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Export Management Report

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Submitted By yingying0824
Words 9102
Pages 37
Export Management
Final Report | |
|Date |11/22/2010 |

Table of Contents

Part I 2
Executive Summary 2
Introduction 3
Background Information about the Netherlands 4
PESTEL Analysis 7
Market Research & SWOT Analysis 14 I. Market Research 14 II. SWOT Analysis 22
Part II 23
Entry Strategy: 23
Segmentation, Targeting & Positioning 23 ϖ Segmentation 23 ϖ Targeting 26 ϖ Positioning 28
Part III 30
Marketing Communication Plan 30
Conclusion & Recommendations 31 ϖ Conclusion 31 ϖ Recommendations 31
References 33
Part I

Executive Summary

This report has been carried out by the board of directors of Lenovo. The purpose of this report is to illustrate the export management plan of Lenovo. Lenovo Group Limited is a Chinese-based multinational computer technology corporation that develops, manufactures and markets desktops and notebook personal computers, workstations, servers, storage drives, IT management software, and related services. The report analyzes the environment and market which Lenovo will have to operate in. We start out giving some background information about the Netherlands. Then we move on to doing a PESTEL analysis. After that we explore the market research we have done and take a look at the SWOT analysis of Lenovo. In the section after the SWOT we take a look at the Entry Strategy, which entails segmentation, positioning and targeting. Then we immediately switch over to the marketing communications plan. Lastly the report ends with a clear conclusion and recommendation.

Introduction

We would like to welcome you, the reader, to this report on the “Export

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