Submitted by: Submitted by Drey
Views: 1120
Words: 566
Pages: 3
Category: Business and Industry
Date Submitted: 05/28/2012 03:39 AM
EXECUTIVE SUMMARY
STRATEGIC VISION
Lenovo’s vision is to be the most innovative and largest global personal computers maket and also the leader in the global market place.
MISSION STATEMENT
Lenovo has combined the best of east and west of the global personal computer industry. Its mission is to satisfy customers with the most innovative personal computers and consumer- oriented services.
BUSINESS GOALS
In the five coming years, our business goals are mainly focus on strengthen the financial base, expanding our global market coverage and improving consumers’ perception towards Lenovo.
2006
In the first year, the business goals are: to generate more sales and maintain the brand equity in China market, build up brand- liking in the US market and to gain the global market awareness via sponsoring the Turin Olympic.
2007
This year will aim at changing the consumers negative perception towards Lenovo and enlarging the US market share via “Think” products.
2008
We will focus on changing US consumers’ association between “Think” products and IBM, instead, to associate “Think” products with Lenovo. Second goal is to enhance the brand identity among the global markets by sponsoring the Beijing Olympic.
2009
The goal is to open the Germany market. It is the first step of expanding the market coverage to Europe countries. Also, this year we would put more resources on finding the potential markets.
2010
Our goal is to strengthen the brand loyalty of the existing markets and generate more sales in order to enlarge the financial base for market expansion.
CURRENT MARKETING SITUATION
1. MARKET OVERVIEW
A. SEMENTATION AND TARGET MARKET
B. ESTIMATION OF TOTAL MARKET SIZE
2. EXTERNAL ANALYSIS
Macro- environments ( PEST Analysis)
Micro- environments (Porter’s five forces model)
Barriers to entry
It is difficult for another industry to entry and replaces the PC making industry. PC making...