MARKETING PLAN FOR LENOVO

MARKETING PLAN FOR LENOVO

By Student’s Name

Course codename Pro!essor’s name "n#$ers#ty name C#ty% State &ate o! su'm#ss#on

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A'stract In (ast t)o decades% *(o'a(#+at#on o! #ndustr#es ,as caused mar-et com.et#t#on to 'ecome !#erce and c,a((en*#n* #n t,e !ree mar-et economy/ T,e econom#c *ro)t, o! de$e(o.#n* nat#ons ,as (ar*e(y ,e(.ed s.ec#a(#+ed #ndustr#es #n t,e !#e(d o! In!ormat#on Tec,no(o*y to en,ance t,e#r .er!ormance and econom#c stren*t, so as to com.ete )#t, t,e 0or(d mar-et/ Com.et#t#on #n t,e d#*#ta( tec,no(o*y encoura*es (ead#n* esta'(#s,ed com.an#es suc, as Goo*(e% M#croso!t% &e(( and a..(e #nc to #n$ent and #ntroduce (atest !eatures #n t,e#r .roducts so as to ac,#e$e com.et#t#$e ad$anta*e as )e(( as to reta#n t,e#r 'rand #ma*e #n t,e )or(d mar-et/ But ,o) a ne)(y esta'(#s,ed .roduct can create *(o'a( a)areness rema#ns a cr#t#ca( #ssue 'ecause suc, .roducts need $#*orous mar-et#n* e!!orts and tec,n#1ues to create a 'rand #ma*e ),#(st com.et#n* )#t, *(o'a( com.an#es on .r#ces% .roduct !eatures% and a!ter sa(es ser$#ce/ T,#s .a.er documents ,o) t,e #m.(ementat#on o! (atest mar-et#n* too(s ,ad made t,e mer*er o! Leno$o PC )#t, IBM to 'e success!u(2 t,us 'ecom#n* num'er t,ree Com.uter Com.any #n t,e )or(d/ A(t,ou*, t,e com.any cons#stent(y #n$ests ,ea$#(y #n researc, and mar-et#n* .ort!o(#o act#$#t#es !or ac,#e$#n* success #n !#erce com.et#t#on o! d#*#ta( .roducts% #t st#(( needs an e!!ect#$e mar-et#n* strate*y so as to #m.ro$e #ts .ro!#ts and ca.ture t,e C,#nese IT mar-et/ Ne) Mar-et#n* .(ann#n* !ocus#n* on t,e 'rand strate*y #s t,e rea( #ns#*,t 'eyond .roducts and ser$#ces can create t,e #nterest o! consumers to c,oose Leno$o .roducts o$er e3#st#n* .roducts/ T,#s researc, .resents a concrete mar-et#n* .(an o! Leno$o !or #ts !uture *ro)t, 'y ana(y+#n* t,e .ast and current mar-et#n* .er!ormance o! t,e com.any/

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Ta'(e o! Contents E3ecut#$e Summary444444444444444444444444444///45 6/ Cor.orate O'7ect#$es444444444444444444444444444/8 9/ Mar-et#n* Aud#t and Ana(ys#s o! t,e Mar-et#n* and Mana*ement Ca.a'#(#t#es444/4/: ;/ S0OT Ana(ys#s444444444444444444444444444446< 5/ Mar-et#n* O'7ect#$es and Strate*#es o! Leno$o44444444444444//4466 8/ Mar-et#n* Pro*rams44444444444444444444444444////6= =/ Im.(ementat#on and Contro(4444444444444444444444//4//6> :/ Mar-et#n* Bud*et44444444444444444444444444446? Re!erences4444444444444444444444444444444/9<

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Executive Summary

Mer*ers and Ac1u#s#t#ons ,a$e 'ecome an e!!ect#$e mar-et#n* too( !or any esta'(#s,ed com.any to 'ecome *(o'a( and esta'(#s, #nternat#ona( 'rand #ma*e 'ut ,o) a ne)(y created com.any can 'u#(d *(o'a( 'rand a)areness and success!u((y creates *(o'a( 'rand #n a s,ort s.an #s a cr#t#ca( #ssue/ T,e econom#c and .o(#t#ca( re!orms o! C,#na ,as 'rou*,t tremendous c,an*es #n t,e #nte((ectua( (e$e( o! C,#nese% ),#c, o!!ers a ,u*e o..ortun#ty to Leno$o to understand t,e needs o! t,e#r .eo.(e and #ntroduce t,ose .roducts t,at sat#s!y t,e#r re1u#rements/ Accord#n* to t,e 'as#c !eatures o! macrosco.#c e3terna( en$#ronment% #! Leno$o )ants to create a 'rand #ma*e% #t s,ou(d 'r#n* re!orms #n t,e current mar-et#n* system% creates t,e un#!#cat#on *u#d#n* #deo(o*y% and ado.ts stren*t,ened core com.et#t#$e .o)er% and #ncor.orate mar-et and .roduct de$e(o.ment #n #ts #nte*rat#on strate*y/ On(y suc, e!!orts can conso(#date t,e (ead#n* .os#t#on o! Leno$o to )#n t,e #ntense mar-et com.et#t#on% and rece#$e t,e #ncom.ara'(e soc#a( and t,e econom#c e!!#c#ency/ Study on Leno$o’s mar-et#n* de$e(o.menta( .(an #s t,e a..(#cat#on o! strate*#c mar-et#n* mana*ement #n Leno$o Com.any/ By ana(y+#n* #nterna( t,e e3terna( en$#ronment and study#n* t,e !uture mar-et#n* de$e(o.ment% t,#s art#c(e ut#(#+es t,e -no)(ed*e and met,od o! t,e econom#c mana*ement% t,e mar-et#n*% t,e .eda*o*y so as to recommend su**est#ons !or !uture de$e(o.ment and .ro.ose t,e conce.t o! strate*#c mar-et#n* .(an and tact#cs !or Leno$o/ Bes#des% t,#s art#c(e )#(( a(so demonstrate ne) conce.t#on o! mar-et#n* .ro*rams% ),#c, )#(( ,e(. t,e com.any to esta'(#s, 'rand #ma*e )or(d)#de/ T,e Introduct#on o! t,e Leno$o Leno$o a(so .o.u(ar as Le*end% )as #ncor.orated #n Be#7#n*% 'y e(e$en sc#ent#sts ),o ,ad a $#s#on to esta'(#s, a com.any% ),#c, )ou(d o!!er t,e 'ene!#ts o! #n!ormat#on tec,no(o*y to t,e C,#nese commun#ty/ 0#t, RMB 9