programs include allowing customers to:
purchase on credit; purchase using a payment plan; delay the start of payments; and allowing
trade-in or exchange options.
vi. Negotiation
From the survey done in market it has-been observed that the customers are price cautious rather
than feature cautious so it becomes necessary for channel member to offer best suitable product,
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which fit in to their need. For this purpose channel members have to negotiate in order to
purchase the product of our brand other customer will be diverted to other brand resulting into
the loss of single customer. This function will help the company to increase the sales of laptop
and this can be achieved by offering more numbers of offers to channel members.
vii. Physical Distribution
Physical distribution involves storing and moving the products from raw material to the final
consumer. This process takes place in both direct and indirect channels, where channel member
either take the stock from the national distributor or from the sub-distributor and as per the
demand carry forward to the end user, which is termed as back to back. Back to back concept is
used by almost all kind of T2 and T3 level of partners who demands for the stock as per the
requirement order by end user from the National distributor they are registered with or from the
sub-distributor, if in case the stock is not available to any of them then, they directly called to the
Acer office and make available for the final consumer.
Costs of Utilizing Channel Members:
a. Loss of Revenue
Resellers are not likely to offer services to a marketer unless they see financial gain in
doing so. They obtain payment for their services as either direct payment (e.g., marketer
pays for shipping costs) or, in the case of resellers, by charging their customers more than
what they paid the marketer for acquiring the product (termed markup). For the latter,
marketers have a good idea of what the final customer will pay for their product which
means the marketer must charge less when selling the product to resellers. In these
situations, marketers are not reaping the full sale price by using resellers, which they may
be able to do if they sold directly to the customer.
b. Loss of Communication Control
Marketers not only give up revenue when using resellers, they may also give up control of
the message being conveyed to customers. If the reseller engages in communication
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activities, such as personal selling in order to get customers to purchase the product, the
marketer is no longer controlling what is being said about the product. This can lead to
miscommunication problems with customers, especially if the reseller embellishes the
benefits the product provides to the customer. While marketers can influence what is being
said by training reseller’s salespeople, they lack ultimate control of the message.
c. Loss of Product Importance
Once a product is out of the marketer’s hands, the importance’s of those products are left up
to channel members. If there are pressing issues in the channel, such as transportation
problems, or if a competitor is using promotional incentives in an effort to push their product
through resellers, the marketer’s product may not get the attention the marketer feels it
should receive.
Number of Channel Levels:
The number of intermediary levels indicates the length of a marketing channel. For marketers
the choice of distribution design comes down to selecting between direct or indirect methods, or
in some case choosing both. Thus, there are two types of Distribution channels:
a. Direct Channels
b. Indirect Channels
a. Direct Channels
b. Indirect Channels
DIRECT CHANNELS
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With a direct distribution system, the marketer reaches the intended final user of their
product by distributing the product directly to the customer. That is, there are no other
parties involved in the distribution process that take ownership of the product. The direct
system can be further divided by the method of communication that takes place when a
sale occurs. These methods are:
i. Direct Marketing Systems
With this system the customer places the order either through information gained from non-
personal contact with the marketer, such as by visiting the marketer’s website or ordering
from the marketer’s catalog, or through personal communication with a customer
representative who is not a salesperson, such as through toll-free telephone ordering.
ii. Personal Selling Systems
The key to this direct distribution system is that a person whose main responsibility involves
creating and managing sales (e.g., salesperson) is involved in the distribution process,
generally by persuading the buyer to place an order. While the order itself may not be
handled by the salesperson (e.g., buyer physically places the order online or by phone) the
salesperson plays a role in generating the sales.
iii. Assisted Marketing Systems
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Under the assisted marketing system, the marketer relies on others to help communicate the
marketer’s products but handles distribution directly to the customer. The classic example
of assisted marketing systems is eBay which helps bring buyers and sellers together for a
fee. Other agents and brokers would also fall into this category.
INDIRECT CHANNELS
With an indirect distribution system, the marketer reaches the intended final user with the help of
others. These resellers generally take ownership of the product, though in some cases they may
sell products on a consignment basis (i.e., only pay the
Supplying company if the product is sold. Under this system, intermediaries may be expected to
assume many responsibilities to help sell the product.
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Indirect methods include
1. Single-Party Selling System
Under this system the marketer engages another party who then sells and distributes directly to
the final customer. This is most likely to occur when the product is sold through large store-
based retail chains or through online retailers, in which case it is often referred to as a trade
selling system.
2. Multiple-Party Selling System
This indirect distribution system has the product passing through two or more distributors
before reaching the final customer. The most likely scenario is when a wholesaler purchases
from the manufacturer and sells the product to retailers.
CHAPTER 3
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Industry Profile
Company Profile
INDUSTRY PROFILE
A personal computer (PC) is any general-purpose computer whose size, capabilities, and
original sales price make it useful for individuals, and which is intended to be operated directly
by an end user, with no intervening computer operator.
