In 2004, over 90% of the company's revenue came from China Lenovo, but with this major transaction, Lenovo aims to become a global technology giant. In several respects, that approach has already allowed Lenovo to leapfrog some Western multinationals. The company was also focus on creating awareness, they soon found out that product placement as very cost effective way to increase total awareness. Third, the synergy approach will let the company have Lenovo as a master brand, while the ThinkPad shall be regarded as a superior sub-brand. These aspects have presented challenges to the company in maintaining both these brands after the acquisition.
Hardcopy, paperback, softbound, magazine: Physical copy shipped from our warehouse to your requested shipping location. This has allowed Lenovo in achieving breakthrough improvements in its performance. Victoria, Australia: Oxford University Press. In 2004, over 90% of Lenovo's revenues came from China, but with this major deal, Lenovo aimed to become a global technology giant. Therefore, Lenovo has a daunting task to create brand equity to thrive at a global scale. He commissioned a consulting firm to hammer out a common strategy document, but it was 15 pages long and too complex.
Its board has international representatives and operates on the basis of global management principles. While Lenovo was arguably the best-known brand in China, it was virtually unknown in the rest of the world. Introduction of brand extension is facilitated under the master brand. For example, the two sides did not know how to disagree with each other. You are smarter than me.
Send your data or let us do the research. An analysis of the advantages as well as disadvantages of these strategies as considered are indicated as follows: Using Master Brand Strategy - This branding strategy implies that it requires businesses to focus specifically only their master brand while performing its promotion. Articles published in strategy+business do not necessarily represent the views of the member firms of the PwC network. It is the range of activities that aim to identify, anticipate and shape customer demands and satisfy these demands in a way that furthers the businesses objectives Moore,2011 It is crucial in the role that it generates funds, but it is also dependant on other business functions. Under the partnership agreement, Lenovo became the exclusive provider of computing equipment and services for the Turin Olympic Winter Games in 2006 and the Beijing Summer Olympic Games in 2008. That could be reason why Lenovo transmit the message by these short movies. If you make that decision, you know more information.
Please place the order on the website to order your own originally done case solution. In the past, Coralius has successfully relied on its country managers to create local advertising and promotion initiatives for its cosmetics. Brand Management, London: Sage Doyle, P. This brand strategy as considered by Lenovo has been extremely effective from the point of view of catering to the needs and expectations of the brand. Implementation framework helps in weeding out non actionable recommendations, resulting in awesome Lenovo: Building a Global Brand, Spanish Version case study solution. In a cavernous, 242,000-square-foot testing and distribution facility in Whitsett, N.
Quelch Case Study Description This case is accompanied by a Video Short that can be shown in class or included in a digital coursepack. If you click the Speed-Pay button on any product detail page, your order will be charged to the most recent credit card information attached to your account and shipped if applicable to the last address we have on file for you. California Management Review, 42 4 , 8-23. But the challenges went beyond vocabulary. Deliveries were often unacceptably late.
The synergy would develop positive consumer expectations and facilitate new product acceptance as the company continues to grow. Amelio tried to impose the Dell way of operating the company. Lenovo Becoming a Global Brand On the basis of analysis of the case study, it is assessed that Lenovo has originally been a Chinese brand as it has started its operations from China. Lenovo desired to clearly communicate an authentic value proposition for the newly combined resources of their firm. Conclusion This report involved the performance of a critical analysis of the Lenovo case study and the performance of analysis revealed significant level of findings. Elaborate on how well Lenovo addressed each of the issues you have identified, supported with examples from the case. They were trying to be polite, but the way they expressed disagreement after the fact infuriated the other side.
So instead of providing recommendations for overall company you need to specify the marketing objectives of that particular brand. But as the company shifted into trendier mobile products, it realized it needed to do more. House of Brand Strategy : This is another important branding strategy which involves the usage of large number of brands by the company in promoting its performance. We make the greatest data maps. Lenovo would have a smaller market impact due to the lack of resources needed to build multiple sub-brands at once.
In January 2006, 13 months after the deal was announced and eight months after it closed, Lenovo is preparing for the intense limelight that would come with its sponsorship of the February 2006 Turin Winter Olympics. For instance, when creating the Yoga, designers struggled over what to do with the keyboard when the device was turned upside down on a hard surface. And it turned to basketball star Kobe Bryant to be the face of its smartphone products in Asia. © Copyright The Case Centre, 2019 The Case Centre is a not-for-profit company limited by guarantee, registered in England No 1129396 and entered in the Register of Charities No 267516. Primary activities: Inbound Logistics; Operation; Outbound Logistics; Marketing and Sales; Service.