Site Loader
Get a Quote
Rock Street, San Francisco

UNIVERSITY OF SUNDERLAND

ASSESSMENT COVER SHEET / FEEDBACK FORM
BA (HONS) BUSINESS MANAGEMENT

We Will Write a Custom Essay Specifically
For You For Only $13.90/page!


order now

Student ID: 179107533 Student Name: MPHEMBUZYO MKANDAWIRE
Module Code: MKT306 Module Name: MARKETING STRATEGY
Due Date: 13.04.2018 Centre / College: INTEL COLLEGE Hand in Date: 13.04.2018
Assessment Title: LENOVO’S ENVIRONMENTAL AND MARKETING STRATEGY
Learning Outcomes Assessed:

Learning
Outcomes
Assessed:
Feedback relating learning outcomes assessed and assessment criteria given
to students:

Mark:

Areas for Commendation:
Areas for Improvement:
General Comments:
Assessors Signature: Overall Mark (subject to ratification
by the assessment board)
Moderators Signature:
Students Signature: (you must sign this declaring that it is all your own work and all sources of information
have been referenced) M.C MKANDAWIRE

i

EXECUTIVE SUMMARY
This report majorly critically analyses the full marketing audit and marketing strategies for
Lenovo. It begins with the internal and external analysis using the marketing tools of SWOT
analysis and PESTEL analysis and it critically evaluates the current market situation for
Lenovo group limited.
Lately Lenovo has been utilizing aggressive strategies in order to accomplish a high market
share in the laptop market. Using segmentation, targeting and positioning strategy to
outperform its main competitors HP, DELL etc this also explains the various growth
strategies and opportunities currently available compared to its competitors, and how Lenovo
should widen its product line by adding high and low end products taking into consideration
the needs of its target audience.

ii

Table of Contents
ASSESSMENT COVER SHEET / FEEDBACK FORM ……………………………………………… 1
Executive Summary …………………………………………………………………………………………………….. i
1 Introduction ………………………………………………………………………………………………………… 1
2 environment analysis …………………………………………………………………………………………… 2
2.1.1 SWOT analysis ………………………………………………………………………………………. 2
2.1.2 TABLE 1, SWOT analysis of Lenovo ……………………………………………………….. 2
2.1.3 Strengths ……………………………………………………………………………………………….. 3
2.1.4 Weaknesses ……………………………………………………………………………………………. 3
2.1.5 Opportunities………………………………………………………………………………………….. 3
2.1.6 Threats…………………………………………………………………………………………………… 4
3 pestel ANALYSIS ………………………………………………………………………………………………. 4
3.1.1 POLITICAL FACTORS ………………………………………………………………………….. 5
3.1.2 ECONOMICAL ……………………………………………………………………………………… 5
3.1.3 SOCIAL ………………………………………………………………………………………………… 6
3.1.4 TECHNOLOGICAL ……………………………………………………………………………….. 6
3.1.5 LEGAL …………………………………………………………………………………………………. 7
3.1.6 ENVIRONMENTAL ………………………………………………………………………………. 7
4 EVALUATION OF CURRENT MARKETING STRATEGY ………………………………….. 8
4.1 Competitor analysis ……………………………………………………………………………………….. 8
4.1.1 HP ………………………………………………………………………………………………………… 9

iii

4.1.2 DELL ……………………………………………………………………………………………………. 9
5 PART 2 ……………………………………………………………………………………………………………. 11
5.1.1 Segmentation Targeting ; Positioning (STP) …………………………………………… 11
5.1.2 Targeting ……………………………………………………………………………………………… 12
5.1.3 Positioning …………………………………………………………………………………………… 12
6 MARKETING OBJECTIVES AND GOALS ……………………………………………………….. 14
7 lenovo’s marketing mix. …………………………………………………………………………………….. 16
7.1 Price …………………………………………………………………………………………………………… 16
7.2 Place ………………………………………………………………………………………………………….. 16
7.3 Promotion …………………………………………………………………………………………………… 17
7.4 Product ………………………………………………………………………………………………………. 17
8 conclusion ………………………………………………………………………………………………………… 17
9 Bibliography …………………………………………………………………………………………………….. 19

