the strategy of lenovo in smart phone
The International Marketing Management Analysis of Lenovo
Antai College of Economics & Management
2014.01
Summary
Since founded in Beijing in 1984, Lenovo had a rapid growth and develop in Chinese market, it was cognized that the company is successful in Chinese market. Until in 2005, Lenovo acquired IBM's personal computer business and become the No.3 personal computer Company. Lenovo began its global road, at that time, Lenovo begin to known by the word. In 2013, According to IDC's Wednesday announcement on PC shipments, the worldwide PC pecking order for the second quarter of 2013 is now: Lenovo, HP, Dell, Acer and ASUS.1 Although Lenovo is already the leading enterprises of computer industry in the world, however, in the face of other powerful and internationally renowned brands, it still appeared too weak and feeble in the industry.
How to keep successful and competing with other companies in the global marketing, Lenovo still faced a lot issues. The first issue is how a newly established global brand build its brand awareness and be a successful global brand. Lenovo is still a young company in the PC industry, with a poor brand perception, especially in some developed economies not like HP and DELL. To build successful global brand, the solution includes Lenovo cultural diffusion, by advertising, holding activities and deal with the cross-culture problem. Another is occupy the emerging market, such as India, Brazil, Russia and so on.
The second issue is how to expand the global market of smart phone and tablet. According to the report, the demand of smart phone and tablet is growing very fast, they became serious threats to the traditional pc industry. In lot of situation, they can substitute PC. In this industry, the technology and market is very weak for Lenovo, Lenovo face two very strong competitors Apple and Samsung, how to compete with these two company, I suggest Lenovo should acquire HTC ,to get the
Antai College of Economics & Management
2014.01
Summary
Since founded in Beijing in 1984, Lenovo had a rapid growth and develop in Chinese market, it was cognized that the company is successful in Chinese market. Until in 2005, Lenovo acquired IBM's personal computer business and become the No.3 personal computer Company. Lenovo began its global road, at that time, Lenovo begin to known by the word. In 2013, According to IDC's Wednesday announcement on PC shipments, the worldwide PC pecking order for the second quarter of 2013 is now: Lenovo, HP, Dell, Acer and ASUS.1 Although Lenovo is already the leading enterprises of computer industry in the world, however, in the face of other powerful and internationally renowned brands, it still appeared too weak and feeble in the industry.
How to keep successful and competing with other companies in the global marketing, Lenovo still faced a lot issues. The first issue is how a newly established global brand build its brand awareness and be a successful global brand. Lenovo is still a young company in the PC industry, with a poor brand perception, especially in some developed economies not like HP and DELL. To build successful global brand, the solution includes Lenovo cultural diffusion, by advertising, holding activities and deal with the cross-culture problem. Another is occupy the emerging market, such as India, Brazil, Russia and so on.
The second issue is how to expand the global market of smart phone and tablet. According to the report, the demand of smart phone and tablet is growing very fast, they became serious threats to the traditional pc industry. In lot of situation, they can substitute PC. In this industry, the technology and market is very weak for Lenovo, Lenovo face two very strong competitors Apple and Samsung, how to compete with these two company, I suggest Lenovo should acquire HTC ,to get the