Lenovo Marketing Free Essays

Lenovo Acquisition Analysis Product/Brand decisions: Some of the issues Lenovo had to deal with in the acquisition of IBM was how to capitalize on the marriage of brands and how to win corporate respect with the Lenovo brand. The acquisition allowed Lenovo to move quickly into the international marketplace. Given that IBM had one of the most trusted brands around the world, this allowed Lenovo to build on past IBM’s reputation. We will write a custom essay sample on Lenovo Marketing or any similar topic only for you Order Now But Lenovo only had the right to use the IBM logo for five years so they wanted to leverage that asset. The media perception of Lenovo’s association with the Chinese government was also concerning to Lenovo’s executives since firms with this type association tend to get low marks for trustworthiness. In response they did face to face surveys to determine customer concerns. After choosing to focus on innovation and quality the company eventually settled on a strategy with two elements: build up the Lenovo brand as master brand and continue to strengthen the ThinkPad brand which rated high among corporate buyers. Pricing decisions: Lenovo’s pricing decisions was a case of how to position itself in the minds of consumers. They had already become very efficient with the cost of manufacturing since most of the components were already being made inside of China. But they had to choose what its brand essence would be and over how many categories its brand would be stretched. As they saw it there were two groups with which to compete. One group included the discounted pricing model like Dell, HP, Acer and such. Another group included Apple and IBM which distinguished their products on innovation and quality. So to remain competitive, Lenovo planned to launch their new PC Series 3000. This was an attempt to keep the master brand and the ThinkPad as luxury products at a premium price and to create another product that was priced lower and could compete in the market on another level. They chose not to compete directly on price with the 3000 family by applying what they learned business consumers wanted which was ‘worry free computing’. They were going to stress in their marketing strategy that the Lenovo brand stood for innovation. Competing on price would have given the perception of a cheap product from China. But they learned that consumers put a premium value on quality, reliability and durability. Distribution decisions: The acquisition allowed Lenovo to acquire distribution channels that IBM had already built up. It now had a marketplace to 138 countries where both businesses had been selling previously. Prior to the acquisition sales in China for Lenovo’s were 70% transactional through business partners and 30% by relationships or consulting. Globally for Lenovo it was the opposite with only 30% of sales through partners. IBM’s customer base had been predominantly corporate customers. On the supply chain side IBM pc’s were already sourced in China so there were operational efficiencies to be gained. According to one executive there appeared to be no channel conflict since they had complementary products and client bases. They could assembly a broad product portfolio and use global distribution to take products around the world. Combining the two cultures still posed a challenge to making the company function in the manner it was the merger was conceived. Even though Lenovo had modeled itself after HP and IBM by focusing on meritocracy, the potential for corporate and operational clashes had not been clearly removed. However, the young CEO Yang exhorted them to work together as they integrate the two companies. The key message was to trust the other person’. This helped foster an atmosphere that would help the transition. Promotion decisions: Lenovo had many challenges facing them with regard to promotion of the brand and product portfolio. One was how to position the ThinkPad brand with the market and whether to put this brand on existing Lenovo products. The marketing ma nager thought this would dilute the ThinkPad brand and decided to keep the ThinkPad as a separate product class that would build on its reputation of a premium business notebook. This became part of their strategy of a ‘one-two punch’: building up the Lenovo master brand and continue to strengthen the ThinkPad product brand. Just before the acquisition Lenovo had negotiated an Olympic sponsorship in order to introduce the world to the brand. They would be able to use the Olympic logo for marketing and promotion but this arrangement would come at a hefty price of $80 million to start and another $160 for the additional advertising requirement; a large sum for a company with $3. 2 billion in sales. Lenovo would also be able to continue to use the IBM logo for five years as part of the acquisition which they intended to leverage. The promotion strategy led to a three phase advertising plan. First, they ran a worldwide campaign where each ad ended with a mention of the ThinkPad instead of Lenovo to reassure customer and maintain the ThinkPad momentum. The second campaign was labeled ‘ThinkPad Unleashed’ which ran during the Olympics to emphasis that the ThinkPad was being made even better. The third phase stressed that Lenovo stood for innovation which is how they intended to differentiate themselves from their competitors. In order to continue to raise awareness, the marketing manager studied brand-tracking research from 10 countries every quarter. They would chose product placements on TV shows in countries like India as a result of the studies. They also explored unconventional ways to position the company as Dell and HP continued to outspend them in ad dollars by as much as 20 times in the US and 10 times in Japan. Upon introducing a ‘3000’ family of pc’s for the small business market, the challenge was how to position it as price-competitive without the perception that they were cheap products from China. This might dilute the master brand. They would investigate more in depth about what business customers ultimately wanted in their pc’s. To help with what their research revealed, each PC came with a set of tools labeled ‘LenovoCare’ for ‘worry-free computing’. Marketing strategy: The marketing strategy would eventually stress a family of innovative products that resulted from the marriage of the two brands. This would help support their mission statement: We put more innovation in the hands of more people so they can do more amazing things. Delivering on this mission would prove to be harder than just saying it. From the outset, Lenovo strived to create a management team that was representative of the new global market. They achieved this by hiring employees in the countries where they sold the PC’s. Developing a marketing strategy that spanned the globe was a daunting task that would only be successful if their diverse team of executives worked together. Having multiple cultures working together toward the same goal would be difficult. Within the first several months after the acquisition the Lenovo did lose market share. Now the company would have to stand on the Lenovo brand to get them through the next several difficult months of regaining that share and getting more entrenched in the US market. They would find that even in their own home country of China where they once had the advantage that competition had become more intense due to additional ad dollars they were spending. As long as they continued to support the innovative culture which won IBM so much recognition and to work to make the cultures manage together this would lead to a successful future. How to cite Lenovo Marketing, Papers

