| China' s PC industry has experienced 20 years' development since it emerged in early 80s. Lenovo, as one of the leading enterprises which support China' s national industry, has achieved its great success in the mainland market. With its highly technological PC products, convenient function, personalized designs and diversified solving plans, Lenovo' s shipping volume has kept being the No. 1 in the computer industry of china for 8 years, occupying a large share in Chinese market as one third. In 2005, through the acquisition of PC business of IBM, it set out its first step on the way of globalization. However the key point deciding the success of this acquisition is whether we can reach the "one add one bigger than two" result through the integration of the two major business.With the push of new technology development and increasing demand from new customers, PC market is growing at amazing speed. Since 2003, it kept rising more than 40% on average per year. Under such background, the sales of Lenovo portable PC has been continuously increasing and sharing the biggest part of mainland market. Therefore, the shinning look of PC industry attracts many other producers in to share the cake. Opportunity and challenge always coexist, so how could Lonovo take the challenge of competing with other PC producers? With the competition getting white-hot, marketing strategy adjustment would be crucial to the success of portable PC business and at the same time it should take the role change from national brand to an international one.In 2003, the portable PC business of lenovo group had reached 30% share at Chinese market and its developing room was being gradually limited as the market tended to its saturation. To keep its continual increase in sales and profits, lenovo must explore new areas. There were two way to choose: one was developing diversification business in china market, other one was focusing on oversea market. However the truth told us that at that time lenovo hadn' t own enough source and condition to support the diversification way. So in 2004, lenovo transferred its focus from diversification to PC business, mainly on oversea market. As everyone knows, internationalization is not a easy way to take, because language, polisy, culture difference, cost controlling, channel construction, consuming practice and psychology and so on, all of these factors can effect the oversea expansion of regional product like Lenovo.The lagging behind of integration of business and organization hampered the embodiment of the advantage of these two major businesses after mongering. After ensuring the stability of early transition period of mergering, the further integration of business and organization, united plan for manage and marketing strategy from overall view should be the most urgent task now. Research direction of writer: focusing on the independent running processes of these two brand after mongering, analyze the opportunity, threaten, advantages and disadvantages of the marketing environment and self ability the two brands facing after merging, discover problems and making plans for them which are demand-orientated differentiation strategy and marketing combination strategy basing on dividing market. |
PDF Full Text Request