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Lenovo Brand Plan 2014
BRANDING FOR PERSONAL AND CORPORATE EXCELLENCE
Prepared By
Sobanoo Zain
Reg.No. DBM - 0000016773
Individual Integrated Assignment & Presentation
August 2013 Examination
Diploma in Brand Management
SRI LANKA INSTITUTE OF MARKETING
Table o
1. EXE
2. INT
3. SUM
SU3.1
SW3.2
BR3.3
FIN3.4
4. OBJ
5. STR
PO5.1
MA5.2
5.2.1
5.2.3
5.2.4
5.2.5
CO5.3
DE5.4
7. ACT
CA7.1
8. CON
9. BRA
of content
ECUTIVE SUM
RO
MMERY FRO
UMMARISE THE
WOT ANALYSIS
RAND LIFE CYCL
NDINGS FROM
JECTIVES TO
RATEGY AND
OSITIONING STR
ARKETING STR
PRODUCT MIX
PRICING STRAT
PLACE AND TH
PROMOTIONS
OMPETITIVE ST
EVELOPMENT/G
TION AND IM
AMPAIGNS & B
NTROLS & EV
AND AUDIT A
MMARY
M THE BRAN
E IMPACT OF TH
S – A SNAPSHO
LE FOR LENOVO
THE BRAND A
BE ACHIEVE
D TACTICS
RATEGY – SEG
RATEGY
X
TEGY
HE DISTRIBUTIO
AND MARKET
RATEGY
GROWTH STRA
MPLEMENTA
BUDGET
VALUATION
ANNEXURE &
ND AUDIT
HE BRAND SPH
OT VIEW OF W
O
UDIT
ED IN THE SR
MENTING, TAR
ON
ING CAMPAIGN
ATEGY
ATION
& REFERENC
ERE
HERE LENOVO
RI LANKAN M
RGETING AND
NS
CES
STAND CURRE
MARKET
POSITIONING
ENTLY
6
6
8
8
8
8
9
10
10
10
11
11
13
13
14
15
16
17
17
18
18
1. Executive Summary
The objective of this report is to define the Brand Plan and the strategic Direction for the Lenovo Idea product Platform.
Brand planning process structure referred here is SOSTAC ® model.
S Situational Analysis
O Objectives of the Brand
S Strategy
T Tactics
A Action Plan
C Control
The situational analysis was covered during the Brand audit which is attached as an annexure.
The main issues that Lenovo face in Sri Lanka are addressed in this document and that the way to increase the market share is covered in the strategy section. .
2. Intro
„At Lenovo, our vision 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. This vision guides us in pursuit of
our mission to become one of the world's great personal technology companies.
We will accomplish this through:
Personal Computers: Lead in PCs and be respected for our product innovation and
quality.
Convergence: Lead the industry with an ecosystem of devices, services,
applications and content for people to seamlessly connect to people and web
content.
Culture: Become recognized as one of the best, most trusted and most well-
respected companies to work for and do business with.‰
(Lenovo, 2013)
Lenovo:
Is the number one PC Company in the world for large business and the public sector
The best known PC notebook in the world is a ThinkPad·and in 20 years, more than 75 million of them have been sold.
Have launched a family of convertible PCs that combine the best features of both notebook PCs and tablets, leading a new category of personal technology.
(Lenovo, 2013)
Global LenovoÊs long-term goal is to become the leading personal technology company in the world by leading in three key areas:
Personal Computers: Lead in PCs and be respected for product innovation and quality.
Convergence: Lead the industry with an ecosystem of devices, services, applications and content for people to seamlessly connect to people and Web content.
Culture: Become recognized as one of the best, most trusted and most well-respected companies to work for and do business with.
Lenovo like to call the current era of technology as the „PC+‰ world, where people use PCs as well as a range of smart devices that act more or less similar to PCs.
