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[국제경영] 레노버 Lenovo Dual Brand Strategy with IBM(영문)

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    [국제경영] 레노버 Lenovo Dual Brand Strategy with IBM(영문)에 대한 자료입니다.
    목차
    I. Introduction and Strategic Profile about Lenovo

    1. Introduction ‘Lenovo’
    2. Acquisition of IBM
    3. Beijing Olympic Sponsorship
    4. Prize in Korea

    II. Situational Analyses

    1. About computer market.
    2. Major competitors – Dell and Acer
    3. Foreign Subsidiaries
    4. Core Competencies
    5. Strength
    6. Weakness
    7. SWOT Analysis

    III. Key Statement – Dual Brand Strategy

    1. Dual Brand Strategy?
    2. Dual Brand Strategy Examples - Toyota and HP
    3. Lenovo’s Dual Brand Strategy

    IV. Strategy Formulation – Three Strategies

    1. Brand Image Making
    2. Strategy 1 - Continuing Dual brand strategy
    3. Strategy 2 – Giving up Dual brand strategy
    4. Strategy 3 - Focusing middle price brand & Investing in R&D area

    V. Strategic Recommendation
    Basically our recommendation is based on Strategy 3.

    1. First step
    2. Second Step
    3. Third Step
    본문내용

    II. Situational Analyses

    1. About computer market.
    In world computer market, the first leader is HP this couple of years. And the second rank is Dell, and the third leader is Acer which is Taiwanese company. Lenovo is a fourth leader in world PC market. But Lenovo is the first leader in Chinese PC market. But Lenovo even isn’t the fifth leader in US pc market. In US PC market, the fourth leader is Apple, and the fifth leader is Toshiba which is Japanese company.

    2. Major competitors – Dell and Acer
    In PC market, Lenovo has two major competitors, Dell and Acer.
    Dell is founded in 1984, in US. Dell has advantage in technology and price, which means very competitive. Dell’s product is relatively cheap, but Dell’s products have a high quality which can make customers satisfactory. Dell is the first leader in US market in 2009, and the second leader in world market in 2008.
    참고문헌
    Lenovo Homepage – http://www.lenovo.com (Korea, China, US)
    Dell Homepage – http://www.dell.com (US)
    Acer Homepage – http://www.acer.com (US)
    Google Search – http://www.google.com (US)
    Naver Search – http://www.naver.com
    Naver News – http://news.naver.com
    Aweb – http://www.aweb.com.cn
    Baidu Search – http://www.baidu.com

    렉서스, 도요타의 도전 – 하세가와 요조, 열매출판사
    B2B Brand Management – 필립 코틀러, 비즈니스맵


     
    #is#Dell