Marketing Management

Marketing Management Case Study (20 Marks) Neither China nor the Chinese companies can be any more ignored at any international business discussion. An officiated reason is Lenovo’s acquisition of IBM’s PC division that has revved up brand China. After that, Lenovo is busy building its own brand at the global level. This top PCmaker in China has served its home turf so well with its unique business model, dubbed the ‘Transactional Model’. It is quite upbeat that the strategy will pay off globally too catapulting it to the top spot

However, skeptics have their reasons ; mainly that its top3 rivals HP, Dell and Acer wouldn’t let Lenovo topple them. The case study helps debate if Lenovo’s ‘Transactional Model’ is suitable for other countries also, and if this model helps it combat global giants operating at a bigger scale. The case also helps discuss loopholes in Lenovo’s model and how to fill them up.

Answer the following question. Q1. Describe the significance of brand building in such an industry Q2. Devise the ways by which companies can overcome their legacy costs, when going global.