Detailed Marketing Strategy and Plan: Lenovo's Expansion in Hong Kong

This report provides a comprehensive marketing strategy and plan for Lenovo's expansion into Hong Kong. It begins with an executive summary outlining Lenovo's mission, vision, and core values, followed by an environmental analysis encompassing PESTLE and SWOT analyses to understand the Hong Kong market's political, economic, social, technological, legal, and environmental factors, as well as the company's strengths, weaknesses, opportunities, and threats. The report evaluates Lenovo's current marketing strategy, analyzes its competitive advantages, and proposes STP (Segmentation, Targeting, and Positioning) strategies to create a strong brand image, focusing on older demographics in Hong Kong. It also recommends marketing objectives and goals, details the marketing mix (product, price, place, promotion), suggests appropriate marketing strategies, and outlines monitoring and control mechanisms. Furthermore, the report includes a budget and concludes with a summary of the key findings and recommendations for Lenovo's successful entry and growth in the Hong Kong market.

Running head: Marketing strategy and plan
Marketing strategy and plan

Marketing strategy and plan
Executive summary
Lenovo group is a Chinese multinational corporation which deals in computer technology
and manufactures various products such as notebooks, servers, desktops, workstation and IT
software’s. The firm was incorporated in 1984. The mission, vision and core values of the firm
have been explained in the paper. In today’s competitive world, Lenovo is increasing its profits
and revenue. Now the company has decided to explore and grow its business in the Hong Kong
in order to maximize the revenue. Hong Kong is the fourth densely populated and well known
region in the world. Furthermore, it explains how the firm uses segmentation, targeting and
positioning strategies to create a strong brand image in the minds of the customers. The firm
focuses on the older people in the Hong Kong to gain long term competitive advantages. Here is
the discussion about the SWOT analysis and pestle analysis of Lenovo. The paper depicts that
how Lenovo uses marketing mix strategies to increase the sale of the products in the foreign
market. Apart from this, effective budget is made by the company to run the business
successfully in such country. In addition, effective and attractive promotion and distribution
strategies are used by Lenovo to attract and retain more clients in the foreign market. Further
detail of the task has been stated below.
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Marketing strategy and plan
Table of Contents
Executive summary.....................................................................................................................................2
Introduction.................................................................................................................................................4
Vision and mission...................................................................................................................................4
Environment analysis..................................................................................................................................5
Competitors.............................................................................................................................................5
Pestle analysis.........................................................................................................................................5
SWOT analysis.........................................................................................................................................7
Evaluation of current marketing strategy....................................................................................................8
Analysis of the organizations competitive advantages.................................................................................8
STP (Segmentation, positioning and targeting) strategies...........................................................................9
Recommended marketing objectives and goals........................................................................................10
Marketing mix of Lenovo...........................................................................................................................11
Appropriate marketing strategies..............................................................................................................12
Monitoring and control.............................................................................................................................13
Budget.......................................................................................................................................................13
Conclusion.................................................................................................................................................13
References.................................................................................................................................................15
Appendices................................................................................................................................................18
Bibliography...............................................................................................................................................20
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Marketing strategy and plan
Introduction
The main aim of this task is to provide a brief overview about the marketing plan of
Lenovo. Lenovo is one of the fastest growing brands of computers in the world. In today’s era,
the firm is becoming leader in the IT sector. The firm offers various products to the customers
such as storage devices, laptops, workstation and personal computer. On the other hand, the
paper explains that how the firm uses innovative marketing strategies to gain competitive
benefits in the foreign market. Lenovo from China is primarily focused and monitored on the
foreign market to maximize the profitability. The firm has decided to conducts its business
activities and operation in Hong Kong. Therefore various risks and challenges are faced by the
company. Environment analysis is done by the firm to eliminate these risks and challenges.
Lenovo group Ltd. is a Chinese multinational technology company with its headquarter is
located in Beijing, China, North Carolina. It produces various products such as personal
computer, smart phones, tablet computers, workstations, servers, electronic storage devices. In
today’s era, the company operates its business activities and operations in more than 60 countries
and sells its products in around 160 countries. The firm is listed on the Hong Kong stock
exchange. The organization employs approx 60,000 employees. Lenovo is one of the biggest
personal technology companies who is producing innovative and new PCs and mobile internet
devices. It is the biggest PC vendor and third largest Smartphone organization in the world.
Various effective IT softwares are being produced by Lenovo Company in the marketplace
(Lenovo, 2018). It is observed that Lenovo is one of the leading PC companies in the world.
