Paper Topic:

Business (Marketing Case Analysis)

Business (Marketing Case Analysis

2009

Business (Marketing Case Analysis

Introduction

The fierce competition between corporations in any industries has led corporation to perform reorganization in to strengthen their positioning in the market by developing several strategies such as brand re-positioning , focus on core competence , even by acquiring competitors

In addition , corporations may also carry out specific strategies like changing corporate logo or corporate brand /name . Currently , there are some examples of corporations that changing their logo or name in to obtain correct brand association and perceived quality , which in

turn would strengthen the corporation positioning

Concerning the corporate strategy matters , this will discuss several issues following the acquisition of IBM personal computing division by Lenovo . They are the underlying reasons behind the changing name from Legend to Lenovo , the importance of Lenovo for acquiring Think Pad PC line from IBM , the importance of IBM to sell their Think Pad PC Line to Lenovo , and the deal between IBM and Lenovo on the brand ownership after the acquisition takes place in 2004

Changing corporate name from Legend to Lenovo

Prior to the acquisition of IBM Personal Computing Division for 1 .75 billion , corporate name was Legend . Historically , Legend becomes well-recognized company in China where they sold personal computers (PC to millions of people in the mainland , China . The changing name also reflects the company 's growth strategy that since its birth , Legend was known to produce several innovations on computing including the one-button access to connect to the...

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