This case discusses Beijing-based multinational technology giant, Lenovo Group Limited’s (Lenovo), success story in China and its emergence as the global brand from China


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International Business

CASE STUDY (20 Marks)
This case discusses Beijing-based multinational technology giant, Lenovo Group Limited’s (Lenovo), success story in China and its emergence as the global brand from China. In early 2013, Lenovo emerged as the clear leader in the global Personal Computer (PC) market. Industry experts opined that the company’s success was attributable to several strategies it had adopted in China – aggressive pricing in its home market – China — and its acquisition strategy in mature markets such as Germany and Japan, made it a market leader in the global PC market.

Answer the following question.

Q1. Critically analyze the strategies to be adopted by Lenovo to maintain its market leadership position in the lucrative Chinese PC market.

Q2. Discuss how Lenovo achieved a balance in catering to global customers while customizing its practices to suit the needs of its Chinese consumers.
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