Lenovo Cust Satisfaction Proj
Short Description
A project report on Customer satisfaction towards Lenovo Laptops. It had been aimed to find out the lenovo customers opi...
Description
2013 – 2014
Lenovo Laptops
INTRODUCTION
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Lenovo Laptops
INTRODUCTION Chinese PC maker Lenovo is looking to get busy in the Indian smartphone marketplace, and has started by implementing a strategy that involves avoiding the pitfalls other international players in the market have faced. The company, which introduced six of its phones to the Indian market last month, has quickly signed deals with three national distribution chains while forging a partnership with HCL Care for after-sales service. Two of the confirmed national distribution chains are Redington India and Ingram Micro. In addition to this, it is also kicking off a multi-crore advertising and marketing campaign that will hopefully “convince the Indian customer that Lenovo is more than just a PC company.” “We realise we are a very new brand in a market dominated by big brands. We‟ve proven ourselves in China, and are ready to make a mark here,” said Sudhin Mathur, Director Smartphones, Lenovo India. Mr. Mathur was here on Friday to cement a tie-up with mobile retailer UniverCell— a move aimed at capturing a foothold in the Southern market. “Understanding the Indian market is important… to that extent we are ready to start offering EMI and buyback schemes. In fact, some of our retailers are starting to offer it for our flagship K900 phone,” he added. While the company is looking to sell nearly 1 million smartphones in India, it has also set a very ambitious target of achieving 5 per cent market share by the end of this year.
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COMPANY PROFILE
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Lenovo Laptops
COMPANY PROFILE Introduction to Company: Lenovo Group Limited is a Chinese multinational technology firm with headquarters inBeijing, China and Morrisville, North Carolina, United States.[1] It sells personal computers, tablet computers, smartphones,workstations, servers, electronic storage devices, IT management software and smart televisions. In 2012 Lenovo was the world's secondlargest personal computer vendor by unit sales. It markets the ThinkPad line of notebook computers and the ThinkCentre line of desktops. Lenovo has operations in more than 60 countries and sells its products in around 160 countries. Lenovo was founded in Beijing in 1984 and incorporated in Hong Kong in 1988 under its previous name, Legend. Lenovo is listed on the Hong Kong Stock Exchange and is a constituent of the Hang Seng China-Affiliated Corporations Index, often referred to as "Red Chips. Founding and early history In the 1980s, with economic reform in progress, the Chinese government hired Liu Chuanzhi to distribute imported computers. Liu founded Lenovo in 1984 with a group of ten engineers in Beijing with 200,000 yuan. Lenovo officially states that it was founded on 1 November 1984. Lenovo's incorporation was approved by the Chinese government on the same day. Jia Xufu, one of the founders of Lenovo, indicates the first meeting in preparation for starting the company was held on 17 October of the same year. Eleven people, the entirety of the initial staff, attended. Each of the founders were middle-aged members of the Institute of Computing Technology, Chinese Academy of Sciences. The 200,000 yuan used as start-up capital was approved by Zeng Maochao. The name for the company agreed upon at this meeting was the Chinese Academy of Sciences Computer Technology Research Institute New Technology Development Company. Their first significant effort, an attempt to import televisions, failed. The group rebuilt itself within a year by conducting quality checks on computers for new buyers. Lenovo soon started developing a circuit board that would allow IBM-compatible personal computers to process Chinese characters. This product was Lenovo's first major success. Lenovo also tried and failed to market a digital watch. Liu said, "Our management team often differed on which commercial road to travel. This led to big discussions, especially between the engineering chief and myself. He felt that if the quality of the product was good, then it would sell itself. But I knew this was not true, that marketing and other factors were part of the eventual
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success of a product." Lenovo's early difficulties were compounded by the fact that its staff had little business experience. "We were mainly scientists and didn't understand the market," Liu said. "We just learned by trial-and-error, which was very interesting—but also very dangerous," said Liu. In 1990, Lenovo started to manufacture and market computers using its own brand name. In May 1988, Lenovo placed its first advertisement seeking employees. The ad was placed on the front page of the China Youth News. Such ads were quite rare in China at this time. Out of 500 respondents, 280 were selected to take a written employment exam. 120 of these candidates were interviewed in person. Although interviewers initially only had authority to hire 16 people, 58 were given offers. These new hires included 18 people with graduate degrees, 37 with undergraduate degrees, and three students with no university-level education. Their average age was 26. Yang Yuanqing was among this group. Liu Chuanzhi, received government permission to open a subsidiary in Hong Kong and was allowed to move there along with five other employees. Liu's father, already in Hong Kong, furthered his son's ambitions through mentoring and facilitating loans. Liu moved to Hong Kong in 1988. In order to save money during this period, Liu and his co-workers walked instead of taking public transportation. In order to keep up appearances they rented hotel rooms for meetings. Etymology: "Lenovo" is a portmanteau of "Le-" (from Legend) and "novo," Latin ablative for "new." The Chinese name means "association" (as in "word association") or "connected thinking" but can also imply creativity. For the first 20 years of its existence the company's English name was "Legend" (in Chinese Lianxiang). In 2002, Yang Yuanqing decided to abandon use of the Legend brand name in order to expand outside of China, as the "Legend" name was already in use by many other businesses worldwide, thus making it impossible to register in most jurisdictions. In April 2003, the company publicly announced its new name, "Lenovo", with a large media campaign involving huge outdoor billboards and primetime television advertisements. Lenovo spent 18 million RMB on television advertisements, which were broadcast daily for eight weeks. The billboard advertisements featured the Lenovo logo against blue sky with copy that read, "Transcendence depends on how you think." By the end of 2003, Lenovo had spent a total of 200 million RMB on rebranding.