As of 2009, a personal computer may be a desktop computer, a laptop computer or a tablet
computer. The most common operating systems for personal computers are Microsoft Windows,
Mac OS and Linux, while the most common microprocessors are x86-compatible CPUs, ARM
architecture CPUs and PowerPC CPUs. Software applications for personal computers include
word processing, spreadsheets, databases, Web browsers and e-mail clients, games, and myriad
personal productivity and special-purpose software. Modern personal computers often have high-
speed or dial-up connections to the Internet, allowing access to the World Wide Web and a wide
range of other resources.
A PC may be a home computer, or may be found in an office, often connected to a local area
network (LAN). This is in contrast to the batch processing or time-sharing models which allowed
large expensive systems to be used by many people, usually at the same time, or large data
processing systems which required a full-time staff to operate efficiently.
While early PC owners usually had to write their own programs to do anything useful with the
machines, today's users have access to a wide range of commercial and non-commercial software
which is provided in ready-to-run form. Since the 1980s, Microsoft and Intel have been
dominating much of the personal computer market with the Wintel platform.
The laptop market has registered 79% Year-on-Year growth during 2009. The laptop sales are
growing at much faster rate than projected. India's personal computer market is undergoing a
major transition. However, laptop computers cannot completely wipe out desktop computers,
because both are design to meet different needs or different consumer segments.
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The Major players in Laptop Market are:
1. Acer
2. HP
3. Dell
4. HCL
5. Lenovo
6. Toshiba
7. Sony
Reason for the Expansion of Laptop Industry:
1. The Laptop market is growing at a fast rate because of change in work life of
consumers. As the need for "anytime anywhere" access to information is increasing,
the sales of Laptops are also increasing.
2. Indian Laptop market in now in sync with global market. It was in 2005 that sales of
laptops surpassed the sales of desktop computers for the first time in India.
3. Other factors that are responsible for the hike in sales figure are reduction in prices
and affordability. Now Laptops are sold at approximately half the price at which they
were sold two years ago. Laptops prices are now almost at par with the desktop
computer prices.
4. The third most important factor is duty free import of Laptops as a personal baggage
that has helped a lot in increasing the penetration level of the product among the
consumer population. Awareness about laptops has also increased over the years.
5. Laptops with the best suitable configuration are available in the market, which allows
different kind consumer to purchase it. Customers like corporate and student have
different need of configuration, which helps the laptop market to, specifically
concentrate on target market.
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6. Various kind of laptop considering design, configuration, size, portability and many
important features enable different consumer to go ahead with suitable laptop, which
helps Laptop industry to manufacture consumer friendly things, which could satisfy
their utmost needs and demands.
Recent Market Review:
1. The laptop computer market in India grew by 84.8 per cent in the first quarter of 2010
against the corresponding quarter last year, contributing significantly to the overall PC
market growth of 25.1 per cent. More than five lakh notebook PC’s were sold in the
quarter, a study by market analyst IDC India said today.
2. Hewlett Packard (HP) retained the top slot with a market share of 15.9 per cent, while
Acer occupied the second position with a market share of 13.3 per cent, Dell occupied
third with a market share of 12.9 per cent. Notebook PC sale in home and `Small Office
and Home Office' (SOHO) segments grew by 103 per cent and made up 41.2 per cent of
the total business. The next largest contributors were enterprise and education segments.
3. Given the choice of portability, flexibility and ease of use and narrowing of price-
performance gap that once existed between portables and desktops, consumers are almost
overwhelmingly inclined to buy notebook PCs.
4. Further, laptop sales recorded a year-on-year growth of 87 per cent in the northern states
of the country, followed by southern states at 70 per cent.
5. Meanwhile, the desktop PC shipments showed a growth of 10.9 per cent in the same
quarter.
6. Due a constant drop in price rapid technical improvements and the swift evolution and
extension of the WAN technology, notebooks are destined to replace desktops in most
areas both professionally and at home.
7. In addition, laptops are continually getting lighter and screen sizes bigger. Most new
laptops come with 17-inch screens and weigh less than 7 pounds. Those with 15-inch
monitors generally weigh less than 5 pounds. In addition, 14-inch is less than 4 pounds.
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8. On one hand, they will continue to improve in the traditional "way" catching up with the
desktops in term of power and capacity and slowly replacing desktop for most needs.
9. Another aspect is the extra portability evolution already underway with mini laptops,
palmtops, tablet PCs and touch screen laptops. Combining extreme portability and
WiF,these mini laptops will replace gradually paper and pads, order sheets & notebooks.
COMPANY PROFILE
Source of sweet maple syrup
Acer=Genre of the Maple tree. It mean sharp but soft leaves and robust Timber
ABOUT
Introduction
Originally named Multitech, established by “Stan Shih”, his wife “Carolyn Yeh”, and a group
of five others in 1976. Multitech was eventually renamed Acer in 1987. It began with eleven
employees and US$25,000 in capital. Initially, it was primarily a distributor of electronic parts
and a consultant in the use of microprocessor technologies, but over time, it began to grow as a
PC manufacturer. The global headquarters is located in Hsinchu City, Taiwan
Acer is the second largest computer manufacturer in the world (by sales) after HP, is No. 2 for
notebooks, and has a global workforce of more than 6,000 employees. Revenues in 2009 reached
US$17.9 billion. The company owns the largest franchised computer retail chain in Taipei,
Taiwan.
