2022年战略管理英文版 .pdf

Bachelor of Arts in Hospitality and Tourism Management QMU BH3213Strategic Management Lecturer : Dr. Patrick OoiMatriculation Number : 09008413 Date of Submission :29/07/2010 Word Count: 3,750 Content Index Title Page 精选学习资料 - - - - - - - - - 名师归纳总结 - - - - - - -第 1 页，共 28 页1.0 1.1 1.2 Introduction A brief profile of the company Purpose statement2 2 3 2.0 2.1 2.1.12.1.22.1.32.2 2.2.12.2.22.2.32.2.4Strategic Analysis Internal Environment Mission and vision Values Key factors of success: External Environment Analysis PESTELFive force analysis Customer analysis Competitor analysis 4 4 4 4 5 6 6 9 11 12 3.0 SWOT Analysis12 4.0 4.1 Strategic challenge Solution15 15 5.0 5.1 5.25.3Strategy option Option Comparative Analysis Revenue and marketing share Option selection 15 17 17 18 6.0 Implementation and change factors 18 7.0 References 20 8.0 Appendices 23 1.0 Introduction: 1.1 A brief profile of the company Lenovo is the biggest IT Company in China market from 1996 to now, and becomes 精选学习资料 - - - - - - - - - 名师归纳总结 - - - - - - -第 2 页，共 28 页the third PC Company in the world after the merge of IBM PCD in 2004.(Aykin, 2007. P.267) Lenovo Group Limitedis 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 2010 In 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. 精选学习资料 - - - - - - - - - 名师归纳总结 - - - - - - -第 3 页，共 28 页(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 2010 Since 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: 精选学习资料 - - - - - - - - - 名师归纳总结 - - - - - - -第 4 页，共 28 页2.1 Internal Environment: 2.1.1Mission and Vision: Our Mission: Lenovo is one of the world s 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: Innovation Operational efficiency Customer satisfaction Sustainability. (Lenovo, 2005) Our Vision: Lenovo strives to be a new world company that makes the worlds best-engineered PCs for our customers. 2.1.2Values Lenovo values serve as the foundation of our company and define who we are and how we work. Principle among them are: Customer service Innovative and entrepreneurial spirit Accuracy and truth-seeking Trustworthiness and integrity 精选学习资料 - - - - - - - - - 名师归纳总结 - - - - - - -第 5 页，共 28 页(Lenovo, 2005) 2.1.3 Key factors of success: Standardized management infrastructure Lenovo 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 excellence Lenovos 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 inChina. Lenovo also has extensive targeting the Chinese market, product lines, including mobile handsets, servers, peripherals and digital products. (Lenovo, 2005) Excellent human resource Lenovo 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, 精选学习资料 - - - - - - - - - 名师归纳总结 - - - - - - -第 6 页，共 28 页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 PESTEL The 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 2010 Political The 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 精选学习资料 - - - - - - - - - 名师归纳总结 - - - - - - -第 7 页，共 28 页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 factors Since the rapid economy growth in China, computers become more and more popular in the family. After that Lenovo has a large market. In addition, interest rates and taxation levels are very low when Lenovo develop. It can borrow much money and give less money to government so that it can enlarge scale to decrease costs. On the other hand, Lenovo become larger than ever. They can provide more jobs and unemployment decrease. Social and cultural factors Society provides the framework for human behavior and conduct. Culture is the sum total of the inherited ideas, belief, values and knowledge that make up the basis of social action. (Makongo J. et al, 2001.P.180)China has the largest population in the world, now, so Lenovo has a large number of customers. Most of Chinese are changing their minds and lifestyles, computers become more and more important, people need computers to work and life, andbecause of customer income is different, so different customer need different computer. Such as, business need high-technology computer, students need cheap computer. In this point, Lenovo produces many different computers and different prices to adapt the needs of different people. Technological factors New technology can produce new industry or damage some industry. So company take new technology in time is very important. Taking new technology is good for 精选学习资料 - - - - - - - - - 名师归纳总结 - - - - - - -第 8 页，共 28 页competition and improves management. Companies that do not stay up to date will soon find their products and services outdated. They will miss all of the great opportunities and markets that technology brings. (Marketing, 2005) Lenovo is a high-tech company at the same time, it is also a innovative group. Lenovo will become the latest research and development results from the laboratory to the market, transformed into productive and improve peoples work and lives. Lenovo Group established a China Beijing, Tokyo, Japan and the United States Raleigh three major researches and development base for the fulcrum of global R & D structure; in mainland China.