Introduction to Company: Lenovo Group Limited is a Chinese multinational technology firm with headquarters inBeijing, China and Morrisville,

North Carolina, United States.[1] It sells personal computers, tablet computers, smartphones,workstations, servers, electronic storage devices, IT management software and smart televisions. In 2012 Lenovo was the world's secondlargest personal computer vendor by unit sales. It markets the ThinkPad line of notebook computers and the ThinkCentre line of desktops. Lenovo has operations in more than 60 countries and sells its products in around 160 countries. Lenovo was founded in Beijing in 1984 and incorporated in Hong Kong in 1988 under its previous name, Legend. Lenovo is listed on the Hong Kong Stock Exchange and is a constituent of the Hang Seng China-Affiliated Corporations Index, often referred to as "Red Chips. Founding and early history In the 1980s, with economic reform in progress, the Chinese government hired Liu Chuanzhi to distribute imported computers. Liu founded Lenovo in 1984 with a group of ten engineers in Beijing with 200,000 yuan. Lenovo officially states that it was founded on 1 November 1984. Lenovo's incorporation was approved by the Chinese government on the same day. Jia Xufu, one of the founders of Lenovo, indicates the first meeting in preparation for starting the company was held on 17 October of the same year. Eleven people, the entirety of the initial staff, attended. Each of the founders were middle-aged members of the Institute of Computing Technology, Chinese Academy of Sciences. The 200,000 yuan used as start-up capital was approved by Zeng Maochao. The name for the company agreed upon at this meeting was the Chinese Academy of Sciences Computer Technology Research Institute New Technology Development Company. Their first significant effort, an attempt to import televisions, failed. The group rebuilt itself within a year by conducting quality checks on computers for new buyers. Lenovo soon started developing a circuit board that would allow IBM-compatible personal computers to process Chinese characters. This product was Lenovo's first major success. Lenovo also tried and failed to market a digital watch. Liu said, "Our management team often differed on which commercial road to travel. This led to big discussions, especially between the engineering chief and myself. He felt that if the quality of the product was good, then it would sell itself. But I knew this was not true, that marketing and other factors were part of the eventual success of a product." Lenovo's early difficulties were compounded by the fact that its staff

had little business experience. "We were mainly scientists and didn't understand the market," Liu said. "We just learned by trial-and-error, which was very interestingbut also very dangerous," said Liu. In 1990, Lenovo started to manufacture and market computers using its own brand name. In May 1988, Lenovo placed its first advertisement seeking employees. The ad was placed on the front page of the China Youth News. Such ads were quite rare in China at this time. Out of 500 respondents, 280 were selected to take a written employment exam. 120 of these candidates were interviewed in person. Although interviewers initially only had authority to hire 16 people, 58 were given offers. These new hires included 18 people with graduate degrees, 37 with undergraduate degrees, and three students with no university-level education. Their average age was 26. Yang Yuanqing was among this group. Liu Chuanzhi, received government permission to open a subsidiary in Hong Kong and was allowed to move there along with five other employees. Liu's father, already in Hong Kong, furthered his son's ambitions through mentoring and facilitating loans. Liu moved to Hong Kong in 1988. In order to save money during this period, Liu and his co-workers walked instead of taking public transportation. In order to keep up appearances they rented hotel rooms for meetings. Etymology: "Lenovo" is a portmanteau of "Le-" (from Legend) and "novo," Latin ablative for "new." The Chinese name means "association" (as in "word association") or "connected thinking" but can also imply creativity. For the first 20 years of its existence the company's English name was "Legend" (in Chinese Lianxiang). In 2002, Yang Yuanqing decided to abandon use of the Legend brand name in order to expand outside of China, as the "Legend" name was already in use by many other businesses worldwide, thus making it impossible to register in most jurisdictions. In April 2003, the company publicly announced its new name, "Lenovo", with a large media campaign involving huge outdoor billboards and primetime television advertisements. Lenovo spent 18 million RMB on television advertisements, which were broadcast daily for eight weeks. The billboard advertisements featured the Lenovo logo against blue sky with copy that read, "Transcendence depends on how you think." By the end of 2003, Lenovo had spent a total of 200 million RMB on rebranding.

Our Vision

At Lenovo, our vision is that Lenovo will create personal devices more people are inspired to own, a culture more people aspire to join and an enduring, trusted business that is well respected around the world. This vision guides us in pursuit of our mission to become one of the world's great personal technology companies. We will accomplish this through:

Personal Computers: Lead in PCs and be respected for our product innovation and quality.

Convergence: Lead the industry with an ecosystem of devices, services, applications and content for people to seamlessly connect to people and web content.

