Our team work experience BenQ at a glance The major issues & teaching objectives Progress report Agenda
At first it was textiles Switched to electronics company BenQ & Acer…and Motorola (OEM) Our Team Work Experience WHY? (the switch)
Come to meetings prepared (secondary data) Record your meetings Put up a networking tool: Resource Center Compromise Our Team Work Experience HOW? (recommendations)
Textile Branding ACER OEM Deciding Upon a Focus
Going global Why branding? Managing talents Whose backyard to tap? Limited resources The Major Issues
Issues Global branding for a developing world company Asian Stereotypes: Technology know-how Country-of-origin effect Teaching Notes Perceptions of Taiwan: Manufacture or a Creator Influence of country-of origin effect Remedies: country awareness schemes Going Global
Issues Low profit margins from OEM/ ODM business Risk to lose OEM/ ODM clients Teaching Notes Price war (Dell) Branding as a differentiation strategy OEM & Brand: Conflict or Synergy Why Branding?
Issues Ability to attract best marketing talents Communication the BenQ branding strategy: utilization of expatriates Teaching Notes Lack of brand awareness Branding globally through local people Managing Talents
Issues Europe Asia: Taiwan China India Teaching notes European acceptance Europe imports a lot of IT products Competitive U.S. market Whose Backyard to tap?
Issues BenQ’s brand value worth US$ 280 million Samsung brand value worth US$ 10.85 billion Teaching notes How to do global branding with limited resources Limited Resources
Interview with BenQ PR Officer Finalizing Case draft Teachers notes CD Doc. And PPT. files as main sources BenQ profile BenQ Advertisement (interactive tool) Progress Report