People - Work and Organization

Question: Discuss about the People, Work and Organization. Answer: Company Overview KPMG is a Swiss Cooperative, providing professional services to the global organizations. The company has three major services such as tax, audit and advisory. Previously, the name of the organization was KMG abs after merging up with Peat Marwick; they change the name of KPMG. The company employs total 174,000 employees in global market (kpmg, 2016). Headquarter of the company is at Amstelveen. The company was founded in 1987. The company is known as the best financial service provider in global market. The annual revenue of the company is US$24.44 billion as per 2015. Level of complexity When it comes to the level of complexity, KPMG encounters complexity due to governmental regulations. KPMG conduct business in global market. On the other hand, government of different country has different regulations for financial sectors. Therefore, it is difficult for the company to comply with these legislations. The organizational process becomes complex for KPMG due to high regulatory difference (kpmg, 2016). As governments do not have any global framework, the company needs to understand lot of policies and regulation in order to conduct business in global market. Apart from that, information management is another challenge, which makes business of KPMG complex. In order to satisfy global client, the company needs to conduct efficient market research. However, limitation of confidential data increases the level of complexity. Mintzbergs configuration model Organizaiotons dealing with financial services are having hierarchical organizational structure. KPMG conducts business in global market and therefore, the organizational structure of this company has to be hierarchical (Ho, Lai Lee, 2013). In order to understand the type of organization and its structure, Mintzbergs configuration model has been evaluated. According to this model, there are five types of organizational structure. Following is the evaluation of these organizational types. The machine organization In such organization, the procedures are formalized. The processes should be aligned with the employees roles and responsibility (Tomanek, 2016). Centralized decision-making of this kind of organization helps to avoid uncertainty. However, this kind of structure is only appropriate for the manufacturing company. The entrepreneurial organization In this kind of organization, the processes are simple and flexible as well. There is no standardized system and therefore, the entire process is very informal (Hogan Coote, 2014). However, KPMG have to follow proper guideline of government in order to conduct business in global market. Therefore, KMPG is not an entrepreneurial organization. The divisional organization This kind of organizations has a range of products or services. The organizational structure of this kind of company is divisional. There will be a central headquarter to support the autonomous sections (Kummerow Kirby, 2013). This kind of organizational structure can be seen is large and global organization. Therefore, it can be said that KPMG is a divisional organization. The professional organization The basic different between machine organizations and professional organization is, professional organization rely on trained workforce in order to achieve the organizational goal (Schneider, Ehrhart Macey, 2013). The term professional refers to the attitude of controlling critical situation without taking any assistance. This organizational structure can be seen in manufacturing industry. The innovative organization This kind of organizations relies on innovative strategies in order to achieve organizational goal (Shahzad et al., 2012). The organizations do not have any rigid policy to comply. As KPMG needs to comply with organizational and governmental policies, it can be said that this organizational structure is not appropriate for this context. Symbolic Frame According to Scheins concept of cultural model, organizations do not adopt their culture in one day. The process is lengthy and depends