Global Products and Branding In developing its products, Lenovo emphasizes modular architecture suppliers manufacture interchangeable components and modules. Interfaces are standardized to facilitate production of PCs that are simultaneously differentiated but use standard parts and components. This minimizes the cost of manufacturing computers and of designing new ones. Products are standardized worldwide, but elements such as keyboards and software are customized to respond to local language needs. Marketing also responds to local conditions where prices are adapted to fit the buying power of low-income consumers. Lenovo adjusts marketing to fit local traditions. In rural China, the firm markets wedding computers, which come in red, the luckiest color to Chinese. By purchasing IBM’s PC business, Lenovo acquired the IBM brand name and the ThinkPad product brand. Lenovo leveraged the IBM name to build brand awareness on a global scale. The firm is leveraging the power of global social media to target marketing campaigns to youth 18 to 25 years old. Manufacturing and Value-Chain Management Lenovo concentrates manufacturing at sites in China, Argentina, India, Mexico, and Poland. Production in these low-cost countries generates cost efficiencies and economies of scale. Regional headquarters in the United States and operations in low-cost countries helps diversify sales across advanced economies and emerging markets. While investing huge sums in R&D and innovative product features, senior management maintains a sharp focus on keeping manufacturing costs low. Sourcing of parts and components is done on a global scale. Sourcing from hundreds of highquality suppliers ensures flexibility in logistics and production. Lenovo aims for a leadership position in which it attains a double-digit share in each of the markets where it does business. Management also aims to maintain a sharp focus on its customers, providing them with the most innovative products worldwide. 4. Lenovo has engaged in different marketing elements for the markets in which it competes in. Using the case to help support your answer, briefly describe ANY TWO elements of Lenovo’s marketing program. A complete answer must include an example from the Case, to help support your answer.
Critical Path Method
The critical path is the longest succession of tasks that has to be successfully completed to conclude a project entirely. The tasks involved in the sequence are called critical activities, as any task getting delayed will result in the whole project getting delayed. To determine the time duration of a project, the critical path has to be identified. The critical path method or CPM is used by project managers to evaluate the least amount of time required to finish each task with the least amount of delay.
Cost Analysis
The entire idea of cost of production or definition of production cost is applied corresponding or we can say that it is related to investment or money cost. Money cost or investment refers to any money expenditure which the firm or supplier or producer undertakes in purchasing or hiring factor of production or factor services.
Inventory Management
Inventory management is the process or system of handling all the goods that an organization owns. In simpler terms, inventory management deals with how a company orders, stores, and uses its goods.
Project Management
Project Management is all about management and optimum utilization of the resources in the best possible manner to develop the software as per the requirement of the client. Here the Project refers to the development of software to meet the end objective of the client by providing the required product or service within a specified Period of time and ensuring high quality. This can be done by managing all the available resources. In short, it can be defined as an application of knowledge, skills, tools, and techniques to meet the objective of the Project. It is the duty of a Project Manager to achieve the objective of the Project as per the specifications given by the client.
Global Products and Branding
In developing its products, Lenovo emphasizes modular architecture suppliers manufacture
interchangeable components and modules. Interfaces are standardized to facilitate production of
PCs that are simultaneously differentiated but use standard parts and components. This minimizes
the cost of manufacturing computers and of designing new ones. Products are standardized
worldwide, but elements such as keyboards and software are customized to respond to local
language needs. Marketing also responds to local conditions where prices are adapted to fit the
buying power of low-income consumers. Lenovo adjusts marketing to fit local traditions. In rural
China, the firm markets wedding computers, which come in red, the luckiest color to Chinese. By
purchasing IBM’s PC business, Lenovo acquired the IBM brand name and the ThinkPad product
brand. Lenovo leveraged the IBM name to build brand awareness on a global scale. The firm is
leveraging the power of global social media to target marketing campaigns to youth 18 to 25 years
old.
Manufacturing and Value-Chain Management
Lenovo concentrates manufacturing at sites in China, Argentina, India, Mexico, and Poland.
Production in these low-cost countries generates cost efficiencies and economies of scale. Regional
headquarters in the United States and operations in low-cost countries helps diversify sales across
advanced economies and emerging markets. While investing huge sums in R&D and innovative
product features, senior management maintains a sharp focus on keeping manufacturing costs
low. Sourcing of parts and components is done on a global scale. Sourcing from hundreds of highquality suppliers ensures flexibility in logistics and production. Lenovo aims for a leadership
position in which it attains a double-digit share in each of the markets where it does business.
Management also aims to maintain a sharp focus on its customers, providing them with the most
innovative products worldwide.
4. Lenovo has engaged in different marketing elements for the markets in which it competes in.
Using the case to help support your answer, briefly describe ANY TWO elements of Lenovo’s
marketing program. A complete answer must include an example from the Case, to help support
your answer.
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