Our Vision
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At Lenovo, our vision is that Lenovo will create personal devices more people are inspired to own, a culture more people aspire to join and an enduring, trusted business that is well respected around the world. This vision guides us in pursuit of our mission to become one of the world's great personal technology companies. We will accomplish this through:
Personal Computers: Lead in PCs and be respected for our product innovation and quality.
Convergence: Lead the industry with an ecosystem of devices, services, applications and content for people to seamlessly connect to people and web content.
Culture: Become recognized as one of the best, most trusted and most well-respected companies to work for and do business with.
Our Values At Lenovo we view our culture as a critical asset as important as an effective business model. We call our culture the Lenovo Way, and at its most basic, that culture is reflected in the statement: We do what we say and own what we do. Our values serve as the foundation of our company and define who we are and how we work. Principal among them are:
Serving Customers
Trust and Integrity
Teamwork Across Cultures
Innovation and Entrepreneurial Spirit
Our Heritage Lenovo came about as the result of the merger of two of the most storied companies in technology and business: Legend Holdings in China and IBM‟s Personal Computing Division in the United States. The merger was heralded as a watershed event in global business with the potential for integrating two disparate cultures, languages, processes and markets. As a result, Lenovo embodies the unique market possibilities in combining the best of East and West -- joining North American and China-based technology players in the creation of a unified global PC leader with growing market positions in developed and emerging markets alike. With more than $16 billion in annual revenue, Lenovo‟s market strength spans not only market geographies but also the world‟s consumer and business PC markets.
Our Culture
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Our culture defines us … it's our DNA. We call it the Lenovo Way and it's the values we share and the business practices we deploy. It's how we address our day-to-day commitments. The Lenovo Way is embodied in the statement: We do what we say and we own what we do. That culture also drives how we work every day, utilizing what we call the 4 P's:
We PLAN before we pledge.
We PERFORM as we promise.
We PRIORITIZE the company first.
We PRACTICE improving every day.
Our culture is what has enabled us to consistently raise the bar on delivering break-through innovations, award-winning designs and strong financial performance..
Our People At Lenovo, our people share a common aspiration to be the very best. Whether serving our customers, working together as a team or contributing to the community, we are working to build a unique company delivering unparalleled products created and supported by people who represent a wealth of cultures and experiences. Our strength lies in this diversity. And every day, on every project, we are creating a new language for inclusion and respect for others. We are dedicated to fostering an environment that encourages entrepreneurism and ownership. A workplace where people's talents can be challenged and their efforts recognized and rewarded. Mergers and acquisitions. IBM personal computer business Lenovo acquired IBM's personal computer business in 2005. Lenovo has maintained a substantial research and development presence in North Carolina. Lenovo's acquisition of IBM's personal computer division accelerated access to foreign markets while improving both its branding and technology. Lenovo paid US$1.25 billion for IBM's computer business and assumed an additional US$500 million of IBM's debt. This acquisition made Lenovo the third largest computer maker worldwide by volume.
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Mobile devices Lenovo sold its smartphone and tablet division in 2008 for US$100 million in order to focus on personal computers and then paidUS$200 million to buy it back in November 2009. As of 2009, the mobile division ranked third in terms of unit share in China's mobile handset market. Lenovo investedCN¥100 million in a fund dedicated to providing seed funding for mobile application development for its LeGarden online app store. As of 2010, LeGarden had more than 1,000 programs available for the LePhone. At the same time, LeGarden counted 2,774 individual developers and 542 developer companies as members. Joint venture with NEC On January 27, 2011, Lenovo formed a joint venture to produce personal computers with Japanese electronics firm NEC. The companies said in a statement they will establish a new company called Lenovo NEC Holdings B.V., which will be registered in the Netherlands. NEC will receive US$175 million from Lenovo through the issuance of Lenovo's shares. Lenovo will own a 51% stake in the joint venture, while NEC will hold a 49% stake. Lenovo has a five-year option to expand its stake in the joint venture. Medion In June 2011, Lenovo announced that it planned to acquire control of Medion, a German electronics manufacturing company. Lenovo said the acquisition would double its share of the
German
computer
market,
making
it
the
third-largest
vendor
by
sales
(after Acer and Hewlett-Packard). The deal, which closed in the third quarter of the same year, was the first in which a Chinese company acquired a well-known German company. This acquisition will give Lenovo 14 percent of the German computer market. CCE In September 2012, Lenovo agreed to acquire the Brazil-based electronics company Digibras, which sells products under the brand-name CCE, for a base price of 300 million reais (US$148 million) in a combination of stock and cash and an additional 400 million reais dependent upon performance benchmarks. Prior to its acquisition of CCE, Lenovo already established a $30 million factory in Brazil, but Lenovo's management had felt that they needed a local partner to maximise regional growth. Lenovo cited their desire to take advantage of increased sales due to the 2014 World Cup that will be hosted by Brazil and the 2016 Summer Olympics and CCE's reputation for quality.