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The successful mergers of Gateway Inc. (October 2007) and Packard Bell
Inc. (March 2008) by parent company, Acer Inc., completes the group’s global footprint by
further strengthening its presence in the U.S. and Europe.
Established in 1976 with US$25,000 in capital and 11 employees, Acer today focuses on
marketing its brand name IT products around the globe.
In Europe, Acer mounted an association with the Ferrari Formula 1 Team. Prior to this, they
were associated with Prost Grand Prix in 2001 and the BAR-Honda team in 2002. Their
sponsorship of Prost was intensive and resulted in buying the naming rights to the engine.
Throughout the 2001 season, the team was referred to as Prost-Acer. After Prost folded, Acer
sponsored the BAR team. Acer then began to offer a line of premium laptops and LCD monitors
with Ferrari branding. It has recently broadened the scope of its relationship with Ferrari by
announcing it will sponsor the Formula 1 team until 2008. Acer has recently introduced the
Ferrari line of products to North America, and rolled out a Ferrari-branded line of PDA devices.
Consolidated Revenues:
19 US$ billion
Mission
Acer’s long-term mission is to break the barriers between people and technology. Acer
commitment to developing easy-to-use, dependable products that meet their customers’ needs
that has led to the creation of our unique Empowering Technology, designed to ensure that our
customers receive the full benefit of each technological breakthrough. Empowerment through
hardware, software and services – that is the Acer brand promise.
Acer Inc Facts:
Acer is the fastest growing IT brand globally. Acer stands at the No. 1 position in Europe for
Notebook Sales. It is Asia’s super brand 5 years in a row. Acer completes Gateways acquisition
in USA. Now Acer is at no. 1 brand in Monitor and No.2 in PC brand in US retail. Recently Acer
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has completes Packard Bell Acquisition in Western Europe, this acquisition has help Acer to add
5% market share in EMEA region. It is continuing the association with Ferrari, now Acer is the
official supplier and sponsor of IT to Ferrari worldwide. In addition to the sponsor of Scunderia
Ferrari Acer is providing Ferrari notebooks followed by LCD monitors. These notebooks have
sublime looks and innovative technology. In this ways two most reputed brands have close
together worldwide this brand association has reflected dedication in efforts and enjoying the
spirit of competition.
Dedication of effort and spirit of competition:
1. Acer sponsors FC Barcelona team
2. New York Yankee Pitcher
3. Yamaha Motor cycle Racing
4. Acer has got pride to sponsor in 2012 London Olympics
5. 2010 Vancouver Winter Olympics
6. Brand ambassador (Hritik Roshan) representing, dynamism, high performance, and
Youthful energy in India.
7. Acer has got innovative caring personality since it efforts in empowering technology in
the form of innovative design developed around customer needs. Acer has empowering
technology with highly intuitive user interface on all products. The empowering
technology provides key settings in major areas.
Technology leadership:
a. First, to launch P4, Centrino, Sonoma, Yonah, Merom, Santa Rosa Platforms worldwide
& in India Now Penryn!
b. First, to launch fully functional Linux laptops in India in 2005.
c. First, to launch Tablet PC, Finger Print, smart card integrated laptops worldwide.
d. ROHS complaint since June 2006.
e. They have 3D series also.
29
India Acer India (Pvt) Ltd. was incorporated on 9 September 1999, a 100% subsidiary of Acer Inc.
Acer India has its headquarters in Bangalore, with branch offices in Ahmadabad, Chandigarh,
Chennai, Guwahati, Hyderabad, Kochi, Kolkata, Mumbai, New Delhi, Andhra Pradesh, Nagpur
and Pune. India Reconfiguration Center opened at Pondicherry in December 1999. Moved to 3X
location in Aug2003.
In spite of many branch offices covering major areas across India Acer, lacks in manpower in
compare to its competitor. The approximate figure of Manpower in India is between 200-300.
From this figure, we can conclude that Acer main business lies in distribution channel. It has
strong distribution channel which helps to increase its sales across the country. This is where the
company has competitive advantage over other large organizations, many retailers and
distributors have joined effort with the company, which helps the company to achieve at the
outstanding position in India, that too in the short span of time with Year on year growth of
180%.
Acer, is more interested in using the distribution channel and understand the function that this
channel performs. It has understood the channel member’s interaction and how they organize to
perform the work of channels. Acer knows the major channel alternatives that are open to the
company. Company comprehends the selections, motivation and evaluation of channel
members. Acer Understand the nature and importance of marketing logistics and integrated
supply chain management
In consideration to the Hyderabad market, Acer stands here in no. 1 position. Complete market is
a joint effort of Acer employees starting from the lower level employees to higher level and in
addition to the major contribution of channel member like local dealers, distributors and retailers.