on different situations. In case of KPMG, the company has five different logos such as primary logo, blue logo, black logo, solid blue logo and solid black logo (kpmg, 2016). The purposes of these logos are different and introduced in different organizational situation. Scheins concept of cultural model suggests that if an organization has strict policies to comply with, then the company is highly professional. As described, KPMG maintains their logo in an appropriate manner. The company uses each logo for different purpose. Therefore, it can be said that the approach of this company is more professional in contrast with other organizations in this field. Following are the logos that KPMG have: KPMG primary logo KPMG blue logo KPMG black logo KPMG solid blue logo KPMG solid black logo Figure: Logo of KPMG (Source: kpmg, 2016) KPMG is a service-based organization serving to the global consumers. Apart from that, the company is complying with a range of regulations. Therefore, it can be said that the company maintains professionalism, which makes the company different from the competitors. Aligning Symbolic, HHR and Structural Frame Figure: Organizational Structure of KPMG (Source: kpmg, 2016) According to the organizational structure, KPMG has a hierarchical structure. The top management controls the lower management in order to ensure that the organizational objectives are achieved. According to the Mintzbergs configuration model, KPMG is divisional organization. In this kind of organization, employees are bound to comply with the organizational policies. Therefore, KMPG maintains the use of different logos in order to maintain their global identify (Ho, Lai Lee, 2013). The logo designed by the human resource management of the company stands for different purpose. SFor example, the solid black logo is used for signage. However, the background of the signage should be white or light color. It helps the company to display a prominent brand image in global market. According to the organizational structure, the company needs to maintain the professional approach while conducting business in global market. Apart from that, the entire process of this organization is controlle d by the headquarters (Hogan Coote, 2014). Therefore, it can be said that global council, global executive team and global board are responsible for implementing new strategies. As this organization follows a hierarchical approach, the lower level management should maintain the policies framed by the higher management. Therefore, the organizational culture should fall under the professional organization in Mintzbergs configuration model. References Ho, C. L., Lai, G. C., Lee, J. P. (2013). Organizational structure, board composition, and risk taking in the US property casualty insurance industry.Journal of Risk and Insurance,80(1), 169-203. Hogan, S. J., Coote, L. V. (2014). Organizational culture, innovation, and performance: A test of Schein's model.Journal of Business Research,67(8), 1609-1621. kpmg,. (2016). Retrieved 9 August 2016, from https://www.kpmg.com/NO/NB/Om-Oss/presse-og-media/Documents/logoRiktlinjer.pdf kpmg,.(2016).kpmg.www.kpmg.com/RU/en/IssuesAndInsights/ArticlesPublications/Documents/Confronting%20complexity.pdf. Retrieved 9 August 2016, from https://www.kpmg.com/RU/en/IssuesAndInsights/ArticlesPublications/Documents/Confronting%20complexity.pdf Kummerow, E., Kirby, N. (2013). Organisational Culture: Concept, Context, and Measurement (In Two Volumes).World Scientific Books. Schneider, B., Ehrhart, M. G., Macey, W. H. (2013). Organizational climate and culture.Annual review of psychology,64, 361-388. Shahzad, F., Luqman, R. A., Khan, A. R., Shabbir, L. (2012). Impact of organizational culture on organizational performance: an overview.Interdisciplinary journal of contemporary research in business,3(9), 975. Tomanek, R. (2016). Koleje lskie as an Example of H. Mintzbergs Structural Configuration Theory Application in Designing Organizational Structure of a Railway Operator. InTransport Development Challenges in the Twenty-First Century(pp. 231-239). Springer International Publishing.

