Acer to continue with same strategies under new leadership

Acer India plans to enter into the untapped market by outspreading itself to 2,000 smaller towns by the end of 2012, under the leadership of newly elected MD Harish Kohli. Kohli, currently, chief sales officer, Acer India will take over as the new MD with effect from December 1, 2011 after WS Mukund retires on November 30. Speaking to The DQWeek on the key growth areas, Kohli said, "We have already reached 865 towns as of now out of envisioned 1,000 towns. So in the next 2-month period, we will be able to beat this target. And we will be there in more number of towns. There is also a road map to reach 2,000 towns by the end of 2012 and after reaching the 1,000 mark, we would like to do much better."

Banking in rural areas is one of the key growth drivers for Acer and SMBs also make an important part. Speaking on the terms of changes to be brought out in Acer India, Kohli said, "The management in Acer functions more in a participatory way. Our inputs are equally measured. There is no division, that Mukund handles, is kept away from us. There would be no difference in my transition from chief sales officer to an MD and the business would be as usual." Acer India has also made strategic plans to sell 50 % of its PC business from cities other than top 76 cities by the end of 2013. It also evolved with newer kind of sales strategies by forming Acer galleries, which are basically all tier-3 partners summing up to 5,500 at the end of 2011 in 1,000 tier-3 towns. Stating about the Acer gallery concept, Kohli said, "Acer gallery is a concept where we are trying to reach all small towns. We are doing a bit of branding and some kind of branded stuff of Acer is already available with partners. The partners continuously get necessary brochures and sales person visit there regularly. NDs reach to these towns are limited and that is the reason for us to brand tier-3 partners, namely Acer Gallery."

Mukund would continue to be a mentor and help the transition for smooth work and plans to pursue teaching as a hobby after some point of time. While talking about his views on changing Acer's strategy under Kohli's leadership, Mukund said, "I would like to see Acer continuing with more aggressive strategies and probably, if we spend more money on marketing, Acer's products would be definitely on #1 spot."