Acer consolidates EMEA operations

Acer has merged its European operations and Middle East and Africa operations into one entity as it attempts to boost internal efficiencies.

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By  Matthew Southwell Published  October 1, 2002

Acer has merged its European operations and Middle East and Africa operations into one entity as it attempts to boost internal efficiencies. The creatively titled Acer Europe, Middle East, and Africa (EMEA), will also work to develop a common strategy for the region as it looks to boost market share through more effective product positioning.

“The consolidation is designed to bring greater internal efficiency to the company, while better enabling the development of a common strategy for product definition and positioning,” says Krishna Murthy, general manager, Acer Computer (M.E.).

“Key tenets underlying the new Acer EMEA strategy include: improvement of the company’s presence in all regional countries; strengthening of the Acer brand; increase in market share; and implementation of a common channel policy,” adds Emanuele Accolla managing director, Acer Computer MEA.

Unlike most consolidation, which comes in times of trouble, Acer says it is merging its operations during a period of growth. Evidence of this, it says, is the 16% increase in turnover that the EMEA operation has experienced this year. By the end of the year, the computer company expects to achieve a turnover of US$1.4 billion, a figure up 25% from 2001.

“Our results confirm that the successful introduction of new product lines, consistent indirect channel strategies, and investments in advertising to increase brand awareness in major countries, have been and will continue to be the key elements of our growth strategy,” comments Gianfranco Lanci, chairman of Acer EMEA.

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