Antisense Theory Essays - Biology, Genetics, RNA, DNA,

Antisense Theory It is estimated that cancer affects three out of four families in the United States alone the disease and its treatments cause substantial mortality and morbidity, prompting intense interest in cancer prevention. Most available treatments for cancers are non-specific; meaning that they target all rapidly growing cells, both normal and cancerous. Consequences of these treatments include side effects towards the normal cells. In addition, cancer is a genetically unstable disease. Cancer cells can develop drug resistance through repeated rounds of mutation and selection. This may render a particular non-specific chemotherapeutic treatment ineffective so that new drugs must be administered in its place. To remedy this occurrence, current research is focusing on the genetic level to terminate the disease and to avoid the damaging side effects and development of drug resistance. One avenue of research focuses on antisense oligonucleotide to target the oncogenes, or cancer causing genes, in a specific fashion to completely inhibit the expression of the oncogenes. Information necessary to produce proteins in cells is contained in genes. In humans it is contained in the human genome and its collection of more than 100,000 genes. Genes are made up of DNA. The DNA molecule is a ?double helix?. They are made up of Adenine, Thymidine, Guanine and Cytosine and are bound by hydrogen to complementary nucleotides on the other strand. RNA is the DNA intermediary and carries the information necessary for the cell to produce its specific protein. During the transferring on information the DNA strand partly uncoils. The ?sense? strand separates from the ?antisense strand.? Because RNA is translated by the cell it is called the ?sense strand.? The hybridization of an antisense strand to mRNA can interfere with its translation to protein . Antisense oligonucleotide are polymers of nucleic acids, which can vary from 12-25 base pairs in length, and which are sequence specific and bind to the target mRNA or DNA through complementary hydrogen bonding. Antisense theory proposes that oligonucleotide, or oligos, recognize specific sequences of mRNA or DNA and bind to them, thus preventing translation or transcription of a gene. Through the binding of an oligo to an mRNA that translates an essential protein for cancer growth, the action of the protein is terminated because the product, an oncoprotein, is never formed The main advantage of antisense is it offers specificity and point of attack. Traditional drugs are less effective because they are not as specific and only work when the disease causing protein has already been produced. Whereas, antisense drugs are complementary strands of Mrna and bind to specific nucleotides in its Mrna to inhibit production of a disease causing protein. They can bind to multiple areas whereas traditional drugs can only bind at two points of interaction. Another advantage of antisense is that it is less complex, than traditional drugs that target proteins. Proteins are complex molecules whose structure is hard to predict, antisense compound are designed to bind to Mrna whose structures are easy to understand. Experimental results seem to support the antisense theory model. If an antisense oligonucleotide does indeed act in a sequence specific, antisense manner to target a gene that is over expressed in cancer or leukemia cells, gene expression can be inhibited and cell growth can be terminated. The application of this theory offers the potential to halt the growth of cancer cells if the over expressed gene can be targeted. The hopes for the future include studying other cell types for similar effects by targeting different over expressed genes using different antisense oligonucleotide.

