Lenovo

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  • Topic: Marketing, Personal computer, Product differentiation
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  • Published : January 14, 2013
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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 1.The macro-marketing environment---------------------------------3

2. The micro-marketing environment--------------------------------4

3. Lenovo's SWOT analysis----------------------------------------5

4. STP analysis-----------------------------------------------------5

CINCLUSIONS----------------------------------------------------6

SUMMERY
Lenovo, one of the successful firms of China , has been a global company. To identity the reasons and factors of success, we handled the report. Through scanning the books and references about Lenovo, we have some conclusions and opinions. With its leading-edge technology, easy to use, personalized design and wide range of solutions, the products are widely welcomed by users in China. Lenovo also has extensive product line for the Chinese market, including mobile handsets, servers,and digital products. Lenovo Group's development is broadly divided into three stages: the first stage is the start-ups and survival stages; The second stage is to solve the problem of existence.; the third is spending huge sums on the acquisition of IBM's PC division, and begin the development of international strategy. BRIEF INTRODUCTION

Lenovo Group was established in 1984, invested 200,000 yuan by the CAS Institute of Computing, which 11 scientific and technical personnel founded. Today the company has become one of the world's leading PC companies, combining with the former IBM Personal Computing Division . Lenovo's fiscal year 2007/08 turnover of $ 16.4 billion. Since 1997 the sales of Lenovo in China's domestic market topped the first, and in the Asia-pacific market in successive years (except Japan) is among the best.Lenovo group was launched in 2004. In China, the market share of Lenovo PC products is nearly one-third. With its leading-edge technology, easy to use, personalized design and wide range of solutions, the products are widely welcomed by users in China. Lenovo also has extensive product line for the Chinese market, including mobile handsets, servers,and digital products. Lenovo Group's development is broadly divided into three stages: the first stage is the start-ups and survival stages; The second stage is to solve the problem of existence.; the third is spending huge sums on the acquisition of IBM's PC division, and begin the development of international strategy. FINDINGS

The analysis of the marketing environment
1.The macro-marketing environment:
The macro external environment for the development of the Lenovo Group has an important influence. The integration and adaptation of macroeconomic policy and social-economic environment ensures that the Lenovo Group can go better in the long-term strategic development of the road. 1.1 Political environment

Lenovo's political background is strong like the national support. Lenovo is founded by the Chinese academy of sciences institute of computer, with all kinds of computer professionals with technical strength, known as the birthplace of Chinese computer technology. 1.2 Economic environment:

The economic environment is good. The economic crisis lead to the overall economic environment tightening, but the development of computer industry chain to maintain good growth momentum. 1.3 Social environment:

China even the whole world still has a great purchasing power. Once the enterprise enter the market, the value of the firm will show up. 1.4 Technical environment:...
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