MKT week 5 (lenovo)

MKT week 5 (lenovo) - Class Discussion: Case Lenovo:...

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Unformatted text preview: Class Discussion: Case Lenovo: Students will respond to the following questions: Evaluate the pros and cons of choosing to focus on a master brand instead of a house of brands such as ThinkPad. Discuss has Lenovo differentiates its products in the marketplace (innovation, efficiency, both, something else). Discuss how Lenovo can use Thinkpad to build the Lenovo brand without hurting the Thinkpad brand. Discuss how Lenovo should position itself: As a new Chinese company? A combination of East and West? An international firm? Why? Lenovo had chosen to position itself as a premium PC company that would provide differential features for its target customers like Sony and Apple. In general, two different models could be used to establish a PC company 1) Cost-oriented, like Dell that emphasized the needs of supply chain efficiency and maintaining the competitive advantage with not differential features in PC 2) Innovation-oriented, like Sony and Apple that emphasized the needs of the target customers,...
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