Choosing to Focus on a Master Brand Instead of a House of Brands - Case Study Example

2) Discuss has Lenovo differentiates its products in the marketplace (innovation, efficiency, both, or something else).

            Lenovo differentiated its products in the marketplace by providing a greater value proposition than the competition. Other important values of the company include customer focus, innovation, and trustworthiness. Customers often rely on subjective factors to determine whether to trust a company (Philosophe). Investing money in marketing can increase customer awareness and level of trust in a company.

3) Discuss how Lenovo can use ThinkPad to build the Lenovo brand without hurting the ThinkPad brand.

            The company should advertise the ThinkPad product in a manner in which the customer knows that Lenovo is now responsible for the manufacturing of the product. This will give the customers confidence that other products developed by Lenovo are of high quality. The design, functionality, and features of the ThinkPad should stay the same to maintain consistency in the customer’s minds.

4) Discuss how Lenovo should position itself: As a new Chinese company. A combination of East and West? An international firm?  And Why?

            Lenovo should position itself as a global corporation. The firm can no longer think domestically only since the Chinese market is limited in comparison with the global market. It is better to have a small market share of a big pie than a big market share of a small pie. In 2011 there were 352.2 million computers sold worldwide (Plunkett Research, 2011).