This report will cover the situational analysis (Brand Audit) and the Brand Strategy of LenovoÊs consumer based product platform: the Idea branded PC+ range of products.
Com
CooValCulHerCom
Tota
Ove
Stre
Op
3. Sum
The pofinding
S3.1
mpany/Corpora
ordination ues tures ritage mmunication
al per section
erall score for th
Summaof 6, w
S3.2
engths
No 1 PC mInnovationFlexibility Global CuHeritage Protect & AGood ComEfficiency Good EnviCompetenc
pportunities
Growth of Growth of Growth of GovernmeIncreasing
B3.3
As discBrand compa
mmery fro
ositioning os. Below, a
ummarise
ation Dist
7 8 8 8 7
GoaPow
7
he Brand
arising the which concl
WOT Ana
maker in the w Leadership
lture & Glob
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the Tablet mthe smart phthe smart PC
ent Support fosocial needs
rand Life C
cussed duriLife cycle ny in the g
om the Br
of Lenovo are the con
the impact
ributor
al Alignment wer
impact of tudes that L
lysis A sn
world
al Presence
gy Network
rational Effectrategy rs and acquis
markethone market C market or Foreign Bus in the socie
Cycle for Le
ing the Brain Sri Lank
growth stag
rand Aud
can be dnclusions d
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Customer
6 4
Money RicExtended PSolving
5
the Brand Lenovo has
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usiness ety
enovo
and Audit, kan Markege Lenovo h
it
determined erived from
nd sphere
ch Problem
Sphere dus a good c
ew of whe
Weaknesses
Distribu Low Ma
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buyers
Lenovo is et. Thereforhas to cons
by summm those find
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55
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5
ring the Auhance of su
re Lenovo s
s
tor is Powerfarket Share &
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c of the comgh Market Shw GDP in Sri L
Pricing is at
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tor
tive Set ism etitive Forces
udit gave Lurvival with
stand curre
ul over the B& Market Pres
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petitorsare of the CoLanka a slightly hig
n the Growhe charactellow facto
e Brand A
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5 6 2
Political EconomicSocial TechnoloEnvironm
4
5.6 >> 6
Lenovo a sch some wo
ently
rand sence is he S
he market
ompetitor
gher rate for
wth Stage oteristics of ors.
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nvironment
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6
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the current
of its any
75777
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e Approachrella Range
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e audiencesign focus e Market ise sales aree Business
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e is mainstrshould be
s growing beginningFocus shou
om the Bran
indings from
enovo, Idea
Differentiate ersonality &
Also known aomputers
nnovative, Rnvironment
leek Designfficient, Divthical
No one choinnovative in
ri Lankan, Spersonal comusinesses p
About the 4th
considering
rotect and A
or Desktop he figures foound accordmade that th
.3% in Sri L
ream to scale
g to grow uld be the M
nd Audit
m the Brand
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Reliability, FFriendly
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ce „for thosdividuals
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h place in ththe Asia Pa
Attack
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Market Sha
d Audit cond
C+ Range
on, compee. 1 supplier fo
lexible, No
y Hardineative, Enviro
se who do‰
