Marketing Strategy Of Lenovo

When Quiksilver announced the start of its women line Roxy in 1990, they defined the brand as a “fun, bold, athletic, daring and classy” brand for young women. Market segmentation is a crucial marketing strategy and Roxy utilizes the four bases that are commonly used for segmenting consumer markets including geographic, demographic, psychographic, and benefits sought segmentation. The geographic segmentation is ideally unlimited for the Roxy target market because the brand offers clothes for both warm and cold weather, however, it focuses mainly on the “beach lifestyle” and is generally more popular in beach towns. The demographic segmentation of the Roxy brand, is aimed to attract young women between the

As a global leader in the PC market, Lenovo’s success rests on its ability to deliver consumer centric innovations in products that deliver a blend of mobility, performance and price. Design is an infrastructural element that helps define every aspect of a company, including Web site, stores, customer support, packaging, and messaging as well as its products. Lenovo has a well-earned industry reputation for delivering superior quality products. Quality is a fundamental component and commitment to customer satisfaction by delivering products that are of superior quality to comparable offerings from their competitors is the key to Lenovo’s success. In recent years, Lenovo relies heavily on local manufacturing strategies to shorten

Promotion strategy is the way use to promote about the services or products to public relations and customers through advertising, selling, sales promotion and public relations.

Microeconomics is the economic influences that impact at the micro, or firm, rather than macro level. The study of this subject is one that is highly valuable for any studying business with the provision of knowledge that will increase understanding of different influences and support the decision making processes. With the knowledge gained, along with the skills in applying that knowledge developed through class work and exercises for the different modules, there has also been the development of increased confidence, both personal and in the theories, in using the relevant concepts and tools in a practical setting.

Both Dell and HP are two strong players in PC industry which refers to an industry where companies produces PCs (desktops and notebooks), handheld devices (smart phones and tablets), and workstations. However, with growing global expansion, Dell and HP’s performance differs. Dell, once the world’s largest PC maker in 2001, has continually lost its market share to HP and Acer since 2007 (Guglielmo 2009). The cause is rooted in two differences of these companies: company diversifications and core competences. Therefore, how firms can continually survive in the PC business is more of an issue for Dell than for HP.

Legend announces the birth of its new "Lenovo" logo to prepare for its expansion into the overseas market. Based on the collaborative application technology, Lenovo initiates IGRS Working Group, in cooperation with a few large companies and the Chinese Ministry of the Information Industry, to promote the formation of the industrial standard.

Laptops, also known as notebook computers, are personal computers which are deisnged to be portable, while keeping similar functions as desktops. The first laptop, Osborne 1, was an 11 kg laptop with 5 inch screen, released in 1981 by the Osborne Computer Corporation (History). Since 1981, the laptop industry have experienced a rapid growth, now becoming one of the ‘key industries’ of the modern society (Chen). This paper investigates the current laptop market by analyzing different companies, including Apple, Dell, HP, Lenovo, and Asus, which are the top 5 vendors of the market, along with one extra company, Microsoft, to find out the current status of the laptop industry, and its future. To make the comparing process more simple, this paper will focus on one laptop from each companies, with similar specifications.

These entail the benefits perceived by customer and Lenovo provide through low cost, innovation and comparable quality with competitors. Lenovo competes based on low price, as it can produce with a lower cost structure by leveraging on the components suppliers in China giving quality that is comparable to multinational competitors (Xie & White, 2004, p. 412).

SITUATION: Once the largest computer manufacturer in the world, Dell has slipped to third in line behind Lenovo and HP. With sales of their once famed laptops and PCs quickly declining, their market share has taken a hit as a result. Lenovo and HP are not only to blame for Dell’s demise, Apple and Google have established new markets for smartphones and tablets that has shifted demand to these new toys away from laptops/PCs. These new disruptive technologies are a cheaper and thus more accessible substitute to the old guard (laptops and PCs).

The consumer market, facing the threat of the Hewlett-Packard, Dell is a strong competitor. A large number of new brand computer manufacturers produce cause confusion of market.The financial crisis is still not completely eliminate and global individual market is falling which affect the Lenovo shipments greatly since commercial personal market.

In terms of weakness findings, Lenovo has shortcomings of late entry in related market, weak global brand image and low brand awareness, and ongoing cultural integration. Analyzing leading strategic opportunities, fast growth of netbook market, sustainable growth of emerging market and economy recovery are

The media perception of Lenovo’s association with the Chinese government was also concerning to Lenovo’s executives since firms with this type association tend to get low marks for

Lenovo Group Limited is today the largest information technology enterprise in China and the third largest computer company in the world which is has an 8.6 per cent share of the PC market, after Hewlett-Packard at 15 per cent and Dell of the US at 16.8 per cent. During its first 20 years, Lenovo evolved from a small distributor of imported computers into China’s leading computer firm and in 2005, it purchased IBM’s division. Lenovo has been the market leader for seven consecutive years, commanding a 27 per cent share of the domestic PC market. It is also the market leader in the Asia Pacific region (excluding Japan), with a market share of 12.6 per cent.

In general terms, marketing is all related to the places of buying and selling of goods and services to satisfy customers’ needs. Nowadays marketing is the most important issues for success of every business marketing is the activity, set of institution, and process for creating, communicating, delivering, and

A brand is more than a physical good. The brand is a company’s key strategic asset (Kapferer, 1997). Brand is something that resides in the consumers’ minds which helps consumers to differentiate the products of one creator from the others. As such the brand becomes a symbol that connects the company or its products with the customers in a relationship and represents the entire “product personality” (Leuthesser, 1988, p.2; Keller, 1991, p.4; Rajendra K. Srivastava and Allan Shocker, 1991, p.5; Aaker, 1996, p.7,35).