Marketing of lenovo Assignment
Added on 2021-06-15
19 Pages4585 Words89 Views
Table of Contents....................................................................................................................................................1Introduction................................................................................................................................3PART A......................................................................................................................................3Competitive Analysis.................................................................................................................3SWOT Analysis of Lenovo........................................................................................................5Strengths.................................................................................................................................6Weaknesses............................................................................................................................7Opportunities..........................................................................................................................7Threats....................................................................................................................................8Offensive and Defensive Strategy..............................................................................................8Offensive Strategy..................................................................................................................8Defensive Strategy.................................................................................................................9Target Market.............................................................................................................................9PART B....................................................................................................................................10Lenovo Relationship Marketing Innovation............................................................................10Four Types of Customer Bonds and Lenovo Retention Strategies..........................................111. Financial Bonds................................................................................................................112. Social Bonds....................................................................................................................123.Customazation Bonds.......................................................................................................124. Structural Bods.................................................................................................................13Mass Production and Mass Customization in Lenovo.............................................................13CRM Recommendation to Improve Lenovo............................................................................15
References................................................................................................................................17IntroductionFigure 1: Lenovo Logo [ CITATION Len21 \l 1033 ]Lenovo is one of the world's most well-known computer technology firms,specialising in the production of personal computers, servers, smart televisions, andsmartphones. Lenovo has developed from a tiny government-funded start-up in China toa global powerhouse recognised for its high-quality personal computers since itsinception in 1984 by Liu Chuanzhi [ CITATION Suc21 \l 1033 ].Since its inception in1984, the company has experienced tremendous growth[ CITATION Len211 \l 1033 ].Despite the fact that the majority of its operations were initially limited to China, by the turnof the century, the corporation had begun to expand internationally[ CITATION Len211 \l1033 ].Lenovo is a $47 billion private technology firm with over 57,000 employees and jointventures in over 60 countries, conducting business in over 160 countries[ CITATION Len211\l 1033 ]. Lenovo is the world's largest PC vendor and the fourth biggest smartphonecompany, having significant research and production facilities in countries across the world. [CITATION Len211 \l 1033 ].PART ACompetitive AnalysisLenovo is steadily being on the top as the leading market share of personal computervendors next HP Inc and Dell Inc. From figure one it shows that Lenovo is the biggest top2
vendors market share with 25.1%, whitelist HP Inc 21.4%, and Dell Inc 16.5% in 2021quarter one. Lenovo holds the majority of market share worldwide, with 25.1%. Figure 1: Quarterly market share of PC shipment worldwide [CITATION Tho21 \l 1033 ]Competitive Analysis TableHPDellCompanyProfileWilliam R. Hewlett and DavidPackard founded the corporation onJanuary 1, 1939, with headquartersin Palo Alto, California[ CITATION Mar191 \l 1033 ]. It isa laptops and printer manufacturer [CITATION Mar191 \l 1033 ].Michael Dell founded the companyin 1984 in Austin, Texas[CITATION Del21 \l 1033 ].Laptops, personal computers,printers, cell phones, digitalcameras, televisions, servers, datastorage services, and computeraccessories comprise the company'sproduct line. [ CITATION Del21 \l1033 ].KeyCompetitiveAdvantageHP is the major computing andprinting product maker in theUnited States, selling a wide rangeof personal computers, laptops,printers, and peripherals (Pratap,2020). Furthermore, HP is one ofthe leading computing brands, witha sizable market presence in thelaptop and PC industriesDell is well-known for its directselling and build-to-order method,which enabled it to maintain theindustry's lowest inventory level[ CITATION Ger20 \l 1033 ].Furthermore, Dell has a worldwidesuppliersof 200 suppliers that haveaccess to computerized and real-time data on demand patterns and3
[ CITATION Abh201 \l 1033 ].volume forecasts for multiplecomponents. [ CITATION Ger20 \l1033 ].Weaknesses Most HP products are pricey whencompared to Lenovo and Dell,which can turn customers away.This is because HP focuses onsustainability and excellence in itsproducts [ CITATION Ang21 \l1033 ]. Furthermore, HP has agreater attrition rate in the sectorthan the others, which results in HPnot being able to spend as muchmoney on training, research, anddevelopment[ CITATION Ang21 \l 1033 ].Dell has little brand visibility due totheir concentration on direct salesmodels, which makes it difficult forthe company to develop brandawareness[ CITATION Kie18 \l1033 ]. Aside from the poor brandvisibility, Dell does not investmuch in new product research anddevelopment, whereas theircompetitors are constantly pushingand inventing something new[ CITATION Kie18 \l 1033 ].SWOT Analysis of LenovoStrengthsWeaknesses Good capital expenditure returns.Strong distribution network.Highly skilled workforce.Mergers and acquisitions have a proven track record of successfully integrating complementary businesses.Free cash flow is strong.In comparison to the competitors, the days inventory is large.Outside of the core business, there has been limited success.The product's marketing leaves a lot to be desired.Investment in R&D is lower asthe industry's fastest-growing companies.Low investment in new technologies.4
End of preview
Want to access all the pages? Upload your documents or become a member.