U N I V E R S I T Y OF THE EAST

COLLEGE OF BUSINESS ADMINISTRATION

CALOOCAN CAMPUS

In partial fulfillment of the course requirements in

BMK 311 (MARKETING RESEARCH)

REFLECTION PAPER # ___

TITLE OF THE CASE

Submitted by:

NAME: Campos, Christine Joy R.

STUDENT #: 20141145019
DATE SUBMITTED: September 01 2019

Submitted to:

PROF. JOCELYN S. BRIGINO

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CASE # 1

Acer Finding Bearings After Management; Product Issues.

This case is about the multiple problems Acer had to overcome due to
vast advancement of the electronic world, it is where they encountered a huge
downfall due to their slow application of innovation with their products and
focused mainly on their market shares. As the president of the company have
provided, it is true that Acer, at that time, was experiencing problems from its
products and their customer service, and, the release of a new gadget, the Apple
IPad.

The problem started around year 2007 but was not noticeable until early
2011. Acer was one of the highest notebook sellers by then, but as their loss of
focus on their innovation occured, they realized that their product sales begin to
plummet, and was plummeting very fast.

Core Issues and Problems:

 The problem which needed the greatest attention from Acer’s team was
the large fall of their sales and the loss of their market shares from its rivals,
Lenovo and Dell. Furthermore, the old members of Acer focused on the
market shares and never focused on innovation.

 Their issue was their belief that the notebooks they are selling will
contribute to their stability on the market, the members of their team
became complacent and never made any solutions to any issues.
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Subsidiary Issues and Problems

 First secondary problem was the lack of agreement on the management

whereas differences on the opinions arose, with the opinion of staying on
the course of making notebooks or start creating mobile devices such as
cellphones.

 Another subsidiary issue is that their team in Europe believed that their
inventories were managed well. Little that they knew that there was a
major inventory mismanagement.

OBJECTIVES

 The main objective is to get back in the line of the top companies with the
highest market shares on the electronic device line.

 Other objectives would be: Innovation on the creation of new devices which
would help in the rise of new sales; The change of management to develop
similar opinions and focus on one same goal.

S.W.O.T. Analysis

Strength Weakness Opportunity Threat

The Name Value Differences in Creation of new ideas The rise of Lenovo
of Acer on the Management Opinions on how to get back on and Dell based on
Electronic track through new Sales.
Gadget Sellers Loss of Focus on operating systems.
Innovation The introduction of
the Apple IPad.
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ALTERNATIVE COURSE OF ACTION (ACA)

Acer may redirect their focus on creating mobile phones rather than being
stable producing notebooks and netbooks since ergonomics is one big factor in
the modern electronic world.

Pros
The name of Acer will be known not
for their brand name on computers
alone, but also for mobile phones and
other mobile devices.
Cons
There might be the risk that the
software they will use will be different
from others which offered mobile
phones and devised such as Apple.

RECOMMENDATION
The best course of action for Acer would be the change in
macromanagement and micromanagement, especially on the high positions if
they would not focus on innovation. Market shares may be given attention
subsidiarily on the their sales depending on their changes of their product
depending on the time stamp, such as the modernization of their devises.