Acer seeks makeover in Europe
“Our past communications have been old-fashioned. Our new campaign will be more modern, we want to do something different and something with a twinkle in the eye,” said Oliver Ahrens, who took over as president of Acer’s Europe, Middle East and Africa operations last October.
Acer’s more traditional PC products are being squeezed by more popular tablet devices such as Apple ’s iPhone and Samsung ’s Galaxy Tab. Although it has launched its own range of Iconia tablet computers, these have so far seen slow take-up in sales.
The company last year fell from number two in terms of global volumes of PC shipments to number four, behind Hewlett-Packard , Lenovo and Dell , according to technology research group Gartner. Sales in Europe, which account for more than a third of the company’s revenues, fell more than 46 per cent year on year in the fourth quarter of 2011.
Walter Deppeler, Acer’s global head of marketing, said the company was doubling marketing spend in key countries such as Germany, France and the UK, as it tries to win back market share.
You cannot formalize the process of creating strategy – you can only formalize the implementation of strategy through budgets, programs, and so forth. Take the case of IKEA – the enormously successful Swedish furniture company. Their business model
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Telenor, Ikea, NewsCorp, Motorola and Nestle have endured similar illegal sanctions by the Russians. It is a fact that there is no safety for people working in Russia and no protection of property rights. Local journalists have been attacked and killed
