Product Mix And STP Analysis Of Lenovo Product

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Lenovo product mix/ STP analysis
By:- Hussain Padrawala

3/11/2014

ACKNOWLEDGEMENT

I would like to express my gratitude to my supervisor Neha Hamilton for the useful comments, remarks and engagement through the learning process of this report. I would like to thank my loved ones, who have supported me throughout entire process, both by keeping me harmonious and helping me putting pieces together. I will be grateful forever for your love.

Place: BARODA HUSSAIN H.PADRAWALA
DATE: - 3/11/2014

Executive Summery

In recent years, market competition in the market economy is fierce, the different economic performances and behaviours based on the enterprises’ own interests, to enhance their own economic strength and to achieve the exclusion of similar economic agents. Competition in the IT market is to drive their own material interests, because of the inherent dynamic of all economic actors, as well as the loss of their material interests are similar in the market by crowding out of economic actors. But How a newly established global brand build its brand awareness and be a successful global brand become a critical issue. 2005, Lenovo PC merge IBM computer and become the No.3 computer company in the world. 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.
This report consists of the product mix of Lenovo and analysis of the STP( segmentation, targeting, positioning).

INDEX

Topic Particulars Page. No
Acknowledgement 2
Executive Summary 3
1 Introduction 4
2 Product mix 5

Introduction:-

Lenovo is one of the larges...

... middle of paper ...

... meet the needs of the competitive market situation.

 Management master Michael Porter (2003) said, in the 21st century the multinational companies are unlikely to be manufacturing companies, but the service industry. The new economy is the services economy; the service is the competitive edge.

 Therefore, the service content of Lenovo should learn from the experience of DELL, it should provide more information on purchasing home computers, and after-sale service. Customers‟ focus has changed from product quality and price gradually to control energy consumption, frequency and quiet technology (Jack, Telaote, Lise, 2006).

 So Lenovo's market position should be made promptly converted to meet consumer demand. It is the origin of Lenovo to create the famous Chinese brand, and this existing connotation can continue exist and support Lenovo’s strategy choice

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