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Flores Diaz Jose Miguel

MEMBERS. Flores Diaz Jose Miguel. Bousquet Alexandra. Nghiem Van Minh. Agenda. INTRODUCTION. SITUATIONS . QUESTION AND ANSWER. INTRODUCTION. BenQ was originally spun off from Acer  in 2001 to provide a separate branded channel.

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Flores Diaz Jose Miguel

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  1. MEMBERS FloresDiaz Jose Miguel Bousquet Alexandra Nghiem VanMinh

  2. Agenda INTRODUCTION SITUATIONS QUESTION AND ANSWER

  3. INTRODUCTION • BenQ was originally spun off fromAcer in 2001 to provide a separate branded channel. • BenQ sells and markets technology products, including consumer electronics, computing and communication products. Its principal products include LCD monitors and Television Digital projectors, digital Cameras and mobile computing devices. • October 2005, it acquired the loss-making mobile devices division of Siemens. With the acquisition, BenQ planned to sell co-branded mobile phones (BenQ-Siemens) in addition to the BenQ and Siemens brands.

  4. Introduction BenQ • In November 2006, BenQ Corp. (BenQ) announced that it would cut 400 jobs at its Shanghai, China plant. This unit had belonged to the mobile devices division of Siemens AG (Siemens), a major German engineering and electronics company, up until October 2005, when it, along with plants in Germany, Brazil, etc., and R&D labs in Germany, Denmark, and China were sold to BenQ. • After acquiring the division, BenQ renamed it BenQ Mobile GmbH (BenQ Mobile). BenQ Mobile had, in September 2006, filed for bankruptcy protection after a year of heavy losses. BenQ was a prominent Taiwanese electronics and computer peripherals manufacturer. As of 2005, it was also the sixth largest manufacturer of mobile phones in the world.

  5. …CONTINUE • In 1847, Werner von Siemens established the Siemens & Halske Telegraph Construction Company in Berlin. The company laid several long distance telegraph lines in Europe. • In the 1920s and 1930s, the company developed several products including radios, automatic traffic lights, multi-purpose electric locomotives, and television sets

  6. RESULT OF THE DEAL • Mobile phones become one of BenQ’s core businesses. And BendQ can access to Siemen’s customer in EU, Latin America. • BendQ aspire to become o major player in the mobile phone market. • Siemens unit slipped to No.5 in 2005 with share (5.5%) compare to 9 % ( No.4) in 2002 in global handset sales.

  7. …continue • BenQ’s Q1 profits tumble by 90 % ($9.1 million) as its revenues fell 23% ($1 billion) • The Siemen and BenQ’s combined market share dropped from 13.5% (2004) to 9.8$ (2005)

  8. Question 1 • How do you evaluate BenQ’s Acquisition deal of the Siemen handset unit? Is it indeed “ too good to be true?. What are the pros and cons? • Answer: • The deal totally failed ( revenue down, profit down, lost capital) • To obtain an entire business and its known brand (Siemen) for free was too good to be true for BenQ ( enhance Brand visibility).

  9. Question 2 • Where is BenQ vulnerable? • Answer: • Corporate culture conflict and communication issues , team difficult to integrate (Most of the BenQ’s expatriates were not fluent in German, the local language) • Does not have sufficient funds, it is difficult to resist the huge losses • A small number of people responsible for the integration process in the limited time deals with two companies • The combination of the sub-brand is difficult to become the best choice for consumers

  10. Question 3 • What strategic marketing recommendation would you make to BenQ’s going forward? • Answer: • Forward toward the developing and emerging countries • Create a flagship product • Improve product quality • Personnel training to develop • R & D and apply for more patents

  11. The end Thank you for your attention

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