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AOC sets its sights on a place at the top

Monitor manufacturer AOC is hoping to capitalise on the anticipated consolidation in the UK market this summer and, as a result,...

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Monitor manufacturer AOC is hoping to capitalise on the anticipated consolidation in the UK market this summer and, as a result, it expects to be a top three player within the next year.

But on top of those claims, the vendor - already one of the top five global monitor manufacturers - has devised a three-pronged attack based on price, marketing campaigns and a product portfolio, which it expects to take it to the summit of the UK sector within two years.

Having operated in the UK for around ten years, AOC has never achieved the sort of penetration it is currently aspiring to and has appointed Richard Brown, who helped build Samsung and Maxdata's operation in the UK, as sales manager for UK and Ireland.

"All the ingredients are in place," said Brown. "It is a simple strategy of cost leadership on our products with aggressive pricing to increase the volume of our entry-level products."

The company also has a $250,000 marketing campaign in place to assist its five tier-two distributors and has strengthened its product portfolio to include CRT, flat screen CRT and TFT products.

"We are a sleeping giant in the UK and are waiting for the enemy to disappear. We have two factories that have the capability of 14.5m units a year, so everyone else is playing catch-up in terms of manufacturing," he said.

Dave Stevinson, director of sales and marketing at rival Teco, claimed it was taking the competition seriously, but did not believe that AOC could top the UK market because "it lacks brand equity".

"If AOC can sell the products at the right price through the right channel - which it doesn't have at the moment - it could achieve its goal," commented Martin Kent, UK and north European sales manager at CTX.

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