Lenovo Problem: Lenovo worked on the strategy to build a master brand while leveraging the ThinkPad product brand name, thereby implying an immediate challenge of maintaining the loyalty of existing customers, specifically the ThinkPad, while sustaining innovation at the same time. Moreover, the much thought out first innovation in the form of the X41 Tablet series from Lenovo after the acquisition, led to IBM being given all the credit owing to the less popularity of Lenovo. The association of
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| Assignment Handling ServicesDivision of Information ServicesNathan CampusGRIFFITH UNIVERSITY QLD 4111 | ASSIGNMENT COVER SHEET | DATE RECEIVED: Postmark: DATE RECEIVED: Postmark: Please complete all sections below Course Code: 3033IBA Course Name: Managing People in Global Economy Due Date: 27/04/2015 Assessment Item #: 3 Enrolment: Off Campus On Campus Campus (Enrolled) Nathan GC Logan Mt G SB Course Tutor: Dr Anne Christie Course
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1. Background | 2 | 2. Product | 2 | 3. Price | 3 | 4. Place | 3 | 5. Promotion | 3 | 6. Conclusion | 4 | Background of Lenovo Lenovo is a Chinese multinational computer technology company that was founded at 1 November of 1984 and was also approved by the Chinese government on that day. The headquarters of Lenovo Group Ltd was located in Beijing, China, and Morrisville, North Carolina, United States. Lenovo’s first major success was developing a circuit board that
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REV: OCTOBER 19, 2006 JOHN QUELCH CARIN-ISABEL KNOOP Lenovo: Building a Global Brand The brand essence of Lenovo is innovation that makes a difference to customers. Branding is not a marketing issue for us, it is a business issue. We have to deliver on products and services.1 — Deepak Advani, Chief Marketing Officer Announced in December 2004, the $1.75 billion acquisition of IBM’s personal computer (PC) division by 20-year-old Lenovo, China’s largest PC maker, made headlines around the world
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Lenovo is the number one PC maker in Chinese PC industry which gained 35.8 percent of market share in 2007. In recent year, it started to operate businesses out of greater China such as Asia Pacific, Americas, Europe, Middle East and Africa. Lenovo’s current pillar strategy is that strive to grow faster and more profitably than the industry by delivering best-engineered PCs and unequaled ownership experience in the global PC market. Since the Lenovo decided to go international, the Europe becomes
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Rebuilding the Lenovo Brand By Wei Cai According to a research report conducted by International Data Corp (Beijing) in October, 14, 2011, Lenovo has overtaken its international rivals to rise to the No.2 slot globally for the first time, the US-based research company IDC said in its latest report. Obviously, after the acquisition, it isn’t the first good news about Lenovo. Let’s look back to May, 1, 2005, Lenovo bought IBM’s PC unit for $1.75 billion, and
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The Globalization and IHRM of Lenovo ⅠIntroduction Lenovo Group Limited is a Chinese multinational personal technology company that develops, manufactures and markets desktop and notebook computers, workstations, servers, storage drives, IT management software, and other related products and services. Lenovo was incorporated in Hong Kong in 1988 under its previous name, Legend.[1] Lenovo's principal operations are located in Morrisville, North Carolina, Beijing, China and Singapore. (Global
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Lenovo Over Company [online] Available from: http://www.lenovo.com/lenovo/us/en/our_company.html [Accessed : 19th April 2015] Gartner (2015) Gartner Says Worldwide PC Shipments Grew 1 Percent in Fourth Quarter of 2014 [online] Available from: http://www.gartner.com/newsroom/id/2960125 [Accessed : 19th April 2015] Lenovo (2014) Lenovo Group Limited 2013/14 Annual Report [online] Available from: http://www.lenovo.com/ww/lenovo/pdf/report/E_099220140529a.pdf [Accessed : 19th April 2015]
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Case: “Lenovo: Building a Global Brand” Analysis Problem Statement By facing more and more intensive domestic and international competition in the PC market, Lenovo’s global market share shrank by 6.8% in the average of first and second quarter of 2005. It can be said that this result came from the fact that they don’t have a specific, unique, and competitive marketing strategy in the world other than China. If this market share drop continued, it could be obvious that Lenovo would become a loser
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