(Caroline707, 2007) Legal factorsThere are two articles can support Lenovo for the legal section. According to National People s Congress, People s Republic of China Consumer Protection, the government encourages and supports every person and organization supervises the illegal action which damages the consumers legal power (National People s Congress, 1993). Another one is in light of article 6, People s Republic of China Law on Product Quality, the government encourages apply scientific management method, advanced science and technology, support the products achieved or beyond the industry standard or international standard. And give the award to the organizations whose products achieved or beyond the international standard (National People s Congress, 1993).Therefore as a international company, Lenovo cooperate with IBM can create more quality products and get the support from government by law. Environment factors:Due to the education level, people can understand more and more, in this way, in the modern society, it has become normal to protect the legal. If the company make some illegal things, it will be quit the market and customers wont buy the companys 精选学习资料 - - - - - - - - - 名师归纳总结 - - - - - - -第 9 页，共 28 页product anymore. The ethical is very important, like Lenovo, their value are serve consumers, innovation, faith and fair (Lenovo, 2005). So this entire ethical development tendency is good for Lenovos business environment in the next five to ten years. 2.2.2 Five force analysis Source: Created for this assignment. Information from:http:/ more information, please look at Appendix 1. 1. Competition in the industry 精选学习资料 - - - - - - - - - 名师归纳总结 - - - - - - -第 10 页，共 28 页There are many excellent computer companies can become the competitors, such as Apple, DELL, Sony and HP. These companies have strong background and finance basis, they also have the quality product and target customers. However, the situation is moving toward what seems likea much more oligopoly-orientated situation. Mergers and buy-outs occur frequently. In the past few years HP merged with Compaq Computer Corporation and Lenovo merged with IBMs PC. All of these can show us,the orientation of the PC market changes dramatically as big companies merge into larger PC manufactures. 2.Threat of new entrants In a matured industry means the threat of new entrants is minimal. This is a good news for Lenovo. The rate of new entrants successful is very low. Though the entrance barrier is relatively low, as it is rather easy to assembly a computer mainframe, to mass produce PCs still requires a large amount of initial investment and financial support. When companies such as Lenovo are lacking brand recognition internationally, it is clear that new entrants will have a very hard time trying to compete with well established manufactures, unless the new player has technology the existing companies do not already have. Therefore, as long as the giants of the industry keep up with the latest technology, there should be very little threat of new entrants in the industry.(Brinkhus et al., 2009. P.4)3. Power of suppliers Assuming that Chinese companies cannot currently produce the most high-tech components of a computer by themselves, Lenovo has to deal with international central processing unit (CPU) and hardware companies such as Intel Corporation and Seagate Technology. Interestingly, many of these companies have manufacturing plants in China, thereby substantially lowering cost. (Brinkhus et al., 2009. P.5) 精选学习资料 - - - - - - - - - 名师归纳总结 - - - - - - -第 11 页，共 28 页4. Power of customers Consumers have a huge amount of profits on the associations influence. Lenovo is the only one of many personal computer manufacturers the market, so it can not exert any power over consumers. In this way , the only way to make profit in this case is to ensure the quality and providing innovative and popular products to customers. Fortunately, these are some Lenovo does very good things 5. Threat of substitute products Computers is one of the most greatest inventions in modern city, now it has entered the information age, computers have become essential to every family, it is the daily necessities. Therefore the competition from other products which can instead of computer is none. 2.2.3Customer analysis Lenovo focus on quality service and products, it has become the most advantage, For now, Lenovo has a lot to offer the world market, so there are many supporter for the brand. Due to the brand loyalty, they will support the new product of Lenovo. There are also many supporters for IBM, after the merger, they will accept Lenovo. Lenovo is able to make promises to customers all over the world and deliver on them. Lenovo is also able to take advantage of the low labor costs in China to give consumers reasonable prices. 2.2.4 Competitor analysis Th