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Products ThinkPad The ThinkPad line of laptop computers was originally sold by IBM and are known for their boxy black design, which was originally modeled after a traditional Japanese lunchbox. Since early 2005, ThinkPads have been sold by Lenovo, which purchased the IBM personal computer division in the same year. Known for their reliability, quality, durability, and performance, ThinkPads are popular with businesses, schools, and individual users. The ThinkPad has also been used in space, and is the only laptop certified for use on the International Space Station IdeaPad
The IdeaPad line of consumer-oriented laptop computers was released in January of 2008. The IdeaPad is entirely the result of Lenovo's own research and development. Unlike the ThinkPad line of notebooks its design and brand were not inherited from IBM. The IdeaPad design marked a deviation from the business-oriented ThinkPad laptops, towards a more consumer-focuses look and feel.Among these changes were the inclusion of a glossy screen and the omission of the traditional ThinkPad TrackPoint. Notebook Review said the keyboard had a „"distinctive ThinkPad feel" and "the touchpad and touchpad buttons were smooth and responsive."
ThinkCentre
The ThinkCentre line of desktops was introduced in 2003 by IBM and this product line has been sold by Lenovo since 2005. Following Lenovo's purchase of IBM PCD, Lenovo has continued to develop the ThinkCentre line of desktop products.
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LePad As of May 2011 Lenovo planned to introduce two tablet devices during the summer of that year in the United States. The tablet intended for the consumer market would be marketed under the Idea brand while the tablet intended for the business market would be marketed under the ThinkPad brand. Lenovo has stated that the LePad branding used in China would not be used to sell tablets in the United States
LePhone Lenovo launched the LePhone in order to compete against Apple's iPhone and other smart phones. The LePhone is offered at a relatively low price point, about half the cost of an iPhone, and is customized for the Chinese market. The LePhone has benefited from strong support from Chinese mobile phone companies and content providers such as Baidu, Alibaba, and Tencent. The LePhone supports the GSM standard, China's indigenous TD-SCDMA 3G standard used by China Mobile, the WCDMA 3G standard used by China Unicom, and China Telecom's CDMA 2000 network.
Other products Lenovo makes a variety of products for world wide sale. These products include:
ThinkStation workstations
ThinkServer servers
Lenovo 3000 J Series desktops
Lenovo 3000 C, N, and V Series laptops
Computer displays
ThinkVision projectors and monitors
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Pricing strategy of Lenovo There are many companies in the market, which have a better reputation than Lenovo in the computer world. Hard work of the company and a strong commitment to providing the best for the people helped with the harvest of a global customer base. This is the main reason why Lenovo has become the world‟s fourth largest provider of PCs worldwide in a very short time. If a person decides to buy a computer system, Lenovo India is the name of a very respectable place in the priority list.The company also tightened its grip on the PC market through the acquisition of IBM‟s PC division in 2005. Lenovo is not a name that is restricted for a certain product, but that there is a long list of products that are sold under the same brand needs. Some of them are as follows:
Lenovo Think Centre
Think Station Lenovo
Idea Centre desktop
Lenovo Think Server
consumer-oriented IdeaPad notebooks
Lenovo 3000 J Series desktops
Lenovo 3000 C, N and V series notebooks and LCD monitors
CRT projectors and Think Vision monitors
Lenovo signed an agreement allowing them to sell under the brand name of IBM laptops and desktops by 2010. Lenovo notebooks and business machines are available with Linux preinstalled.
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The pricing of some models are as follows:
Lenovo Y Series Laptops are priced from Rs. 32000-54000/Lenovo G Series Laptops are Priced from Rs. 25000-36000/Lenovo N Series Laptops are Priced from Rs. 35000-56000/Think pad XX&Z series are priced from Rs. 58000-1,10,000. Lenovo constantly offers discounts on its products through its showrooms and online purchases which are often in the range of 25-30%.Also there are many coupon codes and promotional codes available on all product models which add to the total discount.
In a recent promotional scheme, a 10 mega pixel canon camera was being offered with the Ideapad Y& Z series notebook.
