Segmentation, targeting, positioning in the marketing strategy of lenovo. A differentiation strategy involves the firm creating a product service, which is considered unique in some aspect that the customer values because the customers needs are satisfied. Lenovo essential series were labelled as basic and everyday computing pc while ideapad series targeted customers keen on entertainment and light weight. Both lenovo essential series and ideapad series have showed its leadership very well on price differentiation, image differentiation, support differentiation, quality differentiation and design differentiation. On the other hand, cost leadership emphasizes low cost relative to that of the competitors porter, 1980. At the heart of lenovos growth in recent years has been a strategyknown as protect and attackthat was put in motion by ceo yang yuanqing. The lenovo group operating activities are often completed through marketing products, producing, research, marketing portfolio. Product differentiation is a marketing strategy whereby businesses attempt to make their. Competitive strategies for dominance in the corporate.
Lenovo has followed through on its aggressive costcutting plans. As for lenovo group, in order to achieve success in the fierce competition of the products market it needs effective marketing strategy to attain profit and improve its development in chinese it market. Lenovo is a competitor to samsung in smartphones as well. Apples premium pricing strategy, product differentiation. Comparative study of different brands in respect of product. At the heart of lenovo s growth in recent years has been a strategy known as protect and attackthat was put in motion by ceo yang yuanqing. It also describes the branding strategies of lenovo and the impact of lenovo as a chinese brand on the thinkpad brand acquired by the company from ibm. Pdf mobile devices are becoming indispensable commodity for users they depend on mobile devices for their official work and for entertainment. I sold the product and then had to install everything, he says. A differentiation strategy is based upon persuading customers that a product is superior to that offered by competitors. The main purpose of this study was to assess the effects of product differentiation strategy on corporate growth of microfinance institutions mfis in kenya. The strategic marketing management analysis of lenovo.
Pdf embusiness strategy is a set of decisionmaking and actions that help the company to gain competitive advantage and to win competition. Lenovo operates in more than 60 countries, selling its renowned thinkpad notebook as well as products carrying the essential, thinkcentre, thinkstation. Pdf a study of product differentiation strategy in mobile devices. Home sectors consumer apples premium pricing strategy, product differentiation.
He argued that cost leadership and differentiation strategies are. Strategies adopted by lenovo to gain competitive advantage. Pdf marketing strategy of lenovo laptops ayesha majid and iza. The strategic marketing management analysis of lenovo group. The solution suggests a suitable strategy to be used to position thinkpad differently and maintain its own identity distinct from the popular chinese product identity which are considered as poor quality of products in certain asian nations like india. Eachstakes outadifferent market position a broad crosssection gi of buyers gi iii a narrovlf buyer segment or market niche overall lovvcost provider strategy broad diherentiation strategy focused lovvcost strategy lovlfercost differentiation type of competitive advantage being. Pdf a study of product differentiation strategy in. Consolidate greater chinaap for greater efficiency and performance integrated consumer business into our geography structure. Marketing strategy of lenovo lenovo marketing analysis. As we continue to differentiate in the pc plus era through.
A study of product differentiation strategy in mobile devices specifically in smartphones about smartphones features article pdf available april 2018 with 6,203 reads how we measure reads. However, lenovo is continuing to optimize their strategies for competing in a market dominated by major players hewlettpackard and dell who account for 21% and 54% of the international corporate market, respectively. In addition, lenovo can develop superior product and. Lenovo costcutting strategy just doesnt cut it in the absence of growth, there is only so much that cutting costs can do.