Together it has formed a strong value delivery network, which means, “The network made up of
the company, suppliers, distributors, and ultimately customers who “partner” with each other to
improve the performance of the entire system.”
30
India Location:
Strategy
Acer has focused on three micro areas:
a. Mobility
Traditionally mobility equals notebooks and PDA. It has-been observed that technology
has refined this area but not redefined it. New technology will enable new solutions and
applications targeting specific needs. Ultra mobile devices, wireless connectivity, and
enhanced graphics will generate new needs and applications.
b. Enterprise
31
2933
KMs 3214
KM
s
RO:Mumbai,New Delhi
Bangalore HQ
Pondicherry Uniload
BO:Nagpur
BO:Guwahati
Branch office: Cochin, Pune, Ahmedabad
BO:Chandigarh
Branch office:Chennai,Banglore,Hyderabad,Kolkatta.
In today’s world, Security and Manageability are becoming a main concern for
professional customer. Security in terms of private data storage and manageability in
terms of optimum utilization of resources. Server consolidations provide easier-to-
manage storage and security and far greater flexibility. With addition to high configured
server new form factor, thin-client will replace current form factor.
c. Convergence
Acer wants to be a major player in the convergence market and is one of the first to offer
convergence solutions to customers. Convergence products should manage content from
different sources, wireless connectivity, and integration with other CE devices
(standards), ultra mobile solutions, and home storage. Content comes from different
sources. Web-based content might take the leadership on home entertainment.
PRODUCTS:
Acer’s PC-centric product offering includes mobile and desktop PCs, servers and storage, LCD
monitors and high-definition TVs, Projectors, and Handheld/navigational devices. Sub-brands
include the consumer-focused Aspire series, and commercial sector Travel Mate, Veriton, and
Altos series. The following is laptop brand survey in worldwide market where Acer stands at
32
No.2position.
Dell17%
HP12%
Acer12%
Lenovo10%
HCl7%
Other43%
Market Share of Laptop Industry
1. Acer Laptops
Acer Laptops offer a wide range of features that address the requirements of different users, from
value machines to gaming, ultra-portables for business users and desktop replacements for
maximum productivity. Available in four different categories described below.
a. Acer Aspire Laptops(Multimedia and Gaming Laptops for Home Users)
b. Acer Iconoia Laptops ( Multimedia laptop with touch screen keypad )
c. Acer Time line series ( multimedia laptop with long battery life )
d. Acer Travel mate Laptops(Laptops for Home/Business/Education Users)
e. Acer Extensa Laptops(Affordable Home Laptops)
f. Acer Ferrari Laptops(Exclusive Innovation from Acer & Ferrari )
Acer Desktops
33
Acer brings display monitors with all the latest technologies needed to give you razor sharp
details and outstanding picture quality, complimenting your home or office.
Now Available in five Sizes from 17" to the new 24" - The range consists of the NEW
CrystalBrite Gaming Screens, Professional, Office, Value and Widescreen Value!
Regardless of your requirement Acer have a product to suit your needs.
a. Acer 17 Inch TFTs
b. Acer 19 Inch TFTs
c. Acer 20 Inch TFTs
d. Acer 24 Inch TFTs
2. Acer Projectors
Acer brings to you the perfect projector range, delivering visual comfort experience whether it be
for work or home entertainment. Cutting-edge DLP (digital light processing) technology gives
Acer's DLP Projectors an extremely light, compact profile and advanced color reproduction that
offers true to life picture quality. The only difficult choice left is to choose which one.
Acer's line up of projectors includes multiple options for your business and home needs.
Reasonably priced and fully featured, they bring images to life providing the ultimate in big-
screen home entertainment and a portable solution for the office.
a. Plug and play connectivity
b. Empowering Technology for simple set up and use
c. DLP™ technology
d. Slim, compact design.
3. Aspire one Net books
34
Acer ranks No. 1 in net book worldwide. Its key features are:
a. Lightest Net book
b. Crystal Bite Screen
c. World class support
d. Atom Processor
e. Multi-card reader
f. International traveler warranty
g. Great looks
h. Available in 5 distinct color
Acer is also into the sales of accessories like:
i. Carry cases
j. CD/DVD Media
k. Ext. hard drives
l. Printer and Ink
m. Software’s
n. Speakers
o. TV tuners
p. USB memory pens
q. Webcams
r. Wireless and 3G
35
Services:
Acer not only provides multi featured product but it also give the services like technical
support, pre delivery inspection and after sales services. The basic objective is to avail
Acer standard support for the products like Notebooks and projectors, consumer
desktops, commercial desktops and servers and standalone Monitors (LCD and CRT).