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PRODUCT PROFILE
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PRODUCT PROFILE
STYLISH DESIGN, MAXIMUM FUN – IDEA PAD IdeaPad laptops power your imagination and your sense of self-expression whether you're a frequent traveller, an extreme gamer or an audiophile. They feature the latest processor, graphics, display and audio technology, delivered across a spectrum of the smartest laptop and convertible PC designs. PREMIUM PERFORMANCE, LEGENDARY RELIABILITY – THINK PAD There's a reason ThinkPad reliability is legendary and it starts with military-spec testing against extremes — our laptops more than endure the rigors of everyday life. Factor in the award-winning precision keyboard with its renowned red TrackPoint®, multitouch touchpad, ergonomic keys, and convenient multimedia buttons and we've got comfort covered too. ENTRY-LEVEL FEATURES, VALUE-ORIENTED PRICE – ESSENTIAL PAD Lenovo's Essential line of laptops overturns a longstanding myth in the PC marketplace — that budget laptops can't deliver on computing power, security and durability, and stylish design. Engineered for ease of use, Lenovo Essential laptops are perfect entrylevel PCs.
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STYLISH DESIGN, MAXIMUM FUN – IDEA PAD IdeaPad - U Series Designer Laptops/Ultrabooks Make a statement -- these svelte, travel-ready Ultrabooks and laptops are meant to be shown off with everyday use
IdeaPad - Y Series Premium Multimedia Laptops High-performance laptops for multimedia and gaming. Y series laptops feature the fastest processors, the latest discrete graphics technology, high resolution displays and studio-class audio. IdeaPad - Yoga Series Convertible Entertainment Ultrabooks and Laptops, Convert between four different modes on these innovative, versatile PCs, whether on the go or at home. IdeaPad - Z Series Mainstream Entertainment Laptops Z Series laptops strike the perfect balance between performance, colorful design, and affordability—so you‟re sure to be entertained and make impressions—wherever you go. IdeaPad - S Series Entry-Level Ultraportables These sassy ultraportables give you smart performance, good battery life and clean designs, so you can take your online world anywhere, without breaking the bank.
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PREMIUM PERFORMANCE, LEGENDARY RELIABILITY – THINK PAD ThinkPad - T Series Premium Laptops Performance and durability in our flagship laptop series.
ThinkPad - X Series Thin & Light Laptops Ultralight, with performance for extreme mobility & epic battery life. ThinkPad - Edge Series Preferred Small Business Solution Distinctive design, SMB manageability tools.
ThinkPad - Twist Convertible Small Business Ultrabooks The small business convertible laptop/tablet.
ThinkPad - L Series Mainstream Performer, Aggressive Price Tough and functional business laptops that fit the bill.
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ThinkPad - W Series Portable Workstation The industry's fastest & lightest mobile workstations.
ThinkPad X Series Convertible Performance Convertible Combining the functionality of a business laptop with the practicality of a tablet.
ThinkPad - HELIX LAPTOP, TABLET, EVERYTHING IN BETWEEN. ThinkPad Helix combines the performance of a business Ultrabook™ with the mobility of a tablet.
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LENOVO AMBASSODOR PC brand Lenovo has appointed Ranbir Kapoor as its ambassador. The announcement is in line with the brand‟s focus on Indian youth. Shailendra Katyal, director, marketing, Lenovo India, said, “We want to play aggressively in the consumer space and become the most preferred PC brand among the youth. Signing on Ranbir Kapoor is a strong step towards the evolution of the Lenovo brand and in line with our brand philosophy „For Those Who Do‟." On the choice of ambassador, he added, "Ranbir embodies an exemplary blend of both style and performance, making him the ideal choice
for
Lenovo.
With
his
remarkable appeal to youngsters across the country, we are confident Ranbir will communicate our brand‟s „DO‟ attributes to our consumers effectively.” Television commercials featuring Kapoor will go on air between 8-12 June 2012. The campaign will be created by Ogilvy & Mather. On the forthcoming campaign, Rajiv Rao, national creative director, Ogilvy & Mather, said, “Lenovo has a terrific performer in its new range of machines. It‟s also a leap in design. The campaign has been written to showcase the cutting-edge look and substance. Ranbir is one of the young and impressive stars in the country and he fits the values that we want the brand to stand for. The combination of the machine, the communication idea and Ranbir, will surely create a place above the rest for the Lenovo machines.”
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Lenovo Laptops All IdeaCentres are all-in-ones machines, combining processor and monitor into a single unit. The desktops were described by HotHardware as being "uniquely designed". The first IdeaCentre desktop, the IdeaCentre K210, was announced by Lenovo on June 30, 2008. While IdeaCentre was designed to be purely
desktop
the IdeaPad line feature
was
models, were
Veriface
influences
observed. One facial
of such
recognition
technology. At CES 2011, Lenovo announced the launch of four IdeaCentre desktops: the A320, B520,
Lenovo yoga 13 showing its 360 degree
B320, and C205. In the autumn of 2012, the
foldable screen 2013-07-07 11-30
firm introduced the more powerful IdeaCentre A720, with a 27-inch touchstreen display and running Windows 8. With a TV tuner and HDMI in, the A720 can also serve as a multimedia hub or home theater PC. In 2013 Lenovo added a table computer to the IdeaCentre line. The Lenovo IdeaCentre Horizon Table PC, introduced at the 2013International CES is a 27-inch tablet computer designed for simultaneous use by multiple people. Thanks to its use of Windows 8 the Horizon can also serve as desktop computer when set upright.