d the workinds, for Entreo has busine
he Sri lankeac figures)
the Marketnt market shabove a conhare for Leno
are
ducted
ete with the C
or corporate
o1 in Techno
ess, Compaconment Frien
- Entreprene
ng crowd wpreneurs & ess needs
n Market
t Share is 1are could nnclusion canovo is curre
Culture,
e
ology,
ct, ndly &
eurs &
who have small
.7%, but ot be n be ntly
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No change
While keepneed to alsfor personawell
No changeelements ar
No change
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Need to acstatus in Sr
No change
Increase to the next yethe growth
Changes
e
ping this posso be preferal computers
es in visual re required
e
e
e
e
chieve the Ni Lanka as w
e
1.5% durinar and increrate
sition red s as
No 1 well
ng ease
4. Ob
The Ma
range i
To ach
5. Stra
Po5.1
bjectives t
arket Lead
in Lenovo
ieve the ab
Maximis
Build bra
Strength
and gain
Revise th
o T
o T
Bring Le
ategy and
ositioning S
Position:o N
o E
Market So Y
n
o E
o T
to be ach
der Position
bove Lenov
se the mark
and aware
en the cur
n power ov
he different
o highlight
hat Lenovo
novoÊs glo
d Tactics
Strategy
: No 1 Choic
ntrepreneu
Segments aYoung Adu
eeds of the
ntrepreneu
o fulfil the
ieved in
n in the ne
vo need to:
ket share in
eness in Sri
rent distrib
ver them
tiation and
t that Lenov
o is the bes
bal culture
Segmentin
ce „For tho
urs & Innov
and Targetlts: Sri Lan
e working c
urs & Innov
family PC
the Sri La
ext three y
n Sri Lanka
i Lanka
bution and
d positionin
vo is for Inn
st in techno
to the Sri
ng, Targetin
ose who do
vative indiv
t Market: nken Stude
crowd
vators
needs
ankan Ma
years for th
a to 1.5%
Build a str
ng in the Sr
novators a
ology
Lankan ma
ng and Pos
o‰
viduals
nt Populati
arket
he Idea Ba
rong distrib
ri Lankan m
nd Entrepre
arket
sitioning
ion, Person
anded Pro
bution cha
market
eneurs
nnel Comp
duct
nnel
puter
M5.2
5.2.1
a)
Marketing S
Product M
Customer
Strategy
ix
Based Brannd Equity f
Judgem
Possib
Dyn
Top N
Perform
Fle
Du
Sleek de
Dynamic
Best
Sm
for Lenovo
Resonan
Encourag
Best tech b
Go-to per
ments
bilities
namic
Notch
mance
exible
urable
esigns
Salience
and Sophisti
of Breed Tec
mart PCs & La
nce
ging
buddy
rson
Feelings
Opportun
Reliability
Imagery
Young Ad
Innovation
Entrepren
e
icated design
chnology
aptops
ity
y
dults and fam
n
eurship
ns
mily
T
IdeaPa
Idea
Lenov
It
g
b) Product P
The Lenovo Idea
ad Yoga Series I
aTab A Series
vo Horizon 27
t is best to hav
growing market
Plat form
a Product range
IdeaPad U Series
IdeaTab Lynx
Lenovo Flex 20
ve a few more
t for the tablets
e includes quite
IdeaPad Y Serie
IdeaTab S Serie
IdeaCentre A Ser
e products to b
in Sri Lanka.
e a variety glob
IdeaPad Laptops
es Flex Se
IdeaTab Ta
es Lenovo
IdeaCentre Desktop
ries IdeaCentre
be brought dow
bally, however
& Ultrabooks
eries
ablets
Miix Y
ps & All-in-Ones
e B Series IdeaC
wn to Sri Lank
only the highlig
A Series
Yoga Tablet
Centre K Series Id
a, especially in
ghted models a
IdeaPad Z Series
deaCentre Q Series
n the Tablet ra
are available in
IdeaPad S Series
ange of produc
n Sri Lanka.
New Seriess brought to Sri
Flex Serie
s
Yoga TablLenovo Mi
Lenovo HorizoIdeaCentre K SIdeaCentre Q
cts as there is
to be Lanka
es
et iix
on 27 Series Series
a
5.2.3 Pricing Strategy
High Quality & best of breed technology provided for reasonable prices, however
as the Sri Lanken Young adults; majority of the Idea products target group are not
rich enough to get them at these prices, promotional offers, price discounts,
payment scheme methods as well as customised products for lower prices in
selected groups should be made available.