Awards
● 2009 iF award for product design – Aspire Gemstone blue series
International Forum Design of Germany
● 2008/9 Good Design Award – Aspire One
Japan Industrial Design Promotion Organization
● Trusted Brand 2008, Gold Award, 10 consecutive years for Asia Pacific and Taiwan
Reader’s Digest
● Win HEC Award 2008 – Aspire One, Aspire Predator, Aspire 8920G
Microsoft Corp.
● Channel Champions award for financial performance – flat panel display category
Computer Reseller News, USA
● One of the “Fabulous 50” – a list of the best of Asia-Pacific's biggest listed companies
Forbes, USA
● Hot Buy – Aspire Predator G7700
Stuff, South Africa
● Recommended – X203H LCD
Chip, Malaysia
36
Acer Travel Mate 8200 and 5-Series LCD monitors win the 2006 iF Design awards
Travel Mate 8200 and 5-Series (AL1751/AL1951/AL2051W) LCD monitors have won the 2006
iF (International Forum) awards for product design. The iF seal of design excellence has become
a symbol for superior quality and developed into a trend-setting design competition over the past
five decades.
Acer gets the "Gold" Computer Super Brand in Asia for seventh consecutive year
In the 2005 Reader's Digest Super Brand survey, Acer was named Asia's computer Super Brand
Gold winner for the seventh consecutive year. These brands were rated quantitatively and
qualitatively and the very top-performing brands were awarded Gold Super Brand status. Acer
also received top rankings in Hong Kong , Malaysia , Thailand and Taiwan.
Acer Travel Mate 3000 wins coveted Red Dot award for product design
Acer's Travel Mate 3000 notebook PC has won one of the world's most sought-after design
awards -- the Red Dot -- for superior design quality. The award was presented by the Design
Zentrum Nordrhein Westfalen of Germany and is a testament of the global recognition of Acer's
high quality and customer-centric products.
37
iF Design Award: A trademark for outstanding industrial design
Acer's AL2032 W LCD monitor is a winner of the 2005 iF design (International Forum Design)
awards; as one of the best-known design contests in the world, the iF design award has become a
prestigious trademark for outstanding design, and a symbol of a company's commitment to
innovation
Red Dot Award: World-class German design institute commends the AL1731 LCD
Acer's AL1731 LCD monitor has won the prestigious Red Dot award that represents one of
the most coveted quality marks for excellence in design around the world. Noted for its
streamlined design and user-centric interface, the AL1731 LCD is a winner in the 2004 Product
Design - Media and Home Electronics category. Acer is honored to receive this recognition for
design capability;
President Chen Honors Acer with Gold and Silver National Awards of Excellence June
2001
Acer brings home one gold and four silver awards at the prestigious 2001 National Awards of
Excellence ceremony, managed by the China External Trade Development Council (CETRA),
Taiwan's foremost trade promotion organization. The annual awards program is designed to
honor the most innovative and competitive Taiwan-made products. Acer products collected four
of 21 silver awards, and one of nine gold awards this time around, bringing its impressive
collection of Taiwan's premier prizes to a total of 18 (12 silver, 6 gold) over the last nine
consecutive years.
38
39
Table 1: Acer Product availability in retail outlet.
Notebooks Net books Desktops Smartphone
No of unit 592 392 348 8
Percentage 44% 29% 26% 1%
Source: Primary Data
Chart 1: Acer Product availability in retail outlet.
Notebooks44%
Netbooks29%
Desktops26%
Smartphone1%
Acer product availebilty
Source: Primary Data
Analysis: In my survey I found that find that 44% of notebooks , 29% net books , 26% of
desktop and only 1% is smart phones are available in their retail outlets . This shows the retailers
sell Notebooks of Acer when compared to other products of the same brands. It can be concluded
that the company is successful in establishing a strong distribution network for Notebooks , Net
books , Desktops .
40
Table :2 Ranking of ACER based upon sales performance
Product No of unit Percentage
Notebooks 48 55%
Net books 24 27%
Desktops 16 18%
Smartphone 0 0%
Total 80 100%
Source: Primary Data
Chart :2 Ranking of ACER based upon sales performance
Notebooks55%
Netbooks28%
Desktops18%
Sales performance
Source: Primary Data
Analysis: According to survey report sales performance notebooks having more market .
According to retailer opinion notebooks 55% , 27% net books , 18% desktops. Based upon the
survey it can be analysis that the sales performance of notebook, net books , desktop are
performing well owing to the companies product offering for deferent segments of the market.
This is being complemented with the various promotional activities in the form of discounts gifts
etc.
41
Table :3 Sales of the following ACER Products for the last month
Product No of unit Percentage
Notebooks 1772 52%
Net books 900 27%
Desktops 704 21%
Smartphone 16 0%
Total 3392 100%
Source: Primary Data
Chart :3 Sales of the following ACER Products for the last month
Notebooks Netbooks Desktops Smartphones 0
200
400
600
800
1000
1200
1400
1600
1800
1772
900
704
16
Source: Primary Data
Analysis: according to Survey last months sales of Acer product notebooks 1772 unit and net
books 900 unit , Desktops sales in last months 704 , smart phone are sales only 16 peace in
Hyderabad. The notebooks sales are the highest compared to netbooks & desktops due to factors
like functionality affordability mobility etc.
