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TMBA 2015 Eunjoo Moon

Lenovo Biz. Overview_SWOT Analysis
Strengths
Product competitiveness by acquiring IBM PC division in 2005 Capacity to keep up with market trend & demand _. Launch IdeaPad S-Series and New U-Series Global regional sales network & units in US, France, China, Singapore Know-how & experience of supporting global big sports event Well established brand equity & highly respected business partner Price competitiveness thru Chinese government support

SWOT

Target Seg.

MKTG Plan

Weaknesses
Low brand awareness compared to other global brands _. Tough competition with two mega brands, HP & Dell No design identity _. No certain clear brand image without a combined concept or symbol Still not recognized as premium & high seg. target brand Notorious for high prices & poor tech. features without product differentiation Challenge to compete with Apple which is leading the #1 market in US Declining profit margin from price erosion with tough competition

Opportunities
New Pie, New Market ; Emerging market such as India, Brazil _. Expected 20% of growth rate in India PC market _. New SME1) seg. in India Easy access to giant consumer bases of Japan & Western Europe thru partnership with NEC Corp. & Medison Increasing demand for MP3 & MP4 tech.trend with mobile market (Chances of mobile convergence)

Threats
Mega Purple Cow : Apple’s new product innovation change PC industry _. Hardware & Software innovation with ipad tablet, app store and media contents Decrease in demand for brands PC due to cost benefit (vs. assembled PC)

No strategies for cannibalization of PC/laptops to smartphone/tablet Increased D.I.Y market with low cost PC system

1) Small & medium enterprises consumer

1/3

Get the extra niche market of emerging country, Brazil
Target Seg. Citizen with R$1) 40,000 monthly income in Sao Paulo, Brazil

SWOT

Target

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