战略管理英文版(DOC 29页).doc

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Bachelor of Arts in Hospitality and Tourism Management QMU BH3213 Strategic ManagementLecturer : Dr. Patrick OoiMatriculation Number : 09008413Date of Submission : 29/07/2010Word Count : 3,750ContentIndexTitlePage1.01.11.2IntroductionA brief profile of the companyPurpose statement 2232.0 . .32.2.4Strategic AnalysisInternal EnvironmentMission and visionValuesKey factors of success:External Environment AnalysisPESTELFive force analysis Customer analysisCompetitor analysis4444566911123.0SWOT Analysis124.04.1 Strategic challengeSolution15155.0Strategy optionOption Comparative AnalysisRevenue and marketing shareOption selection151717186.0Implementation and change factors187.0References208.0Appendices231.0 Introduction:1.1 A brief profile of the companyLenovo is the biggest IT Company in China market from 1996 to now, and becomes the third PC Company in the world after the merge of IBM PCD in 2004.(Aykin, 2007. P.267)Lenovo Group Limited is a Chinese-based multinational computer technology corporation that develops, manufactures and markets desktops and notebook personal computers, workstations, servers, storage drives, IT management software, and related services. Incorporated as Legend in Hong Kong in 1988, Lenovos principal operations are currently located in Beijing, China, Morrisville, North Carolina in the United States, and Singapore, with research centers in those locations, as well as Shanghai, Shenzhen, Xiamen, and Chengdu in China, and Yamato in Kanagawa Prefecture, Japan. Lenovo acquired the former IBM PC Company Division, which marketed the ThinkPad line of notebook PCs, in 2005 for approximately $1.75 billion. (Gulfnews, 2010) Source: Created for this assignment. Information from Lenovo company website 2010In 2009, Lenovo was the fourth largest vendor of personal computers in the world. The company is the largest seller of PCs in China, with a 28.6% share of the China market, according to research firm IDC in July, 2009. It reported annual sales of $14.9 billion for the fiscal year ending 2008/2009 (ending March 31, 2009). (Greenpeace, 2010) Lenovo markets its products directly to consumers, small to medium size businesses, and large enterprises, as well as through online sales, company-owned stores (in China only), chain retailers, and major technology distributors and vendors. (IBMthinkpadt40, 2010)In 2009, founder of Lenovo, Liu chuanzhi returned to Lenovo and worked as chairman. (Conger, 2009. P.544)There are still some problems with Lenovo these years. On May 21, 2009, Lenovo ended March 31 release of the 08/09 fiscal year ended last quarter. Lenovos net loss for the quarter reached up to $264 million. Total annual sales of $14.901 billion, a net loss of $226 million, with a fourth quarter loss has further expanded, reaching $264 million. Lenovos last quarter net loss of 96.72 million U.S. dollars, net profit of 120 million U.S. dollars last year. (Gamble, 2007. P.34-35).1.2 Purpose statement:Source: Created for this assignment. Information from Lenovo company website 2010Since Lenovo start losing money from 2009, the company must do some adjustment in order to increase the revenue. This assignment will through analyze the Lenovo company strategy to find the problems and create the new ideas to enhance company competition and increase the profit, so our purpose is the turnover can exceed 10 billion U.S. dollars in 2010.2.0 Strategic Analysis:2.1 Internal Environment:2.1.1 Mission and Vision:Our Mission:Lenovo is one of the worlds largest makers of personal computers. Lenovo Group was formed by acquisition of the former IBM Personal Computing Division. Lenovo company through develop, manufactures and markets reliable to product high-quality, secure and easy-to use technology product. The company mission is to provide businesses and consumers with smarter ways to be productive and competitive and to enhance their personal lives. In the world, there are more than 60 countries operate the business, Lenovo focus on serving the needs of customers, partners, investors, employees and local communities with a business model that is based on: InnovationOperational efficiencyCustomer satisfaction Sustainability.(Lenovo, 2005)Our Vision:Lenovo strives to be a new world company that makes the worlds best-engineered PCs for our customers. 2.1.2 ValuesLenovo values serve as the foundation of our company and define who we are and how we work. Principle among them are:Customer serviceInnovative and entrepreneurial spiritAccuracy and truth-seekingTrustworthiness and integrity(Lenovo, 2005) 2.1.3 Key factors of success:Standardized management infrastructureLenovo is a big company, it has a complete system and standardized management, this is the most important advantage. As an employee, to choose a standardized company is a security, he can get a very formal experience from this kind of company. As a company, it is also very important to equal standardized management, this can make the company more quality and professional, whether internal or external effects are positive. It is benefit to a company to make profit and has more opportunities for cooperation.Innovation and excellenceLenovos innovative spirit and IBM Personal Computing Division continued to seek a breakthrough in the tradition has continued throughout todays Lenovo, the new Lenovo is a globally competitive IT giant. Worldwide, Lenovo to provide customers with award-winning ThinkPad notebooks and ThinkCentre desktops equipped with ThinkVantage Technologies software tools, ThinkVision monitors and a range of PC accessories and options. In China, Lenovos PC products in the market share of 35.2% (Q2/FY2007, IDC data). With its leading technology, ease of use features, personalized design and a wide range of solutions which are preferred by Chinese customers. Lenovo has been maintained for 10 consecutive years ranked No. 1 in China. Lenovo also has extensive targeting the Chinese market, product lines, including mobile handsets, servers, peripherals and digital products. (Lenovo, 2005)Excellent human resourceLenovo has made important contributions for the world PC technology advances. Lenovo has included a number of world-class technology experts, including first-class R & D talent, they have won hundreds of technology and design awards, and has 2,000 patents, and created many industry first. The goal of Lenovo R & D team is to improve the overall personal computer owners experience and reducing total cost at the same time.2.2 External Environment Analysis:2.2.1 PESTELThe PESTEL analysis is frequently applied in the macro environment analysis. It including political, economic, social, technological, environmental, and legal analysis. (Ayers, 2009. P.24)Source: Created for this assignment. Information from Google website 2010PoliticalThe political environment consists of laws, regulations, and government policies that may influence or limit various companies in the market. (Strazzari and Trevallion, 2003. P. 154). For Lenovo Computer Company, the policy of country supports the development of information industry when it was set up. At the same time, the government encourages exportation, so Lenovo can enter into international market and it get some help from China, such as the supports of technology, taxation policy and so on. But, it must obey the law which was made by government, such as Antitrust Law, Advertising Law, Economic Contract Law and so on. Lenovo is successful because they obey the law. Economic factorsSince the rapi