5.2.4 Place and the Distribution
Current Distributors and Retail Outlets Should look at getting agreements with
Lenovo Exclusive Showroom:
Colombo Kandy
Galle Rathnapura Anuradhapura Kiribathgoda
Consumer Product Distributer:
Tech Pacific Lanka
Tier 1 Retailers who directly deal with the Consumer (B2C):
The Technocity Pvt Ltd Singer Sri Lanka
Store space in: Abans Keels Cargills Arpico
Online Stores
laptops.lk Lenovo online retail shop Products in wow.lk Deals with anything.lk Deals with mydal.lk
5.2.5 Promotions and Marketing Campaigns
Extensive above the Line and Bellow the Line Marketing need to be done in terms
of
a) The Promise/Proposition:
Positioning Statement: For those who do!
Lenovo is a Do company a Brand ignite accomplishment of people not
just potential
Lenovo is a brand to be associated by the achievers in the community
If you think you are an achiever then, Lenovo is the best tool for you
Lenovo Idea is your companion when you achieve your personal goals
& family achievements
b) Marketing Communications
Banners, Cut outs, Social Networking, Media advertising (TV, Radio &
Press)
Highlight No 1 PC maker of the world
Have CSR programs for encouraging Enterprisers and to build brand
image
Getting hold of Schools for CSR is also another viable option for Lenovo
as they can develop both a loyal group of prospective customer base as
well as get the word across. Ex donate IT labs, sponsor science fairs,
etc.
c) Build associations
An ideal partner to build an association with would be Etisalate as their
positioning statement „ItÊs about you‰ will complement „For those who
do‰ in addition to being in a position to help with LenovoÊs business
development
o They have a number of stores around Sri Lanka
C5.3
To
Prod
To f
the
To
pro
o A
to
o T
st
Associat
Entrepre
o Ja
o K
o O
Associat
o U
o A
o A
Associat
o S
th
so
so
p
Competitive
focus on
ducts
focus on th
diversity
focus on
duct availa
As a teleco
o promote
he entire Id
tores, espe
tions with
eneurs) & th
ackson Ant
Kumar Sang
Otara
tion with th
Use young a
Association
Association
tion with th
Since the th
hat as a
omeone w
omething
personal ne
e Strategy
Innovatio
he Global
the relatio
ability in th
mmunicatio
the Tablets
dea Produ
ecially with
famous
heir familie
thony
gakkar
he young a
adults & fa
s with insti
s with Even
he Think Br
ink brand
vessel to
who is usin
similar the
eeds or as a
n and Ad
Culture in
onships wi
e market
on services
s
ct range w
Lenovo Ac
personnel
es, eg:
adults & fam
amilies for p
tutes Edu
nts Spons
and of Len
is already
promote I
ng a Thin
e day they
a gift for a
dvanced te
terms of th
th the Dis
s provider
will be a va
cquiring of
(Artists, S
mily
promotiona
ucational, C
sorships
ovo Produc
stable in th
dea to th
k Pad in
y leave the
family me
echnologic
he custome
stributors in
they are id
alue additi
f Motorola
Sports sta
al material
Clubs, etc.
cts
he enterpri
e same c
office will
e employe
ember
cal Develo
er support,
n order to
deally situa
ion in Etisa
ars & Fam
ise market,
rowd, for
need to
er or even
opment of
efficiency
o increase
ated
alate
mous
use
ex:
buy
n for
the
and
the
D5.4
The An
the Gro
and the
use Ma
Buil
Buil
Red
Pric
pro
Offe
Developmen
nsoff Matrix
owth Strate
e Market f
arket Penet
ld Intensive
ld Awarene
duce to take
ce to pen
motions
er product
nt/Growth
x (Error! R
egy for Len
for them cu
ration Stra
e Distributio
ess & Intere
e Heavy C
netrate the
extensions
Strategy
Reference s
novo. Due t
urrently exi
tegies for G
on
est in the M
onsumer D
e Market
s, Service &
source not
to the fact
ists, it can
Growth.
