Nobody downloaded yet

Marketing - Research Paper Example

Comments (0) Cite this document
Marketing Marketing A company by name Lenovo who is in the field of a personal computer–desktops and notebooks, has been chosen by me for a study in the area of Marketing. There are several manufacturers world over in the field of manufacturing and marketing personal computers also known as PCs…
Download full paperFile format: .doc, available for editing
GRAB THE BEST PAPER93.2% of users find it useful
Read TextPreview

Extract of sample

Download file to see previous pages Lenovo has manufacturing facilities in Shenzhen, Shanghai, Beijing, and Huiyang in China and at Pondicherry, India and a center at Whitsitt, North Carolina. It will not be out of place to note that Compaq and Hewlett Packard got merged in 2002. It was in 2004 that IBM sold off their PC business to a state Chinese company called Lenovo. The Compaq and IBM were two dominating brands in the market in the mid-1990s. Dell and HP emerged as two strong players in the PC market during late ‘90s while share of IBM went on reducing year after year. With that state of affairs and highly competitive market coupled with aggressive pricing strategies by many other manufacturers, IBM became a minority share holder in Lenovo. IBM held 18.4% share holding in Lenovo and Lenovo was granted rights to use IBM brand for 5 years as per the agreement; however, Lenovo got the product brand ‘ThinkPad’ from the IBM on a permanent basis. (IBM sells PC…2004) Lenovo is a state-owned company having most of its operations in China barring a few installations in India and Mexico. India and Mexico operations are mostly for the local needs of that country. Before we embark upon the marketing plan for Lenovo, it would be worthwhile to do SWOT analysis. SWOT Analysis of Lenovo It will be appropriate to identify the Strengths, and Weaknesses of the company along with the opportunities that company can readily harness and issues that may pose threat to the company. Strengths: a. The company is well guided and supported by qualified and talented managerial pool of IBM. b. Lenovo PCs are endorsed by IBM brand ‘ThinkPad’ providing a confidence to the consumers in the market place. c. Manufacturing facilities being in China, the company enjoys not only the low cost of manufacturing but additional skilled manpower for its expansion project. d. Being a state-owned company, the company is well taken care of at the time of any change in local rules and regulations during normal and adverse market conditions. Weaknesses: a. The company may have trouble during natural disasters or calamities within the country to maintain normal production programs as most of its manufacturing facilities are in China. b. Being a state-owned company, decision making process may not be quick enough to thwart competition when it is need of an hour. Opportunities: a. The Personal computer market is at fast pace of growth; there is large untapped market locally and globally. Lenovo is well placed to take advantage of this burgeoning market. b. The new technologies are making deep inroads in the personal computer field, making it more user-friendly and thus expanding the market with new applications. Lenovo, being backed by IBM is positioned appropriately to exploit new developments in the field of hardware. c. IBM’s long known history of R&D in the field of mainframes, servers, and personal computers is likely to benefit Lenovo immensely in the coming days. The low-cost manufacturing facilities coupled with technological back up from technology giant forms a good synergy in the quality conscious and price sensitive markets. Threats: a. Lenovo is pitted against some of the well known brands of the companies such as Hewlett Packard, Dell, and Acer. Any mergers among them may certainly pose a big threat to Lenovo. b. Dell and HP are expanding their manufacturing operations in China. In the event of this, the cost advantage to Lenovo will get nullified in the future. Marketing Plan Product Strategy ...Download file to see next pagesRead More
Cite this document
  • APA
  • MLA
(“Marketing Research Paper Example | Topics and Well Written Essays - 1250 words”, n.d.)
Retrieved from
(Marketing Research Paper Example | Topics and Well Written Essays - 1250 Words)
“Marketing Research Paper Example | Topics and Well Written Essays - 1250 Words”, n.d.
  • Cited: 0 times
Comments (0)
Click to create a comment or rate a document
...? MARKETING The limitless growth of the global food industry has been a characteristic growth of the world economy. As more and more people resort to sedentary lifestyles because of work related commitments, the demand for fast foods and beverages is ever growing (Gummesson, 2002). That is why Mc Donald’s and Starbucks have stepped in to fill this need. Both companies are of American extraction but have since spread their wings abroad. Both have adopted hugely divergent approaches to marketing which in both cases have resulted in huge success. This shall be at the core of the analysis below. The companies’ approaches shall be evaluated on the basis of the four P’s of marketing (price, product, place and promotion). In addition to that, any... ...
3 Pages(750 words)Research Paper
Marketing - Exam on Marketing
3 Pages(750 words)Essay
