Strategic and competitive positioning of Lenovo Essay

Strategic and competitive positioning of Lenovo - Essay Example In relation to the study the company which has been selected is Lenovo group, a multinational IT firm with headquarters in Beijing, China and North Carolina, United States. Lenovo was established in 1984 as Legend and later renamed as Lenovo. The company is into developing, designing, manufacturing as well as selling personal computers, smartphones, tablet computers, servers, workstations, electronic devices, smart televisions, and management software. The company is known for its volume sales. Laptops and notebooks are Lenovo’s top selling products. Recent innovations in Lenovo’s ultrabooks and laptops have transformed the company into a major successful brand in the IT industry. The IT and computer industry is extremely competitive with few big players dominating the market. However, many new local brands are being launched serving niche customers and reducing overall market share for these bigger players. Three major companies, Lenovo, HP, and Dell dominate this comp uter market. While Lenovo leads the Chinese market, HP and Dell have captured major market share across other parts of the globe. Lenovo has been trying to develop its strategic positioning through innovation and differentiation. In 2003, Lenovo launched an application technology, enhancing overall positioning. Apart from that, through constant innovation, Lenovo computer has been able to maintain a leadership position in China for past eight years.