Subject category:
Strategy and General Management
Published by:
IBS Case Development Center
Length: 8 pages
Data source: Published sources
Topics:
Original design manufacturer (ODM); Original equipment manufacturer (OEM); Taiwan contract manufacturing; Brand building strategies; Corporate logo; Consumer electronics industry; Semiconductor industry; Real Madrid; Siemens mobile phone business; Stan Shih; Two dagger approach; BenQ bringing enjoyment and quality; Acer Compal Quanta; Eric Yu; Motorola Nokia
Abstract
Taiwan''s original design manufacturers (ODM?s) are anonymous companies that manufacture electronics components and products for global industry leaders like Nokia, Motorola, Dell, Sony and Apple. These contract manufacturers own some of the most efficient supply chains in the world, and are capable of competing with their leading customers but for the lack of a globally identifiable brand name. Acer, the Taiwanese computer maker''s spin-off, BenQ, is an ODM, which is attempting to rise from obscurity by building its brand name using funds from its contract manufacturing business. This case study, while highlighting BenQ''s brand building strategies, provides scope to discuss its ability to sustain the branding efforts when its prominent customers are severing business relations as the company evolves as their competitor.
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Abstract
Taiwan''s original design manufacturers (ODM?s) are anonymous companies that manufacture electronics components and products for global industry leaders like Nokia, Motorola, Dell, Sony and Apple. These contract manufacturers own some of the most efficient supply chains in the world, and are capable of competing with their leading customers but for the lack of a globally identifiable brand name. Acer, the Taiwanese computer maker''s spin-off, BenQ, is an ODM, which is attempting to rise from obscurity by building its brand name using funds from its contract manufacturing business. This case study, while highlighting BenQ''s brand building strategies, provides scope to discuss its ability to sustain the branding efforts when its prominent customers are severing business relations as the company evolves as their competitor.