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Lenovo: building a global brand

MiM/MITB

Defining and developing unique


differentiation and business models

Fernando Flores Bas

ESCUELA SUPERIOR DE GESTION COMERCIAL Y MARKETING


Lenovo building a global brand

1. Why did IBM want to sell its PC business? Why did IBM sell to Lenovo?

2. What explains Lenovo´s success prior to the acquisition?

3. What challenges did Lenovo face after the acquisition?

4. How should Lenovo handle the brand management challenges associated


with acquisition?

5. What four brand options did Lenovo had to choose? Which one was chosen
by Lenovo management?

6. In trying to become a global brand, does Lenovo have a problem coming from
China?

ESCUELA SUPERIOR DE GESTION COMERCIAL Y MARKETING