Vision and mission
The vision of the company is to create personal devices to inspire and motivate people in
the international market. The mission of the firm is to become one of the biggest personal
technology companies in the world. In addition, the culture of Lenovo Company is unique and
dynamic. Yang Yuanqing is the CEO and an executive director of the firm (Lenovo, 2018).
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Marketing strategy and plan
Environment analysis
Environmental analysis plays a vital role in the organization to reach the customers in
Hong Kong. By conducting environmental analysis, the company tries to evaluate and analyze
the tastes, preferences and choices of the customers. Lenovo provides variety of products and IT
solutions to the consumers globally (Yin, Gao and Xu, 2014). The organization wants to expand
and explore its business operations in Hong Kong. Therefore, environmental analysis is done by
the company to beat the competitors widely. The environmental analysis encompasses internal
analysis and external analysis. The firm cannot control on the external factors therefore, pestle
analysis is done by the company. Apart from this, SWOT analysis is also used to analyze and
identify the threats and weaknesses of the competitors in the global market (Jerrard, 2013).
Competitors
Lenovo is a well known and reputed company in the world and it has been ranked as one
of the top brands in the technology sector. The main competitors of the company include Dell,
HP and Acer. Toshiba and Apple also influence the success and growth of the firm adversely
(Dan-hong, Wei-dong and Hua-dong, 2015).
Pestle analysis
Pestle analysis of Lenovo has been stated below.
Political factors: In today’s era, the political factors are growing in the business. There are
various factors exist in the Hong Kong which may influence the operations and activities of
Lenovo negatively. The Hong Kong has been adopting one country two system policy since
1970. The county has the authority of legislation, judiciary and administration. In this way,
political stability is very high in the country. The country does not impose import duties like
china does. Apart from this, capital movement is also free in China. Furthermore, the
government of Hong Kong tries to address and avert the housing issues and conflicts. It will help
to the company to flourish its business in such country (Johnson, 2016).
Economic factors: The global economic condition of the country has changed since the
recession. Hong Kong is the third financial center in the world. The economic structure of the
country is very strong and unique. The growth was noticed lower in 2016 (1.4%). The
government of the country seeks to stimulate the economy, as it improves access to housing and
optimizes economic potential. Inflation rate was also lower in 2016 (2.4%) than in 2015(3%) as
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Marketing strategy and plan
it is expected to continue below 2% throughout 2017. In this way, the company can gain
competitive advantages by starting business activities in such country (Nelson, 2015).
Social factors: Some of the social factors which could influence the growth and success of
Lenovo Company in Hong Kong. The social factors include customs, values, languages, beliefs
and culture. Cantonese is the national language of Hong Kong. The country maintains bilingual
society and English language is used by people in their daily work. Many foreigners who come
from America, Australia, Britain, Philippines, Japan, Pakistan and India working in Hong Kong
speak Cantonese. In this way, the country is well integrated society in the world. Furthermore,
the country keeps technicians and supervisors to perform tasks and duties effectively. Now it
shall be noted that the company can take various advantages by initiating its activities in such
country (Warner, 2014).
Technological factors: The country uses innovative technologies to conduct business operations
successfully and effectively. Along with this, the country use innovative infrastructure materials
in the marketplace. Government incubation programs also help the company to start business in
such country (Wang and Pizam, 2011).
Legal factors: The Hong Kong is well known and famous for its simple tax system. The tax rate
is low in the country. The profit tax rate is 16.5% for organizations and 15% for individual’s sole
proprietors (Guidemehongkong, 2018). In this way, the legal system in the country is effective and
transparent. If the Lenovo Company initiates its business in Hong Kong then it can maximize its
profitability and revenue.
Environmental factors: Sustainability is a significant trend in the 21st century. Most of the
companies are investing in the sustainability practices to create a sustainable brand in the
marketplace. The organization is focusing and analyzing the renewable energy portfolio to
increase its productivity and performance as well. In this way, it is assumed that Lenovo
Company can start its operations in Hong Kong for gaining its long term goals and objectives
(Chiu, 2018).
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Marketing strategy and plan
SWOT analysis
SWOT analysis is stand for strengths, weaknesses, opportunities and threats. SWOT
analysis is used by the company to analyze and identify the threats and opportunities in the Hong
Kong (Katie, 2011). The SWOT analysis of the company can be summarized below.
Strengths
 After the various researchers, it has been evaluated that Lenovo is the third biggest
technological enterprises in terms of sales.