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LITERATURE REVIEW
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THEORETICAL BACKGROUND OF CONSUMER SATISFACTION Satisfaction Satisfaction is a person feeling of pleasure or disappointment resulting from comparing the products received performance is or (out come) in relation to his or her expectations. As this definition makes clear satisfaction is a function of received performance and expectations. With the performance falls sharp expectations, the customer is dissatisfied. If the performance exceeds expectations, the customer is highly satisfied or delighted. Mini companies are aiming for high satisfactions because customers who are just satisfied still find it easy to switch when a better offer comes along. Those who are highly satisfied are much less ready to switch. High satisfactions or delights create an emotional brand with the brand. Not just rational performance the result is high customer loyalty Xeroxes senior managers believes that a very satisfied or delighted customer is worth tenth times as much to the company as a satisfied customer. A very satisfied customer is likely to stay with Xerox many more years and buy more than a satisfied customer. A customer‟s decision to be loyal or to defect is the some of many small encounters with the company. Consulting from forum corporation says that in order for all this small encounters to add up to customers loyalty, companies need to create a “branded customer experience” in addition to customer value expectations and satisfactions companies need to monitor their competitors performance in this areas. For example a company was pleased to find 80% of his customers said they were satisfied. Then the CEO found out that its leading competitors attended a 90% customer satisfaction score. He was further dismayed when he learned that this competitor was aiming to reach a 95% satisfaction score. Although the customer centered firm seeks to create high customer satisfaction, its main goal is not to maximize customer satisfaction. If the company increases customer satisfaction by lowering its prices or increasing its services, the result may be lower profits. The company might be able to increase its profitability by means other than increased satisfaction (for example, by improving manufacturing processes are investing more in R & B), also the company has many stake holders including employers, dealers, suppliers and stock holders. Spending more to increase customer satisfaction might divert funds from
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increasing the satisfaction of other partners. Ultimately the company must operate on philosophy that it is trying to deliver faction to other stake holders within the constraints of its total resources.
Customer Satisfaction Service Studied show that although customers are dissatisfied with one out of every 4 purchases. Less than 5% of dissatisfied customers will complain. Most customers will buy less or switch suppliers. Complaint levels are thus not a good measure of customer satisfaction. Responsive company measure customer satisfaction directly by conducting periodic service, they sent questionnaires or make telephone calls to a random sample of recent customers. While collecting customer satisfaction data, it is also useful to ask additional questions to measure repurchase intention, this will normally be high if the customer‟s satisfaction is high. It is also useful to measure the likelihood or willingness to recommend the company and brand to others. A high positive word-of-mouth score indicates that the company is producing high customer satisfaction.
Defining Customer Satisfaction Over 35 years above PETER DRUCKER observed that a company‟s first task is to create customers. But today‟s customer‟s faces a vast vary of product and brand choices, prices and suppliers. The key to customer retention is Customer Satisfaction. A highly satisfied customer: 1. Stay loyal longer. 2. Buys more as the company introduces new products and upgrade existing products. 3. Talks favorably about the company and its products. 4. Pays less attention to competing brands and advertising and is less sensitive to price. 5. Offers products or services and ideas to the company. 6. Costs less to serve than new customers because transactions are reutilized.
Thus a company would be wise to measure customer satisfaction regularly. The company could phone recent buyers and inquire how many are highly satisfied, satisfied, indifferent and dissatisfied. Consumer Satisfaction
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Today in the consumer driven economy, all firms are engaged in a rat race to attract customers and build a long-term relationship with their loyal customers. The key to customers‟ loyalty is through customer satisfaction. A satisfied customer will act as a spoke person of the company‟s product, and bring in more buyers. There is the Pareto principle or the 80/20 rules; it says 80 percent of one thing comes from 20 percent of another. That is to say a small percentage of loyal customers will lend a large weight to the company‟s sales.
So marketers have to ensure customers value satisfaction. For this they have to ensure:
Products are developed to meet consumer requirements.
Brands are positioned so as to convey distinctiveness.
Communications are used to convey to consumer to experience that goes on using a value added product.
Delivery to reinforce the promptness in making available to the consumers a value added product.
Relationships are built to offer lifetime customer value to enable the consumer to experience value satisfaction.
All the efforts of the marketers at trying to understand buying motives, organizing buying behavior and working out suitable promotional strategy to suit the consumer behavior are to ensure consumer satisfaction. In today‟s competitive environment, where companies are adopting various methods to whom the prospective consumers, marketers have to make all efforts to understand all the complexities which go into the buying behavior and frame marketing programs suitable to the target market.
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OBJECTIVES RESEARCH METHODOLOGY LIMITATIONS
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OBJECTIVES The objectives of the Lenovo Company are as follows 1. To determine up to what extent the Lenovo has satisfied the customers 2. The services rendered by the dealer should be determined. 3. To determine the company and its dealers attachments with customers. 4. To determine the place of Lenovo with respect to various companies. 5. To determine the customer satisfaction with regard to price and technology. 6. To know whether the customers are aware of all the products released by the company.
