Case ID: 508703     Solution ID: 30593

Lenovo Building A Global Brand Case Solution

Abstract

Reported in December 2004, the $1.75 billion obtaining of IBM's PC division by Lenovo, China's biggest PC producer, stood out as truly newsworthy around the globe. A relative upstart in the business, Lenovo procured the division of IBM that developed the PC in 1981. While Lenovo was apparently the best-known brand in China, it was practically obscure in whatever remains of the world. In 2004, more than 90% of Lenovo's incomes originated from China, yet with this significant arrangement, Lenovo intended to turn into a worldwide innovation goliath. As another multinational with 20,000 workers working in 138 nations, Lenovo required a worldwide promoting and marking method to degree its worldwide range. This implied figuring out what Lenovo remained for and outlining items that upheld that claim. In January 2006, 13 months after the arrangement was reported and eight months after it shut, Lenovo is get ready for the exceptional spotlight that would accompany its sponsorship of the February 2006 Turin Winter Olympics. There, it wants to present a Lenovo-marked product offering planned from the base up for the little to medium venture space- - a move considered extremely striking and hazardous by numerous eyewitnesses.


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