Lenovo: Building a Global Brand

As a global leader in the PC market, Lenovo’s success rests on its ability to deliver consumer centric innovations in products that deliver a blend of mobility, performance and price. Design is an infrastructural element that helps define every aspect of a company, including Web site, stores, customer support, packaging, and messaging as well as its products. Lenovo has a well-earned industry reputation for delivering superior quality products. Quality is a fundamental component and commitment to customer satisfaction by delivering products that are of superior quality to comparable offerings from their competitors is the key to Lenovo’s success. In recent years, Lenovo relies heavily on local manufacturing strategies to shorten

The second quarter we decided to make a second brand, which was the laptop “MTC”. We felt maybe our target wanted something new and stylish. We manufactured the brand including everything the “Workhorse “ wanted on the computer. We installed the computer with a stylish look, ultra speed computing power, and different softwares. We felt this would help our profitability.

The long-term strategy has been to build a global leadership business geared towards customer satisfaction and market expansion and will continue to benefit the company over time. Therefore, based on the Magnavox’s initiatives that touch on customers’ needs, the company has been able to commit to market-driven innovation. As such, the company has shown the ability to coordinate timelessness with message and consistency and thus offer creating, influencing, and facilitating unparalleled brand management. The value-creation strategy has been crucial in assisting the company manage its portfolio and allocate

In his article, Don Clark expresses concerns about the future of International Business Machines cop in the long term by showing how the company net income and revenue are decreasing because of the shift toward computing service and software. Further, Chinese buyers are suspicious with American products due to the fact that the recent strains over intelligence-gathering actions operated by the US government. Therefore, it will be tough for IBM to sale it product in China to expand its shares (Don, 2015).

As direct exporting is the new proposed strategy in 3.1.1, Lenovo will be focusing on the pressures for global integration which is to seek cost reduction through economies of scale and arbitrage benefits. As Lenovo wanted to attain competitive advantage through cost leadership strategy, they first have to cut down their cost in order to be able to sell product with lower price. Hence, the pressure of global integration in cost reduction is identified there.

Strong position as a technology leader – Even if Lenovo is ranked as the world’s No. 1 PC maker it would not be able to achieve success without being a mobile tech leader. The smart-phone business will prove to be a key for success for Lenovo

Considering Malaysians’ obsession with brands that sound ‘international’, Xiaomi should rebrand to reflect just that. Perhaps it can keep the ‘Mi’ but adding up a more appealing, internationally accepted name to it would be good for the company. There are push factors that compel Xiaomi to rebrand; for non-native Chinese speaker (average Malaysians), ‘Mi’ is much easier to remember and pronounce than Xiaomi (Leswing, 2014), yet still in line with its International branding strategy.

One trademark used by Lenovo is the LenovoTM. This is used as the official name for the corporation and acts as a way to join together all of the company’s projects. The origin of the name is a portmanteau between the corporation’s holding company, Legend and “novo”, which means “new” in Latin. This works in the firm’s favour, as “new” is something that is coveted by consumers. The logo is without a capitalised “L”. This could be problematic for the firm, as first time experiencers of the brand may be led

Lenovo has created its own brand architecture in order to promote these sub-brands. For example, Lenovo’s desktop sub-brand called “Yangtian” is targeted to a small and medium sized enterprises (SMEs) and it is functioned as one touched restoration and flash scans viruses. To promote these technological highlights, Lenovo begin a campaign called “ Lenovo Yangtian Science and Technology Olympics Express” and launched other different campaigns for the game players and family users. By implementing these promotional strategies Lenovo has build a very strong brand image for its company offering the best

Product Offering: Over the years, the features that are demanded by consumers has drastically changed and assuming that change would be constant, Lenovo can invest heavily in research and development of new products and technology offering features such as mobile form factor and high-speed internet access. Lenovo also needs to form strong partnerships with other manufacturers and retailers so that it can bundle products together to increase the total value for the user in a single

As Lenovo has been successfully internationalizing into other country by using joint venture as their strategy, the new relevant proposed strategy that the company can use is direct exporting. Direct exporting is considered relevant to be used as the new strategy for Lenovo because it is the least risky strategy of all. In fact, Lenovo can maximizes their

The IC Company was formed from the merger of the companies Carly Gry and InWear in 2001. The company has been focusing to become a world leader in the sports and fashion brands in markets all around the world. The IC company has been using mergers and acquisitions as a way to achieve expansion globally. Currently, the company has 11 brands that are classified in the upper-mid and middle class categories. IC Company has been using a multi-brand strategy where each of their brand has a market-oriented management team that is in charge of the positioning of their market. This strategy allows the company to have specific brand managers who can concentrate on their specific brand. Each of these segments are able to develop and create their own unique brand. IC Company benefits from this strategic plan due to having multiple brands under one umbrella company. Each brand adds value by being a part of the overall company. The company has also applied a different strategy depending on whether it is the high-end brand or low end. For the brands such as Peak Performance and Tiger of Sweden, they have developed the brands to ensure that they are of high quality and preferred in that market of consumers. They made sure that they would develop a brand identity for this set of collection that would be unique. In this instance, the IC Company would be using a narrow differentiation strategy. They are focusing on tailoring their premium brands to a relatively narrow market. Overall, the

Long known as foreign brands’ faithful OEM partners, Chinese companies have been providing quality consumer electronic products for brands such as Apple and Hewlett& Packard, and remained anonymous as the symbolic “Made in China” in the fine print. After twenty years of development, experienced Chinese manufacturers started to look into the consumer electronics market both domestically and abroad.

Acer's dominance as a global manufacturer of IT hardware products can be attributed to the company's extensive electronics component expertise, depth of experience managing global electronics component supply chains, and well-planned acquisitions. Through a series of successful acquisitions, the company has four successful brands including Acer, eMachines, Gateway and Packard-Bell (DiDominico, Kartika, Sibeck, 1996). Of these three strategic areas that Acer excels in, their logistics and supply chain expertise across each of the geographies they compete in continue to deliver the greatest time-to-market and cost gains (Honi, Taring, Po-Young, 2000). Acer is organized into two segments, the device business group and consolidated products and services or other business group. This second group continues to be instrumental in the success of the "divide and conquer" strategies that Acer is successfully using relative to Lenovo. It is also a critical success factors in their success with global markets and local market competitive strategy. The combination of their depth of expertise with electronic components and supply chain prowess in the high technology industry also give the company a formidable competitive advantage against Dell and the troubled PC marker Hewlett-Packard (Honi, Taring, Po-Young, 2000). Despite all these strengths however, Acer continues to struggle with the areas of consumer branding and consumer awareness

This report will explain how Intel has developed a mechanism to align its branding and marketing strategy with those of clients in the home and office market computing sector. Intel’s use of an integrated co-branding