IMM_Case1 - C ASE: BENQS DEAL OF THE CENTURY? KIM, JUNG EUN...

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CASE: BENQ’S DEAL OF THE CENTURY? KIM, JUNG EUN (RA6997422)
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C ASE SUMMARY 2001 - BenQ, electronic ODM company, spun off from Acer 2005.07.06 - BenQ acquire the handset division of Siemens AG, the world’s fourth largest cell -phone maker The handset division of Siemens AG - 2002Siemens grab no.4 and 9% market share in global handset sales - 2004Siemens lose $615 mil on sales of $5.8 bil - 2005Siemens unit slipped to no.5 with share just 5.5% BenQ & Siemens combined market share - The 4 th quarter of 2004 13.5% - The 3 rd quarter of 2005 Drop to 9.8%
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P ROS Get the whole mobile handset business and a decent brand ‘Siemens’ for free 1. A renowned brand name (the period count from 2005.10.01.) - Right to the Siemens trademark for 18 month - Co-branding rights for 5 years BenQ has little brand name recognition in the European and U.S. markets. Siemens brand equity will give BenQ a major push in its stride to gain credibility.
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P ROS 2. New technology - Inherit factories in Brazil and Germany and
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IMM_Case1 - C ASE: BENQS DEAL OF THE CENTURY? KIM, JUNG EUN...

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