Free Essays on Private Versus State Schools

PRIVATE SCHOOLS AND STATE SCHOOLS As we know there are two types of schools in Turkiye by which education is held.One of them is private schools wich are established by a person or a firm where mostly children of the rich are educated. The other is the public schools which government sets up itself and are sen more commonly in TÃ ¼rkiye. When we compare the former with the latter, private schools haave some aspects that are hardly seen in public schools, such as the quality of education, the facilities provided and the high rate of entering a university. Firstly, the teachers who are provided with high salary and some other opportunities are the source of the quality education in private schools. Not encountering any hardship, they concentrate on their work and thus, comes the success.One reason which increases the quality of education in private schools is the perfect relationship berween the teachers and students. Via this structural organization, students in private schools tell any of the problems they face; hence, education rises to degrees which are beyond perfection. Secondly, as success depends not only on education but also on facilities that help students socialize himself and relax, private schools are far ahead from the public equivalents. Sport halls, swimming pools, conference halls, places for recreation enable students to have both a physically and psychologically perfect condition. The third and the most obvious aspect of the private schools is the astounding success ratio in entering universities. By the help of their qualified teachers and the facilities they have, students in private schools will surely be more successful than those graduated from public schools. To conclude. Our country needs more and more private schools because of the quality education which our children need. For this process, the government’s support is intensively needed.Thus, if the government helps the people and the fir... Free Essays on Private Versus State Schools Free Essays on Private Versus State Schools PRIVATE SCHOOLS AND STATE SCHOOLS As we know there are two types of schools in Turkiye by which education is held.One of them is private schools wich are established by a person or a firm where mostly children of the rich are educated. The other is the public schools which government sets up itself and are sen more commonly in TÃ ¼rkiye. When we compare the former with the latter, private schools haave some aspects that are hardly seen in public schools, such as the quality of education, the facilities provided and the high rate of entering a university. Firstly, the teachers who are provided with high salary and some other opportunities are the source of the quality education in private schools. Not encountering any hardship, they concentrate on their work and thus, comes the success.One reason which increases the quality of education in private schools is the perfect relationship berween the teachers and students. Via this structural organization, students in private schools tell any of the problems they face; hence, education rises to degrees which are beyond perfection. Secondly, as success depends not only on education but also on facilities that help students socialize himself and relax, private schools are far ahead from the public equivalents. Sport halls, swimming pools, conference halls, places for recreation enable students to have both a physically and psychologically perfect condition. The third and the most obvious aspect of the private schools is the astounding success ratio in entering universities. By the help of their qualified teachers and the facilities they have, students in private schools will surely be more successful than those graduated from public schools. To conclude. Our country needs more and more private schools because of the quality education which our children need. For this process, the government’s support is intensively needed.Thus, if the government helps the people and the fir...

HSA 530 week 11 DB1 & DB2 Coursework Example | Topics and Well Written Essays - 500 words

HSA 530 week 11 DB1 & DB2 - Coursework Example The knowledge I have gained through reading several literatures has also been key towards molding me to be a future dependable human resource manager. This course entails a lot relevant to the issue of human resource management. The course entails employee relations management, customer relations management, communication management, as well as conflict resolution among other things. Employee relations management is important in achieving the maximum productivity of the employees. A customer relations management is geared towards maintaining the increased levels of consumption of the goods by the customers, thereby influencing the profit maximizations b the organizations. Communication management is important in ensuring effective ways of communicating to different levels of staff, as well as aide in conflict resolution. It is true that initially, we did not have any clue on what the course was all about. However, with time, learning advanced into several stages. This made us gain knowledge on several things that the course entails. As Jasmyne asserts, it is true that our skills have really matured relevant to the readings and knowledge gained from this course. This course has also imparted into us the ability to face challenges with optimism as Jasmyne puts it. This involves broadening our ways of viewing things. This has also prepared us for new endeavors that may come our way as Jasmyne has asserted. I totally agree with Sheila’s post on the speech concerning the contents of this course. Sheila as noted that human resourced was developed to modify the employee relations. This is true since one of the contents of the course entails employee relations management. Moreover, she has also mentioned something concerning the issue of organizational conflict that is also covered in the course. As such, it is within my consideration that Sheila has been right on her opinions concerning some of the contents of the

