Question

what was the internationalization strategy of ACER and why was it successful ?

what was the internationalization strategy of ACER and why was it successful ?

Homework Answers

Answer #1

In 1990, Acer’s investments in overseas business suffered a
huge loss. Suddenly, accusations and derision poured upon Acer.

At that time, government agencies questioned our continued
investment plans overseas and journalists criticized that Acer had been ‘dashing’
too fast. Even shareholders and employees were not supportive. Some colleagues
even challenged me directly why the money they worked so hard to earn was lost
in overseas operations.

Almost ten years of smooth globalization operation was
encountering a bottleneck seemingly hard to break through.

As pressure continued to build up, I had to come up with
solutions. Suddenly an idea occurred to me. Under the circumstances, the only
way to convince our employees and investors was to invite our foreign partners
also to invest in Acer and to share the risk. If we invest, they will invest
more; if we lose, they will lose more. That was the only way that I could
continue to make an investment overseas.

Subsequently, Acer developed a new strategy of ‘global
brand, local touch.’ This strategy solved most issues that had been hampering
Acer’s globalization plan, such as finance, brand name image and management
efficiency. It is like applying the right medication to cure multiple diseases
at once.

Since 1993, Acer has become the number one computer brand in
Latin America, Southeast Asia and the Middle East. In 1994, Acer’s US
operation began to turn profitable after continuously suffering losses for
several years. Acer has since become the ninth largest brand in the US personal
computers market among fierce competition. It made Acer the seventh largest
computer manufacturer worldwide in 1994.

This strategy does not come from an accidental inspiration
.On the contrary, it is derived from countless lessons, challenges and pressures
and thus formed a unique globalization model for Acer.

My earliest international experience could be traced back to
my days at Qualitron when I was sent to support the US branch office in Los
Angeles. As the office was understaffed, we had to do everything ourselves
including the clumsy way of using a telex. This was a new experience for me–I
had always been an engineer and a manager.

The know-how of internationalization is much more complicated
than expected. In a foreign country where we are not familiar with the people
and the place, it is sometimes difficult to collect a payment. If executives
extend even more credit lines in order to get orders, they will not know where
to recover the bad debt, which may have been created intentionally by customers.

With this experience of managing an overseas business, we
immediately planned to set up a US office when Acer was started. At about that
time, Edward Change, one of my classmates, who worked for Hewlett-Packard of
Silicon Valley, happened to come back to Taiwan. I invited him to join Acer to
be in charge of the US business. As Edward had never done any business before, I
crammed him with a session on how to do business. He took it seriously and even
tape-recorded the lesson. As such, Acer made the first step in globalization.

Growing with partners

Acer’s US office was officially inaugurated in 1977. Edward
had a 60% share and Acer had 40%.

Before this office was set up, we could only make 5-10% of
commission out of every sale. After the office was established, Edward would get
goods from suppliers, resell to Taiwan, and Acer Taiwan would pay the commission
to the US office on a regular basis. This way, our US office could get larger
discounts from the US supplier and generate profits from the price difference.
Moreover, the calculation on commission was faster and better assured. More
importantly, the US office could enjoy credit lines extended from the suppliers,
and sometimes Edward would pay for us first.

Acer’s history is a history of continuous partnership. Acer
was co-founded by several schoolmates. The US operation was also a partnership.
The establishment of branch offices in Taichung and Kaohsiung in 1979 was also
composed of 40% from Acer and 20% from three other partners in each city. This
model has greatly influenced Acer’s later strategy of ‘local touch’ and
‘local majority shareholders.’

Know the answer?
Your Answer:

Post as a guest

Your Name:

What's your source?

Earn Coins

Coins can be redeemed for fabulous gifts.

Not the answer you're looking for?
Ask your own homework help question
Similar Questions
What is Amazon management strategy? why does Amazon so successful with its management?
What is Amazon management strategy? why does Amazon so successful with its management?
Explain why the selection of distribution channels is essential to a successful marketing strategy.
Explain why the selection of distribution channels is essential to a successful marketing strategy.
How can a firm be successful by pursuing a differentiation strategy? What are some of the...
How can a firm be successful by pursuing a differentiation strategy? What are some of the risks associated with a differentiation strategy? Can you think of a successful company that uses this strategy?
What action should undertake to ensure market penetration strategy successful implemented
What action should undertake to ensure market penetration strategy successful implemented
What are some guidelines for strategy formulation Why is external monitoring important for strategic leadership? Give...
What are some guidelines for strategy formulation Why is external monitoring important for strategic leadership? Give an instance of successful or failed strategy in mobile space Why did they succeed or failed? What lessons can be learned?
The chapter describes the role of culture in the successful implementation of strategy. Consider an employment...
The chapter describes the role of culture in the successful implementation of strategy. Consider an employment experience of your own or of someone you have observed closely (e.g., a family member). Describe to the best if your ability the values, norms, and artifacts of the organization. What was the socialization process of embedding the culture? Do you consider this to be an example of an effective culture for contributing to the organization’s competitive advantage? Why or why not?
why Germany was so successful early in the war (through the fall of France in 1940)....
why Germany was so successful early in the war (through the fall of France in 1940). Was it due to technology? Operations/tactics? Strategy? Leadership? Something else?
1- what situations would a push strategy be used? What about a pull strategy? 2-Why is...
1- what situations would a push strategy be used? What about a pull strategy? 2-Why is understanding the target market a crucial aspect of the communication process?
describe the entrepreneurial Spirit and what skills you need need to be successful. Why would YOU...
describe the entrepreneurial Spirit and what skills you need need to be successful. Why would YOU be successful or not? Be specific! - if yes, explain what area - if no explain why not.
What best describes the nutritional strategy of Synechocystis and why
What best describes the nutritional strategy of Synechocystis and why
ADVERTISEMENT
Need Online Homework Help?

Get Answers For Free
Most questions answered within 1 hours.

Ask a Question
ADVERTISEMENT