MBA404 Report: Acer Laptop Marketing Mix, Consumer Behavior Analysis

This report provides a comprehensive analysis of Acer laptop's marketing mix, consumer behavior, and market performance. It begins with an executive summary highlighting the company's recent growth and the key findings of the analysis. The report then delves into a concise overview of Acer's product, emphasizing its affordability, design, and market performance, including revenue growth and market share. The core of the report examines Acer's current marketing communication mix, considering consumer attitudes, group influences, culture, social class, consumer learning processes, and personal buying decision-making processes. The analysis includes the product strategy, pricing, distribution, and promotional strategies. The report then assesses the alignment of the communication mix with survey findings from a previous assignment, focusing on how consumer behavior factors influence purchasing decisions. Finally, the report concludes with three strategic recommendations aimed at fostering future growth for Acer laptops, taking into account the insights from consumer behavior and market analysis.

Running Head :MARKETING
MARKETING
Name of the Student
Name of the University

MARKETING 1
Executive summary
Acer has been one of the growing organization, specifically for its laptops in the last few years. It
marketing performance has growth more than 50 percent according to the recent statistics. Acer
laptops are extremely affordable with a unique and sleek design that comes within the pocket
budged as well as with appealing view. This assignment targets to illustrate the overall marketing
mix of the company together with aligning it to the survey results of the previous assignment.
The assignment concludes by stating three strategic recommendations for the future growth of
the Acer laptops.

MARKETING 2
Table of Contents
Concise overview of the product or service and its market performance........................................3
The company’s current marketing communication mix by considering how it targets consumers’
attitudes, group influences, culture, social class, consumer learning processes, and personal
buying decision-making processes..................................................................................................4
Whether or not the communication mix demonstrates a strong alignment to your findings...........6
Strategic recommendations..............................................................................................................8
References......................................................................................................................................10

MARKETING 3
Concise overview of the product or service and its market performance
This assignment will highlight the concise overview of the product, Acer laptop together
with it’s market performances. Acer has been one of the growing organization, specifically for its
laptops in the last few years. It marketing performance has growth more than 50 percent
according to the recent statistics. According to the reports gathered, one of the major attribute of
the laptops by Acer is that they are extremely light in weight and these makes them easy for
individuals to carry it with zero to minimum efforts (Li et al. 2017). The overview of the product
furthermore includes the advantage of storage capability up to 1TB. This facility makes Acer
laptop differ from other. Further attribute of this laptop is that it have high end display quality as
well as high performance of the machine of the product. Considering the overview of this
product, it is to note that Acer laptops are extremely affordable with a unique and sleek design
that comes within the pocket budged as well as with appealing view.
Regarding marketing performances, the company has launched several advertisements
related to Acer laptops specifically targeting the distinct segments of market (Reddy, Thosago
and Reddy). The online promotion campaign of the Acer laptops are comprehensive and includes
detailed analysis of the entire range of products. The overall market performance of the product
was good since the revenue of Acer laptop throughout the year grew to 2.25% to US$8.9 billion
irrespective of the tough competition in the global market. In the Asia pacific market and
specifically in Australia, Acer laptop reported to have overall 9-10% growth in the last three
quarters. In the education market, growth also came from the Acer laptops where the company
holds the majority of the share. The market revenue from the Acer laptop for gaming purpose
grew 65-70% overall in the year 2018, highlighting the overall demand for the product.

MARKETING 4
The company’s current marketing communication mix by considering how it targets
consumers’ attitudes, group influences, culture, social class, consumer learning processes,
and personal buying decision-making processes
Acer has been one of the leading consumer electronic brands from the global perspective.
The company mainly deals with laptops, PC and other electronic products together with its
associated device and smart phones. The company has acquired several developers of the product
as well as manufactures which has enabled it to offer a wide array of devices for its customers.
This assignment mainly focuses over Acer laptop and its marketing performance (Kumar and
Paul 2018). The current marketing communication mix of Acer includes factors of consumer
attitude, culture, group influences, social class, learning process of the consumer and buying
decision making process.
Towards analyzing consumer attitude, it is to know that attitude is a predisposition which
consumers have towards any product.Acer targets the skeptical thinking of the consumer who
values the innovative type of technology. With its excellent distribution facilities and
subsidiaries, it has encouraged the local participation with low cost manufacturing and
convenient distribution of the products, Acer laptops, thereby targeting consumer attitudes
towards innovative and affordable laptops.
Market segmentation of Acer involves the categorization of consumers according to some
of the specific factors like group influences as well as social class and culture which allows the
business for deciding which groups of people are more likely ye to be made as the major targets
for the efforts of marketing. Consumers are influenced by several categories of reference groups
and thus people tends to buy things (Susanty and Tresnaningrum 2018). For targeting group
influences and social class, online marketing or social media marketing is one of the major factor

