Lenovo: A new Business Model

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Lenovo a Chinese based computer technology company which is dealing in laptops, desktops and other related business. Lenovo acquired former IBM PC computer division in 2005. It is fourth largest computer brand in the world. Initially Lenovo was operating only in china after that it came to India in march 2006. Talking about new business model which has been introduced by Lenovo in India. Basically this Business model has came in June 2008 and established marketing hub in Bangalore. Now the big question here is that from Bangalore Lenovo will operate in entire world (wherever company is dealing) and will do all types of marketing activities. As far as marketers views are concern they are saying that this is a very big model because how a company can operate in world from one location. Even our late management guru C.K. Prahalad said that It would be very challenging for a company to break a traditional model which talks about that you have to integrate your marketing and communication strategy according to culture and market. It means that company can do whatever they feel suitable. Here I am giving some sort of overview of this new business model. Basically now onwards Lenovo will do all types of marketing and communication work from India. When Journalist asked to Vice-president of Lenovo that "why have you chosen Indian market in spite of fact that your market is growing faster than this market even in the entire world". His answer was like this first of all I will say India is growing market from past to future, second reason in India I will get cost advantages and great pool of marketing talent. He told that we want to build Lenovo brand at global level. Basically Lenovo is mainly operating in two types of brand one is "Think" which tagline is (The ultimate business tool) and second one is "Idea" which tagline is (Make life more fun). Think brand is for business personal and Idea brand is for Individuals.
According to new business model from Indian they will create communication message for entire world with the help of Ogilvy & Mather(Advertising company) and will create marketing strategy plan for markets. According to consultants Harish Bijoor they said that Lenovo is the only company which is doing all these things from one center. The lesson of this model is that culture can't be constraint for a company which has strong determination with great strategy. Lets see how far this model will work for Lenovo. As far as my view is concern I think Lenovo can operate from India but they have to make the communication message and strategy according to culture because at the end preference of customer matters.

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