...?Running Head: MARKETING Marketing [The of the will appear here] [The of the will appear here] [The of the ] [Course] Executive Summary L’Oreal is one of the most global recognized cosmetics companies that operates in more than 100 countries. Even with such a strong market presence, marketing issues have been found in the overall marketing strategy of L’Oreal Australia. This includes a strong online presence and a clear marketing strategy for the different product range of L’Oreal. Using consumer behavior theories such as media strategy, target market and buying attitudes and preferences, a marketing plan has been proposed for L’Oreal. This plan deals with developing an online presence for Generation Y to create different marketing plans... for the...
11 Pages(2750 words)Research Paper
...? Marketing Answer Porter’s Five Force Analysis Threat of New Entrants As it has been mentioned before due to high level of industry margins various companies are looking to enter the market. Coca Cola has already entered the market through the launch of new product called relentless. It is expected that in future a lot more companies would look to enter the market due the high level of attractiveness. However, for a brand like GSK or Red Bull the main barriers to entry would be economies of scale and strong brand loyalty. Overall the level of threat of new entrants would vary from medium to high. Threat of Substitute The food drinks mainly represent the fast moving consumer goods...
10 Pages(2500 words)Research Paper
...that was available in the market, which suited my budget. I had interacted with many friends and family members with nice smart phones and really needed the best of all those I had come across. That required me to pay a lot of attention in the ‘alternative evaluation’ stage because the market was awash with products from different companies, and which had different functionalities and features. Therefore, when I visited the vendor, I had to spend a lot of time enquiring about different models and comparing them. I was literally undecided because almost all models had a feature or two I liked, while others were extremely appealing but they surpassed my finances (Solomon & Stuart, 2005). Although finally I...
1 Pages(250 words)Research Paper
...Review of Marketing Presentations Introduction Competition has become cutthroat in today’s business environment, yet some companies still manage to stay ahead of the rest through effective marketing strategies. What makes these firms more effective than others is their mastery of marketing concepts like product positioning, branding, and advertising. However, there is no one-size-fits-all approach to these ideas, as organisations must understand their background in order to determine the most suitable approach. Questions such as how do companies build strong brands?, which is the best approach for conducting an advertising campaign, and how can companies employ marketing tools to...
8 Pages(2000 words)Research Paper
...Contents CHAPTER 10 2 Convenience product: 2 Shopping product: 2 Specialty products: 2 Unsought products 2 Chapter 11 - ETHICS EXERCISE 2 Chapter 123 CHAPTER 10 Convenience product: Snack: this is a convenience product because it takes me little planning to buy it - I usually purchase it on a routine basis, and it costs me very little. Whenever I decide to purchase it, I usually look for the nearby store that is most convenient. It also costs me very little (Kotler & Keller, 2009). Shopping product: A fridge: when purchasing a fridge, I usually undertake some research in order to compare different types that are available in the market. I bought the most favorite that suited my budget. Specialty products: Rolex Watch: this was...
2 Pages(500 words)Research Paper
...Marketing Introduction Roast plc, the UK coffee chain, is plagued with falling growth and profitability issues and that has worried the company management and its investors. Pete McCarthy, the newly appointed Managing Director, is now in the process of sorting out major issues that the company is facing since last few years. Currently, Roast owns over 200 outlets across London and South East Locations. Pete does not want any overseas expansion right now but wants to expand on domestic turf because he believes that the company has not yet fully exploited the local market. He is planning to double the outlets mostly through franchisee partnerships in next five years and now in the process of identifying various issues in the functional areas... such as...
7 Pages(1750 words)Research Paper
...Marketing Introduction Every company needs to move its products from the manufacturing plant to the end user, whois the customer. The ultimate goal of manufacturing is sales, which gives business to a company. For a company to realize any revenues, it has to sell its products to the people. The higher the sales of a company, the higher the revenue accrued. The process of moving the goods from the production to the hands of the customer is called marketing. However, marketing does not apply to the sale of goods alone. Services offering firm s and individuals also need to create an awareness of the type of services that they offer, which is referred to as marketing. This paper will...
6 Pages(1500 words)Research Paper
sponsored ads
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.
Let us find you another Research Paper on topic Marketing for FREE!
logo footer
Contact us:
Contact Us Now
FREE Mobile Apps:
  • StudentShare App Store
  • StudentShare Google play
  • About StudentShare
  • Testimonials
  • FAQ
  • Blog
  • Free Essays
  • New Essays
  • Essays
  • Miscellaneous
  • The Newest Essay Topics
  • Index samples by all dates
Join us:
Contact Us