Lenovo's Globalization Strategies |
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ExcerptsThe Reasons for SuccessBy 2000, Lenovo had emerged as the market leader in the personal computers (PCs) industry in the Asia Pacific Region except Japan (APEJ), with a market share of 11.3% (Refer Exhibit III for leading PC companies in terms of market share in APEJ)... Losing Market Share
Going GlobalLenovo's first foray in international markets started in 1991, with the establishment of Lenovo Germany. However, the company's major efforts to globalize came in 2001, when it started selling consumer PCs in Hong Kong for the first time, and laptops under its QDI brand name in Spain, Germany, Italy and Greece... The Road AheadLenovo faces tough challenges ahead in its plans to globalize successfully. Many industry experts felt that changing its name from Legend to Lenovo would not benefit the company. Bryan Ma, senior manager with IDC stated, "It is a shame they can't use the Legend name overseas, as it carries a lot of weight and brand equity."...
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