Mass Mark
Demand
at the in
& warranty
found.) ca
that both t
be conclu
ket
ntroduction
y
an be used
the Idea Pr
ded that Le
stage of
d to determ
roduct Platf
enovo nee
f products
mine
form
ed to
s or
7
7
CpA
LSp
NP
CC
CT
7. Action and
Campaign7.1
Campaign to promote & BuildAwareness
Launching NewStores/Productspartnerships
New Year Promotions
Christmas Campaign
Campaigns for Techno Events
d Implementa
ns & Budget
Promotio
d AdvertisiAdverts) Idea FoNo 1 PC
w s &
Teaser CPromotioAssociat
Same as
Same as
SponsorsSame as
ation
ons
ing and Social
or those who dC maker in the W
Campaigns ATLonal Discountstions with targe
s the above
s the above
ships the above
Networking (In
do World
L & BTL
eted institutes/e
ncluding Hoard
events to promo
dings and Buss
ote the products
Time period
Throughout
s
Throughoutwhole year
Mar Apr
Nov Jan
During the
d Bu
t the year 6,0
t the r
12
3,0
3,0
Events 1,0
dget
000,000/-
2,000,000/-
000,000/-
000,000/-
000,000/-
8. Controls & Evaluation
Prepare a Project plan for every campaign before beginning it
At the end of every campaign do a comparison of the brand expenses vs
brand revenue
In addition do a Quarterly evaluation of the campaigns that had taken
place
End of year evaluation of brand revenue & brand expenses
Annual Brand Audit to compare and evaluate changes in the market and
the organisation
Brand plan revising after the above finidngs
9. Brand Audit Annexure & References
BRANDING FOR PERSONAL AND CORPORATE EXCELLENCE
Prepared By
Sobanoo Zain
Reg.No. DBM - 0000016773
Individual Integrated Assignment & Presentation
August 2013 Examination
Diploma in Brand Management
SRI LANKA INSTITUTE OF MARKETING
Tab1.EX
2.
3.
3.13.1.3.1.23.1.33.1.43.1.53.1.6
3.2 3.3
3.3.3.3.23.3.33.3.4
3.43.4.3.4.23.4.3
3.53.5.3.5.23.5.33.5.43.5.53.5.6
3.6 3.7 3.8
4.
4.1 4.2
5.
5.15.1.5.1.2
5.2 5.3
6.
7.
8.
ble of conXECUTIVE SU
INTRO
BRAND AUD
THE CORPOR1 COORDIN2 VALUES 3 DEPARTM4 HERITAGE5 COMMUN
6 DISTINCTDISTRIBUTOCUSTOMER
1 END CON2 TIME RICH
3 TIGHT O4 HOW WE
COMPETITO
1 LENOVO B2 PORTERS 3 DEFININGMACRO ENV
1 POLITICAL2 ECONOM3 SOCIAL 4 TECHNOL5 ENVIRON6 LEGAL SUMMARISE
SWOT ANAMEASURING
BRAND OBJ
OUR VISIONMARKETING
BRAND STR
COMPETITIV
1 SEGMENT
2 COMPETI
GROWTH STMARKETING
CONCLUSIO
APPENDIX
REFERENCE
ntent UMMARY
DIT
RATION NATION
MENTS’ CULTURE NICATIONS IVE CAPABILITI
ORS
NSUMER H OR MONEY R
OR LOSE CONTRLL DOES THE B
R BRAND IDENTITFIVE COMPETIT
G THE COMPETI
VIRONMENT L ICAL
LOGICAL MENTAL
E THE IMPACT O
ALYSIS – CONCG THE FINANCIA
JECTIVES
N G OBJECTIVES
RATEGY (TAS
VE POSITIONINTING, TARGETINTIVE STRATEGY
TRATEGY – MA
G CAMPAIGNS –
ON
S
RES
ES & CORE COM
ICH ROL RAND FIT THE C
TY PRISMTIVE FORCES W
TIVE SET FOR L
OF THE BRAND
LUSSION – IT ISAL VALUE OF TH
K 2) – ACTIO
G & PRICING SNG & POSITIONY – FOCUSARKET PENETRA– ALL TOOLS T
MPETENCIES –
CONSUMER’S B
WHICH AFFECT LLENOVO
D SPHERE
S A SNAPSHOT
HE BRAND
ON POINTS
STRATEGYNING
ATION
THAT THE GLOB
USP
BUYING BEHAVI
LENOVO
T VIEW OF WHE
BAL BRAND US
IOUR?
