Lenovo: Building a Global Brand Harvard Case Solution & Analysis

Announced in December 2004, $ 1.75 billion acquisition of IBM PC division by Lenovo, the largest PC maker in China, made headlines around the world. Relative upstart in the business, Lenovo acquired IBM division which invented the PC in 1981. While Lenovo was perhaps the most famous brand in China, he was virtually unknown in the rest of the world. In 2004, over 90% of the company's revenue came from China Lenovo, but with this major transaction, Lenovo aims to become a global technology giant. As new multinational with 20,000 employees in 138 countries, Lenovo needed global marketing and branding strategies to expand global reach. Meant to determine what Lenovo stood and design products that support this claim. In January 2006, 13 months after the deal was announced, and eight months after it was closed, Lenovo is preparing to intense attention that comes with his sponsorship in February 2006 Turin Winter Olympic Games. There he plans to introduce Lenovo branded line of products developed from the bottom up for the small and medium enterprise space - a move considered to be a very bold and risky by many observers.
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by John A. Quelch Source: HBS Premier Case Collection 28 pages. Publication Date: July 19, 2006. Prod. #: 507014-PDF-ENG

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