1. International Marketing
Mix 6Ps
Speaker ：李 祎 , Li Yi

2.  Brief Introduction
 International Marketing Mix 6Ps
 Market Strategies
 The Lenovo Way

3. 3© 2011 Lenovo Confidential. All rights reserved.
 Fortune 500 companies
Brief Introduction
RankingRanking Last yearLast year CompanyCompany
Operating IncomeOperating Income
(million dollars)(million dollars)
ProfitProfit
(million dollars)(million dollars)
286 329 LENOVO GROUP 38707.10 817.20
(Data Source: www.fortunechina.com , July 2014 )

4. 4© 2011 Lenovo Confidential. All rights reserved.
It was built in 1984 by Liu Chuanzhi and 10 computer
technician with 0.2 million yuan in Beijing.
It was named Legend firstly.
In 1994, Legend 's successful IPO (Initial public offerings 首次
公开募股） in the Hong Kong Stock Exchange.
In 2004 ， they changed the logo “legend” to “lenovo”.“le”is
from legend and “novo” is from Latin ， which means unique
and creativity.
In 2005 ， Lenovo purchased IBM.
Brief Introduction
 Historical Background
柳 志传柳 志传

5. 5© 2011 Lenovo Confidential. All rights reserved.
Today Lenovo has become the biggest manufacturer in China
and the third biggest manufacturer in the word.
Now it has more than 60,000 staff all over the world.
Brief Introduction
 Historical Background
柳 志传柳 志传
The world’s
largest PC
manufacturers
The world's
second-largest
PC and tablet
manufacturers
The world's third
largest I.T
manufacturers

6. 6© 2011 Lenovo Confidential. All rights reserved.
Lenovo’s headquarter is
in Newyork and there’re
also two main operating
centres in Beijing, China
and Raleigh, America.
Post-Merger Integration
3 Stages:
1. Stabilize the business
2. Build global culture
3. Execute growth strategy
Brief Introduction
 Global Distribution Map

7. 7© 2011 Lenovo Confidential. All rights reserved.
Brief Introduction
 Organization Chart

8. 8© 2011 Lenovo Confidential. All rights reserved.
International Marketing Mix 6Ps
Price
Public
Relation
6P
Product
PromotionPolitical
Power
Place

9. 9© 2011 Lenovo Confidential. All rights reserved.
 Product
International Marketing Mix 6Ps
Notebook computerNotebook computer
Printer
Think
server
Desktop
computer
Palmtop
computerSmart
TV
Smart
phone
MainMain
products:products:

10. 10© 2011 Lenovo Confidential. All rights reserved.
 Product
International Marketing Mix 6Ps
Products strategy:Products strategy:
Three-sates of advantageThree-sates of advantage
InfrastructureInfrastructure
devicesdevices
CloudCloud
servicesservices
I.TI.T
equipmentequipment

11. 11© 2011 Lenovo Confidential. All rights reserved.
Throw a long line to catch a Big
fish.
High-quality, low price
Per product price is lower about 1-2
dollars than on Hong Kong market
 Price
International Marketing Mix 6Ps
In order to improve the company’sIn order to improve the company’s
profile and create their own brand, theyprofile and create their own brand, they
don’t hesitate to sacrifice short-termdon’t hesitate to sacrifice short-term
profits.profits.
Sales strategy:Sales strategy:

12. 12© 2011 Lenovo Confidential. All rights reserved.
 Place
International Marketing Mix 6Ps
Hong KongHong Kong
IntermediateIntermediate
inlandinland
Put both ends of
the production
process on the
world market
Put the value
chain industry
on the inter
continent which
brought out the
less cost
Double-overseasDouble-overseas
ShenzhenShenzhen

13. 13© 2011 Lenovo Confidential. All rights reserved.
 Promotion
International Marketing Mix 6Ps
Advertisement
Social media
Discount
Experience Store
Online shop & E-commerce
……

14. 14© 2011 Lenovo Confidential. All rights reserved.
 Political power
International Marketing Mix 6Ps
Local brand
Government support
Government procurement
Subsidy
Legend Holdings CO., LTD possesses the Lenovo GroupLegend Holdings CO., LTD possesses the Lenovo Group

15. 15© 2011 Lenovo Confidential. All rights reserved.
 Public Relation
International Marketing Mix 6Ps
Social activities
Non-profit foundation
Hope school
Environmental protection

16. 16© 2011 Lenovo Confidential. All rights reserved.
Creativity
Successful promotion such as advertisement
Fast service
Different prices and different levels
Market Strategies
 Keys to success
 Protect the market of China 、 key account and mature market
 Attack the consumer market and emerging market （ This is the
most difficult question for it ）

17. 17© 2011 Lenovo Confidential. All rights reserved.
The Lenovo Way