ERE THE BRAND
SE CAN BE USED
D STAND
D.
5
5
6
6 6 8 9
10 10 11 12 13 13 14 14 15 16 16 16 17 20 20 20 20 20 20 20 21 21 22
27
27 27
28
28 28 28 28 28
29
29
34
MARKING SCHEME
ASSIGNMENT HERE
1. Executive Summary The objective of this report is to lay the foundation of the Brand Planning Process for the Lenovo Idea product Platform. In order to create the Brand Plan a clear idea or an understanding of the current situation is essential. This will assist in developing the Brand Strategy.
Brand planning process structure referred here is SOSTAC ® model.
S Situational Analysis
O Objectives of the Brand
S Strategy
T Tactics
A Action Plan
C Control
However only the first three points of the above model will be covered/discussed in this report in the form of a Brand Audit (the first section of the report) and the Brand Strategy (the second section of the report) derived by the findings from the Audit.
Finally the conclusion of what the strategies should be for the next three years.
2. Intro For those who do! As the number one PC maker in the world (Figure 1) declares it is indeed a company for those who do with a net worth of US$30 billion. Lenovo has been the fastest growing major PC Company for more than 3 years, by creating a complete range of personal technology, including smartphones, tablets and smart TVs. Their product lines include legendary Think-branded PCs for their corporate clients and Idea-branded PCs for the consumer market, as well as servers, workstations and a family of mobile internet devices/personal technology ensuring them being much more than an ordinary PC company. Lenovo:
Is the number one PC Company in the world for large business and the public sector. Is the best known PC notebook in the world. ItÊs a ThinkPad·and in 20 years, more
than 75 million of them have been sold. Have launched a family of convertible PCs that combine the best features of both
notebook PCs and tablets, leading a new category of personal technology. (Lenovo, 2013) LenovoÊs long-term goal is to become the leading personal technology company in the world by leading in three key areas:
Personal Computers: Lead in PCs and be respected for product innovation and quality.
Conand
Cultcom LenoPCs ThisLeno
3. For esse(Figbe a
3.13.1Thecon Entewell
(Len
nvergence: Ld content forture: Becom
mpanies to w
ovo like to c as well as
s report will ovoÊs consu
Brand AuLenovo Bra
ential whichure 3) that a comprehe
The Corp.1 Coordin
e Departmenvenience of
erprise custl as Consum
novo, Brand
Lead the indr people to s
me recognizework for and
call the currea range of
cover the simer based
udit and Plan toh is what aaffect the fu
ensive Brand
poration nation nts are dividf Coordinati
tomers undemers under
Campaign
dustry with aseamlessly ced as one od do busines
ent era of tesmart devic
ituational anproduct pla
o be develBrand Aud
uture of thed Audit for L
ded in threeion under tw
er the relatithe Transac
CookBook,
an ecosysteconnect to p
of the best, mss with.
echnology aces that act
nalysis (Braatform: the Id
oped and dit will ach
e Brand SphLenovo.
e segments wo busines
ionship Modction Model
2011)
m of devicepeople and most trusted
as the „PC+‰more or less
nd Audit) adea brande
understandieve. An an
here coupled
for Global s models.
del and Smal
es, services, Web conteand most w
‰ world, whs similar to P
nd the Brand PC+ rang
ing of the nalysis of thd with the S
Operations
all to Mediu
applicationent. well-respecte
here people PCs.
nd Strategy ge of produc
current situhe main fivSWOT ana
of Lenovo
um Business
ns
ed
use
of cts.
uation is ve forces lysis will
for the
ses as
(Chen Shaopeng, Senior Vice President, Lenovo Group, 26 November 2009) However Sri Lankan Business have a holistic operation due to the small size of the operational staff in Sri Lanka.
