Lenovo's Globalization Strategies


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Please note:

This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

Case Details:

Price:
Case Code : BSTR156 For delivery in electronic format: Rs. 400;
For delivery through courier (within India): Rs. 400 + Rs. 25 for Shipping & Handling Charges

Themes

Globalization | International Business | Marketing
Case Length : 14 Pages
Period : 1998 - 2005
Organization : Lenovo
Pub Date : 2005
Teaching Note : Not Available
Countries : China
Industry : Information Technology and Related Services

Abstract:

The case describes in detail the various steps taken by Lenovo, the leading PC manufacturer in China, in its effort to go global.

The steps include changing its corporate name from Legend to Lenovo, sponsoring the 2008 Olympic Games and most importantly, acquiring IBM's PC unit.

The case examines the need for Lenovo to globalize and critically analyzes the efficacy of the above steps in the company's globalization plans. It also highlights the challenges faced by Lenovo in its path towards globalization.

Issues:

» How innovation, differentiation and customization can be used as strategic and competitive advantages by a company, to maintain its leadership in the domestic market, and emerge as a global player

» The need for globalization and the factors that must be taken into account when a company wants to go global

» The measures by which a company can create a global brand

» The challenges facing Lenovo in its efforts to go global

Contents:

  Page No.
Introduction 1
Background Note 2
The Reasons for Success 3
Losing Market Share 4
Going Global 6
The Road Ahead 9
Exhibits 11

Keywords:

Lenovo, Legend Group, Globalization plans, Global branding, Brand consolidation, Business diversification, IBM's PC (personal computer) unit acquisition, Globalization challenges, Cultural clashes

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