2.0 The features indicating achievement of global brand status Quelch (1999) provides a benchmark for the seven characteristics of a brand that are prevalent when a business has achieved global brand status. This is inclusive of strength in the home market, having a geographical balance in sales, the ability to address homogenous consumer needs worldwide, maintaining consistent brand positioning, reducing the country-of-origin effect, the specific product category focus of the firm and corporate name. This section of the report examines the extent to which Lenovo maintains appropriate emphasis on the aforesaid benchmark criteria for advancement to a legitimate global brand. Lenovo must maintain all identified characteristics in order to be considered a victor in becoming a genuine global brand. 2.1 Strength in the home market In 2011, China contributed 46 percent of total business revenues with all supplemental sales stemming from combined international markets and emerging markets (Lenovo 2012). China is considered the largest personal computer market in the world and Lenovo has managed to increase its market share in this highly competitive technology market. Much of this success is due to a contracted 2011 strategic alliance with Compal Electronics that significantly increased Lenovo’s production capabilities. Through dual investments by Lenovo and Compal, totalling $300 million each, a new production facility was built from the ground up in Hefei, China that exploits the talents and resources of both partners to deliver faster output and more frequency of innovative products (Lenovo 2011). The Chinese personal computer market is projected to achieve a growth rate of three to four percent in 2013, which is largely driven by rural consumer demand for desktop computers (China.org.cn 2013). Whilst the rest of the developed world, such as the United States, has seen declines in demand on personal computers as consumers defect to more agile mobile computing opportunities, Lenovo operates in a market where rural consumers are witnessing more government investment into infrastructure improvements in rural regions that are increasing personal incomes of rural consumers (China.org.cn 2013). The rural consumer sector is a major market segment within a national population volume of over 1.34 billion consumers (News Limited 2013). Lenovo was very adept in establishing a joint venture with Compal in order to expand the ability to deliver faster production output to the rural regions within China whilst demand for desktop and laptop computers are experiencing growth with a variety of target segments. Lenovo also participated in a government subsidy program designed to give rural consumers less-expensive personal computers which assisted Lenovo in achieving a $1.7 billion USD sales increase in the country (Hille 2009). Lenovo recognises appropriate opportunities to expand its brand presence and hence improve its brand recognition in China. The Chinese government is imposing a variety of new programs to facilitate more economic growth and improve the labour environment within the nation. By engaging appropriate political forces to allow the Lenovo brand to be associated with a nationwide initiative to modernise rural China,
Report: Achieving global brand status – Lenovo BY YOU YOUR SCHOOL INFO HERE DATE HERE To: Board of Directors, Lenovo From: YOUR NAME HERE Date: 14th May 2013 Re: International Marketing Report 1.0 Introduction Please find herewith our report that addresses your concerns regarding global branding and the internationalisation process…
Companies save a lot by not up-selling at the opportune moments during in-bound calling since out-bound calling these days is considered to be invasive and eventually disastrous to the customer association. There is a benefit that arises from a quality outsourced customer care and that is the capacity to produce relatively higher retention rates.
Mulberry depicts a British lifestyle brand that produces pilferer bags made of leather, binocular bags and dispatch bags. It provides products of a variety of range including women’s wear, menswear and footwear. The company has got it name in the London Stock Exchange by the name of MUL.
It is a strategy that applies techniques in use in the home country to other countries abroad. International marketing ensures diversification of markets, market growth and economies of scale for companies that involve themselves in this kind of marketing.
signment paper is based on international marketing. The objective of the assignment is to bring to light the role of Information Technology in international marketing; discuss the scope of information systems in international marketing activities; emphasise how the adoption and integration of IT has revolutionised the international marketing environment for marketing managers and businesses.
At the heart of international strategy lies selection of foreign market and the entry models which are appropriate for the desired market (Ellis, 2010, p.450). A comprehensive and exhaustive analysis of the market plus the entry mechanisms are essential for any firms planning to venture into foreign market if the corporation would want to remain in operation and break-even.
Whatever the product or service offered by the manufacturer or service provider can reach the consumers only through effective marketing techniques.
Globalization has opened the doors widely open for business community as they can market
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There are various reasons for business selling beyond its domestic borders. The geographical size of the country determines the size of the market. After the domestic market gets saturated, a businessman has to think beyond the national borders. At times
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