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Introduction

Individual Assignment - Situation Analysis TABLE OF CONTENTS Table of contents---------------------------------------------------------------------2 1. Introduction-----------------------------------------------------------------------3 2. Marketing Situation Analysis------------------------------------------------3 a) Internal Environment Analysis-----------------------------------------3 b) Major Competitors Analysis---------------------------------------------6 c) The Customer Analysis --------------------------------------------------7 d) The External Environment Analysis----------------------------------8 3. SWOT Analysis-----------------------------------------------------------------10 4. Marketing Objectives---------------------------------------------------------11 5. References ----------------------------------------------------------------------12 1. Introduction Lenovo is a Chinese person computer manufacturer which founded in 1984 and it has become the world's third largest manufacturers formed after its acquisition of the IBM Personal Computing Division in 2005. Early this year, Lenovo jumped into the tablet fray with its ThinkPad and IdeaPad K1 tablets. This document will analysis in detail the current marketing situation for Lenovo tablets. The first part will present the internal, customer and external environments. The second part will be the SWOT analysis. And the last part will define the Marketing Objectives. The references are also included in the the document. 2. Marketing Situation Analysis a) Internal Environment Analysis 1) Current Marketing Objectives > Building the leadership team, developing strategies and taking people with you (Liu, 2011). > Lenovo will be one of the strongest of the players in tablets area (Yang, Y.D., 2011) 2) Current Marketing Strategy > Focus on mid and low-range devices Apple only covers the top tier. Lenovo's strategies are aim to cover different market segments, as well as the low salary class (Yang, Y.Q., 2011). ...read more.

Middle

6) Global Supple Chain > Logistics Lenovo is a member in SmartWay, and with being a partner with the U.S. Environmental Protection Agency (EPA), Lenovo measures and maintains an efficient Canada and U.S. shipping tasks. > Supplier Engagement Lenovo is actively engaged with their suppliers as a responsible corporate citizen to promote improvements in their entire supply chain that improve the quality of life at work and at home. b) Major Competitors Analysis Competitors Strengths Weaknesses Apple iPad * Strong brand loyalty * Simple, easy to use * More Applications * Limited product range * Less choice * Expensive * Can not read Adobe Flash files Samsung Galaxy Tab http://www.thinkofus.com.au/SearchResults.asp?Search=samsung * Advanced technology * Easy to take with * Long battery life * Able to read Adobe Flash files * Small screen Blackberry Playbook * Security and reliability * True multi-tasking * Able to read Adobe Flash files * Less applications available due to new QNX operating system * No 3G networking c) The Customer Analysis There are five main reasons why people buy tablets: 1) Portability Tablets are lighter and easier to carry compares to the normal computers. Comparing with the Smartphone, people would like to have a bigger screen to view the entire Web page and videos. ...read more.

Conclusion

They have offered a good technology support. Lenovo has completed the acquisition of IBM, so the technology of IBM also supported Lenovo by making high quality products (Lenovo, 2005). 3. SWOT Analysis Strengths * Lenovo Tablets got bigger screen size and it is a core competitive point * Two series of tablets target two different consumer group * Branding influence and consumer loyalty in China * Great organizational resources offer reasonable products * Focusing on emerging markets gives more potential rises in the sales. * Great global supply chain * Lower pricing * Low labor and production cost Weaknesses * Lenovo Tablets are still too heavy compare with iPad * Competitors such as Apple and Samsung * Poor brand influence globally * Limited knowledge of global market * Low global market share Opportunities * Lenovo will benefits from the Chinese Government Policy. * Rapid growing of global market and emerging market * Increasing global demand * Developing more products with the technology of IBM Threats * Heavy competition * Price with other competitors * Low popularity * New entrants to the market 4. Marketing Objectives a) Target at least 20% tablet market share in China at the end of this year. b) Release series of new tablets within one year. c) Double the sales of tablets at the end of this year. 5. ...read more.

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