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Management and Optimization of Lenovo Netbook Channel

Author: HeYongYou
Tutor: BaiLu
School: East China Normal University
Course: Business Administration
Keywords: Netbook Marketing Channel Management and optimization
CLC: F426.671
Type: Master's thesis
Year: 2010
Downloads: 232
Quote: 1
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Abstract


The Netbook industry is becoming increasingly commoditized driven by the following factors:shorter product lifecycle, fast-changing product and pricing strategy, standardized industry regulation, and same OEM shared by different manufacturers. The fierce competition resulted in the failure for many manufacturers who devoted several quarters in this industry. To be success, manufacturers have to find ways to differentiate themselves and therefore create competitive strategy. This article will analyze Lenovo’s Netbook channel strategy, and discuss the problems within which, and propose solution for such problems. The structure is as followed:The first chapter focuses on the motivation and methodology for this research. The second chapter discusses the channel management theory and related articles that serve as a foundation of this research. The third chapter introduces Lenovo’s Netbook strategy. First we introduce the channel current situation and analyze the leader’s advantage, and point out the advantage and disadvantage of Lenovo. Secondly we will use SWOT to analyze the strength, weakness, opportunity and threat to exam the problems faced by current channel strategy. The fourth chapter will discuss the optimization of Lenovo’s channel management, and propose suggestions for channel re-organzation. The fifth chapter focuses on the warranty and customer assurance system. By analyzing the prerequisite for the proposed strategy, we proposed the following necessary changes such as organization, research and development and IT support system to assure the success of new strategy. The sixth chapter is conclusion and steps moving forward.In the coming years, marketing channel is the key to beat competition in Netbook industry. Therefore, The product Provider should keep managing and optimizing the marketing channel in order to take good position under the rapidly change of marketing environment.

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CLC: > Economic > Industrial economy > China Industrial Economy > Industrial sector economy
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