Lenovo Essay

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The principal marketing position of Lenovo Group primarily taking into account these three marketing positioning methods: high-end, middle and high-end combination. Middle and high-end positioning does not merely ensure the consistency of Lenovo Corporation’s orientation in the marketplace, but also constantly improve the image and status in the eyes of customers. Although the IT business’s margins decrease, choosing high-end positioning will be likely to hold benefits for competitive market position in a long run (Gan,2002,P27). In general, the high-end’s commodities’ sale margins are twice or thrice the number of sales in low-end goods. Besides, low-end goods have no warranty of margins in the growth of cost condition, so taking the high-end way is crucial to the corporation’s profits. Low energy is the major requirement of IT market to consumers, which also represents a high-tech company image. Hence, in order to improve corporations brand image, choosing the low energy consumption combining with the cutting-edge technology of Lenovo is a great way to enhance its market positioning. Currently, Lenovo brand’s service process is principally restricted to the after-sales service in a timely manner. With this small scope of positioning strategy, Lenovo could not stand a chance to compete in this fierce competitive market situation. In the 21st century, it is more likely that most of globalised companies will be a service industry rather than a manufacturing stated Bian (2005). The new economic pattern is service pattern and it is a competitive advantage for service industry. Therefore, Lenovo’s service department should take Dell and HP as a role model; Lenovo ought to offer more detail information on selling personal computers... ... middle of paper ... ... their report in 2006 , Lenovo was having 19 types of products with 200 different models of which both represent its diversity and choices for export . This in turn had saved Lenovo from being involves in the fierce market price competitions (Wang et al, No Date). Real value, brand value, service value and other formal value are based on the price strategy of Lenovo to build an independent perceived value in the customers’ mind. Therefore, Lenovo Group use these perceived value to set the standard price of its products and carry out a unique relevant valuable system. Relating to the awareness of unique value system and the model of Lenovo product’s price established the idea of brand and service with long year experience accumulation. The core competitiveness of Lenovo urges the enhancement of its brand value so that Lenovo continue to be in a dominant position.

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