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RESEARCH METHODOLOGY Research refers to search for knowledge. It is an art of the scientific investigation. Research comprises definite problem. The research design ascetically states the procedures of data collection and analysis of information relevant to the problem. I have selected my study in descriptive research which includes surveys, facts, findings, and enquiries. The method used for present study was survey method. Data was collected from field‟s survey by the personal interviews with consumers. Primary data was collected with the help of questionnaire for analysis. “MARKETING
RESEARCH
IS
THE
LAPTOPATIC
DESIGN,
COLLECTION, ANALYSIS, AND REPORTING OF DATA AND FINDINGS RELEVANT
TO
A
SPECIFIC
MARKETING
SITUATION
FACING
THE
COMPANY”. Data collection For quantitative research, the primary data collection is the questionnaires. Primary data The primary data is collected through questionnaires, which form the major part of the project. Secondary data The secondary data is readily available from the Dealer‟s, news magazines. Data like company profile and organization procedures are obtained from the office. Consumers are often reluctant to take the time to respond to survey. For this reason researchers have found the questionnaires which may be interesting, unambiguous, easy to complete and generally non-burdensome in order to motivate respondents to answer truthfully and completely.
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Research Instruments Marketing researchers have a choice of two main research instruments in collecting primary data from “questionnaires”. Questionnaires This part is being explained briefly in the following theories of approach they are “SAMPLING PLAN” after deciding on the research approach and the instruments. The marketing researchers must design a sampling plan. This plan comprise of three parts 1. Sample Size 2. Sample Unit 3. Sample Procedure Sampling An integral component of research design is the sampling plan. Specifically it addresses three questions. Whom to survey(The sampling unit), How many to survey (sampling size), and How to select them(The sampling procedure). Sampling Unit The sampling units for the study consisted of respondents from all walks of life, either gender, different age groups, different income group and so on, but all residents of KURNOOL CITY. Sampling Size Considering the nature and extent of the study and with the time constraints, a sample size of 100 consumers was chosen. Sampling Procedure Simple random sampling method has been adopted for the study. In random sampling each element of the population has an equal chance of being selected for the sample.
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LIMITATIONS Apart from the needs and importance of the study, there are limitations also. The limitations are as follows: 1. The study is confined only to Kurnool city and not the customers around the world. 2. Time factor is the main limitation of the study. 3. The methods used in this project are random sampling methods and the result obtained may not be fully accurate and believable. 4. Some of the customers are not interested to give the accurate information about the product. 5. This study is based on the figure available and the information given by the customers. 6. The conclusions drawn are subjected to the information provided by various buyers contacted.
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DATA ANALYSIS & INTERPRETATIONS
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1. Profession of the respondents Professionals
Number of Respondents
Percentage
Employees
03
10%
Businessmen
15
50%
Students
08
27%
Others
04
13%
Total
30
100%
Interpretation:
According to the survey, the above table indicates that, 10% of respondents are Employees, 50% of respondents are Businessmen, 27% are Students, and 13% are other professionals who are using LAPTOPS. From the above table we can conclude that Students and Businessmen are using LAPTOPS effectively than compared to the Employees and Other professionals.
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1. Profession of the respondents
Occupation of the respondents 13%
10%
Employees Businessmen Students
27%
Others 50%
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2. Income Levels of Respondents
Income Levels
Number of Respondents
Percentage
10000-15000
2
7%
15000-20000
5
17%
20000-25000
10
33%
Above 25000
13
43%
Total
30
100%
Interpretation:
According to the survey, the above table indicates that 7% of respondents income level is 10000-15000, 17% of respondents income level is 15000-20000, 33% of respondents income level is 20000-25000 and 43% of respondents income level is above 25000.
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2. Income Levels of Respondents
Income Level of the Respondents 50% 43%
45% 40% 33%
35% 30% 25%
Percentage
20%
17%
15% 10%
7%
5% 0% 10000-15000
Dept. of Mgmt,
15000-20000
20000-25000
Above 25000
33
2013 – 2014
Lenovo Laptops
3.Age group of the respondents
Income Levels
Number of Respondents
Percentage
18-25
08
27%
15
50%
36-50
04
13%
50 and above
03
10%
Total
30
100%
25-35
Interpretation:
From the above table, it is indicated that 50% of the respondents are between the age group of 25-35, 27% of the respondents are between the age group of 18-25%, 13% and 10% are between the age groups of 36-50 and 50 above.
Dept. of Mgmt,
34
2013 – 2014
Lenovo Laptops
3. Age group of the respondents
Respondents Age groups 50% 50% 45% 40% 35% 30%
27% Percentage
25% 20%
13%
15%
10%
10% 5% 0% 18-25
Dept. of Mgmt,
25-35
36-50
50 and above
35
2013 – 2014
Lenovo Laptops
4. Do you own Lenovo Laptop?
Own Lenovo
Number of respondents
Percentage
Yes
28
94%
No
2
6%
Total
30
100%
Laptop
Interpretation:
It could be seen from the above table, that, 94% of the respondents have owned the Lenovo Laptop where 6% of the respondents said they haven‟t owned the laptops.