42
Table: 4 Ranking the following Acer product on scale of 1-4 based their sales promotion offer
Product No of unit Percentage
Notebooks 36 45%
Net books 24 30%
Desktops 12 15%
Smartphone 8 10%
Total 80 100%
Source: Primary Data
Chart: 4 Ranking the following Acer product on scale of 1-4 based their sales promotion offer
45%
30%
15%10%
Sales Promotion Offer Notebooks Netbooks Desktops Smartphones
Source: Primary Data
Analysis: According to survey report based upon their rating 45% retailer says that notebooks
have good sales promotion offer in respective 30% retailer have opinion net books are good sales
promotion offer , 15% of retailer are give opinion about Desktops are good sales promotion offer
, only 10% of retailer have perception smart phones are doing good sales promotion in
Hyderabad.
43
Table :5 ACER should focus on more advertisement
Parameters No of retailer Percentage
Yes 65 81%
No 15 19%
Total 80 100%
Source: Primary Data
Table :5 ACER should focus on more advertisement
44
81%
19%
Advertisment yes No
Source: Primary Data
Analysis: According to survey report 81 % of retailer are not satisfied with Acer advertisement
they said that Acer should do more advertisement and only 19% of retailer are think about Acer
advertisement are good . This reflects the effectiveness of the promotional activity of acer
products
Table :6 modes of advertisement
45
yes No0
10
20
30
40
50
60
7065
15
Modes of Advertisement No of Retailer Percentage
Television 16 20%
Newspaper 53 66%
Radio 6 8%
Internet 5 6%
Total 80 100%
Source: Primary Data
Chart :6 Modes of advertisement
20%
66%
8%6%
Modes of advertisment
Television News paper Radio Internet
Source: Primary Data
Analysis: according to primary data most of retailer said that Acer product are good but they
don’t have proper awareness out of them 66% of retailer are saying newspaper are better for
Acer product advertising they also said that if Acer do newspaper advertising than it create more
awareness in market ,while 20% retailer have opinion if Acer do advertisement commercial add
on TV than it will create more awareness & only 8% of retailer said that Radio and 6% are said
that Acer should do advertisement on internet .
Table : 7 pricing strategy of Acer product
46
Products No of Retailer Percentage
Notebooks 49 61%
Net books 16 20%
Desktops 12 15%
Smartphone 3 4%
Total 80 100%Source: Primary Data
Chart : 7 Pricing strategy of Acer product
Notebooks61%
Netbooks20%
Desktops15%
Smartphones4%
Pricing srategy
Source: Primary Data
Analysis: According to survey report 61% retailer are said that notebooks have good price, 20%
of retailer are said net books having good price & 15 % retailer said that desktops have better
price and only 4% retailer said that smart phone price are good in compare of other brands
whatever feature given other brands in compare of other brands Acer product are better as
retailer said that.
Table: 8 Acer product occupy the maximum shelf space in your retail outlet
47
Products No of Retailer Percentage
Notebooks 46 57%
Net books 22 28%
Desktops 12 15%
Smart phones 0 0%
Total 80 100%Source: Primary Data
Chart: 8 Acer product occupy the maximum shelf space in your retail outlet
57%28%
15%
Shelf space Notebooks Netbooks Desktops Smartphones
Source: Primary Data
Analysis: According to survey report 57% retailer give maximum shelf space to Notebooks and
28% retailer are more prefer shelf space to Net books only 15% retailer are more concentrate to
give more shelf space to Desktops .
Table :9 Acer product prefer to display -
48
Products No of Retailer Percentage
Notebooks 21 26%
Net books 53 66%
Desktops 6 8%
Smart phones 0 0%
Total 80 100%
Source: Primary Data
Table :9 Acer product prefer to display -
26%
66%
8%
Display productNotebooks Netbooks Desktops Smartphones
Source: Primary Data
Analysis: According to survey report 66% retailer are display Net books because of color &
design are attractive 26% notebooks & only 8% retailer are display desktops. to factore like
many of the younger generation show preference towords purchase of these products.
Table :10 ACER products available on time
49
Parameters No of retailer Percentage
Yes 58 72%
No 22 28%
Total 80 100%
Source: Primary Data
Table :10 ACER products available on time
yes73%
No28%
product availability on Time
Source: Primary Data
Analysis: According to survey report Acer product delivery system on time that means we can
say that Acer Product delivery system is good because out of sample 72% retailer have positive
opinion about Acer delivery system only 28% retailer are said that delivery system is not good .
Table :11 Raking the following ACER Products based on their timely Delivery
50
Products No of Retailer Percentage
Notebooks 40 50%
Net books 28 35%
Desktops 12 15%
Smart phones 0 0%
Total 80 100%
Source: Primary Data
Chart:11 Raking the following ACER Products based on their timely Delivery
Notebooks50%
Netbooks35%
Desktops15%
Delivery system
Source: Primary Data
Analysis: based on survey report Acer notebooks delivery system is very good because 50% retailers are said that Acer product delivery system is good.
