The report of Lenovo ’s marketing strategy Author:Zhaofei(20095137) Niuyue (20095132) Grade and class: 2009-7 Time:10th‚May‚2012 Submitted to: Professor Yu contents SUMMERY-----------------------------------------------------------3 BRIEF INTRODUCTION----------------------------------------3 FINDINGS-----------------------------------------------------------3
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SWOT Lenovo As Lenovo is for a very large part a PC manufacturer (PC’s is the only segment)‚ this SWOT analysis covers the whole company. Lenovo’s objective is to protect its current strong position in their home base China and keep their large customer installed base. From a growth perspective the targets are emerging markets and expansion of the retail consumer business as well as differentiation to new products. In order to reach its objective in their home market‚ Lenovo should leverage their
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Case Analysis by IBMMC Team Key issue After acquiring the well-established IBM PCD brands‚ what branding strategy would best g gy enable Lenovo to efficiently maximize its total brand portfolio equity‚ which had been driven p q y mainly by Asia market perceptions of innovation and quality‚ and minimize p q y potential brand dilution from relatively low Lenovo brand understanding throughout the rest of g g the world? Key Brands in the Portfolio Alternative Branding Strategies
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promotion strategy in China and how these promotion strategy can bring benefits to the company or satisfy the customers’ needs. 2. Statement of Issues to be investigated The issues to be investigated are to analyses the promotion strategy of Lenovo in Chinese market. Good promotion concerned with communicating information‚ concerning products and services and trying to persuade customer and market to try them. 3. Reasons for the choice of issue ➢ I know a lot about this topic
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Lenovo PESTLE Porters ’ five forces The founder was Michael Eugene Porter. He was a student of Harvard and invented its theory in 1979. Its 5 forces include: Competitors‚ Suppliers‚ New Entrants‚ Substitutes and Buyers. 5 Forces Introduction Lenovo In a continuously developing and changing society‚ a company faces a number of troubles and barriers. In order for a company to be successful‚ it needs to see outside its core. Taking a view of the external environment is crucial for the company to develop
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SWOT Analysis In order to get a better sense for Lenovo’s outlook in terms of the corporate market and the impending loss of the IBM branding‚ it is helpful to analyze the company’s strengths‚ weaknesses‚ opportunities and threats in terms of the problem. These key parameters are summarized here. Strengths Lenovo’s major strengths lie in its current brand image and market share. On the international scale‚ Lenovo ranks third in corporate sales behind Hewlett-Packard and Dell. It shows tremendous
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Introduction The Lenovo Group was founded in 1984 by a group of eleven engineers in Beijing‚ China. The company‚ formerly known as Legend‚ makes a variety of products for worldwide sale such as desktops‚ laptops‚ servers‚ handheld computers‚ imaging equipment‚ and mobile phone handsets. They are also providers of information technology integration and support services. Lenovo is a publicly traded company (Honk Kong Stock Exchange) as well as partially owned by the Chinese government. Lenovo opened the
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Table of Contents 1.0 Introduction…………………………………………………………………..…..3 2.0 Background of the Lenovo Group Limited………………………………………4 3.1 General……………………………………………………………………...4 3.2 History………………………………………………………………………4 3.3 Products…………………………………………………………………….6 3.0 Background of the computer industry……………………………………..……..6 4.4 History……………………………………………………………………….6 4.5 Products…………………………………………………………………….7 4.6 Structure……………………………………………………………..……..8
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Market Research Methods Lenovo Advertisement Analysis The Lenovo bought the IBM PC group in 2004‚ (Musil‚ 2004) then‚ they use and develop the IBM PC technology and improve their own computer quality. We can find out that the Lenovo advertisements are focus on showing the audiences the quality of the laptop. IBM is famous of its quality of product and their services. Lenovo want through the advertisement to give a message to its audiences that they can do as well as IBM did and they can be trusted
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* There might be a complex and inefficient cost composition as there was a 84.5% drop in net profit. * It has to implement the brand transition from IBM to Lenovo‚ so it needs to maintain strong and consistent marketing messages for its PCs. Opportunities: * Many small and medium enterprises would like to choose Lenovo due to its penetration into
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