The inherited Global culture drives how work is done at Lenovo on a day-to-day basis, utilizing what they call the 5 P's:
(Lenovo Annual Report , 2013)
This is how they coordinate and what make them stay on top of the game enabling innovation and market leader status a possibility for Lenovo.
3.1.2 Values The clear ÂProtect and AttackÊ strategy is one of the four main values of Lenovo
(Lenovo Annual Report , 2013) Innovation is what help Lenovo with competitive differentiation and drives new market opportunities, such as mobile Internet, digital home and cloud computing. The ultimate goal of LenovoÊs R&D team is to improve the overall customer experience while driving down the cost of ownership.
(Lenovo Annual Report , 2013) As mentioned in the Coordination section the 5Ps they practice enable them to have a very effective business model for operations and a strong global leadership team with a culture of commitment.
(Lenovo Annual Report , 2013) With the east and west cultures tied in together Lenovo has a diversified Global culture which enable them to win in the marketplace and to be a globally respected company that people want to work for and with. Their commitment to diversity is driving their success as a next-generation technology company 3.1.3 DepartmentsÊ cultures The Sri Lankan culture of Lenovo is derived from the Lenovo Global Culture with a market driven mind-set and innovation leadership targeted environment. Lenovo Global Culture: „Our culture defines us ⁄ it's our DNA. We call it the Lenovo Way and it's the values we share and the business practices we deploy. It's how we address our day-to-day commitments. The Lenovo Way is embodied in the statement: We do what we say and we own what we do. Our culture is what has enabled us to consistently raise the bar on delivering break-through innovations, award-winning designs and strong financial performance.‰ (Our Culture Page Lenovo Website, 2013) They have a collaborative culture that is market driven with one unified language and a vision to build the worldÊs most exceptionally engineered personal technology products and services. With roots in the East and the West and a common aspiration to be the very best whether serving the customers, working together as a team or contributing to the community, they work to build a unique company delivering unparalleled products created and supported by people who represent a wealth of cultures and experiences. Lenovo gain strength from this diversity. Every day, on every project, They create a new language for inclusion and respect for others. Lenovo environment developed to encourages entrepreneurism and ownership. A workplace where people's talents can be challenged and their efforts recognized and rewarded.
3.1.4 Heritage Lenovo came about as the result of the merger of two of the most storied companies in technology and business: Legend Holdings in China and IBMÊs Personal Computing Division in the United States. This merger gave Lenovo the opportunity to have unique market possibilities to chain the best of East and West· joining North American and China-based technology players to create a unified global personal technology leader with growing market positions in both developed and emerging markets.
Lenovo had gained a specialty in acquisitions that they were able to apply to their subsequent mergers and joint ventures. Which made them the No 1 PC Maker in the world today.
All the above achievements have effectively enhanced the growth of the overall business. They have also give the company the ability to attract top talent from diverse backgrounds, representing a broad collection of nationalities and languages. A value they take pride in.
3.1.5 Communications Currently Lenovo Global have more than 30,000 employees in over 60 countries serving customers of over 160 countries. The communication methods remain the same worldwide.
Source: (Lenovo Annual Report , 2013)
While having an efficient market driven communication strategy among the staff they strive to foster an environment for Open communication. With a knowledge sharing culture they ensure that all business information are listed and are may become subject to public disclosure in the course of financial reporting, litigation or governmental investigations, and records may be obtained by outside parties or the media.
