Positioning, Repositioning, Reverse Positioning Strategies Case Study

Acer’s Positioning in the Indian Laptop Segment

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Abstract:
The gradual dissolution of tariff and custom barriers, increased competition amongst the premium brands and continued reduction in hardware prices propelled the growth of notebooks in the Indian market. Acer played a pioneering role in breaking price barriers in this high-price segment that hitherto saw characteristic popularity only with a small and niche group of buyers comprising senior business executives and technocrats.

In order to corner a larger market share the company came up with innovative strategies to make laptops affordable to the highly prospective SMB and SOHO segments. The case provides the reader a holistic picture of the notebook market in India, the various segments therein, the gradual shift in the purchasing pattern from desktops to notebooks, the company profile of Acer and the various strategies that it pursued for sustained growth.

Pedagogical Objectives:

• A holistic picture of the notebook market in India
• The various segments therein
• The gradual shift in the purchasing pattern from desktops to notebooks
• The company profile of Acer
• The various strategies that it pursued for sustained growth.

Keywords : Acer, India, Laptop, Notebook, Marketing Strategies Case Study, Hewlett Packard (HP), IBM (International Business Machines), Compaq, Toshiba

Contents:

• Background note
• Acer international – company overview
• The notebook business in India
• Acer's growth strategies
• The future course