1

1 INTRODUCTION
Lenovo Group Limited is a personal technology company engaged in the development,
manufacturing and marketing of personal computers or laptops and other products. Lenovo
has operations across the Globe like in Asia Pacific, Europe and the Americas. (Marketline,
2016)

Lenovo limited company’s journey began in 1984 at a guard house in China, and it was
formerly called Legend Holdings, this company was formed with an investment of just
US$25,000. In the same year, they opened for business in Hong Kong and within 8 years they
became China’s largest PC Company. And in the year 2004 Legend Holdings was renamed to
Lenovo. In 1990 the very first Legend PC was launched in the market as the company shifted
to a producer and seller of its own (Lenovo company , 2018)
In 2005 Lenovo purchased the personal computer business and the brand ” Thinkpad”
famous computer IBM in the IT industry all over the world. And finally Lenovo was able to
significantly expand its business out of china this was when lenovo’s internationalization
strategy commenced in the computer/ laptop industry, and this indicated that Lenovo already
established a brand-name image in United States. (Lenovo, 2017)

2

2 ENVIRONMENT ANALYSIS
2.1.1 SWOT analysis
SWOT analysis is a planning and brainstorming tool the helps people assess an idea or
project for business or prepare a business plan. SWOT is an acronym that stands for
Strengths, Weaknesses, Opportunities, and Threats. This tool is used to understand a
business’s internal strengths and weaknesses and external opportunities and threats. It was
designed to help identify suitable marketing strategies for the company. (Harmon, 2015)
2.1.2 TABLE 1, SWOT analysis of Lenovo
Table 1 Lenovo’s swot analysis (Marketline, 2016)
STRENGTHS WEAKNESSES
Brand recognition
Low cost production
Competency in mergers and acquisitions
Synergy of knowledge and diverse workforce
Knowledge of china’s market
Vast manufacturing and R& D

Product recalls affect brand image
Poor brand perception in the developed countries
Low differentiation
Low inventory turnover
OPPORTUNITIES THREATS
PC / Laptop market growth
Increasing global market
Government association
Falling laptop sales
Price wars
Competition is intense
Rapid technology change

3

2.1.3 Strengths
Brand recognition according to (table 1) the company built up a strong brand reputation in its
laptop business which allows it more to invest in its project which offers greater opportunities
for growth. (Lenovo, 2017)Exposure to highly growing Chinese market Lenovo’s high
exposure in the highly growing china market and presence in other emerging markets around
the world (Marketline, 2016)Vast manufacturing and Research and Development, here
Lenovo has a large in house manufacturing and research facilities, these help the company to
adapt to change very quickly in the market than companies that rely on outside resources.
(Lenovo, 2017)
2.1.4 Weaknesses
Product recalls affect brand image, Lenovo recalled a number of products in the recent years .
(Lenovo support website) Lenovo laptops and other laptop support devices have been
recalled since march 2000, till February 2018 for example Lenovo Thinkpad X1 carbon 5th
gen laptop recall, in 2014 they also recalled the Lenovo laptop batteries because they expand.
in consistent reality future recalls could negatively influence the company reputation in the
market place. (Lenovo Support, 2018)Poor band perception in the U.S and Europe markets.
(Makovsky, 2012)
2.1.5 Opportunities
The pc market is expected to grow further in the next few years , as shown in table 2.1.1
especially in china. This means that we can expect a more potential growth for Lenovo. The
company is hoping for hybrid laptops that can turn into tablets with a flip of the lid to
increase growth in the pc /laptop market and win back customers who are attracted by sleek,