 Lenovo enjoys a high market share of about 29% in the Chinese computers market.
 Along with this, the company manages its cost effectively in order to achieve high
effectiveness.
 The firm also uses good marketing and distribution strategies in the marketplace. Lenovo
is very unique and quick at responsiveness. They have 24*7 technical support centers
(Chan and Cui, 2014).
Weaknesses
 Lenovo is unable to sustain growth rate in the entire market segment.
 Due to immense competition, market growth share is slow. In case of Hong Kong market,
customers are able to mistrust the brand Lenovo as it poses an IBM logo.
Opportunities
 It increases global demand for PC.
 Along with this, Lenovo increases product portfolio/product lines in the marketplace.
 The company distributes the products at reasonable prices as it provides various
opportunities to expand and explore the business.
Threats
 High and immense competition is one of the biggest threats for the company in local as
well as international market.
 Apart from this, there are various small firms engaged in the global market.
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Marketing strategy and plan
Evaluation of current marketing strategy
The first marketing theory which has been used by the company is the fair marketing
strategies. The organization has built and developed a fair and unique position among the client
base. There are two main focus of the company in order cover the market in Hong Kong. The
firm uses customer relationship strategy to retain the existing customers in the marketplace. One
of the biggest and unique strategies adopted by Lenovo refers to render the products to the
customers with the best of the quality and support system (Kotler, 2015). Along with this, the
main motive of the organization is to build unique relation which could help to increase the
number of customers. The firm also uses transaction model to evaluate and analyze the
marketing strategy in the global market. Low manufacturing cost and high level of R&D would
also help the company to establish itself in the Hong Kong market. Although, Dell and Hewlett
also try to attract the customers in the same market, Lenovo has taken various strict steps in
advance which could help to overpower others (Rothaermel, 2015).
Along with this, product differentiation strategy is also used by the company to provide
several types of product in the corporate market. This strategy also helps to differentiate its
products from the competitors. By using this strategy, Lenovo has been able to focus on the
niche market (Lee, 2014). This strategy helps to generate more and more revenues in the
international market. On the other hand, different distribution strategies are adopted by the
organization which can be divided into three categories such as intensive distribution, traditional
distribution and integrated distribution. By using distribution strategies, the company is able to
distribute the products and services effectively. The other successful and effective strategy used
by the organization refers to full use of branding. Lenovo uses IBM name in a hassle free
manner. The brand IBM has developed and built a strong brand name for the organization as it
also helped the company in order attract and retain the customers in the foreign market (De
Mooij, 2013).
Analysis of the organizations competitive advantages
Some of the competitive advantages which have been taken by Lenovo in the international
market have been stated below.
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Marketing strategy and plan
 The company manages cost effectively as compared to Dell and Acer. In this way, the
firm can take cost benefits in the marketplace. Along with this, the firm uses effective
leadership strategies and styles to achieve high effectiveness.
 Lenovo’s distribution and marketing strategies and policies also in favor of the firm.
These strategies help to overcome the competitors globally.
 Another unique competitive advantage is that Lenovo has provided quick responses to the
customers. They provide 24hours services to the customers. Apart from this, the
organization has a strong and unique research and development team through which they
look from IBM.
 In addition, vertical integration system is used by the firm to maintain effective and
unique supply chain management in the organization.
 Moreover, the company enjoys strong patent portfolio and low cost production. Lenovo
has also a diverse workforce and synergy of competency and knowledge which could
help the firm to stay in the rivalry market (Kotabe and Kothari, 2016).
STP (Segmentation, positioning and targeting) strategies
Segmentation
In the market segmentation, the company can focus on the age group, education level and
occupation. The firm divides its market on the basis of gender, age, demographic, behavioral,
geographic and psychographics factors. Segmentation strategy is used by Lenovo to analyze and
evaluate the habits, choices and tastes of the customers in Hong Kong market. China, Middle
East countries, India and Africa are main target market of Lenovo. No company can survive its
business without using segmentation strategy in foreign market. The target market of Lenovo
consists of corporate customer, individuals and professionals who want to enjoy their lives and
want to make their life simple (Hiriyappa, 2013).
Targeting
The company is trying to targeting elderly (65-80) age group people in the Hong Kong. The
buying habits of elder people cannot be overlooked in PC market because most of the buyers
monitor the stylish appearance and lightweight portable design rather than the computer
performance. The people who are the age between 65-80, buy Lenovo products widely. Along
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Marketing strategy and plan
with this, the customers who have the high level of education, and are aged above 60, buy the
products of the organization. In addition, the customers who have strong brand awareness are
part of the firm. Additionally, students and house makers who need system for their study and
daily work purchase Lenovo PC and smart phones (Glowik, 2016).