Culture: Become recognized as one of the best, most trusted and most well-respected companies to work for and do business with.

Our Values At Lenovo we view our culture as a critical asset as important as an effective business model. We call our culture the Lenovo Way, and at its most basic, that culture is reflected in the statement: We do what we say and own what we do. Our values serve as the foundation of our company and define who we are and how we work. Principal among them are:

Serving Customers Trust and Integrity Teamwork Across Cultures Innovation and Entrepreneurial Spirit

Our Heritage Lenovo came about as the result of the merger of two of the most storied companies in technology and business: Legend Holdings in China and IBMs Personal Computing Division in the United States. The merger was heralded as a watershed event in global business with the potential for integrating two disparate cultures, languages, processes and markets. As a result, Lenovo embodies the unique market possibilities in combining the best of East and West -- joining North American and China-based technology players in the creation of a unified global PC leader with growing market positions in developed and emerging markets alike. With more than $16 billion in annual revenue, Lenovos market strength spans not only market geographies but also the worlds consumer and business PC markets.

Our Culture

Our culture defines us it's our DNA. We call it the Lenovo Way and it's the values we share and the business practices we deploy. It's how we address our day-to-day commitments. The Lenovo Way is embodied in the statement: We do what we say and we own what we do. That culture also drives how we work every day, utilizing what we call the 4 P's:

We PLAN before we pledge. We PERFORM as we promise. We PRIORITIZE the company first. We PRACTICE improving every day.

Our culture is what has enabled us to consistently raise the bar on delivering break-through innovations, award-winning designs and strong financial performance..

Our People
At Lenovo, our people share a common aspiration to be the very best. Whether serving our customers, working together as a team or contributing to the community, we are working to build a unique company delivering unparalleled products created and supported by people who represent a wealth of cultures and experiences. Our strength lies in this diversity. And every day, on every project, we are creating a new language for inclusion and respect for others. We are dedicated to fostering an environment that encourages entrepreneurism and ownership. A workplace where people's talents can be challenged and their efforts recognized and rewarded. Mergers and acquisitions. IBM personal computer business Lenovo acquired IBM's personal computer business in 2005. Lenovo has maintained a substantial research and development presence in North Carolina. Lenovo's acquisition of IBM's personal computer division accelerated access to foreign markets while improving both its branding and technology. Lenovo paid US$1.25 billion for IBM's computer business and assumed an additional US$500 million of IBM's debt. This acquisition made Lenovo the third largest computer maker worldwide by volume.

Mobile devices Lenovo sold its smartphone and tablet division in 2008 for US$100 million in order to focus on personal computers and then paidUS$200 million to buy it back in November 2009. As of 2009, the mobile division ranked third in terms of unit share in China's mobile handset market. Lenovo investedCN100 million in a fund dedicated to providing seed funding for mobile application development for its LeGarden online app store. As of 2010, LeGarden had more than 1,000 programs available for the LePhone. At the same time, LeGarden counted 2,774 individual developers and 542 developer companies as members. Joint venture with NEC On January 27, 2011, Lenovo formed a joint venture to produce personal computers with Japanese electronics firm NEC. The companies said in a statement they will establish a new company called Lenovo NEC Holdings B.V., which will be registered in the Netherlands. NEC will receive US$175 million from Lenovo through the issuance of Lenovo's shares. Lenovo will own a 51% stake in the joint venture, while NEC will hold a 49% stake. Lenovo has a five-year option to expand its stake in the joint venture. Medion In June 2011, Lenovo announced that it planned to acquire control of Medion, a German electronics manufacturing company. Lenovo said the acquisition would double its share of the German computer market, making it the third-largest vendor by sales

(after Acer and Hewlett-Packard). The deal, which closed in the third quarter of the same year, was the first in which a Chinese company acquired a well-known German company. This acquisition will give Lenovo 14 percent of the German computer market. CCE In September 2012, Lenovo agreed to acquire the Brazil-based electronics company Digibras, which sells products under the brand-name CCE, for a base price of 300 million reais (US$148 million) in a combination of stock and cash and an additional 400 million reais dependent upon performance benchmarks. Prior to its acquisition of CCE, Lenovo already established a $30 million factory in Brazil, but Lenovo's management had felt that they needed a local partner to maximise regional growth. Lenovo cited their desire to take advantage of increased sales due to the 2014 World Cup that will be hosted by Brazil and the 2016 Summer Olympics and CCE's reputation for quality.

