Acer is a Taiwanese computer manufacturer that rose to prominence as an OEM provider before striking out with its own brand in the 2000s. The company has since become more global in nature. There are three brands within the Acer Group -- Acer, Gateway and Packard Bell. The company has a global workforce of 8000 employees, and had $14.7 billion in revenues for the 2012 fiscal year (Acer, 2014).
Organizational Structure
For much of Acer's existence it was an OEM manufacturer and had a limited marketing organization. This has changed significantly in recent years. The company now works with three brands, Acer, Gateway and Packard Bell. These three companies operate with different marketing arms, but leverage the behind the scenes capabilities of Acer's head office. The organizational chart for Acer today can be found in Appendix A, from the company's website. It clearly shows that the company has a functional structure, with the main functional roles within the company being Finance, Marketing, Technology, Operations, and Sustainability.
Acer has a hierarchical structure. Reportedly, the shareholders are active, and it has been rumored that activist shareholders were one of the reasons for the departure of the company's CEO in 2010 (Fried, 2011). This structure plays an important role in how the company is governed. It gained strength when it decided that it wanted to promote its brand and increase its market share in computers. The move was initially supported by management, but the move to become a global company was not met with the same enthusiasm, and the founder Stan Shih is now installed as Chairman and President at the top of the organization chart.
Financial Performance
Acer has struggled recently. The company lost around NT$1.07 per share in the 2012 fiscal year, compared with...
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