Positioning: The Company uses positioning strategies to create a good image in the Hong Kong
market. Under this strategy, the firm provides products and services at affordable prices. It helps
to stand out against the competitors in such market. The organization has positioned itself based
on the product and value based positioning strategies. In this way, the firm can grow its business
in the Hong Kong market. Apart from this, unique and attractive products are being developed
and manufactured by the organization to meet its long term mission and vision. It will also help
to analyze and measure the requirements and wants of the target market. By using STP
strategies, Lenovo has been able to make a good image in the minds of the potential customers
(Yeung et al. 2011).
Recommended marketing objectives and goals
The recommended marketing objectives and goals have been stated below.
 It is recommended to Lenovo that it should provide products with best quality at
appropriate prices. The firm should adopt the policy of diversify and split to manufacture
the products in a hassle free manner. Along with this, the firm should focus on diversify
to attract the corporate market because the company wants to maximize the profitability
in Hong Kong.
 Along with this, Lenovo wants to make a attractive brand image in the minds of the
customers. For this purpose, the firm should focus on the prices and quality of the
products. Lenovo has a significant customer base in the Chinese market. Therefore, it
must focus upon the Hong Kong market. It is observed that HP, Apple and Dell are some
of the important players in the same segment.
 It shall be recommended that the firm should use their own logo rather than using IBM’s
logo. It will help to destroy the competitors in the market.
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Marketing strategy and plan
 The other mission of the company is to become a great personal technology company in
the world. For this purpose, the firm should analyze and identify the threats and
opportunities of the Hong market and competitors as well.
 Furthermore, the company’s goals are to grow and increase market share and revenue
while simultaneously developing and building a global culture in the market.
 In addition, the firm wants a make a favorable and sustainable environment in Hong
Kong. To attain sustainability, the firm must monitor and indentify the strategies and
policies of the rivalries. These are the objectives and goals of the firm which Lenovo
wants to attain in the Hong Kong market.
 Apart from this, Lenovo wants to famous and reputed company in the Hong Kong. For
this purpose, the firm should focus on the marketing and distribution strategies in such
country.
 By maximizing the sales percentage by increasing the manufactures rate of core brands.
 In addition, the firm should produces some new and innovative products in the Hong
Kong market through innovation in research and development team.
Marketing mix of Lenovo
The marketing mix strategy is initiated by the company to grow its business activities in
Hong Kong market (Huimin and Hernandez, 2011). The marketing mix stands for product, price,
place and promotion. Marketing mix for Lenovo Company are discussed as under:
Product: Lenovo refers to an organization which produces and manufactures Laptop, PC’s,
software’s and storage device etc in the market. Various IT software’s delivered by the firm are
marketed under the name of Think Vantage & they help to generate half of the revenue and
profit in China and Asia specific regions. Apart from this, the organization produces unique and
effective products in Hong Kong to maximize revenue and minimize risks and challenges. In
addition, highest revenue generating countries include Japan, China and US. Most of the laptops
and software’s are being sold in these countries. If the firm wants to explore its business in the
Hong Kong, then it should focus on the threats and risks of rivalries in such country (Kahn,
2014).
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Marketing strategy and plan
Price: The prices rendered by the firm are higher than its competitors i.e. Apple, HP and dell etc.
Although the prices are high but the quality offered by the company is better than its rivalries. To
attain competitive advantages in Hong Kong market, Lenovo must monitor the prices of the
competitors. It will help to beat the competitors in such market (Fitzroy, Hulbert and
O'Shannassy, 2016).
Place: Effective place strategies are used by the firm in Hong Kong to distribute its products and
services easily. It will help the customers to buy the products and services easily. Effective and
unique strategies are used by Lenovo to decide the place for selling the products. Some of the
centers where the company is operated its business operations such as China, Singapore and US.
Promotion: Advertisement and promotion strategies are initiated by Lenovo to attract more and
more clients in the marketplace. These strategies help to increase number of customers in the
Hong Kong (Jerrard, 2013).
Appropriate marketing strategies
The appropriate strategies of Lenovo have been stated below.
 Ambitious strategy is used by the company to attract and retain more clients in the
market. By adopting this strategy, the firm has been able to distinguish itself from its
competitor apple which is offered costly products to the customers (Cornelissen and
Cornelissen, 2017).
