'Legend' - Redefining the Rules of Marketing PCs in China

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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:


Case Code : MKTG061 For delivery in electronic format: Rs. 500;
For delivery through courier (within India): Rs. 500 + Rs. 25 for Shipping & Handling Charges


Marketing Mix
Case Length : 16 Pages
Period : 1984-2003
Pub Date : 2003
Teaching Note : Available
Organization : Legend Group Limited
Industry : IT
Countries : India


The case discusses the marketing strategy of Legend Group Limited, the industry leader in the personal computer (PC) market in China.

The company's marketing mix and its vast distribution network in China are described in detail.

The case also takes a look at Legend's partnerships with MNCs entering China since Legend learned the intricacies of the PC business from them.

Finally, the case discusses the company's global expansion plans.


• Study how a properly conceived and well executed marketing strategy can help a small firm compete successfully against MNCs.


  Page No.
Introduction 1
Background Note 2
Legend's Marketing Mix 3
Customer Service 9
Globalization Plans 10
Exhibits 12


Marketing strategy, Legend Group Limited, industry leader, personal computer, PC market, China, marketing mix , distribution network, Legend, PC, global expansion plans

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