marketing plan
EXECUTIVE SUMMARY
Lenovo has been dedicated to making a better world through diverse business that today span advanced technology, with affordable PC brand that pioneered the home computer concept. The first original product was Legend Chinese-character card which was bundled with the imported PC’s it distributed. It launched its first brand PC into the Chinese market 1990. Legend became China’s largest PC maker. It made headline around the world, but unknown to the rest of the world. It faced increased domestic competition and sensed a growing global opportunity. The firm prepared for international expansion with new Lenovo name and logo. Lenovo was derived from “Le”- for Legend and “novo”-signifying new or innovative.
Lenovo a personal computer manufacturing company has been one of the leading corporations in the PC industry for over 20 years since the company foundation. The brand has been popular among the PC consumers over a long period of time and its reputation reached a peak level especially after acquiring the Personal Computing Division of IBM. The new business acquisition enhances the brand awareness by using IBM branding and improves technology of Lenovo that enables Lenovo to compete with the current giant corporations such as Hewlett-Packard and Dell in the industry and to possess a market share of 19% in the international corporate market.
However, in recent years the fiscal reports of Lenovo show that company performance is not satisfactory. It even announced that there was a loss of 224 million in fiscal year 2008 of which the whole industry is suffering from the global financial crisis which possibly led to the decreased in demand of computer products in the market.
TABLE OF CONTENT
CONTENT
PAGES
EXECUTIVE SUMMARY
1
INTRODUCTION
3
SITUATION ANALYSIS
SWOT
Situational Environment
4-5
5-6
PRODUCT SITUATION
7-12
COMPETITIVE SITUATION
13-34
TARGET
Lenovo has been dedicated to making a better world through diverse business that today span advanced technology, with affordable PC brand that pioneered the home computer concept. The first original product was Legend Chinese-character card which was bundled with the imported PC’s it distributed. It launched its first brand PC into the Chinese market 1990. Legend became China’s largest PC maker. It made headline around the world, but unknown to the rest of the world. It faced increased domestic competition and sensed a growing global opportunity. The firm prepared for international expansion with new Lenovo name and logo. Lenovo was derived from “Le”- for Legend and “novo”-signifying new or innovative.
Lenovo a personal computer manufacturing company has been one of the leading corporations in the PC industry for over 20 years since the company foundation. The brand has been popular among the PC consumers over a long period of time and its reputation reached a peak level especially after acquiring the Personal Computing Division of IBM. The new business acquisition enhances the brand awareness by using IBM branding and improves technology of Lenovo that enables Lenovo to compete with the current giant corporations such as Hewlett-Packard and Dell in the industry and to possess a market share of 19% in the international corporate market.
However, in recent years the fiscal reports of Lenovo show that company performance is not satisfactory. It even announced that there was a loss of 224 million in fiscal year 2008 of which the whole industry is suffering from the global financial crisis which possibly led to the decreased in demand of computer products in the market.
TABLE OF CONTENT
CONTENT
PAGES
EXECUTIVE SUMMARY
1
INTRODUCTION
3
SITUATION ANALYSIS
SWOT
Situational Environment
4-5
5-6
PRODUCT SITUATION
7-12
COMPETITIVE SITUATION
13-34
TARGET