Marketing91

  • HOME
  • Marketing Concepts
    • Marketing
      • Retail Tutorials
    • Strategy
    • Management
    • Advertising
    • Branding
    • Market Research
    • Business
    • Finance
    • Sales
    • Career Guidance
    • Customer Management
    • TOP 10
  • Digital Concepts
    • Blogging
    • Search Engine Optimization
    • Social Media Marketing
    • Facebook Marketing
    • Internet Marketing
    • Ecommerce
  • Brands
    • Marketing Mix of Brands
    • SWOT analysis of Brands
    • Brands Strategy Analysis
    • Business Models
    • Brand Competitors
  • Videos
Home » Strategic Marketing Articles » Marketing Strategy of Lenovo – Lenovo Marketing Strategy

Marketing Strategy of Lenovo – Lenovo Marketing Strategy

March 6, 2018 By Hitesh Bhasin Tagged With: Strategic Marketing Articles

Founded in 1984 in Beijing Lenovo Group is a Chinese MNC that designs, manufactures and sells various computer hardware & electronics items in 170+ countries. Lenovo initially worked with IBM as a strategic partner for technological advancement and in the later year 2005, it acquired its personal computer business $1.75 billion. This acquisition helped it in becoming 3rd largest computer maker worldwide (Volumes).       

Table of Contents

  • Segmentation, targeting, positioning in the Marketing strategy of Lenovo –
  • Competitive advantage in the Marketing strategy of Lenovo –
  • BCG Matrix in the Marketing strategy of Lenovo –
  • Distribution strategy in the Marketing strategy of Lenovo –
  • Brand equity in the Marketing strategy of Lenovo –
  • Competitive analysis in the Marketing strategy of Lenovo –
  • Market analysis in the Marketing strategy of Lenovo –
  • Customer analysis in the Marketing strategy of Lenovo –
    • Related posts:

Segmentation, targeting, positioning in the Marketing strategy of Lenovo –

Being present in such a large number of segments of computer hardware & electronics items; Lenovo uses the mix of demographics, psychographics & geographic segmentation strategies to drive the market growth in the competitive market.

Marketing Strategy of Lenovo - 3

Closely working with the market forces have helped the company to understand that different markets and customers need to be targeted differently and therefore they are using differentiating targeting strategy. Lenovo has positioned itself based on product & value-based positioning strategies.

Marketing mix – Here is the Marketing mix of Lenovo.

SWOT analysis – Here is the SWOT analysis of Lenovo.

Mission – “To become one of the world’s great personal technology companies.”

Vision – “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”

Tagline – “For Those who do”.

Marketing Strategy of Lenovo - 1

Competitive advantage in the Marketing strategy of Lenovo –

Vertical integration across the supply chain and manufacturing most of its equipment by themselves has helped the company in keeping its cost of manufacturing low and at the same time avoiding dependence on OEM’s (Original Equipment manufacturers) which will have help them in timely availability of its products in the market.

Broad product portfolio and operating in the meta-market products has helped the company in achieving economies of scale.

Presence across PC, Mobile & enterprise business in 170+ countries has not only given Lenovo advantage of cross culture exposure, it also helped it in designing its strategies accordingly.

BCG Matrix in the Marketing strategy of Lenovo –

Its PC segment is starred due to large product portfolio with such a large no. of SKU’s.

Lenovo has recently entered the fastest growing mobile phone market and therefore is not able to capitalise on the opportunities

  1. Due to less experience of this business.
  2. The industry is already having large no. of players, who are eating up each other’s share.

Its enterprise solution business is in the niche segment and therefore they are in process of building competitiveness in itself.

Mobile phone & enterprise business is question mark in BCG matrix.

Distribution strategy in the Marketing strategy of Lenovo –

Lenovo makes its products available through company’s franchise outlets, service centres, wholesalers and retailers worldwide.

Also with the advent and popularity of e-commerce sites, Lenovo is making its products available through e-commerce sites which are helping them in minimising its cost of operations.

Marketing Strategy of Lenovo - 2

Brand equity in the Marketing strategy of Lenovo –

Advertising with Olympics, Cricket world cup and at various other platforms Lenovo had created strong brand recognition in PC market and steadily they are creating awareness of their mobile phone segment also.

Competitive analysis in the Marketing strategy of Lenovo –

Technology has always been the driving force for growth & development of the Human race.

In all three SBU’s (strategic business units) of Lenovo, the company is facing stiff competition from other national & international players but they are able to survive in the competitive environment due to its efficient operational setup which is continuously working to control the cost and manufacture value for money products.

Market analysis in the Marketing strategy of Lenovo –

The PC & smartphone market is going through the phase of technology disruption where the companies using Blue Ocean strategy is creating a new market & value network and disrupting the already established giants in the market e.g. like with the high acceptance of android phone Samsung exploited the opportunity and Nokia lost the market leadership position (reference: Indian market).

Lenovo works on continual innovation & improvements which are helping them to be ahead of the competitors in the market.

Customer analysis in the Marketing strategy of Lenovo –

Lenovo has offerings for a different segment of customers.  Its customers consist of Individuals, Corporate customers & professionals who want to enjoy their lives and want to make their life simple.

Related posts:

Marketing Strategy of ZaraMarketing Strategy of Zara – Zara Marketing Strategy Marketing strategy of Apple iPhone - 3Marketing strategy of Apple iPhone – Apple iPhone Marketing strategy Marketing Strategy of ICICI Bank - 3Marketing Strategy of ICICI Bank – ICICI Bank Marketing Strategy Marketing Strategy of Burger King - 3Marketing Strategy of Burger King – Burger King Marketing Strategy Marketing Strategy of McDonald - 3Marketing Strategy of McDonald’s – McDonald’s Marketing Strategy Marketing Strategy of HUL - 3Marketing Strategy of HUL – HUL Marketing Strategy Marketing Strategy of Cafe Coffee Day - 3Marketing Strategy of Cafe Coffee Day – Cafe Coffee Day Marketing Strategy Marketing Strategy of VolkswagenMarketing Strategy of Volkswagen – Volkswagen Marketing Strategy Marketing Strategy of Puma - 3Marketing Strategy of Puma – Puma Marketing Strategy Marketing Strategy of Dunkin donuts - 3Marketing Strategy of Dunkin donuts – Dunkin donuts Marketing Strategy
Also Read  Marketing Strategy of Asus - Asus Marketing Strategy
Also Read  Marketing Strategy of General Electric - General Electric Marketing Strategy
GET DAILY MARKETING UPDATES

About Hitesh Bhasin

I love writing about the latest in marketing & advertising. I am a serial entrepreneur & I created Marketing91 because i wanted my readers to stay ahead in this hectic business world. You can follow me on Facebook. Let's stay in touch :)

Comments

  1. Gamelisha says

    A very good and well detailed document helpful as a base document for understanding marketing strategy

    Reply

Leave a Reply Cancel reply

Your email address will not be published. Required fields are marked *

Advertisement
Recent Posts
  • Autocratic Leadership | Characteristics, Advantages, Disadvantages
  • Communication Systems – Types and Elements
  • China vs India: Biggest Differences Between China and India
Advertisement

Marketing91

MORE INFO

  • About Marketing91
  • Privacy Policy
  • Cookie Policy
  • Disclaimer
  • Terms of Use
  • Advertise
  • Contact us
  • Sitemap
  • ISO 9001:2015 Certified

LEARN WITH US

  • Course on Market Segmentation
  • Course on Marketing Strategory Models

WE WRITE ON

  • Marketing
  • Small Business
  • Management
  • Internet Marketing
[email protected]

Copyright © 2020 Marketing91 All Rights Reserved