The Team

Agenda• Our team work experience• BenQ at a glance• The major issues & teaching

objectives• Progress report

Our Team Work Experience

• At first it was textiles • Switched to electronics company• BenQ & Acer…and Motorola

(OEM)

WHY? (the switch)

• Come to meetings prepared (secondary data)

• Record your meetings• Put up a networking tool: Resource Center• Compromise

HOW? (recommendations)

Our Team Work Experience

Deciding Upon a Focus

OEM

Textile

ACERBranding

BenQ's branding strategy at a glance

The Major Issues

• Going global• Why branding?• Managing talents• Whose backyard to tap?• Limited resources

Going Global

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

Why Branding?

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

Managing Talents

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

Whose Backyard to tap?Issues• Europe• Asia: - Taiwan - China- India

Teaching notes• European

acceptance• Europe imports a

lot of IT products• Competitive U.S.

market

Limited ResourcesIssues• 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

Progress Report• Interview with BenQ PR Officer• Finalizing Case draft• Teachers notes CD

Doc. And PPT. files as main sources BenQ profile BenQ Advertisement (interactive tool)