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that has been used by Acer . This is because online marketing has rapidly becoming the most
eminent means for attracting consumers for the laptops. The wide web of inter connectivity
makes it very much easy for relieving over the ability for targeting customers with influential
advertising campaigns (Chen et al. 2019). Social media marketing of the company for the more
enhancers the social class and the culture, thereby targeting the majority of customers from
middle income to high end income approaching the product.
The marketing mix of Acer analyses the company covering product, price, the place and
the promotion while explaining the marketing strategy of the organization.
The product strategy and mix highlight the range of laptop with higher and technology
and innovative design (Sutanto and Kaihatu). Acer laptops are widely known due to their
affordable range which provide customized rate of services to some of the consumers. High end

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product design by the company is one of the major factors for targeting the consumer attitude as
well as the culture and social class towards there buying decision of Acer laptop.
Regarding the pricing strategy of the company, Acer has been enhancing its supply chain
system as well as its operation so that it can offer its products at a reasonable price to all the
consumers. The marketing strategy adopted by the organization is targeted towards value based
pricing within the marketing mix where the prices are majorly said according to the offerings
that are made. The consumers are there by assured regarding the pricing based on the value
proportion (Saleem et al. 2015). This strategy is beneficial for the organization for the
introduction of innovative and new products while penetrating into New Market segments with
several variety of laptops.
Place, Acer has distributed its network throughout by enabling the laptop to reach more
than 170 + countries throughout the globe (McKechnie and Nath 2016). The company has been
able to reduce its cost through the adaptation of manufacturing through different parts throughout
the country specializing over best quality parts at an affordable rate. This marketing strategy is
one of the major tools that is considered by the organization to target the consumer learning
process regarding they benefit with Acer laptops.
Finally, promotion and advertising strategy in marketing mix relies majorly over
traditional and electronic modes by the means of several advertising campaigns (Vassileva
2014). The promotion and advertising strategy of the company is targeted to enhance the
personal buying decision making process of the consumer by highlighting the description of
models and offerings of the Acer laptop through the distribution mechanism the company has
enabled to reach several consumers safely by having high standards in the terms of delivery and
packaging of their laptop.

MARKETING 7
Whether or not the communication mix demonstrates a strong alignment to your findings
According to Arora and Chawla (2014), marketing mix can be defined as a general
phrase which is used for describing several categories of choices that an organization have to
initiate for bringing a new product or service in the global market. This section of the report will
argue whether the communication mix of Acer demonstrates a strong alignment with the findings
of the survey analysis highlighted in the previous assignments.
While the 4 Ps of communication marketing mix of Acer has been described previously, the
findings off the research survey as per the collected data highlighted several aspects of consumer
behavior and decision making process while availing the particular product in discussion, Acer
laptop.
Price – On the basis of the collected data of the survey, customers have been really motivated
while availing the product. Customers always tend to consider regarding the price of the laptop
specifically followed by the quality and the innovative look of the laptop. According to the
survey 53.3% of consumer who have reported in the survey thought and considered price as a
major factor which influences them for buying this particular product. However 26.67 % of
people reported that quality also affect their consumer behavior.
Product - the design of the product, is one of the major factor which further node influences the
buying decision of consumer. It is to note that product is dependent on two essential factors,
lifestyle and budget of the consumer (Suresh et al. 2018). While the collected data show that
20% of the consumer where male and 80% female, the majority of the consumer age using the
laptops where among 25-34. According to the survey 86.6 7% of people reported to use Acer

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laptop targeting the satisfaction level. The survey clearly demonstrated that majority of the
customer’s use their laptops for business and private purposes.26.67 percent of consumers
reported to use the laptops for personal and home purposes will 13.3% of customer used for
public service and governmental actions (Sharma et al. 2018). The survey revealed that majority
of the customer is believed in having positive experience with their Acer laptop and rated the
product to a higher satisfaction level.
Promotion - Acer uses their innovative and competitive promotion strategy for attracting and
targeting customers for their product. The survey question as revealed the rate of people who are
attracted to the product. The responses from 15 customers were only positive. Majority of the
people reported that they were attracted by social media promotions in Face book, digital
advertising and mobile advertisement. Very small number of people reported of being influence
from the friends and word of mouth.
Place - Acer has focused over the design of product and trading of PC and laptop throughout
their journey. Some of the top competitors of Acer laptop are Sony, Dell, HP and Lenovo (Zubr,
Mohelska and Sokolova 2018). It is to know that consumers also changed their behavior towards
purchasing their product throughout the time period. 73.33% of the consumers revealed that
culture is one of the factors that might change their behavior towards the decision for purchasing
Acer laptop while others did not agree with the statement. According to the survey results 13.3%
of the consumers reported of the effects of family and influence from the society towards a
purchasing decision. To summarize 93.3 3% of the people believe that family, group influences
do contribute to the purchasing decisions of Acer laptop. 60% of people have been reported
being influenced by the modern lifestyle and availed the laptop due to the innovative and well
design product.