Table 12: Rating the ACER Products based on their color & design
51
Products No of Retailer Percentage
Notebooks 12 15%
Net books 48 60%
Desktops 6 7%
Smart phones 14 18%
Total 80 100%
Source: Primary Data
Chart 12: Rate the following ACER Products based on their color & design
15%
60%
8%
18%
Chart TitleNotebooks Netbooks Desktops Smartphones
Source: Primary Data
Analysis: According to our study I found that Acer net books have good color & design out of
all retailers 60% said that net books have good variety of product.
Table :13 satisfied channel partner
52
No of Retailer Percentage
Excellent 52 65%
Good 10 12%
Satisfied 6 8%
Not satisfied 12 15%
Total 80 100%
Source: Primary Data
Chart :13 satisfied with your channel partner
Excellent65%
Good13%
Satisfied8%
Not satisfied15%
Happy Retailer with channel partner
Source: Primary Data
Analysis : The above figure reflects the successful implementation of the various promotional sceam implemented by ACER with respect to the retailer.
CHAPTER 5
53
FINDINGS
CONCLUSION
SUGGESTIONS
FINDINGS
1. Most of Retailers need Acer promotion for increasing Acer sales and to increase
awareness in the market.
2. Acer is lacking behind in its timely delivery of stock to Retailers which is affecting its
sales growth.
3. Acer is lacking behind in offering sales promotion offer so as to create awareness into
customers in compare to its major competitors like Notebooks & Net books .
4. Most of the small retailers are not interest to keep stocks. All the Acer product .
5. Most of the Retailers has agreed that Acer has the best pricing strategy.
6. I found in some of the Retailers are not reporting properly and not checking the
availability of stocks.
7. Most of the customers prefer to buy Notebooks from because they have complete
flexibility to move around the products.
8. Out of the above 5 products the most preferred brand that the customer would like to
have as his Notebooks, the next is Net books, then comes others products. People are
less concern about Acer smart phones because most of the customers not aware about
Acer’s smart phones.
9.All the people are giving offers to the student at the time of admission, Acer
notebooks.
54
SUGGESTIONS
From the analysis of Acer products in retail it has been observed that customers are
more likely to purchase those product whose configuration matches with affordable price. If at
all they find such matching product in some known brand they are more attracted towards it.
Acer notebooks is good in price and configuration but it is lacking behind service and the
customer more care full about service.
1. Public awareness should be done to make aware of the products. Public awareness like
advertisement, public campaigning, hoarding, promotions on college campus,
advertisement through digital media etc.
2. Proper counselling with promoters should be done by Acer at Retail regularly which can
act as motivational tools to motivate promoters. Conducting activities leading to skilled
behaviour can also help Acer to increase its sales at retailers .
3. Company should recruit special persons to check the flow of products in the market. As
Acre is very conservative on the part of recruiting new employees, it has only 400
employees all over India which is not enough to control such a huge market like India.
4. Executives should communicate the new Products to the Promoters in best
understandable way. The advantages and benefit should be mentioned comparing with
competitors.
5. Company should stress more on building good relationship with retailers to move the
products in the market, Regular visit is necessary to build a good relation with its
partners.
6. Should Improvise on the offers and gifts schemes offered to retailers and customers in
order to attract retailers and customers.
55
7. Conduct aggressive sales promotion at retailers campus like arranging special counters
with an expert who should be able to explain advantages and benefits of various products
or also can conduct electronic carnivals in the retailers area.
8. Acer in order to increase its sales retailers have to display their products aggressively, in
the séance at the time of lunching customized display boards or signs should be put up at
places or bays having maximum footfalls so that to attract more potential customers and
create curiosity to know about the latest technology among the gadgets enthusiast.
9. Acer should make policy for fixed end-user price for all the retailers so that fair game
will be played and retailers would not to compromise on their margins.
10. Should arrange for live demonstration of the latest technology like DDR3 RAM, Multi-
Gesture touch pad so that the potential customers get aware and at the same time get
fascinated with the latest technology.
56
Conclusion
Organized Retail has been the buzzing topic for over the last couple of years, many believe that
arrival of Wal-Mart will provide a greater boost, as it will compel several large players like
Reliance and Tata’s to expedite their plans.
Major IT vendors have begun formulating strategies to ride the hyper mart bandwagon.
Development in the retail sector is a huge opportunity for Acer’s consumer business. The entry
of large companies in organized retail is bound to create a paradigm shift in buying behaviors
and fuel consumer demand.
IT products have been gaining mass acceptance. Increase in education and income levels have
been the reasons behind the upswing and this phenomenon is not limited to Metros but has
spread to smaller cities as well.
