Lenovo - Building a Global Brand

2964 Words12 Pages
I) Introduction Before Lenovo acquired IBM ‘s personal computer division in 2004, it had a strong presence in Asia, especially in China. Most of its revenues came from there. IBM’s personal computer division invented the PC in 1981. Through this acquisition Lenovo could get IBM’s business contacts and relationships, and it became stronger, ranking as the third largest PC maker in the world right after the two giants Dell and Hewlett-Packard. Nowadays, Lenovo is present all over the world. IBM sold its PC business to Lenovo because IBM struggled with decreasing profits. IBM started to make losses with personal computers. While IBM’s PC business shifted from premium quality to a bargaining commodity model, Lenovo was able to grow to its highest saturation in China. IBM shifted its focus on high end margin businesses like consulting and middleware software. The acquisition helped Lenovo to enter a bigger market. Both companies needed each other in order to grow and to stay in business. In general, companies merge because they need to cut expenses or to complement in developing new products. HP acquired Compaq in 2001 and Gateway acquired eMachines in 2004. That is why IBM wanted and needed to cooperate with another company, too. It made a smart decision in cooperating with Lenovo because Lenovo was a strong brand in Asia and a market leader in China. A market leader is defined as someone who “has the largest market share and usually leads in price changes, new-product introductions, distribution coverage, and promotional intensity” (Kotler/ Keller, Marketing Management, page 299). This joint-venture between IBM and Lenovo is a very strong one because IBM’s products have a good reputation and both can have access to new big markets (IBM in Asia and Lenovo word-wide).”There is a co-branding when “two or more well-known brands are combined into a joint product or
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