Products ThinkPad The ThinkPad line of laptop computers was originally sold by IBM and are known for their boxy black design, which was originally modeled after a traditional Japanese lunchbox. Since early 2005, ThinkPads have been sold by Lenovo, which purchased the IBM personal computer division in the same year. Known for their reliability, quality, durability, and performance, ThinkPads are popular with businesses, schools, and individual users. The ThinkPad has also been used in space, and is the only laptop certified for use on the International Space Station IdeaPad

The IdeaPad line of consumer-oriented laptop computers was released in January of 2008. The IdeaPad is entirely the result of Lenovo's own research and development. Unlike the ThinkPad line of notebooks its design and brand were not inherited from IBM. The IdeaPad design marked a deviation from the business-oriented ThinkPad laptops, towards a more consumer-focuses look and feel.Among these changes were the inclusion of a glossy screen and the omission of the traditional ThinkPad TrackPoint. Notebook Review said the keyboard had a "distinctive ThinkPad feel" and "the touchpad and touchpad buttons were smooth and responsive."

ThinkCentre

The ThinkCentre line of desktops was introduced in 2003 by IBM and this product line has been sold by Lenovo since 2005. Following Lenovo's purchase of IBM PCD, Lenovo has continued to develop the ThinkCentre line of desktop products.

LePad As of May 2011 Lenovo planned to introduce two tablet devices during the summer of that year in the United States. The tablet intended for the consumer market would be marketed under the Idea brand while the tablet intended for the business market would be marketed under the ThinkPad brand. Lenovo has stated that the LePad branding used in China would not be used to sell tablets in the United States

LePhone Lenovo launched the LePhone in order to compete against Apple's iPhone and other smart phones. The LePhone is offered at a relatively low price point, about half the cost of an iPhone, and is customized for the Chinese market. The LePhone has benefited from strong support from Chinese mobile phone companies and content providers such as Baidu, Alibaba, and Tencent. The LePhone supports the GSM standard, China's indigenous TD-SCDMA 3G standard used by China Mobile, the WCDMA 3G standard used by China Unicom, and China Telecom's CDMA 2000 network.

Other products Lenovo makes a variety of products for world wide sale. These products include:

ThinkStation workstations ThinkServer servers Lenovo 3000 J Series desktops Lenovo 3000 C, N, and V Series laptops Computer displays ThinkVision projectors and monitors

Pricing strategy of Lenovo There are many companies in the market, which have a better reputation than Lenovo in the computer world. Hard work of the company and a strong commitment to providing the best for the people helped with the harvest of a global customer base. This is the main reason why Lenovo has become the worlds fourth largest provider of PCs worldwide in a very short time. If a person decides to buy a computer system, Lenovo India is the name of a very respectable place in the priority list.The company also tightened its grip on the PC market through the acquisition of IBMs PC division in 2005. Lenovo is not a name that is restricted for a certain product, but that there is a long list of products that are sold under the same brand needs. Some of them are as follows: Lenovo Think Centre Think Station Lenovo Idea Centre desktop Lenovo Think Server consumer-oriented IdeaPad notebooks Lenovo 3000 J Series desktops Lenovo 3000 C, N and V series notebooks and LCD monitors CRT projectors and Think Vision monitors

Lenovo signed an agreement allowing them to sell under the brand name of IBM laptops and desktops by 2010. Lenovo notebooks and business machines are available with Linux preinstalled.

The pricing of some models are as follows:

Lenovo Y Series Laptops are priced from Rs. 32000-54000/Lenovo G Series Laptops are Priced from Rs. 25000-36000/Lenovo N Series Laptops are Priced from Rs. 35000-56000/Think pad XX&Z series are priced from Rs. 58000-1,10,000. Lenovo constantly offers discounts on its products through its showrooms and online purchases which are often in the range of 25-30%.Also there are many coupon codes and promotional codes available on all product models which add to the total discount.

In a recent promotional scheme, a 10 mega pixel canon camera was being offered with the Ideapad Y& Z series notebook.

PRODUCT PROFILE

STYLISH DESIGN, MAXIMUM FUN IDEA PAD IdeaPad laptops power your imagination and your sense of self-expression whether you're a frequent traveller, an extreme gamer or an audiophile. They feature the latest processor, graphics, display and audio technology, delivered across a spectrum of the smartest laptop and convertible PC designs. PREMIUM PERFORMANCE, LEGENDARY RELIABILITY THINK PAD There's a reason ThinkPad reliability is legendary and it starts with military-spec testing against extremes our laptops more than endure the rigors of everyday life. Factor in the award-winning precision keyboard with its renowned red TrackPoint, multitouch touchpad, ergonomic keys, and convenient multimedia buttons and we've got comfort covered too. ENTRY-LEVEL FEATURES, VALUE-ORIENTED PRICE ESSENTIAL PAD Lenovo's Essential line of laptops overturns a longstanding myth in the PC marketplace that budget laptops can't deliver on computing power, security and durability, and stylish design. Engineered for ease of use, Lenovo Essential laptops are perfect entrylevel PCs.