 Along with this, unique distribution strategies can be used by the company to create a
brand loyalty in the minds of the customers. Advertisement and promotion campaigns
can be done by the firm to promote and encourage its products in the Hong Kong market.
The promotion strategy of the marketing mix helps to make effective promotion strategy
in the Hong Kong.
 The firm can use diversification strategy to manufacture the products with different
features. In addition, market development strategy is also initiated by the firm to increase
the sale and revenue of the firm. This strategy is used by the company to stimulate the
prices of the products (Chianasta and Wijaya, 2014).
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Marketing strategy and plan
 Moreover, branding strategy can be implemented by the firm to increase the brand
awareness among the customers in the Hong Kong. It will also protect the rights of the
consumers (Bui, 2017).
Monitoring and control
Monitoring and control are essential to focus on the customers in the Hong Kong market.
From the financial and learning perspective, monitoring and control is also significant. Without
monitoring and controlling, Lenovo cannot attain success and growth in the targeting market.
Monitoring and controlling also help to eliminate any variation which is found in the foreign
market.
Budget
Budget is important part of the marketing plan which helps to make effective marketing
plans, strategies and programs. Therefore, effective and appropriate budget is fixed by the
company to initiate the business activities in the Hong Kong.
Conclusion
On the above mentioned study, it can be concluded that Lenovo is one of the biggest
brands in the world. Furthermore, it is seen that the company uses effective technology and
software which could help to upgrade its efficiency and effectiveness of the products in the
international market. On the other hand, SWOT analysis, porter five forces analysis and pestle
analysis are done by Lenovo to evaluate and identify the plans and strategies of the market as
well as competitors. STP strategy is one of the attractive strategies of the organization which
would help to reach the potential customers in the international market. Along with this, the firm
uses marketing mix strategy to hit the competitors in the Hong Kong. By using unique marketing
strategies, Lenovo has been able to gain competitive advantages in the global market. Effective
and appropriate budget is also made by the firm to manage marketing strategies. Integrity,
customer satisfaction, dedication, innovation, care are main core values of the firm. Moreover,
the firm focuses on the customer’s satisfaction and sustainability to make bright future in the
Hong Kong. The firm also maintains effective management team to resolve issues and challenges
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Marketing strategy and plan
of the customers. In this way, the firm can attain its long term goals by initiating business
activities and operations in such country.
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Marketing strategy and plan
References
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CIMOS Oy.
Chan, T.S. and Cui, G. eds., 2014. The Rise of Asian Firms: Strengths and Strategies. Springer.
Chianasta, F. and Wijaya, S., 2014. The impact of marketing promotion through social media on
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Indonesia. International journal of scientific and research publications, 4(1), pp.1-6.
Chiu, S.W.K., 2018. City states in the global economy: Industrial restructuring in Hong Kong
and Singapore. Routledge.
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practice. Sage.
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Dimensional Structure, Development Mechanism, Environment Construction.
De Mooij, M., 2013. Global marketing and advertising: Understanding cultural paradoxes (4th
ed., pp.1-27). Sage Publications.
Fitzroy, P., Hulbert, J.M. and O'Shannassy, T., 2016. Strategic management: The challenge of
creating value. Routledge.
Glowik, M., 2016. Market Entry Strategies: Internationalization Theories, Concepts and Cases
of Asian High-Technology Firms: Haier, Hon Hai Precision, Lenovo, LG Electronics,
Panasonic, Samsung, Sharp, Sony, TCL, Xiaomi. Walter de Gruyter GmbH & Co KG.
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Hiriyappa, B., 2013. Corporate Strategy: Managing the Business. AuthorHouse.
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Marketing strategy and plan
Huimin, M. and Hernandez, J.A., 2011. Price Skimming on a Successful Marketing Strategy:
Study of iPad launching as Apple’s Innovative Product. In Proceedings of the 8th International
Conference on Innovation & Management (pp. 389-393). Japan.
Jerrard, R. ed., 2013. Design management: exploring fieldwork and applications. Routledge.
Jerrard, R. ed., 2013. Design management: exploring fieldwork and applications. Routledge.
Johnson, G., 2016. Exploring strategy: text and cases. Pearson Education.
Kahn, K.B., 2014. Product planning essentials (2nd ed.,pp.3-5).Routledge.
Katie, J., 2011. An Examination of the Causes and Consequences of Mergers and Acquisitions in
Market Economies: Lenovo´ s Acquisition of IBM´ s PC Division.
