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    Lenovo Company (International Marketing)

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    Lenovo Company (International Marketing)

    Uploaded by

    janaibrahim669
    27 views11 pages
    research

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    Lenovo Company(international marketing)

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    research

    Copyright:

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    Download as pptx, pdf, or txt
    27 views11 pages

    Lenovo Company (International Marketing)

    Uploaded by

    janaibrahim669
    research

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
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    Lenovo Company

    Prepared by :Jana Ibrahim


    ID number: 10190564
    Presented to : DR. Allam Mawlawi
    Company brief and history:
    • Lenovo was founded in Beijing on 1 November 1984 as Legend by a team of engineers from the Chinese
    Academy of Sciences. Initially specializing in televisions, the company migrated towards manufacturing and
    marketing computers. Lenovo grew to become the market leader in China and raised nearly US$30 million in
    an initial public offering on the Hong Kong Stock Exchange. Since the 1990s, Lenovo has increasingly
    diversified from the personal computer market and made a number of corporate acquisitions, with the most
    notable being acquiring and integrating most of IBM's personal computer business and its x86-based server
    business as well as creating its own smartphone.

    • Lenovo Company founded by : Liu Chuanzhi


    Company Objectives:
    • is that Lenovo will create personal devices more people are inspired
    to own, a culture more people aspire to join and an enduring, trusted
    business that is well respected around the world.
    Lenovo Goals:

    • The company’s goals are to grow market share and revenue while
    simultaneously developing a global culture that is exceptionally
    effective.
    • Lenovo mission: is to become one of the world's great personal
    technology companies.

    • Lenovo vision: is that Lenovo will create:


    • personal devices more people are inspired to own,
    • a culture more people aspire to join,
    • an enduring, trusted business that is well respected around the world.
    Company's competitive advantage
    • Lenovo has impressive competitive advantages over its rivals in the PC
    marketplace, including its large distribution network and its ability to
    expand its presence in emerging markets. Over the years, Lenovo has
    used strategic acquisitions and partnerships to access new markets
    and increase sales.
    Lenovo Competitors
    • It has strong competition in the market due to fast-moving technology. Also, all other
    companies are innovating and investing to create a huge brand presence in the
    market.
    • Here are some of the major competitors of Lenovo:
    Lenovo Products and Services:
    • Lenovo is a manufacturer of personal computers, smartphones, televisions, and wearable devices. Some of
    the company's earliest products included the KT8920 mainframe computer[11] and a circuit board that
    allowed IBM-compatible personal computers to process Chinese characters.[13] One of its first computers
    was the Tianxi ( 天禧 ), released in 1998 in the Chinese market. It became the best selling computer in Chinese
    history in 2000

    • Lenovo specializes in the production and selling of:


    • Servers
    • Smartphones
    • Personal computers
    • Smart TV
    • Yoga, IdeaPad, and ThinkPad series of notebook PCs
    Lenovo Marketing Strategy
    • 1. Strong Brand Awareness
    • 2. Social Media Strategies
    • 3. Differentiation Strategy
    • 4. Use of Google Ads
    • 5. Influencers Marketing
    Marketing mix:
    Product: As mentioned Lenovo manufactures laptops, PC’s, workstations, software’s, accessories, storage
    devices etc.
    The number of IT software’s offered by Lenovo are marketed under the name Think Vantage & has been
    generating about half of the revenues in China & greater regions.
    Lenovo’s major chunk of business comes from selling desktops, laptops & notebooks& the workstation. The
    highest revenue generating countries refers to Japan, China& US.
    Price: The prices offered by Lenovo are higher as compared its competitors Dell, Apple, HP, etc. Though the
    prices are high but, the quality offered by Lenovo is better as evaluated with its competitors.
    Places: Lenovo is currently operating in China, US, Africa, India and Middle East countries etc. with many
    centers spread almost all across the globe.
    Promotion: Promotion of the products manufactured by Lenovo is done by the through virtual marketing on
    the official sites, promoting its products on various search engines.
    Very actively promotes brand though TVC/ Print / Digital medium etc.
    Conclusion
    • Lenovo being one of the leading companies, has a strong market presence and
    thus, company’s earnings are growing at a fast speed. It keeps innovating by
    offering a new range of products. As we see from the above blog it does face
    many challenges from its competitors, but the company tries to push its
    marketing strategies through advertising of their brands on various social media
    platforms this is one of the major strategies implemented by them.

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