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Lenovo
- Dual Brand Strategy with IBM
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Contents
1. Introduction and Strategic Profile
2. Situational Analyses
3. Key Statement Dual Brand Strategy
4. Strategy Formulation
5. Strategic Recommendations
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1. Introduction and Strategic profile
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Slogan
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Slogan-New World, New Thinking
Lenovo strives to be a new world company that makes award-winning PCs for our customers.
Lenovo operates as a company uninhibited by walls or organizational structures using worldsourcing to harness the power of innovation across our global team.
Lenovo designes innovative and exciting products and services to meet our customers’ needs.
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Acquisition IBM
At the individual level is envisaged the development of computing power officially released the first PC(1981)
The PC era and the beginning
ThinkPad birth (1992)
In the field of personal computing in the continuous development and innovation
legend
IBM
lenovo
11 …(생략)
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Beijing Olympic Sponsorship
Lenovo sponsored 30,000 equipments successfully without any error in 2008 Beijing Olympic
Lenovo tried to advertise their brand by Olympic opportunity, like Samsung in Seoul Olympic
Lenovo made the ‘Olympic torch’, and they made notebook using ‘Olympic torch design’
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Computer market - World
Lenovo is 4th in World pc market(2008)
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Computer market - China
The biggest company in PC market in China Lenovo(想)
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Computer Market - US
The No.1 company in US market is Dell
Acer is growing steadily.
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Major Competitor - Acer
Founded in 1976, in Taiwan
Advantage in price
1st in 13 countries
3rd in world PC market
2nd in world Notebook market
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Major Competitor Dell
Founded in 1984, in US
Advantage in technology and price
1st in US market(2009)
2nd in world market(2008)
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Core Competencies
-` Lenovo’s core competencies is almost focused on PC.
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