Introduction
China’s economy grew up and then become the world plant. For decades ago, Taiwan’s export-oriented economy is always specializing in manufacture. Nowadays, Taiwan has to face a lot of competition from many rising countries, especially including China. Most Taiwan companies try to give up the old thought and turn new road to maintain the industry development for future and much survive in so competitive environment. At the same time, they also discover that the main profit of a product was taken by the most international companies which has its own brand rather than most Taiwan companies doing OEM (Original Equipment Manufacturer) work for them.
Therefore, these Taiwan companies adjust some strategies and orientation in management to develop their own brand. However, most companies try very hard to establish their own brand name not success but fail and then come back OEM. Minority can triumph in this arduous campaign. It is Acer that represents one of successful examples among Taiwan companies. The ranking of sale on Acer PCs in Europe, 2007, is No.3 and simultaneously its ranking on Notebook is No.1 (Global Acer website, 2008). It successfully makes its brand become a famous brand in Europe. Next, it began to copy the Europe experience to extend other zones such as USA, India, China and the like. The valuable Europe experiences are very useful to those Taiwan companies which want to run brand marketing and become international brand companies. Therefore, my study analyzes why Acer can successfully sell its product to Europe.
Acer History
Acer is the largest and most famous Taiwan high technology company in business world stage. It was established on the basis of the ...