The Strategic Marketing Management Analysis of Lenovo Group - A.pdf
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1、 The Strategic Marketing Management Analysis of Lenovo Group Wang, Wen Cheng, Dept. of Business Management, Hwa Hsia Institute of Technology, Taiwan Chu, Ying Chien, Department of Tourism and Leisure, National Penghu University,Taiwan Chen, Ying Chang, Department of Hotel and Restaurant Management,
2、Ching Kuo Institute of Management and Health ABSTRACT In recent years, market competition in the market economy is fierce, the different economic performances and behaviors based on the enterprises own interests, to enhance their own economic strength and to achieve the exclusion of similar economic
3、 agents. Competition in the IT market is to drive their own material interests, because of the inherent dynamic of all economic actors, as well as the loss of their material interests are similar in the market by crowding out of economic actors. But How a newly established global brand build its bra
4、nd awareness and be a successful global brand become a critical issue. 2005, Lenovo PC merge IBM computer and become the No.3 computer company in the world. As for Lenovo Group, in order to achieve success in the fierce competition of the products market it needs effective marketing strategy to atta
5、in profit and improve its development in Chinese IT market. The Lenovo Group operating activities are often completed through marketing products, producing, research, marketing portfolio. The Lenovo Group product and the quality of products constrain the results of pricing, promotion, and marketing.
6、 Therefore, the Lenovo Group managers attention should also be given to brand-name marketing, addition to make efforts in the flexibility of the marketing. Marketing strategy, especially the brand strategy is the real insight beyond product and services specific forms, and can be able to give consum
7、ers the direct interests, the image of the expression. To establish the product brand, it should be to establish the Lenovo Group brands, because good corporate image is the fundamental point of the brand building. This research is going to present the conclusion of a set of practical marketing modu
8、les applied in the IT industry; it will further enhance the Lenovo Group marketing in the computer market. Keywords: marketing strategic、Lenovo Group、global brand、IT industry INTRODUCTION Merge has become a common and efficient strategy for a local company to become global brand. But How a newly est
9、ablished global brand build its brand awareness and be a successful global brand become a critical issue. (Chen, 2006) Along with Chinese economic and political reform getting thorough, the society has changed huge; the development of Lenovo is facing the unprecedented opportunity and the challenge.
10、 According to the basis characteristics of macroscopic external environment, if Lenovo wants to develop, it must reform the management system, establishes the unification guiding ideology and the reasonable management mechanism, and adopts strengthened core competitive power, market development, and
11、 product development etc. integration strategy. Only then can consolidate the leading position of Lenovo, win in the intense extracurricular market competition, and receive the good social efficiency and the economic efficiency. Study on Lenovos developmental strategy plan is the application and dev
12、elopment of strategic management theory in Lenovo Company. By analysis of internal the external environment and study the future development direction of Lenovo, this article has utilized the knowledge and method of the economic, the management, the marketing, the pedagogy etc to make a localization
13、 for future development and propose the strategy plan and tactics conception localization of Lenovo. During try to instruct practical work of our national Lenovo, this article also developed some new thoughts about the strategic management content. THE CASE STUDY OF THE LENOVO The Introduction of th
14、e Lenovo Lenovo is one of the largest famous personal computer makers in the world. Today, Lenovo strives to be the global market share leader in each of the market we serve. On September 24, in 2004, Lenovo purchased the personal computer business and the brand “ThinkPad” famous computer IBM in the
15、 IT industry all over the world. This landmark transaction is taken as its most important stage of the international strategy in the computer industry. This marks the trinity Lenovos internationalization strategy has risen to a new stage, which indicates that Lenovo already in the United States esta
16、blished a brand-name image localization. Now, the Lenovo has become the global application company (sales) that have their own package plants in more than 7 countries and cooperation plants in many countries and make the local enterprises business license and distribution contract. Lenovo is also on
17、e of the major global companies (sales), and it has its own production plants in 7 countries, its products are marketing in nearly 80 countries. Analysis of the Marketing and Management Capabilities In the domestic market, according to statistics of ZhongYikang Company: Lenovo is actually the first
18、brand in Chinese IT industry: Lenovos overall share of computer market in China has reached 21%, significantly ahead of competitors; Lenovo has a monopoly status in the personal computer market; Lenovos personal computer market share is 24%, which is much higher than the internationally recognized m
19、onopoly; Lenovo also surpasses in the business computer market; Lenovos business computer market share is 14%, which is higher than domestic computer suppliers and the strong brand ranks the first. In the international market, Lenovo has three products occupy the first three positions in the world m
20、arket share of the computer industries. According to the results of the latest survey of the global authority consumer market survey and analysis institutions, EUROMONITOR show that on turnover statistics, the Lenovo Group ranked the third in the world personal computer manufacturers, Lenovos goal i
21、s to become the worlds first personal computer manufacturers in the near future. SWOT Analysis of Lenovo In order to propose and justify a forward strategy for Lenovos goods, we use the method of SWOT (strength, weakness, opportunity and treat) to analysis the Lenovo in the follow: Table 1: SWOT Sum
22、mary of the Lenovo STRENGTHS WEAKNESSES - The Lenovo goods and services have good quality - The brand recognition and traditional reputation of Lenovo are very good - Expanding global markets strategy of the marketing - The diversification of products - Owns very convenient and beautiful images - Go
23、od public relationship and sponsorship - Single marketing channel, the products and services are mainly sold by monopolized stores - Large number of product lines lie in the expansion of overseas - Product styles are too fewer to choose - Marketing sources are not rich - Prices are not cheap - Takeo
24、ver Lenovo to become the largest computer seller - Specialty business computer industry takes larger market in the world - European countries market exploration, such as England, France, Italy, Germany, and so on - Division of products - There are too many cheap products appearing in the world - Com
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