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...officer was sent to Tosteson MEC in Roxbury after the theft of a gray Dell Latitude laptop computer, valued...
...range of PC gear, limits its branding efforts to PDAs with built-in global-positioning systems. Asustek Computer, which sells notebooks under the Asus name, shuns expensive sports sponsorships and concentrates on advertising in PC specialty magazines to reach a geek audience. "If you compare us with HP and Dell, we still belong to the small potatoes," says Sunny Han, Asustek's marketing director. "We focus on niche marketing, to niche people...
...retreat from the vital U.S. retail market in 1999, Acer has since rebounded to become the No. 5 computer brand in the world. While global PC sales were up 14.7% overall last year, Acer grew at a 34.5% clip, meaning the company is gaining ground on the top four: Dell, HP, IBM and Fujitsu Siemens. "Most people couldn't see a turnaround happening, but Acer has a decent brand that's quite successful in Asia and Europe," says Steven Tseng, an analyst with Yuanta Core Pacific Securities in Taipei. "It's been a remarkable comeback...
...Acer's story is an inspirational one for other Taiwan electronics firms. Its strengths are flexibility and a willingness to buck conventional wisdom. While other PC companies were abandoning traditional sales channels to compete with Dell's Internet-based direct-sales model, Acer stuck with conventional distributors such as Ingram Micro. The strategy allowed Acer to reach larger markets without building a costly direct-sales infrastructure...
...Acer's continued profitability is not assured. The company posted earnings of $219.7 million last year but its operating margin was a knife-edged 1.7%, compared with Dell's 8.6%. Yet Wang and Lanci are in expansion mode, investing in marketing and distribution networks in China and the U.S. The goal is to become one of the top three PC sellers by 2008. Even Shih seems impressed. "[Wang] has helped place Acer on the right track," Shih says,"and onto a steady and growing momentum." High praise from the man who once thought there was nowhere for his company...