Immortality Essay Example | Topics and Well Written Essays - 1250 words

Immortality - Essay Example The influence of immortality has had a basis in human society for thousands and thousands of years. Whereas many people will fantasise about the idea that our physical bodies may surpass their lifespan, it is now universally accepted that no one can live forever (in the physical sense); yet the debate as to whether there is some essence, namely the human soul, that 'lives on' after our physical body has passed away continues to fuel much debate. Thousands of years ago the search for the Philosopher's Stone, a red coloured compound which was believed to greatly prolong human life, as well as turn metal into gold (and thus bring wealth as well as long life), became the holy grail of the medieval world. Buddhism in particular places much emphasis on the belief that our 'essence' moves from creature to creature through reincarnation, that we are reborn into a new body each time our physical one dies, and that our actions in the last body determine which new body we are put into. Christia nity, unlike Buddhism believes that our actions in this life determine whether we spend the rest of eternity in Heaven of Hell. There are many people who will then go on to argue that if a person does not go to Heaven or Hell, they will become trapped in Limbo, wandering 'in between' the astral planes. Christian beliefs seem to have derived a lot from the teachings of Plato, be it that the changed Gods to God. The fact that immortality has played such an integral role in society and religion raises many questions. It begs an answer to the question 'what is motivating people to look for things (namely religious beliefs and actual objects, such as the Philosopher's Stone), that will secure their immortality Why do people want to live forever' Moving on from this question then we can ask 'are religious systems and people in powerful positions manipulating people's belief (particularly in the immortality of the soul, and hence the fate of it after death), in immortality to control their actions' A King, for example in medieval England could use the Church as a vehicle for ensuring that all his subjects obey his every order. Yes, it was believed that a King had 'divine right,' but were these 'rights' believed to be from God or were they a creation of the Monarchy, or an age old belief that the monarchy had corrupted The King could easily have, and did, punish heretics, using their deaths as a warning to others that if they too committed heresy their souls would be damned to hell, because an insult to the King is an insult to God himself.It follows from this that I am sceptical of the idea that the soul will ascend or descend to its Christian resting place. Whilst I too humour the idea of the soul, I find myself drawn towards the idea of reincarnation. Perhaps it is my ego, yet as I sit and think, I cannot help but recall the teachings of Hume. He stated that we could never know our 'true self,'1 be that our soul or something else, because all we can ever experience (Hume was a renowned advocate of Empiricism2), is our perceptions. I am aware that I am constantly in a 'perceptive state' (thinking, reasoning, unconsciously or consciously), I cannot see how

Human Computer Interaction Essay Example | Topics and Well Written Essays - 1250 words

Human Computer Interaction - Essay Example From 1999 to 2010, the Yahoo website linked together a sequence of pages with Back/Next links. The developers created a parent page that links to all of the pages in this sequence, and allowed users to view them either in sequence or out of order. In this regard, the 1999 website was the most basic, and the 2010 version was the most advanced (Barrier 27). It is safe to say that all the Yahoo websites since 1999 to 2010 have been designed to support easy navigation by linking pages (Barrier 29). If a user clicks on a link and wants to go back to the parent page, there is a Back/Next link; if a user has gone back by mistake, for example, he/she can also go to the next page by clicking on the Next link. Visual Framework: From 1999 to 2010, the Yahoo website pages were designed to use the same basic layout, colors and stylistic elements, but give the design enough flexibility to handle varying page content. Going through the different versions, it is clear this aspect of design has been enhanced with time but it was a concept that was in use as early as 1999. When it comes to center stage, all the website versions from 1999 to 2010 put the most important part of the UI into the largest subsection of the page or window; cluster secondary tools and content around it in smaller panels. Context, size, color and headlines were applied in making the most important news and website sections stand out for easy recognition and identification by users. In terms of grid of equals, from 1999 to 2010, content items are arranged in a grid or matrix. Each item follows a common template, and each item’s visual weight is similar. Right/Left alignments are applied to good effect in all the website versions ranging from 1999 to 2010. Bullet points have been used from 1999 to 2010. However, their use was more prominent in earlier versions (1999-2003) than in 2005-2010. A good look would reveal that bulleted points are now used to highlight less important links, as compared to 1 999 when they were conspicuously placed and occupied a large section of the home page. Diagonal balance, collapsible panels, and module taps have been used to very good effect from 1999 to 2010, exemplifying good website design. They were less prominent in earlier versions (1999-2003) when compared to the 2005-2010 versions of the website. List patterns (thumbnail grids and list inlays) have been well designed and applied from 1999 to 2010, although they were less pronounced in the earlier versions (1999-2003). For instance, I looked at the button groups used in the 1999-2003 website versions and it was evident that due to their simple and primitive nature, they cannot be used in the 2010 version. Also, I examined the macros and progress indicators used in the 1999-2003 versions vis- a-vis the 2005-2010 versions. On a head-to-head matchup, the 1999-2003 macros and progress indicators seem even archaic when compared to the ones used in the 2005-2010 versions. This is understandable g iven that time and technological changes are very influential and inevitable. Thumbnail grids, list inlays, diagonal balance, collapsible panels, and module taps that are used in the 1999-2003 versions basically pale when compared to the 2005-2010 versions. These elements should be flexible, adaptable, comprehensive, and relevant as time changes, and although they may have