How can Lenovo become a Global Brand

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ACKNOWLEDGEMENT

I would take this opportunity to thank my research supervisor, family and friends for their support and guidance without which this research would not have been possible.

DECLARATION

I, [type your full first names and surname here], declare that the contents of this dissertation/thesis represent my own unaided work, and that the dissertation/thesis has not previously been submitted for academic examination towards any qualification. Furthermore, it represents my own opinions and not necessarily those of the University.

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ABSTRACT

Companies are operating their business in a global environment, and thus it is important for them to develop appropriate global strategies. Thus, a global strategy is an organisational plan, for companies having their operations globally.Lenovo continues to grow faster than industry in all categories. New manufactory plants and sales offices are continually introduced to regions in order to save time and cost. The exact relationship model provides the powerful differentiator for the company to deliver satisfaction to customers of all sizes and types. Lenovo has focused most of the resources to support large commercial and formal organizations segment to sustain its growth by delivering superior services over competitors.This study will identify the ways through which Lenovo can become a global brand.

TABLE OF CONTENS



CHAPTER 1: INTRODUCTION1

Outline of the Study1

Background of the Study1

Company Profile: Lenovo2

Lenovo Business Model3

SWOT ANALYSIS4

Strengths4

Weakness5

Opportunities5

Threats6

PEST ANALYSIS6

1) Political Analysis6

2) Socio-Cultural Analysis6

3) Economic Analysis7

4) Technological Analysis7

Five Forces Analysis8

Threat of New Entrants8

Bargaining Power of Suppliers8

Bargaining Power of Customers8

Rivalry among Competitors9

Research Objectives9

Research Questions9

Significance of the Study9

Disposition10

CHAPTER 2: LITERATURE REVIEW11

Theoretical Description11

Performance Expectation12

Expectancy of Effort13

Social Influence14

Facilitating Conditions14

Confidence15

Factor Hedonic (Pleasure)16

Behaviour Intention16

Word of Mouth17

What influences Brand Value?18

Income Value-Oriented Brand Valuation18

Price Premium-Oriented Brand Valuation19

Measuring the Value of a Brand19

The Emergence of Cultural Branding20

Cultural Branding and the Affect-Emotion Gap21

Environmental Determinants of Brand Concepts22

Sensory Needs26

Model Development27

Industrialization28

Urbanization29

Modernity31

Marketing and Communication Mix32

CHAPTER 3: RESEARCH METHODOLOGY35

Classification of Research Methods35

Multi-Method Studies36

Mixed Method Studies36

Steps in Mixed Methodology36

Strength and weakness of the mixed research:37

Strengths37

Weaknesses38

Research Design38

Literature Search38

Research Process39

Participants39

Research Instrument39

Confidentiality39

Reliability40

Credibility40

Research Validity41

Ethical Considerations41

CHAPTER 4: DISCUSSION AND ANALYSIS43

Questionnaire Analysis43

Discussion52

CHAPTER 5: CONCLUSION54

Recommendations for Lenovo Group to Become a Global Brand55

Re-Focus Strategy on Core Value Proposition - Innovation56

Re-Align Brand Image across All Regions56

Push Brand Globally57

REFERENCES58

APPENDIX63

Questionnaire63

CHAPTER 1: INTRODUCTION

Outline of the Study

This research concentrates on the appeal of the Lenovo products and incorporates the following chapters:

Introduction

Literature Review

Methodology

Discussion and Analysis

Conclusion

Background of the Study

Technology has been developed more rapidly in the last few years in order to meet people need and it results in increasing both domestically and international competitive market for business. Lenovo Company is the one of Computer Company and its products are in high demand even though its products are also high prices and services. Lenovo is a very innovative company and always looks for numberless ways of remodelling and creating new products to satisfy the demand of consumers. A competitive market is a market with many buyers and sellers trading identical products so that each buyer and seller is a price taker. Consumers make the decision on the different brands available in the market. They will give the choice over the different brands. Somehow, the essential task for their company ...