4

lightweight tablets. (South China Morning Post, 2013) Obtaining patents through acquisitions
if Lenovo wants to sustain its growth. (strategic management insight, 2013)
2.1.6 Threats
The company faces intense competition in its business segment especially the laptop sector, it
competes in terms of price, quality, brand, technology, reputation, distribution and range of
products. Among other factors Lenovo faces competition in its PC markets from HP, Dell,
Acer, Toshiba among others.. (Marketline, 2016) Falling laptop sales due to the increased use
of mobile technology, the explosion of mobile technology has led to increased use of smaller
and more portable devices. This affects the pc market negatively. (sminsight.com)Price wars,
this involves one of the most attractive features of Lenovo PC’s is affordability.
(sminsight.com)
3 PESTEL ANALYSIS
Political, Economic, Social, Technological, Environmental and Legal analysis is a widely
used tool in the strategic marketing and management. This tool is used to analyse the external
forces that affect the company. It is used as part of a company’s competitive strategy to
identify and evaluate the important external forces that might positively or negatively affect
the company. Because there are a multitude of external factors that can either support or
hinder the growth of the company in this case Lenovo. (walsh, 2013) TABLE 2. PESTLE
analysis for Lenovo

5

3.1.1 POLITICAL FACTORS
This involves the current and potential influences from political pressures. For example
taxation, government policies, free trade, EU regulations. According to (Reuters Hong Kong
Business News, 2018) Chinese personal laptop or computer maker Lenovo group swung to a
loss in the third quarter from a year ago profit, this was due to the mainly a one-off charge of
$400 million resulting from U.S tax reform, and they said the short –term outlook was very
challenging. However the company expressed confidence it could drive growth and that U.S
corporate tax cuts would positively impact future earnings of its operations in the country.
Since Lenovo is not only in china but worldwide, therefore it has to keep its strategy in line
with global and local politics. The communist party of china had a mutual agreement with the
WTO in order for Chinese companies to become international, and in return china also had to
open its borders and soften laws for impacts and arrival of foreign brands. (China Daily,
2012)
3.1.2 ECONOMICAL
According to the diagram in 3.1 economic factors involves the local , national and world
economy impact, for example inflation, levels of unemployment, currency exchange rate,

6

global commodity prices, etc. Lenovo expressed cautious that the new Chinese Leaderships
economic policies will help the country remain a global economic motor short-term pressures
on growth. Mr Wong’s remarks came after laptop the Chinese company became the world’s
largest pc laptop vendor by shipments, Lenovo grabbed the top spot despite a worsening drop
in pc demand in china, which has added to fears about the company. (Financial Times, 2013)
When Lenovo decided to become global and expand internationally, luckily for them their
brand were accepted due to take over of its strategies of some of the biggest industries. But
when the economic crisis hit the world, Lenovo was hit very bad to the extent that it had to go
back home, but lucky enough the brand was accepted since it came from there. They went
back in order to enjoy the economies of scales in countries like China, Argentina, Brazil. Just
to stay competitive in case another price fluctuation happens again. (Holstein, 2014)
3.1.3 SOCIAL
This involves the ways in which changes in society affect the organisation. The literacy of
china was very low, but after the government changed its education system it improved, this
benefited Lenovo as it believed that high levels of literacy will make people want more
connectivity. (China Daily, 2012) But now in the Asian societies where laptops were seen as
only for professionals are now being used for home computing , entertainment and gaming
purposes too, in the Asian societies laptops are now popular because of their new features as
gaming and entertainment tool thats why pc makers like Lenovo have released new laptop
model for example, Lenovo legion y920. (Lenovo company , 2018)
3.1.4 TECHNOLOGICAL
As the environment is changing technology is changing too and if companies don’t keep up
they are left behind in the race. Therefore Lenovo claims it is still hungry in of both

