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Acer SWOT & PESTLE Analysis

ID : 52409953| Jul 2018| 15 pages


Business Sector :Technology

Operating Geography :Taiwan, Asia, Global

About Acer :

Acer Inc. is a Taiwanese multinational hardware and electronics corporation specializing in advanced electronics technology and is headquartered in Xizhi, New Taipei City, Taiwan. Acer's products include desktop PCs, laptop PCs (which can be further subdivided into clamshell, 2-in-1, convertible and Chromebook), tablets, servers, storage devices, Virtual Reality devices, displays, smartphones and peripherals. The company has 7000 employees working in 160 countries with regional offices in Europe, Middle East & Africa (EMEA), Pan America & Pan Asia Pacific. It has its own R&D centres in Taiwan. Seven innovative products of Acer have won Red Dot Product Design Award. Acer is a highly motivated Group which is working towards a common mission of breaking barriers between people and technology. Its varied range of products has helped them to emerge as a market leader across the globe.

Acer Revenue :

NTD 23.73 Crore – FY ending 31st Dec 2017 (y-o-y growth 2%)
NTD 23.27 Crore – FY ending 31st Dec Dec 2016

Competitive Analysis of Acer

The SWOT analysis for Acer is presented below:
1. Winning through innovative solutions
2. Substanial Market Share across Globe
3. Robust R&D Team
4. Motivated Supply Chain Process
1. Loss Making Segment
2. Ineffective Operations
1. Technology Driven Markets
2. Growing Demand in Information & Communication Technology(ICT) Segment
1. Stiff Competition
2. Embroiled in Major Litigation
3. Changing Economy
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Detailed SWOT Analysis of Acer


1. Winning through innovative solutions: Acer continues to evolve with the times and its again seeing the results of its latest efforts. In 2017, Acer unveiled smart transportation solutions that include smart parking and the service-oriented and intelligent robot solution, the Acer Mixbot, at Smart City Expo in Taiwan. Further, Acer also rolled out new ultrathin gaming notebooks, and all in one PCs with advanced thermal technology at the next@acer global press conference in New York. Apart from the above, it also rolled out Predator Orion 9000 series gaming desktop which is deemed to be the most powerful gaming desktop as on date. Acer made considerable headway in the other sphere’s too. Acer Group’s subsidiary, was crowned as Taiwan’s first and only security operation center (SOC) to be honoured with the ISO17025 certification. In the rapidly evolving virtual reality space, Acer’s joint venture with Starbreeze, StarVR, grabbed attention with the rollout of its high-end VR head-mounted displays enabling key entertainment partners to open VR experience centers in Los Angeles, New York, Tokyo, and Dubai. With the recent launch of the world’s thinnest laptop, Swift 7 (SF714-51T), measuring at just 8.98 mm thin, Acer grabbed considerable eyeballs. All its innovative solutions are recognized and awarded at global platforms. Acer won 12 iF design Awards for products for its gaming line, software and packaging design, among others.

2. Substanial Market Share Across Globe: The technology industry is one of the most dynamic industry. Technology is upgraded from time to time to provide better services to the customer. It becomes difficult for the players of this industry to sustain its market share. However, Acer Inc. has usurped a substantial market share across the globe. With a presence in 160 countries with regional offices in EMEA, Pan America & Pan Asia Pacific. According to data by research firm, IDC for the year 2016, Acer ranked No.6 in PC shipment with a market share of 6.8%, ranked no. 6 in notebook sector with a market share of 8.6% and No.4 in the desktop sector with 4% market share globally. With substantial market share, Acer Inc becomes a top player in the market. Such positive response from the markets for a reasonably long period motivates companies like Acer to invest heavily in Research & Development and maintain or improve its market share.