In addition to this advantage there are certain area where Acer lacks, form the questionnaire we
made and the response that we got from the channel members shows that Acer have to focus on
aggressive promotions. Other than the media advertisement, Acer have to concentrate on some
different types of promotion techniques like putting the hoarding on the area where most of the
people visits, conducting road shows, auto back and bus back activities and websites. It is also
going to start some offers on its new range of aspire series of consumer notebooks. It is going to
start conducting training session in large retail outlet so that channel member could precisely
give information about their product.
Acer is now trying to focus on some potential T2 and T3 channel members according to area
wise which will exclusively sale the Acer brand. The location where more often notebook sales
occur have been targeted and continuous visit to each channel member for feedback and
performance of channel member have been observed by the employees. Since Acer is 100%
channel committed, it will continue to build up strong relationship with channel members and
partners.
57
Considering the development of Large Format Retail industry and changing buying behaviour of
the customers every company focusing on L.F.R. Acer was one of the first vendors to focus on
retail, and the focus will now shift from B-class towns to C- and D-class towns. “Acer sees
opportunities in both—modern (large format) retail and its specialized IT stores. It’s the consumer
who decides where to buy. Acer believes that larger retails will play a very crucial role in
determining how consumers in metros and large cities buy. However, in the near future, Acer see
IT specialized stores being preferred by customers in B- and C- class towns,”
In 2010-, Acer expects large-format retails to contribute a quarter of its retail pie. “Acer will be
adding new Acer Malls in smaller towns. Acer is targeting 350 Acer Malls by 2011 end”.
BIBLIOGRAPHY
www.google.com
www.acer.in
www.dell.co.in
www.hp.com
www.managementparadise.com
Marketing Management by Philip Kotler.
58
APPENDIX
Name Of Retail outlet :
Name of person :
Designation:
Email.id : Mo.no.:
Product :
What are the product are available In your Retail outlet –
(A)Notebooks (B) Net books (C) Desktop
(D) Smart phones (E) Monitors (F) Projectors
According to you Which product is the best one –
(A)Notebooks (B) Net books (C) Desktop
(D) Smart phones (E) Monitors (F) Projectors
Reason : …………………………………………………………………………………………………………………………. ……………………………………………………………………………………………………………………………
According to you Which product is max sale –(A)Notebooks (B) Net books (C) Desktop
(D) Smart phones (E) Monitors (F) Projectors
How many Notebooks sale in a months –59
………………………………….
How many Net books sale in a months –……………………………………
How many Desktops sale in a months –………………………………………
How many Smart phones sale in a months –
………………………………………
How many Projectors sale in a months –
……………………………………….
How many Digital camera sale in a months –……………………………………….
Promotion What do you think about offer given by the ACER product –
(A)Excellent (B) Good (c) Fair (D) Poor
What do you think about offer given by ACER product –
Products - (A) Excellent (B) Good (c) Fair (D)Poor
Note books
Net books
Desktops
Smart phones
Projectors
Monitors
Which product of ACER you are promoting in your retail outlets –
(A)Notebooks (B) Net books (C) Desktop
(D) Smart phones (E) Monitors (F) Projectors
What do you think about Advertisement of ACER -
60
(A)Excellent (B) Good (c) Satisfied
(D) Not Satisfied
Should ACER create More Advertisement -(A)Yes (B) No
Pricing –
What are the premium range of Different product of ACER –
Products From To
Note books
Net books
Desktops
Smart phones
Projectors
Monitors
On which product you get more profit –
(A)Notebooks (B) Net books (C) Desktop
(D) Smart phones (E) Monitors (F) Projectors
What do you think about ACER product price is –(A)Excellent (B) Good (c) Satisfied
(D) Not Satisfied
61
Place :
From where did you get all the product –
Products Manufacture Whole seller Dealer
Note books
Net books
Desktops
Smart phones
Projectors
Monitors
Which product are you more provide Self Space –
(A)Notebooks (B) Net books (C) Desktop
(D) Smart phones (E) Monitors (F) Projectors
Which product are you more Display in your retail outlets –
(A)Notebooks (B) Net books (C) Desktop
(D) Smart phones (E) Monitors (F) Projectors
Service: From where you get on time delivery –
Products Manufacture Whole seller Dealer
Note books
Net books
Desktops
Smart phones
62
Projectors
Monitors
Are you happy with your channel partner –
(A)Yes (B) No
Extra -
How many tine ACER employee meat in a months –
……………………………………..
What do you think about ACER product color –
Products - (A) Excellent (B) Good (c) Fair (D)Poor
Note books
Net books
Desktops
Smart phones
Projectors
Monitors
Suggestion : …………………………………………………………………………………………………………………………………………………………………..
…………………………………………………………………………………………………………………………………………………………………..
My opinions about Sales Executive :
Employee or sales executive have knowledge about the product -
Products - (A) Excellent (B) Good (c) Fair (D)Poor
Note books
63
Net books
Desktops
Smart phones
Projectors
Monitors
Sales Executive out look –
(A)Excellent (B) Good (c) Satisfied
(D) Not Satisfied
64
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