7

technology and business as it has a vast manufacturing R and D. And there global shares has
risen from 2% to 21% after a decade of acquiring IBM, and turnover revenue from US$3
Billion to US$46 Billion. (FORBES, 2016)
In 2017 Lenovo laptops ranked number 1 according to (Laptop Mag, 2017)
3.1.5 LEGAL
In China and worldwide they are laws to protect the rights of consumers against any
fraudulent actions that a firm can conduct in order to engage consumers to make sales. These
laws help make an environment of healthy competition. In September 2017 Lenovo was fined
over superfish adware ridden laptops. According to BBC WORLD NEWS Lenovo has agreed
to pay U.S states $3.5million to settle allegations that it sold laptops with preloaded adware
that compromise buyer’s security without warning in 2015. (BBC WORLD NEWS, 2017)
3.1.6 ENVIRONMENTAL
Lenovo is one of the most environmental friendly companies where all the operations from
the product to the packaging are recyclable. It uses PLC in all its laptops and other products.
Lenovo’s corporate policy on environmental affairs is supported by the company’s ISO
14001 certified global environmental management system (EMS) Lenovo adopted the think
green campaign after recognising that climate change is a serious threat, this is why Lenovo
laptops come with built-in energy efficiency. Even in packaging since 2008 Lenovo was
committed to offering environmentally preferable packaging for its products. (Lenovo
Company, 2017)

8

4 EVALUATION OF CURRENT MARKETING STRATEGY
4.1 Competitor analysis
The global laptop market is led by Chinese and American companies. Lenovo has four major
competitors in the market namely, Hp, Dell, Asus and Acer. All these companies have
competitive advantage over the other. Competitive advantage refers to the means by which an
organisation differentiates itself from its competitors within the market. The differentiation is
achieved by offering something of value that goes beyond the expectations of the customers.
(Blythe, 2003)
Lenovo was born into an industry that already existed it had the opportunity to examine what
works and what doesn’t, Lenovo adopted strategies that are making it to survive on the
market as of now, like going globally, they attained a growth strategy by sharing operation,
function costs, manufacturing centres by forming joint alliances, cut transportation cost, this
helped them increase production, fulfil the current growing demand. As time is going, people
no longer want to be glued on the desktop but rather want to have freedom to move around
with their devices therefore the change from PC to laptops is giving the company new
opportunities to invest multiple varieties of laptops from high to low end segments with the
focus of three things, performance, efficiency, durability. E.g IdeaPad, Yoga This also
increased jobs in the market. According to (Financial Times, 2017) the laptop market is
expected to grow. Although statistics show that Lenovo’s sales dropped from 2016 to 2017
with -2.2 % while HP’s sales increased by 4.6% and Dell increased with 1.1% as illustrated
in the database below.

9

Table 2 WORLD PC SHIPMENT ESTIMATES FOR 2016 AND 2017
adapted from (Gartner, 2018)

4.1.1 HP
This is one is the main competitors of Lenovo, it was reborn in 2002, it was a combination of
Compaq and traditional business channel from , HP meanwhile an integrated production line
was established to manufacture the generation of laptops with an inherited advanced design
from Compaq. Hp always had a healthy brand image, trustworthy, it has been the best selling
company for 6 years in the top 5 vendors from 2008 till now, they also have loyal customers,
its own identity and strong market. Its going to be hard for Lenovo to surpass HP even though
its market share is only 1.2% smaller according to the Gartner chart in table 2. (Hewlett
Packard, 2017)
4.1.2 DELL
This is another competitor of Lenovo, it has a sensory system that tracks customer preference,
previous orders, time log of updates on hardware/ software. Dell’s objective is to co-exist on
the low –end segment where profitability is more realistic. Dell’s USP is that it has a strong
relationship with suppliers to ensure the best prices, according to (Michael porters) there cost

10

leadership strategy is attaining efficiency of a low cost business, while still keeping up a
healthy profit margin by spending less on promotion sales and R & D. And there other
strategy is between them and customer which is called an open agreement. It allows a free
flow of communication to address problems and recognise opportunities, this helps follow
customer needs and changes in trends. (DELL Official Website, 2017)
Table 3 Shows WORLD PC SHIPMENT ESTIMATES IN PERCENTAGE (Gartner, 2018)