Dept. of Mgmt,
36
2013 – 2014
Lenovo Laptops
4. Do you own Lenovo Laptop?
Lenovo wheather Owned 6%
Yes No
94%
Dept. of Mgmt,
37
2013 – 2014
Lenovo Laptops
5. Which type of Lenovo Laptop do you have?
Laptop of series
Number of respondents
Percentage
Think Pad Laptops
18
60%
Idea Pad Laptops
7
23%
Essential Laptops
5
16%
Total
30
100%
Interpretation:
From the above table it could be seen Think Pad Laptop Series laptops has been used 60%, 23% of the respondents are using Idea Pad Laptop and the rest Essential Laptops 16%.
Dept. of Mgmt,
38
2013 – 2014
Lenovo Laptops
5. Which type of Lenovo Laptop do you have?
Laptop of series used by the respondents
70%
60%
60% 50% 40%
percentage
23%
30%
16%
20% 10% 0% Think Pad Laptops
Dept. of Mgmt,
Ideapad Laptops
Essential Laptops
39
2013 – 2014
Lenovo Laptops
6. Why do you prefer Lenovo? Factors
Number of Respondents
Percentage
Price
2
7%
Quality
5
16%
Configuration
13
44%
Services
3
10%
Brand
7
23%
Total
30
100%
Interpretation:
From the above table it can be said that, 44% of the respondents preferred Lenovo Laptops because of Configuration, 23% for its Brand potential and 16% for the quality of the product. The rest 10% and 7% preferred the Lenovo Laptop because of Services and Price.
Dept. of Mgmt,
40
2013 – 2014
Lenovo Laptops
6. Why do you prefer Lenovo?
Preference Factor 50% 44%
45% 40% 35% 30%
23%
25% 20%
Percentage
16%
15% 10% 10%
7%
5% 0% Price
Dept. of Mgmt,
Quality
Configuration
Services
Brand
41
2013 – 2014
Lenovo Laptops
7. What Factors influenced you to purchase Lenovo Laptops? Factors
Number of Respondents
Percentage
Friends
5
17%
Relatives
2
7%
Advertisements
13
43%
Others
10
33%
Total
30
100%
Interpretation:
Above table indicates that, 17% of respondents purchase DELL due to the influence of Friends, 7% of respondents are influenced by relatives, 43% of respondents are influenced by Advertisements, and 33% are influenced by Other factors.
Dept. of Mgmt,
42
2013 – 2014
Lenovo Laptops
7. What Factors influenced you to purchase Lenovo Laptops?
Factors Influenced to Purchase Lenovo Laptop 43%
45% 40%
33%
35% 30% 25% 20%
17% Percentage
15% 10%
7%
5% 0%
Dept. of Mgmt,
43
2013 – 2014
Lenovo Laptops
8. Satisfaction Level with the Quality of Lenovo Laptops
Factors
Number of Respondents
Percentage
Highly Satisfied
16
53%
Moderately Satisfied
10
34%
Satisfied
4
13%
Not Satisfied
0
0
Total
30
100%
Interpretation:
The above table indicates that the 53% of the respondents are highly satisfied with the quality of Lenovo, 34% are moderately satisfied, 13% satisfied. It is clear from the above analysis that 0% of the respondents are not satisfied.
Dept. of Mgmt,
44
2013 – 2014
Lenovo Laptops
8. Satisfaction Level with the Quality of Lenovo Laptops
Respondents Satisfaction Level on Quality of Lenovo Laptops 60%
53%
50% 40%
34%
30%
Percentage
20%
13%
10% 0 0% Highly Satisfied
Dept. of Mgmt,
Moderately Satisfied
Satisfied
Not Satisfied
45
2013 – 2014
Lenovo Laptops
9. Respondents view on price as an important attribute for a laptop Factors
Number of Respondents
Percentage
Agree
14
47%
Strongly Agree
7
23%
Disagree
4
13%
Strongly Disagree
3
10%
2
7%
30
100%
Neither Agree Nor Disagree
Total
Interpretation:
Above table specifies that 47% of the respondents agree that the price is an important attribute to purchase a laptop and where 10% don‟t think it as an important attribute and the rest 23%, 13% and 7% strongly agree, disagree and neither agree nor disagree.
Dept. of Mgmt,
46
2013 – 2014
Lenovo Laptops
9. Respondents view on price as an important attribute for a laptop
Percentage Neither Agree Nor Disagree
7%
Strongly Disagree
10%
Disagree
13% Percentage
Strongly Agree
23%
Agree
47% 0%
Dept. of Mgmt,
10%
20%
30%
40%
50%
47
2013 – 2014
Lenovo Laptops
10. Whether satisfied with your Lenovo Laptop? Satisfaction
Number of Respondents
Percentage
Yes
26
87%
No
4
13%
Total
30
100%
obtained
Interpretation:
The above table indicates that 87% of the respondents are satisfied with the laptops and the rest 13% are not satisfied.