STYLISH DESIGN, MAXIMUM FUN IDEA PAD

IdeaPad - U Series
Designer Laptops/Ultrabooks Make a statement -- these svelte, travel-ready Ultrabooks and laptops are meant to be shown off with everyday use

IdeaPad - Y Series
Premium Multimedia Laptops High-performance laptops for multimedia and gaming. Y series laptops feature the fastest processors, the latest discrete graphics technology, high resolution displays and studio-class audio. IdeaPad - Yoga Series Convertible Entertainment Ultrabooks and Laptops, Convert between four different modes on these innovative, versatile PCs, whether on the go or at home. IdeaPad - Z Series Mainstream Entertainment Laptops Z Series laptops strike the perfect balance between performance, colorful design, and affordabilityso youre sure to be entertained and make impressionswherever you go. IdeaPad - S Series Entry-Level Ultraportables These sassy ultraportables give you smart performance, good battery life and clean designs, so you can take your online world anywhere, without breaking the bank.

PREMIUM PERFORMANCE, LEGENDARY RELIABILITY THINK PAD

ThinkPad - T Series Premium Laptops Performance and durability in our flagship laptop series.

ThinkPad - X Series Thin & Light Laptops Ultralight, with performance for extreme mobility & epic battery life. ThinkPad - Edge Series Preferred Small Business Solution Distinctive design, SMB manageability tools.

ThinkPad - Twist Convertible Small Business Ultrabooks The small business convertible laptop/tablet.

ThinkPad - L Series Mainstream Performer, Aggressive Price Tough and functional business laptops that fit the bill.

ThinkPad - W Series Portable Workstation The industry's fastest & lightest mobile workstations.

ThinkPad X Series Convertible Performance Convertible Combining the functionality of a business laptop with the practicality of a tablet.

ThinkPad - HELIX LAPTOP, TABLET, EVERYTHING IN BETWEEN. ThinkPad Helix combines the performance of a business Ultrabook with the mobility of a tablet.

LENOVO AMBASSODOR
PC brand Lenovo has appointed Ranbir Kapoor as its ambassador. The announcement is in line with the brands focus on Indian youth. Shailendra Katyal, director, marketing, Lenovo India, said, We want to play aggressively in the consumer space and become the most preferred PC brand among the youth. Signing on Ranbir Kapoor is a strong step towards the evolution of the Lenovo brand and in line with our brand philosophy For Those Who Do." On the choice of ambassador, he added, "Ranbir embodies an exemplary blend of both style and performance, making him the ideal choice for Lenovo. With his

remarkable appeal to youngsters across the country, we are confident Ranbir will communicate our brands DO attributes to our consumers effectively. Television commercials featuring Kapoor will go on air between 8-12 June 2012. The campaign will be created by Ogilvy & Mather. On the forthcoming campaign, Rajiv Rao, national creative director, Ogilvy & Mather, said, Lenovo has a terrific performer in its new range of machines. Its also a leap in design. The campaign has been written to showcase the cutting-edge look and substance. Ranbir is one of the young and impressive stars in the country and he fits the values that we want the brand to stand for. The combination of the machine, the communication idea and Ranbir, will surely create a place above the rest for the Lenovo machines.

Lenovo Laptops All IdeaCentres are all-in-ones machines, combining processor and monitor into a single unit. The desktops were described by HotHardware as being "uniquely designed". The first IdeaCentre desktop, the IdeaCentre K210, was announced by Lenovo on June 30, 2008. While IdeaCentre was designed to be purely desktop models, were Veriface influences of such

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technology. At CES 2011, Lenovo announced the launch of four IdeaCentre desktops: the A320, B520, B320, and C205. In the autumn of 2012, the Lenovo yoga 13 showing its 360 degree foldable screen 2013-07-07 11-30

firm introduced the more powerful IdeaCentre A720, with a 27-inch touchstreen display and running Windows 8. With a TV tuner and HDMI in, the A720 can also serve as a multimedia hub or home theater PC. In 2013 Lenovo added a table computer to the IdeaCentre line. The Lenovo IdeaCentre Horizon Table PC, introduced at the 2013International CES is a 27-inch tablet computer designed for simultaneous use by multiple people. Thanks to its use of Windows 8 the Horizon can also serve as desktop computer when set upright.