case study

case study

Order Description

brief:

Lenovo: Building a Global Brand

Questions

Please answer the following questions regarding the case study “Lenovo: Building a Global Brand”.

1. Discuss Lenovo’s positioning before and after the acquisition of IBM’s Personal Systems Division. To what extent has their positioning changed?

Your answer should include the target market, frame of reference, Points of Parity and Points of Difference before and after the acquisition. You should refer to theoretical concept throughout your answer, with appropriate referencing.

2. Discuss the advantages and the disadvantages for Lenovo of each of the four branding strategies described on page 9 and 10 of the case study. To what extent do you agree with Lenovo’s chosen strategy? Why (or why not)?

You should refer to theoretical concept on branding strategies and brand architecture throughout your answer, with appropriate referencing.

3. In trying to become a global brand, does Lenovo have a problem coming from China? Why (or why not)? How can they overcome any problems?

You should refer to theoretical concept on ‘secondary associations’ throughout your answer, with appropriate referencing.

Indicative length: around 2,500 words overall

Marking Criteria for Case Study:

Cohesive argument and critical evaluation of case study material 50%

(make appropriate use of information provided in case study to support your argument)

Reference to relevant academic papers to support your argument 40%

(not just a collection of ideas, but appropriate reference to theoretical concepts and their application to Lenovo’s practical case)

Presentation and Referencing 10%

TOTAL 100%