3. Robust R&D team: Acer is highly committed towards designing for the customer needs. Acer has a history of developing award-winning products. In 2017, Acer’s total expenditure toward research & development was 1.05% of the revenue which amounted to NTD $2.5 Billion. R&D team is highly motivated for new inventions and upgradation in areas like user interface, industrial design, Information & Communication Technology(ICT) related hardware & software, Cloud & gaming technology. Further, Acer is also investing heavily in Build Your Own Cloud (BYOC) technology which it will be able to integrate into PCs & other mobile devices with new software applications and empower global buisinesses with diverse cloud-services rendering flexible access to applications (SaaS), platforms (PaaS), and infrastructure (IaaS). BYOC will also be capable of integrating cloud platforms with cloud services to complete the transition to a “Hardware+software+services” company. BYOC business also covers Artificial intelligence (AI) development platform for Data Scientists with prebuild AI framework, models, dataset and resource management. Acer has also started a Value Lab for research and development, design improvements and devoting time to technology for new value creation business.

4. Robust Supply Chain Process: Acer Inc, treats all its top suppliers from all parts of the globe with utmost fairness in order to achieve an effective & efficient supply chain process. Acer applies Electronic Industry Citizenship Coalition (EICC) based on which it has developed Acer Supplier Code of Conduct. Components of EICC code of conduct covers various aspect of like human rights, health &safety, business ethics, environmental and management system. Acer requests all its top tiers suppliers to sign the supplier code of conduct declaration. EICC as a system is able to unify the rules of compliances across the industry, enhance suppliers capacity of human rights, health, safety, environment, ethics & social responsibility in the supply chain. Moreover, it conducts an audit at regular intervals to identify suppliers who failed comply with the norms.


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1. Stiff Competition: In the current market scenario, technological products are in immense demand and selling like hot cakes. Customers like products with different and innovative features. Hence, all the technological companies are aggressively aiming for extra market share by providing coveted features. Acer is facing stiff competition across its business segments from global competitors. Technological giants like Hewlett Packard and Dell are pursuing aggressive growth and expansion strategies in Information & Communication Technology (ICT) segment and pose a direct challenge to Acer. As of 2017, Hewlett Packard is ruling EMEA region with a market share of 28.8 % in the PC shipment market. In light of such competition, it is very important for Acer to effectively decide on product mix & marketing strategy to create differentiation and higher margins. With reference to Boston Consulting Group (BCG) matrix technology industry is Star (High Growth rate & High Market Share) for Acer and it is difficult for them to convert it Cash Cows(Low Growth rate & High Market Share).

2. Embroiled in Major Litigation: Litigation is one of the major threats to any organisation. The decision against the organization can create financial losses along with face or brand loss for the entity. It is seen that Acer has been dragged into major litigations in the recent past across the globe. A US company has filed a lawsuit against Acer based on actions of misappropriation of trade secrets and breach of a non-disclosure agreement. Apart from this, Acer has also received notices from third parties for infringement of certain patents or demand of patent licenses obtained by Acer. As of December 2017, final verdict for Acer’s ongoing cases is still not predictable. The outcome of these litigations may have an adverse effect on Acer financial & operational Position. As of 31st December 2017, it has a provision of NTD 2,66,120.

3. Changing Economy: External factors like economical changes affect an organization. Adverse changes in an economy like Interest rate fluctuation, Exchange Rate fluctuation and inflation are a major roadblock for any company operating at a global level. It is excepted that European Central Bank (ECB) may continue its expansionary policy due to the slow recovery of the economy in Eurozone. Political risks and initiation of Brexit have already weakened and may continue to weaken the Euro. It is also expected that Fed may raise interest rates which may strengthen USD and weaken NTD comparatively. In this era of globalization, it is seen that monetary policies of major economies affect the stability of the currencies in the emerging markets. It very important for a global firm like Acer to hedge its foreign positions to minimize the impacts on earnings caused by foreign exchange rate fluctuations.

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Acer SWOT and PESTLE analysis has been conducted by Kushal Shanbhag and reviewed by senior analysts from Barakaat Consulting.

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Acer SWOT & PESTLE Analysis
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