Table 4 market growth between 2016-2017

HP
21%
LENOVO
20%
DELL
15%APPLE
7%
ASUS
7%
ACER
7%
OTHERS
23%
WORLDWIDE PC SHIPMENT ESTIMATES
HP
58%
LENOVO
-28%
DELL
14%
MARKET GROWTH
BETWEEN 2016-2017

11

5 PART 2
5.1.1 Segmentation Targeting & Positioning (STP)
Customer segmentation is the practice of dividing a customer base into groups of individual
that are similar in specific ways the company can market to each group differently and focus
on what each kind of customer need at any given moment. (MELNIC, 2017)The
characteristics of customer segmentation are demographics which involves age, race,
religion, family size, education level. Geographic is where they live or work. Psychographic
is their social class, lifestyle and personality characteristics and then there is Behavioural
involves spending, consumption, usage and desired and desired benefits. (Hooley, 2017)
SEGMENTATION , TARGETING AND POSITING FOR LENOVO
5.1.1.1 Demographic Segmentation
In this segment this involves age, gender, education levels on gender basis, purchasing habit of women
can’t be overlooked in pc’s market, because most women buy according to beauty and lightweight
portable design rather than the performance of the laptop. For example, the Thinkpad. On age teens
usually use their computer for study and online game, while generation x use their laptop for work and
social contact. (Marketline, 2016)
5.1.1.2 Geographic Segmentation
Lenovo operates globally into these four global markets. Chinese market, North American, the EMEA
markets (Europe, Middle East and Africa Market) and the Asian Pacific. The Lenovo sells laptops to
almost every country in the world but has major consumer in china and India. This helps our brand by
when we segment according to region or country we are able to facilitate their needs form our brand.

5.1.1.3 Behavioural Segmentation
This segmentation is based on desired benefits to the consumers. According to customer segment, in
general business purpose, Thinkpad was created for professional use and its battery life is very good for
business purposes. For college students Lenovo makes thinkpad laptops that have a wide screen and
view your documents widely on the screen for example the Thinkpad T440. And lastly for the advanced
gamers, Lenovo introduced another laptop called Legion, purposely for games, this satisfies gamers.

12

Table 5 LENOVO’S STP (Marketline, 2016)
5.1.2 Targeting
At present, Lenovo considers the following factors when choosing target market. Firstly
Strong brand awareness, secondly city customers and developed rural markets. (Fulgoni,
2018) In strong brand awareness, the city customers who have advanced concepts in the
laptop market might compare, Lenovo brand thinkpad has a comparative advantage so
choosing such target customers can met the needs of such customers. Secondly the city
customers who have high level of education, higher on admission and age below 45, Lenovo
called the crowd high-end crowd, this is because they are conducive to high-end products
sales. Lastly developed rural market, those customers have strong awareness. This crowd has
formed part of buying power, moreover, Lenovo did the act of the “free movies for
countryside” to develop the rural market, the activities have brought the brand impact, so
choosing this part of the crowd as the target customer group and apparently can quickly enter
the rural markets. (China daily, 2017)
5.1.3 Positioning
Once an organisation has decided on which segments to target and its strategy within these
segments, it needs to decide how it wants to position its product or brand offering within its
market. In the differentiated positioning describes the process by which an organisation uses
its marketing strategy to develop a favourable image to the customers in its targeted
5.1.1.4 Psychographic Segmentation
Lenovo creates laptops to suit consumer lifestyles and personalities for targeting marketing purposes.
For advertisements are different in mainland china ; India. In China consumers focus on the
performance of laptops while Indian consumer focus on the spirit the product convey. Chinese pc
consumers like comparing goods before taking money from their wallet. While European consumers
prefer to pursue high-quality products and to make decision quickly. It emphasizes on the lifestyle and
interest of lenovo’s customers. Some children have more interest playing the videogames on the laptop
and others prefer watching movies on the laptops.

