In: Computers and Technology

Submitted By Sabrinafive
Words 1950
Pages 8
COURSE: MKT. 2500*08

Semester: Spring 2010

Professor: Prof. Vaccaro

Company Name: Lenovo Group Limited



For Principles of Marketing

MKT. 2500

With Citations & References

Table of Contents

I. Background

a. The Industry

b. The Company

c. Product/Services

d. Target Market

II. Key Issues/Problems

III. Alternative Solutions

a. Alternative #1

b. Alternative #2

c. Alternative #3

IV. Key Recommendation Ⅴ. Bibliography/References

Pg. 3-5

Pg. 3

Pg. 3-4

Pg. 4

Pg. 5

Pg. 5-8

Pg. 9-10

Pg. 9

Pg. 9

Pg. 10

Pg. 11


I. Background

a. The Industry

“The global PCs market has seen a shift in consumer preference to the budget range PC, from the PC at the cutting edge of technology. Consequently, despite increasing volume sales, the majority of PC markets have lost value in recent years. Strong growth in the Asia-Pacific markets have somewhat buoyed the global market. The global PCs market reached a value of $142.9 billion in 2003, having grown with a compound annual growth rate (CAGR) of 0.7% in the 1999-2003 periods. The leading revenue source for the global PCs market in 2003 was the desktop sector, which accounted for 69.3% of the market’s value. In value terms, this sector was worth $99 billion in 2003.

During the next five years, the market is expected to experience steadily growing growth rates. By 2008, the market is forecast to reach a value of $158.2 billion, equating to a CAGR of 2.1% in the 2003-2008 period.” (Datamonitor, 2010)

b. The Company

“Lenovo Group (Lenovo) is engaged in the manufacturing of personal computers (PCs) related IT products, and services. The group also provides a range of notebook computers, desktop computers and servers. It divested the…...

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