1 / 15

B EN Q’s Deal of the century?

BENQ’S DEAL OF THE CENTURY?. B EN Q’s Deal of the century? . International Marketing STUST . FOCUS NANTAI. 1. INTRODUCTION. B EN Q is a Taiwanese firm . It is a consumer-electronics maker. The company’s core products include: -Flat screen TV sets. -Notebooks. -PC monitors.

gram
Télécharger la présentation

B EN Q’s Deal of the century?

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. BENQ’S DEAL OF THE CENTURY? BENQ’s Deal of the century? • International Marketing • STUST

  2. FOCUS NANTAI

  3. 1. INTRODUCTION • BENQ is a Taiwanese firm. It is a consumer-electronics maker. • The company’s core products include: -Flat screen TV sets. -Notebooks. -PC monitors. -MP3 players. -Mobile phones. -Other consumer electronics gadgets. • The meaning of BENQ is “Bringing Enjoyment & Quality to life”. • BENQ worth $5.5 billion.

  4. 1. INTRODUCTION • 37% of BENQ’s sales carry the BENQ brand name. • In 2002, BENQ represents 9% of market share in global handsetsales. • BENQ is the world’s 4th largest cellular-phone maker By acquiring the ailing handset division of Siemens AG (German conglomerate): -The rights to the Siemens trademark for 18months. -Co-branding rights for 5 years. -It also gain access to Siemens intellectual property. -Transfer of technology. -Gain new market/prospect/outlet Access to Siemens customer base in Europe & Latin America. • Siemens agreed to buy 50 million euros of BENS stock.

  5. 1. INTRODUCTION • Limits: BENQ has a little brand name recognition in Europe & in the US. • Solutions: combine BENQ & Siemens share market! • Siemens has a brand equity:  The value of having a well-known brand name, so can generate more money from products with that brand name than from products with a less well known name. • Siemens has also a brand heritage/legacy:  an asset in building long term brand reputation. • One of the core competencies of Siemens is BRANDING! • BenQ-Siemens is positioning its products as a “new stylish metallic slider for successful young people” based on one’s life & irresistible aspiration to achieve success.

  6. 1. INTRODUCTION • Competitors & market leader 60% of the worldwide handset market: -Nokia -Kyocera. -Motorola. -Samsung. -Sony. -LG. • Other industry leaders: -HP. -Dell. -IBM. -Acer. -Asus.

  7. 2. CURRENT SITUATION

  8. 3. QUESTIONS

  9. 3. QUESTIONS

  10. 3. QUESTIONS

  11. 3. QUESTIONS

  12. 3. QUESTIONS

  13. 3. QUESTIONS

  14. 3. QUESTIONS • Service-based branding  should focus on improving customers satisfaction in service centers. • Faster service turnaround time than industry average with world class quality. • To keep on globalizing its operations with focus on China. • To keep on developing the profitable business of hospital (Nanking & Suzhou). • BenQhave well-established consumer electronics & can build on that expertise. • The best way to leverage BenQ’s existing competitive quality is branding, continue promoting BenQ globally. • Additional resources should be deployed on the expansion into China & developing countries (BRIC) leveraging on subsidiaries competitive advantages. • Develop Brand name recognition in Europe & in the USA.

  15. Thank you!

More Related