Acer 2006 Annual Report Download - page 32

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-28-
(2) Market Share
Global Top10 Brand PC marketing share:
Brand company Y2005 Y2006
Dell 16.8% 15.9%
HPQ 14.6% 15.9%
Lenovo 6.9% 7.0%
Acer 4.6% 5.9%
Toshiba 3.3% 3.8%
Fujitsu Siemens 3.8% 3.5%
Apple 2.2% 2.4%
N
EC 2.8% 2.1%
Gateway 2.0% 2.1%
Sony 1.5% 1.6%
Total(Top 10) 58.6% 60.1%
Total(Others) 41.4% 39.9%
Original source：Gartner
(3) Competitiveness
The Company has completely transformed to a brand selling of the IT products and a
professional electronic service company and actively adjusts the organization and
supply chains. In year 2007, the Company will not only keep the PC business
growing but also focus on the simplification of the organization following the
successful models implemented in the EMEA. The successful models include
simplified process, target focus, individual abilities and creativities boost…etc. When
implementing such models, the Company will continue to grow and generate more
profits. The Company will continuously to adopt the “3-One, 3-Multiple” strategy,
enhance “One-Company, One-Brand, One-Team” policy and to implement
“Multiple-Suppliers, Multiple-Products, Multiple-Channels” business models in order
to setup the ”self- furnish, good- recycling, endless” mechanism of Acer brand.
Furthermore, the Company receives a prominent result in brand management through
outsourcing to increase Acer brand competition. The Company has fulfilled its
commitment by adopting the principles such as “Advertisement is only part of the
brand not the core of brand. Brand means the entirely commitment in all aspects, from
product quality, customer services, channels to advertisements. The essential of the
brand is to let end- consumers to experience the whole process.” The Company
believes that “Asian companies are more competitive, in certain ways, than US
companies to develop brand business. Due to the small size of local markets, Asian
companies need to expand businesses outside of their home countries; hence, they are
more adept and sensitive to the changes of the foreign markets and cultures. US
companies, on the other hand, are comparatively region-minded and lack of such “local
touch” because of the size of US markets”. The Company will continue to become a
world leader in the non-direct sale business of IT products.