Kotabe, M. and Kothari, T., 2016. Emerging market multinational companies’ evolutionary paths
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India.
Lee, I. ed., 2014. Integrating social media into business practice, applications, management, and
models. IGI Global.
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[Retrieved from 12th April 2018].
Nelson, R.R., 2015. The rate and direction of inventive activity: Economic and social factors.
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Rothaermel, F.T., 2015. Strategic management. McGraw-Hill Education.
Wang, Y. and Pizam, A. eds., 2011. Destination marketing and management: Theories and
applications. Cabi.
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Marketing strategy and plan
Warner, M., 2014. Culture and management in Asia. Routledge.
Yeung, A., Xin, K., Pfoertsch, W. and Liu, S., 2011. The globalization of Chinese companies:
Strategies for conquering international markets. John Wiley & Sons.
Yin, J., Gao, Y. and Xu, H., 2014. Survey and analysis of consumers' behaviour of waste mobile
phone recycling in China. Journal of Cleaner Production, 65, (pp.517-525).
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Marketing strategy and plan
Appendices
Porter five forces analysis
Market share of Lenovo
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Marketing strategy and plan
Lenovo products
Positioning map of Lenovo laptop’s
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Marketing strategy and plan
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Bui, N., 2017. Digital Marketing Strategies for a Computer Company in Helsinki. Case study:
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Chan, T.S. and Cui, G. eds., 2014. The Rise of Asian Firms: Strengths and Strategies. Springer.
Chianasta, F. and Wijaya, S., 2014. The impact of marketing promotion through social media on
people’s buying decision of Lenovo in internet era: A survey of social media users in
Indonesia. International journal of scientific and research publications, 4(1), pp.1-6.
Chiu, S.W.K., 2018. City states in the global economy: Industrial restructuring in Hong Kong
and Singapore. Routledge.
Cornelissen, J. and Cornelissen, J.P., 2017. Corporate communication: A guide to theory and
practice. Sage.
Dan-hong, H., Wei-dong, L. and Hua-dong, J., 2015. Mental Model of Top Management Team:
Dimensional Structure, Development Mechanism, Environment Construction.
De Mooij, M., 2013. Global marketing and advertising: Understanding cultural paradoxes (4th
ed., pp.1-27). Sage Publications.
Fitzroy, P., Hulbert, J.M. and O'Shannassy, T., 2016. Strategic management: The challenge of
creating value. Routledge.
Glowik, M., 2016. Market Entry Strategies: Internationalization Theories, Concepts and Cases
of Asian High-Technology Firms: Haier, Hon Hai Precision, Lenovo, LG Electronics,
Panasonic, Samsung, Sharp, Sony, TCL, Xiaomi. Walter de Gruyter GmbH & Co KG.
Guidemehongkong. 2018. Hong Kong tax rates and income tax system [Online]. Available at
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Hiriyappa, B., 2013. Corporate Strategy: Managing the Business. AuthorHouse.
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Marketing strategy and plan
Huimin, M. and Hernandez, J.A., 2011. Price Skimming on a Successful Marketing Strategy:
Study of iPad launching as Apple’s Innovative Product. In Proceedings of the 8th International
Conference on Innovation & Management (pp. 389-393). Japan.
Jerrard, R. ed., 2013. Design management: exploring fieldwork and applications. Routledge.
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Johnson, G., 2016. Exploring strategy: text and cases. Pearson Education.
Kahn, K.B., 2014. Product planning essentials (2nd ed.,pp.3-5).Routledge.
Katie, J., 2011. An Examination of the Causes and Consequences of Mergers and Acquisitions in
Market Economies: Lenovo´ s Acquisition of IBM´ s PC Division.
Kotabe, M. and Kothari, T., 2016. Emerging market multinational companies’ evolutionary paths
to building a competitive advantage from emerging markets to developed countries. Journal of
World Business, 51(5), (pp.729-743).
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India.
Lee, I. ed., 2014. Integrating social media into business practice, applications, management, and
models. IGI Global.
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[Accessed on 12th April 2018].
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[Accessed on 12th April 2018].
Nelson, R.R., 2015. The rate and direction of inventive activity: Economic and social factors.
Princeton University Press.
Rothaermel, F.T., 2015. Strategic management. McGraw-Hill Education.
Wang, Y. and Pizam, A. eds., 2011. Destination marketing and management: Theories and
applications. Cabi.
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Marketing strategy and plan
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