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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.

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B EN Q’s Deal of the century?

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  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

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  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!

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