13

segments, (Blythe, 2003) Lenovo use positioning to differentiate their product from those of
their competitors eg HP , DELL. The organisation must first understand how their consumers
see their product, in this case Lenovo is trying to give thinkpad its own personality to make it
stand out. Lenovo’s marketing position mainly considers the following three factors: take
mainly to the high end, middle and high-end combination of market position methods.
(Barbara, 2016)

14

6 MARKETING OBJECTIVES AND GOALS
The marketing objectives and goals for Lenovo Thinkpad have to be SMART in order to
reach their targets, the acronym SMART means Specific, Measurable, Attainable, Realistic,
Time-bound. (Blythe, 2003)
S.M.A.R.T GOALS
Specific States exactly what you want to achieve.
Measurable Establish clear definitions to help measure if you’re reaching
your goal, this could be qualitative and quantitative.
Attainable States if the goal planned can be achievable
Realistic States the availability of resources and it is within the
capability of a normal human beings.
Time-bound The company goals must have a time limit to achieve their
goals
Figure 1 marketing objectives
The key marketing objectives that can help Lenovo Thinkpad involve:
Profitability means Lenovo’s business goal is to run a profitable operation, which typically
means increasing revenue while reducing expenses to reach this goal, objectives could
consist of increasing annual sales by at least 10% or 20%. This means trying to make sales
and shipments on our Thinkpad laptops, which means Lenovo has to do more in its
advertising, promotions and reaching new markets and new customers. (Lenovo company ,
2018)
The Customer service objective includes reducing complaints by 50% over one year, to
improve resolution times to customer complaints to a minimum of one business day like the
incidents of the Thinkpad cabon x1 in February according to part 1 (Lenovo Support, 2018).

15

Therefore to meet customer service goals, objectives could include increasing your customer
services staff and guaranteeing customers to receive a phone call before the end of the day.
(Laptopmag, 2016)
6.1 RECOMMENDATIONS
In growth Lenovo as the company and manufacturer’s operation is to grow, Lenovo has to
open more franchise units, within a period of time like maybe 5 years, for example the new
franchise in India in 2010 this means Lenovo should scout new cities, region for example they
are few franchises in Africa and in order to obtain this or reach this goal to sell more laptops.
It has to reduce its franchise fees by maybe 20% in for a quarter year just give potential ,
franchisers a chance to open shops in regions where the company can do well.
Tracking your customers using social media , is a useful measure of brand awareness, by
measuring social media followers like twitter, facebook putting up own brand Lenovo telling
them more about our product , where to buy it helping to save the issues. This helps thinkpad
to increase the level of exposure on social media.
Advertising more improving the logo, improving the website information about their
Thinkpad product, so that their customers are able to be convinced to buy before even actually
touching but giving them accurate specifications and good pictures to describe the laptop.
Lenovo is committed to Corporate Social responsibility (CSR). According to (Lenovo CSR,
2015) as explained in part 1, Lenovo uses environmentally preferred materials in its
manufacturing and packaging operations, eco-friendly features, follow the environmental
policy, and the climate change policy. Lenovo is committed to helping out the society this
helps to increase brand awareness as people have a good perceptive of the company’s good
deeds. According to (Lenovo CSR, 2015) during FY 2013/14 Lenovo donated $25,000 to