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To summarize, the communicating marketing mix of Acer demonstrated a strong
alignment towards the finding of the research study that has been conducted with the help of a
questionnaire over 15 consumers regarding the use and preference of laptop. Price please one of
the major factor for the consumers for availing Acer laptops since these laptops are innovative
and mid range priced, making it affordable to wide number of group of population (Prasetyo and
Purwantini 2017). Promotional strategy adopted by Acer in the social media and online platform
targets majority of the youngsters and the mid range population who prefers to use laptops in
their home or business purposes. Place and the influence of family members and social class
furthering influences on a positive note towards the buying decision making process of a
consumer. Finally the product itself with its sleek and innovative design is another factor to
attract consumers.
Strategic recommendations
Acer laptops are one of the top most priorities for many of the individuals in the current
decade. However with the growing number of organization in the market and with the
development and the introduction of new and innovative designed system and laptops every
years the competition for Acer has been growing tough (Dutta and Das 2017). Some of the top
competitors of the company are the Sony, Dell, HP and Lenovo laptops. Though majority of the
consumers who have participated in the survey reported of high satisfactory rate while using
their Acer laptops, some proportion were nit happy and complained regarding the usage and the
specifications of the system. The organization needs to undergo some of the major changes to
sustain at the top of the competitive market environment in the current decade.
Three major strategic recommendations for the Acer laptops in the upcoming decade are:

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 Provision of new as well as innovative technologies at a very affordable and competitive
price
 Building strong relation with the youth customers by signing famous figures as brand
ambassador
 Vertical integration strategy - Acer should develop stores at the strategic locations over
each of the market by increasing the margins and mastering the brand image.
The above three strategies are essential and does not fall under operational or manufacturing
improvements of the organization. However, it is important for Acer to position the product,
Acer laptop within the market in such a way for highlighting the innovative aesthetic design.
The organization should also target the working and young customers primarily.

MARKETING 11
References
Arora, R. and Chawla, A., 2014. Mapping of consumer perceptions for laptops: a case
study. Int. J. Adv. Res. Manage. Soc. Sci, 3(7), pp.357-372.
Chen, H.C., Peng, H.C., Chen, S.B., Chuang, H.T. and Huang, P.M., Acer Inc,
2019. Electronic device. U.S. Patent Application 16/019,573.
Dutta, C.B. and Das, D.K., 2017. What drives consumers' online information search
behaviour? Evidence from England. Journal of Retailing and Consumer Services, 35, pp.36-
45.
Kumar, A. and Paul, J., 2018. Mass prestige value and competition between American versus
Asian laptop brands in an emerging market—Theory and evidence. International Business
Review, 27(5), pp.969-981.
Li, J., Lan, Q., Liu, L. and Yang, F., 2017, May. Consumer Stated Preference for Acer
Laptop from Online Reviews. In WHICEB (p. 20).
McKechnie, S. and Nath, P., 2016. Effects of new-to-market e-store features on first time
browsers. International Journal of Human-Computer Studies, 90, pp.14-26.
Prasetyo, E.T., and Purwantini, S., 2017. An Influence Analysis Of Product Quality, Brand
Image, And Price On The Decision To Buy Toshiba Laptop (A Study On Students Of
Economics Faculty Of Semarang University). Economics and Business Solutions
Journal, 1(2), pp.11-18.
Reddy, L., Thosago, M.O. and Reddy, L., 4TH ANNUAL COMPETITION AND
ECONOMIC DEVELOPMENT (ACER) CONFERENCE.

MARKETING 12
Saleem, A., Ghafar, A., Ibrahim, M., Yousuf, M. and Ahmed, N., 2015. Product perceived
quality and purchase intention with consumer satisfaction. Global journal of management
and business research.
Sharma, S., Mundra, S., Malakar, K. and Sanjeevi, P., 2018. Review on evolution of storage
devices.
Suresh, V., Priya, A.S., Ponniah, V.M., Seetharaman, R. and Maran, K., 2018. A Study on
Conceptual Framework of Technology Acceptance Model for Online Purchasing of Branded
Laptop. International Journal of Pure and Applied Mathematics, 118(20), pp.735-743.
Susanty, A. and Tresnaningrum, A., 2018. Effect of Value Congruence, Brand
Distinctiveness, Brand Social, Brand Warmth, and Memorable Brand Experience on
Customer-Brand Identification and Brand Loyalty (Case Study: Brand of ACER Laptop).
In E3S Web of Conferences (Vol. 31, p. 11001). EDP Sciences.
Sutanto, J.E. and Kaihatu, T.S., THE EFFECT OF PRODUCT DESIGN, BRAND IMAGE,
AND PRODUCT QUALITY TOWARDS PURCHASING DECISIONS OF LAPTOP
BRANDS.
Vassileva, B., 2014. Building brand identity in IT markets: a conceptual model. International
Journal of Economic Practices and Theories, 4(5), pp.943-951.
Zubr, V., Mohelska, H. and Sokolova, M., 2018. How Product Brand Effects Consumer
Decision. In Modern Approaches for Intelligent Information and Database Systems (pp. 281-
291). Springer, Cham.