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Maria Akter Ringky 142-11-794 Susmoy Saha Rocky 142-11-798 Kaiser Ahamed 142-11-797 Aktaruzzaman 141-11-717 Noor Nahar Nice Mili 133-11-623

MARKETING ANALYSIS OF LENOVO LAPTOP

Product overview o Competitor analysiso STPo Buyer behavior processo Distribution managemento IMCo Recommendationo Conclusion

Lenovo

Product: Laptop

Founded: 1984, Beijing, China

Founder: Liu Chuanzhi

Headquarters: Beijing, China andU.S.

It employs 54,000 people, operates in more than 60 countries and serves customers in more than 160 countries.

Type Of the Product

Competitors

S= SEGMENTATION

T= TARGET MARKET

P= POSITIONING

SEGMENTATION

The Geographic segmentations

Demographic segmentationPsychographic segmentationsBenefits segmentations

TARGET MARKET

SMALL AND MEDIUM SIZE ENTERPRISE STUDENTS PUBLIC SECTOR DIVISIONS IT INDUSTRY HOME USERS

POSITIONING

Lenovo has marketed three lines of laptops. Thinkpads were business laptops, Ideapads were upscale consumer laptops, and Essentials were budget consumer laptops

Key Factors of affecting Consumer Behavior

Cultural: Mostly in Chaina, USA & Europe

Social: Mostly high status; also aspirational product

Personal: Brand Personality Dimension

Psychological: Style, status

Stages of Consumer Decision Making Process

DISTRIBUTION MANAGEMENT

PRODUCER

SUPPLY CHAINS

DIRECTCHANNELS

SALES AGENT

RETAILER RETAILER RETAILER

INDIVIDUAL CUSTOMER

SWOT ANALYSIS

Integrated Marketing Communications

Direct Marketing: Telemarketing, coupons, direct mail, direct selling

Online Advertising: Email ads, banner ads, search engine result pages, bogs, newsletters, online classified ads, media ads,blogs.

Outdoor Advertising: Billboards, street furniture, stadiums, rest areas, subway advertising

Integrated Marketing Communications

Broadcasting/mass advertising: Internet advertising, radio, television commercials

Recommendation

Lenovo has marketed three lines of laptops: ThinkPad, IdeaPad, and Essential.Thebasic difference between them has been that they were optimized for either business or consumer purposes. Thinkpads were business laptops, Ideapads were upscale consumer laptops, and Essentials were budget consumer laptops. Lenovo goods and services has good quality but product style are too fewer to choose.

The Lenovo Group operating activities are often completed through marketing products, producing, research, marketing portfolio. The Lenovo Group product and the quality of products constrain the results of pricing, promotion, and marketing. Therefore, the Lenovo Group managers’ attention should also be given to brand-name marketing, addition to make efforts in the flexibility of the marketing.