They attempt to be clear, concise, and accurate as possible when recording any information, and avoid exaggeration, colorful language, guesswork, legal conclusions, and derogatory characterizations of people and their motives. This applies to communications of all kinds, internal and external, including email, weblogs („blogs‰) or other Internet postings, notes, memos and telephone messages.
Lenovo also have a specific website to give information for their marketing teams and business Partners, which ensure that they have the same message distributed among all the staff, Partners, distributors and retailers. This site include all the marketing material and resources they need including the training programs and Product Specs
http://www.partnerinfo.lenovo.com/partners/us/index.shtml
3.1.6 Distinctive capabilities & core competencies USP Innovation Leadership
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3.3.3 TIGHT OR Lose control To determine if the Lenovo customers have a tight or lose control over the time availability against the Disposable income they get Figure 4 is used.
While most consumers do have a higher disposable income there are others who will still purchase the products in the lowest price range. Therefore all a (Charge for convenience), b (Justify price premium) & c (stressing for Key benefits/Value for Moeny) can be applied to Lenovo, it can be concluded that the even if the time and money are two factors that can affect the buyer decision, these are not the making or breaking point of the sales. It is Features, innovation, flexibility and the Brand Image that affect mainly.
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Key Competitors have a hire market share and a higher Market presence than Lenovo and all their objectives come close to Lenovo Objectives one way or the other as well as the strategic direction. Significant differences were that Lenovo have a very good establishment in the Enterprise Businesses and They have a very good services model whereas most the other brands have trouble with them. Biggest threat is HP in the local market with their Global Presence very close to what Lenovo has.
Brand Objectives Importance & Commitment (L/M/H)
Strategic Direction Critical Strength Most VulnerableWeakness
Competitive Position Likelihood of Change (L/M/H)
Lenovo Creating inspirational Personal Devices, Creating an aspirational culture Having an enduring, trusted & respected global business
H Well designed, competitive priced products & Stronger option for organisations with global requirements.
Strong Product Design, established Thinkpad brand, Global Market Leader position
Low market share in the Local Market
Market Follower – in Sri Lanka
H
Apple Designing the best personal
computors in the world & defining the future of mobile media and computing device
H focus its business toward consumers
Innovation & product design, Financial & Organisational stability, strength in selected vertical sectors where high-end media creation tools are necessary.
High involvement Catering to a Niche Market Not flexible in terms of software & apps and weak in enterprise sales
Niche Market – Their client segment is different
Will set new standards in the market
HP Global Citizenship, Market Leadership, Profit, Growth & customer Loyalty
H Success hinges on consistency of leadership, focus, execution, and most importantly, great products and services
Good Market Strategy, Good Enterprise account Management, Broadest Product Portfolio, Best-in-class response
Overlaping PC Brands confusing the customer & Issues in support
Market Leader, but have a strong brand image however Lenovo have the ability to affect their market position
Current Market standards are set by them
Dell Listen, Learn & Deliver H Customer Centric Good quality, Strong account management, Borad Product Models covering a wast range of customers, Good global coverage
Inconsistent support & services
Market follower, but have a strong brand image however Lenovo have the ability to affect their market position
M
Acer Breaking down barriers between people and technology.
H Innovation, Progress & People
Market Visibility, good regional offers in education and for small or midsize businesses supported by a good channel partner network, global product offerings, with a highly efficient supply chain and a strong market presence
Weak in enterprise level offerings & level of commitment, products and direction are not consistent across all geographies
Market follower, but have a strong brand image however Lenovo have the ability to affect their market position
M
Sources: (Lenovo Annual Report , 2013), (STAMFORD, July 10, 2013), (Acer Website about Brand Page, 2013), (Apple Website, 2013), (Dell website, 2013), (HP Website, 2013)
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8. References
Acer Website about Brand Page, 2013. Acer Website about Brand Page. [Online] Available at: http://www.acer-group.com/public/The_Brands/index.htm
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