Marketing Strategy of Lenovo Laptops

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MARKETING STRATEGY OF LENOVO LAPTOPS Authors: Ayesha Majid Khunsha Sadiq Saqib Raza Iza Haider Final project “Principles of marketing” Section C Table of Contents Origin of Lenovo group ....................................................................................................................3 The top executives ....................................................................................................................3 Mission and Vision Statement ..........................................................................................................6 Mission Statement ........................................................................................................................6 Vision Statement ..........................................................................................................................6 Organization Culture ....................................................................................................................7 Lenovo laptops in Pakistan...........................................................................................................8 The Laptop Market .........................................................................................................................9 Background of market ..................................................................................................................9 Challenge .....................................................................................................................................9 Findings ...................................................................................................................................... 10 Insights ....................................................................................................................................... 12 Lenovo’s consumer market ............................................................................................................ 13 Consumer Profile ........................................................................................................................... 15 Age ............................................................................................................................................. 15 Family Size: ................................................................................................................................ 15 Family life cycle: ......................................................................................................................... 15 Income and Expenditure patterns:.............................................................................................. 15 Occupation: ................................................................................................................................ 16 Education: .................................................................................................................................. 16 Basis of Differentiation ................................................................................................................... 17 Product Positioning ........................................................................................................................ 18 Market Segmentation and Positioning ........................................................................................... 19 Targeting................................................................................................................................. 19 Target Marketing Choice of Lenovo At present, Lenovo considers the following factors when choosing target market: .......................................................................................................... 20 Segmentation.......................................................................................................................... 21 Demographic Segmentation (Consumer Profile) .................................................................... 21 Geographic Segmentation ...................................................................................................... 22 Psychographic Segmentation ................................................................................................. 23 Behavioral Segmentation ........................................................................................................ 24 Product segmentation ............................................................................................................. 25 Marketing Strategies ...................................................................................................................... 26 Product ....................................................................................................................................... 26 Product Differentiation: Wider Quality Spectrum ..................................................................... 27 Complements to Compete with Apple and HP ........................................................................ 28 Brand positioning........................................................................................................................ 29 Pricing Strategy .......................................................................................................................... 30 Lenovo Pricing in India............................................................................................................ 32 Differentiation Strategy ........................................................................................................... 33 Focus Strategy ........................................................................................................................ 33 Placement .................................................................................................................................. 34 Promotion ................................................................................................................................... 34 The main goals for us are: ...................................................................................................... 35 Community Engagement ........................................................................................................ 35 Media Engagement ................................................................................................................. 35 Product Profile ............................................................................................................................... 36 Conclusion: Lenovo Should Split and Diversify .............................................................................. 38 Origin of Lenovo group The Lenovo Company was founded by eleven engineers in china and it is formerly known as the legend that makes a variety of electronic products for the consumers. The company is privately owned as well as partially owned by the government of Chinese. The Lenovo provides the suitable management tools to use and simplify the management of think server system. The value chain models for the company include operations like inbound logistics marketing and sales. Lenovo also supports the other business activities like technology procurement and the development of human resource management with the firm structure. The company deserves the technical management especially in the research of the product and development. Lenovo holds the largest customer share in china. Europe has the opportunity of the global market share. The objective of the company is developing the overall experience of pc ownership driving to the total cost. The top executives David Hill, vice president, Lenovo corporate identity and design. Hill spent more than 20 years at IBM, helping to create the company’s overall design identity. He joined Lenovo in 2005, overseeing the

 

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Document type

Research Paper


Languages

English.


Categories

Marketing and Marketing Management.


Country

Pakistan.


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