Acer appoint Tarsus as distributor

Acer has started 2003 by appointing Tarsus Technologies as its distributor for the full range of notebook, desktop and server products in SA.

Acer Africa, now part of Acer EMEA, is Acer`s most profitable and forward-thinking region and is making significant strides in terms of a new direction that has been adopted by the company globally.

"In Africa, Acer`s marketing policy is based on indirect channels enhancing Acer`s presence in Anglo African markets," says David Drummond, managing director, Acer.

"In the past, the primary focus was on manufacturing. However, by addressing the business needs of our customers and streamlining operations and delivery channels on a macro and micro scale, Acer is now better able to heed the demands of the knowledge economy through a new focus on innovative sales channels, marketing and services," explains Drummond.

By breaking the boundaries of its historical distribution model, Acer will be able to expand its business scope beyond physical products, to fulfil growing customer demand for delivery and service.

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"Acer is in the process of transforming its profile from a manufacturing company to a marketing and service business. From a broader point of view, we are reacting to the changing nature of the global economy, moving from the IT era to the era of the knowledge-based economy and, in terms of corporate culture, Acer is going from a technological innovation focus to a user-centric focus," says Drummond.

Tarsus MD, Guy Whitcroft, says Tarsus is set to assist Acer in expanding its local footprint. "We believe that Tarsus, as SA`s leading PC distributor, offers Acer the ideal solution. We have a proven track record of efficient and effective distribution; a large reseller community; an established record of building strong relationships with both vendors and resellers; a strong marketing presence; and the possibility of collaboration with other non-competing brands.

"Recent events in the IT industry have left space for another international brand to take significant market share in the South African market," Whitcroft adds.

"Today`s changing markets require organisations to adopt a simplified, focused and visionary approach if they are to succeed. Acer`s new strategy has been developed according to these criteria and will enable the company to reach its objectives," Drummond concludes.