When Lenovo acquired IBM’s PC division to transition out of being China’s largest PC maker to the third largest in the world‚ they were confronted with the challenge of four different brand strategies. Lenovo desired to clearly communicate an authentic value proposition for the newly combined resources of their firm. With this‚ we would recommend a Synergy branding strategy in the short term and a Master Brand approach in the long term. We feel this co-branding approach will further align Lenovo’s
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Brand Observation Portfolio Under the guidance of Prof. Ravi Shanker Submitted by: Ayush Goyal (17) Gaurav Singh(20) Karthik Raja(24) Nitesh Warke(33) Table of contents Introduction 3 Understanding the market and competition 4 STP Analysis 5 Segmentation 5 Demographic 5 Psychographic 5 Targeting 5 Targeting Rationale 5 Positioning 5 Product Strategy 7 Advertising 11 Promotion 13 Brands in the Lenovo space 13 Promotion Strategy 13 Impact of
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Lenovo: Building a Global Brand 1. Why did IBM want to sell its PC business? Why did IBM sell to Lenovo? The reasons that IBM wanted to sell its PC business to Lenovo are: • • • To shed an unprofitable operation as the company saw the limitation and more competitors in the market. Selling its PC business to Lenovo would help them increase market share‚ especially in Asia. IBM shifted their business from producing PCs to concentrating on consulting service. Therefore‚ merging with another company
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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 1. 2. 3. 4. 4 5. Lenovo as the ‘master brand’ Focus only
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Lenovo: Building a Global Brand Case Analysis Case Summary Lenovo‚ the leading PC (Personal Computer) manufacturer in China‚ acquired IBM PC division in December 2004 for $1.75 Billion. The acquisition was a marriage of 2 great companies with complementary strengths and the operations effectiveness was expected to benefit both companies. IBM at that stage wanted to shed its PC business and concentrate on the service industry while Lenovo wanted to expand its market presence. Growth of the PC market:
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accomplished before 30th December‚ 2011. So I have fifteen week to do the research on Lenovo’s 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
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Lenovo: The Leading Chinese Computer Company Enters Global Competition Questions: 1- How did Lenovo make such a great change so quickly? Lenovo is a manufacturer of computers‚ tablets and smart phones. Its headquarters is located in Raleigh‚ North Carolina‚ United States‚ home of IBM ThinkPad group and in Beijing‚ China. It is also incorporated in Hong Kong. The company was founded in 1984 by a group of 11 engineers. In terms of weakness findings‚ Lenovo has shortcomings of late entry
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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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program on governance China’s Competitiveness Myth‚ Reality‚ and Lessons for the United States and Japan Case Study: Lenovo January 2013 CHARTING our future Authors Nathaniel Ahrens Yu Zhou a report of the csis hills program on governance China’s Competitiveness Myth‚ Reality‚ and Lessons for the United States and Japan Case Study: Lenovo January 2013 CHARTING our future Authors Nathaniel Ahrens Yu Zhou About CSIS—50th Anniversary Year For 50
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Lenovo is one of the fastest growing PC companies today. As per its sale records in the market‚ it is considered the world’s second-largest PC vendor serving customers in more than 160 countries. The claims of Lenovo products delivering high quality‚ reliability and durability uphold the customers’ expectations and demand. Their goal is to improve the overall customer confidence while keeping the prices down. Lenovo is also consistently contributing to the needs of local communities and is highly
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