This has allowed Lenovo in achieving breakthrough improvements in its performance. Instead, Lenovo upgraded the ThinkPad with a new titanium cover and more features. To enhance their effectiveness, color cases should be printed in color. Through a unique, user-friendly interface, Lenovo would be able to differentiate itself from other competitors. In the last 30 years, Lenovo executed its global branding strategy, e.
Lenovo needs to become known as a high-quality, competitively-priced and reliable brand to improve and maintain a positive consumer perception. Often readers scan through the business case study without having a clear map in mind. After considering all the branding strategy options, Lenovo managers should appropriately consider the category membership under competitive frame of reference. Lenovo first original product was the Legend Chinese-character card in 1987, which translated English-language operating systems into Chinese. The analysis has also indicated about the advantages and disadvantages of the branding strategies as considered by Lenovo and finally, it is assessed that Lenovo faced problems in becoming a global brand because it mainly comes from China. Please place the order on the website to get your own originally done case solution. Lenovo: Building a global brand.
Implementation framework helps in weeding out non actionable recommendations, resulting in awesome Lenovo: Building a Global Brand, Spanish Version case study solution. Take one The executive vice president and global marketing officer of Coralius Cosmetics has been approached by a film industry studio with a cosmetic sponsorship offer for a sequel to a blockbuster movie. These problems are mainly because of the fact that Lenovo is mainly a Chinese brand and it is often associated with features such as lower on quality. Failure to achieve this means that even the premium ThinkPad brand shall be thought of as an inferior product by consumers. It has been identified that a simple strategy of one two punch is being considered by Lenovo whereby the company focused on building up its Lenovo brand and continue to strengthen its ThinkPad product brand. You have to recommend business unit level recommendations. In some cases you will able to find the central problem in the beginning itself while in others it may be in the end in form of questions.
The analysis has also indicated about the factors that have explained the success of Lenovo prior to acquisition and it has been evaluated that the major factors that have attributed success to Lenovo are the ability of the company in providing cards that translates English language into Chinese and also the ability of Lenovo to innovate and provide highly efficient products and services to its customers. Marketing is a key, arguably the most important factor of a business. This is just a sample partial case solution. The acquisition was a marriage of 2 great companies with complementary strengths and the operations effectiveness was expected to benefit both companies. The master branding strategy has the advantage in terms of better promotion of the master brand of the company. This is mainly because by lowering simply on the prices of the product, it is likely that its products are associated with lower quality because Lenovo is a Chinese brand.
The strategy that the team ended up using the one-two punch was much more beneficial to both brands. Puma is a global company that has become a leader in the athletic apparel industry. Instructors should consider the timing of making the video available to students, as it may reveal key case details. So instead of providing recommendations for overall company you need to specify the marketing objectives of that particular brand. Lenovo desired to clearly communicate an authentic value proposition for the newly combined resources of their firm.
To understand its starting point, Lenovo did extensive market research to support its branding decisions. Send your data or let us do the research. The competition must be addressed seriously through a brand promise, with strong product dimensions. The fact that no other Chinese company has built a successful global brand in the past makes this task more challenging. In addition, unlike many other rising Chinese companies, Lenovo is not competing solely on the basis of low manufacturing costs. While Lenovo was arguably the best-known brand in China, it was virtually unknown in the rest of the world. The ads we are analyzing are like short movies, we can see on television or other medias just a part of these, and you have to look for the complete ad on internet.
The team also looked for at four branding alternatives: 1. In 2004, over 90% of Lenovo's revenues came from China, but with this major deal, Lenovo aimed to become a global technology giant. The marketers in Lenovo must therefore create positive brand knowledge if they choose this option. Technology Development: The Innovation Triangle Yang engineered another crucial shift beginning in 2010, by recognizing the emergence of smartphones, tablets, and similar devices. Once refreshed go through the case solution again - improve sentence structures and grammar, double check the numbers provided in your analysis and question your recommendations.
Their localization is more about the tone of voice than adapting the values. They designed more durable, lightweight shoes that were tailored for runners and allowed them maximize their athletic ability. Because its footprint is so big, the company has developed human resources practices that apply uniformly regardless of market including China. As a new multinational with 20,000 employees operating in 138 countries, Lenovo needed a global marketing and branding strategy to extend its global reach. This has been identified from the case analysis whereby it has been evaluated that Lenovo has been the first company that has introduced Chinese-character card and it has contributed significantly towards the growth of the organisation. They were trying to be polite, but the way they expressed disagreement after the fact infuriated the other side. We would not recommend this as the initial strategy in the short term because Lenovo would lose the competitive advantages and benefits of using the sub-brands such as Thinkpad and Thinkcentre.
Along with this, the research centers of the company are located in Shanghai, Beijing, Yokohama, and Shenzhen. The synergy would develop positive consumer expectations and facilitate new product acceptance as the company continues to grow. If we apply this definition to the Global Brands can be understood in different ways. Brand Observation Portfolio Under the guidance of Prof. Lenovo should capitalize on the advantages of the acquisition using the instant recognition and current brand awareness to improve perceptions and create loyalty for as long as they can until they move to the Master Brand strategy.
This move could potentially send a contradictory message to the end consumer about the Lenovo brand image. Step 10 - Critically Examine Lenovo: Building a Global Brand, Spanish Version case study solution After refreshing your mind, read your case study solution critically. A security code is added protection against credit card fraud. The company considers this, along with Beijing, one of two dual headquarters. If you click the Speed-Pay button on any product detail page, your order will be charged to the most recent credit card information attached to your account and shipped if applicable to the last address we have on file for you. Normally, brand knowledge determines the directions that the brand takes and, in turn, this influences the decision that marketers take in creating a brand promise, which entails informing the public about the positive essence of the brand and its purpose Kotler, 2012, p.