16

support tornado disasters relief efforts in the of state of oklahama in the U.S, it also
established an exclusive technology partnership with Room To Read, one of the world’s
fastest growing NGO’s, Lenovo donated $400,000 worth of Thinkpad laptops to support its
girl’s education program in India, Vietnam and other countries Asia pacific. (Lenovo CSR,
2015)
7 LENOVO’S MARKETING MIX.
A marketing mix is a tool used to determine the best way to market product or service. It is a
combination of broad factors that address different aspects of marketing. The main most
known marketing mix is the four Ps of marketing: product, price, place and promotion.
(Gilstein, 2013)
7.1 Price
Lenovo is priced competitively when compared to other top brands. In fact, in some areas
like accessories it also uses penetrative pricing. The key factor for Lenovo is to balance the
price as well as the brand value. If priced too low, then Lenovo risks the drop of brand image
and positioning in the mind of customers. And if Lenovo’s price is too high it’s going to lose
customers to its competitors like Hewlett Packard, and Dell. (Marketing91, 2017)
7.2 Place
Lenovo has nice showrooms, it markets itself through modern retail, E-commerce chains and
IT shops present around the world, apart from those, Lenovo Thinkpads are available with
retailers like Amazon, Best buy, Costco, Walmart. Apart from that customers can purchase
the Thinkpad laptops and other Lenovo brands from Lenovo’s own website. (Marketing91,
2017)

17

7.3 Promotion
Lenovo takes certain measures when it comes to the promotion department. The laptop
market is filled with a lot of competitors, like HP, DELL. However by using the right
marketing communications, targeting rightful customers like geeky customers that want a
sparkle of fun in their laptops, promoting brand awareness through involving important sports
events. (China Daily, 2006) Lenovo uses traditional and modern channels for the promotion.
It advertises on television and in print channels, it also advertises heavily online, through
their website, social media channels like Youtube, Facebook, Twitter to grow its reach and to
market its brand better. (Cheshnotes, 2017)
7.4 Product
The laptop market is highly volatile and has a lot of challenges that follow it, and to
overcome it a Lenovo has to offer advanced technologically products in order stay undefeated
and sustain the market. The key for Lenovo has been to furnish the business sector with a
wide mixed bag of technology driven products to satisfy their separate aspirations. In its
existence it has gained a large market share acquired fame globally, it aims to become an IT
giant, the Asian markets are its main stronghold and despite the declining pc market , its
performance has been good because of its products, style, design and performance.
(Marketing91, 2017)
8 CONCLUSION
In conclusion, Lenovo needs to continue relying on its financial advantages for Research and
Development and struggle for talented employees and come up with more laptop brands and
models to survive the competitive markets and beat its competitors, and must also purse to
grow through the good use of mergers and acquisition strategies. Lenovo must also strive to

18

increase its advertising strategies to promote brand awareness, either through sponsorships
and sports marketing. From the strategic marketing analysis, we can see that Lenovo’s
strategy is not to watch out for competitors but to go globally and increase its market share
but Lenovo must choose target markets and positioning. This position must be conducive to
the long-term competitive edge in the market and coming up with strong and long-term
marketing strategies to sustain itself in the changing environment and technology. Lastly
Lenovo must also use their own logo and not IBM’s logo, for more brand awareness.

19

9 BIBLIOGRAPHY
Barbara, k., 2016. The COO effect in the international Brand positioning strategy. The COO
effect in the international Brand positioning strategy.
BBC WORLD NEWS, 2017. Lenovo fined over superfish adware ridden laptops. Online
Available at: http://www.bbc.com/news/technology-41179214 Accessed 3 April 2018.
Cheshnotes, 2017. marketing mix lenovo. Online Available at:
https://www.cheshnotes.com/2017/02/lenovo-marketing-mix/ Accessed 16 april 2018.
China Daily, 2006. Lenovo sponsors NBA. Online Available at:
http://www.chinadaily.com.cn/cndy/2006-10/25/content_716029.htm Accessed 10 april
2018.
China Daily, 2012. Lenovo Ready For The Big League. Online Available at:
http://www.chinadaily.com/ Accessed 2 april 2018.
DELL Official Website, 2017. Online Available at: http://www.dell.com/en-
us/shop/scc/sc/laptops?~ck=mn Accessed 9 APRIL 2018.
Financial Times, 2013. Lenovo Optimistic About China’s Economy. Online Available at:
https://www.ft.com/content/da66ab1e-e9fe-11e2-b2f4-00144feabdc0 Accessed 29 march
2018.
Financial Times, 2017. The PC Market set to return growth in 2018. Online Available at:
https://www.ft.com/content/1d525464-b282-11e7-aa26-bb002965bce8 Accessed 7 march
2018.