Dept. of Mgmt,
48
2013 – 2014
Lenovo Laptops
10. Whether satisfied with your Lenovo Laptop?
Overall Satisfied with Lenovo Laptop Yes
No
13%
87%
Dept. of Mgmt,
49
2013 – 2014
Lenovo Laptops
11. Would you like recommend the Lenovo Laptops to others Recommendations Number of respondents
Percentage
to others Yes
27
90%
No
3
10%
Total
30
100%
Interpretation:
From the above table is stated that90% of the respondents willing to recommend the Lenovo Laptops to others where 10% don‟t.
Dept. of Mgmt,
50
2013 – 2014
Lenovo Laptops
11. Would you like recommend the Lenovo Laptops to others
Recommendation on Lenovo Laptops to Others 10%
Yes No
90%
Dept. of Mgmt,
51
2013 – 2014
Lenovo Laptops
FINDINGS SUGGESSTIONS
Dept. of Mgmt,
52
2013 – 2014
Lenovo Laptops
FINDINGS 1. It is found that most of consumers are very much satisfied with the quality of Lenovo. 2. It is found that the influencing factor for the consumers to purchase Lenovo is through Advertisements. 3. The survey indicates that majority of the consumer wants to suggest Lenovo to others. 4. The advertisements of Lenovo are excellent. 5. Only Few respondents strongly agree on the prices of the Lenovo Laptops. 6. From the analysis it found that most of the customers are satisfied with the Lenovo Laptops.
Dept. of Mgmt,
53
2013 – 2014
Lenovo Laptops
SUGGESTIONS
1. It is suggested that Lenovo should improve the quality of the product. 2. It is strongly recommended that the company should reduce the prices on Laptops 3. The company should maintain survey communication with the respondents to improve the customer knowledge regarding the product and to satisfy them strongly. 4. The company should give better advertisement in print media too instead of just focusing on multi media.
Dept. of Mgmt,
54
2013 – 2014
Lenovo Laptops
QUESTIONNAIRE BIBLIOGRAPHY
Dept. of Mgmt,
55
2013 – 2014
Lenovo Laptops
QUESTIONNAIRE Name:
Gender:
Cont:
___
1. What is your profession? a) Employee b) Businessmen
c) Student
b) 15,000 -20,000
c) 20,000 - 25,000
b) 25-35
c) 36-50
a) Think Pad Laptops
b) IdeaPad Laptops
}
{
}
{
}
{
}
{
}
{
}
{
}
c) Essential Laptops
6. Why do you prefer Lenovo? b) Quality
c) Configuration
d) Services
d) Brand
7. Which factor influenced to purchase Lenovo? a) Friends
{
b) No
5. If yes, what type of Lenovo Laptop do you have?
a) Price
}
d) 50 and above
4. Do you own Lenovo Laptop? a) Yes
{
d) Above 25,000
3. What is your Age? a) 18-25
}
d) Others
2. What is your Income level per month? a) 10,000 - 15,000
{
b) Relatives
c) Advertisements
d) Others
8. What is your opinion on prices of Lenovo? a) Very high b) High
c) Medium
d)Low
9. To what extent are you satisfied with quality of Lenovo? a) Highly satisfied
b) Moderately satisfied
c) Satisfied
d) Not satisfied
10. According to you what is an important attribute for a Laptop? ( I)Price a) Agree
b) Strongly agree
d)Strongly disagree
d) Neither agree Nor disagree
b) Strongly agree
d) Strongly disagree
e) Neither agree Nor disagree
b) Strongly agree
d) Strongly disagree
e) Neither agree Nor disagree
Dept. of Mgmt,
}
{
}
{
}
c) Disagree
11. Are you satisfied with the Laptop you are using right now? a) Yes
{
c) Disagree
(III) Small Size & Light Weight a) Agree
}
c) Disagree
(II) Service a) Agree
{
b) No
56
2013 – 2014
Lenovo Laptops
12. What features you like about the laptop? a) Service
b) Battery Backup
c) Configuration
d) Brand
13. What is your opinion about sales promotional activities of Lenovo? a) Very Impressive
b) Moderately Impressive
c) Impressive
d) Not Impressive
14. What is your opinion on Advertisements of Lenovo? a) Excellent
b) Good
c) Fair
b) Good
c) Fair
{
}
{
}
{
}
{
}
d) Poor
16. Would you suggest Lenovo Laptop to anyone else?
a) Yes
}
d) Poor
15. What is your opinion after sales services of Lenovo? a) Excellent
{
b) No
17. Any Suggestions: _____________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________
Dept. of Mgmt,
57
2013 – 2014
Lenovo Laptops
BIBLIOGRAPHY BOOKS REFERRED: MARKETING MANAGEMENT
:
V.S.RAMASWAMY AND S.NAMAKUMARI
ADVERTISING AND PROMOTIONS
:
GEORGE E.BELCH & MICHAEL A.
PRINCIPLES OF MARKETING
:
PHILIP KOTHKER & GARY ARMSTRONG
WEBSITES: www.lenovo.com www.managementparadise.com www.wikipedia.com www.computershoppers.com
Dept. of Mgmt,
58
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