20

FORBES, 2016. how lenovo became the largest pc maker in the world. Online Available at:
https://www.forbes.com/search/?q=how%20lenovo%20became%20the%20largest%20pc%2
0maker%20in%20the%20world#5652798e279f Accessed 6 march 2018.
Fulgoni, G.m., 2018. are you targeting too much, 58(1), pp.p8-11.
Gartner, 2018. Gartner’s worldwide PC shipments 2017. Online Available at:
https://www.gartner.com/newsroom/id/3844572 Accessed 5 APRIL 2018.
Gilstein, J., 2013. Marketing mix .
Harmon, A., 2015. SWOT analysis. Salem Press Encyclopedia.
Hewlett Packard, 2017. About Hewlett Packard. Online Available at: http://www.hp.com/
Accessed 1 april 2018.
Holstein, W.J., 2014. Lenovo goes Global. Online Available at: https://www.strategy-
business.com/article/00274?gko=abf3e Accessed 24 february 2018.
Hooley, G., 2017. Marketing Strategy and Competitive Positioning.
Laptop Mag, 2017. Lenovo ranked number one. Online Available at:
https://www.laptopmag.com/articles/laptop-brand-ratings Accessed 2 april 2018.
Laptopmag, 2016. Lenovo Customer service ratings. Online Available at:
https://www.laptopmag.com/articles/lenovo-tech-support Accessed 18 march 2018.
Lenovo company , 2018. Lenovo. Online Available at:.
https://www3.lenovo.com/ke/en/lenovo/company-history Accessed 1 April 2018.

21

Lenovo Company, 2017. Lenovo’s environmental policy. Online Available at:
https://www3.lenovo.com/us/en/social_responsibility/environment/ Accessed 1 april 2018.
Lenovo CSR, 2015. Lenovo’s commitment to CSR. Online Available at:
https://www3.lenovo.com/us/en/social_responsibility/social_responsibility_resources/
Accessed 5 april 2018.
Lenovo Support, 2018. product recalls. Online Available at:
https://support.lenovo.com/us/en/solutions/ht002608 Accessed 1 april 2018.
Lenovo, 2017. Lenovo Group Limited. Lenovo Group Ltd in Consumer Electronics (World).
Makovsky, K., 2012. Lenovo’s Perception Issues. Online Available at:
https://www.forbes.com/search/?q=LENOVO%27S%20PERCEPTION%20ISSUES#565279
8e279f Accessed 5 april 2018.
Marketing91, 2017. Marketing mix for lenovo. Online Available at:
https://www.marketing91.com/marketing-mix-lenovo/ Accessed 1 April 2018.
Marketline, 2016. Lenovo Group Limited company profile. Online EBSCOhost.
MELNIC, E.L., 2017. How to Streghten Customer Loyalty, Using Customer Segmentation.
customer segmentation.
Reuters Hong Kong Business News, 2018. Lenovo Group Swung to Loss in Third Quarter.
Reuters Hong Kong Business News.
South China Morning Post, 2013. Lenovo sees PC market growth in Hybrid models. Online
Available at: http://www.scmp.com/business/companies/article/1304712/lenovo-sees-pc-
market-growth-hybrid-models Accessed 8 march 2018.

22

strategic management insight, 2013. SWOT Analysis. Online Available at:
https://www.strategicmanagementinsight.com/swot-analyses.html Accessed 2 march 2018.
The University of Sunderland, 2013. In Marketing Strategy. The University of Sunderland.
walsh, j., 2013. PEST analysis. Salem Press Encyclopedia.

Post Author: admin

x

Hi!
I'm Victoria

Would you like to get a custom essay? How about receiving a customized one?

Check it out