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Strategic management

Strategic Management
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Strategic management

Strategic management
Case study: Lenovo
Introduction
Strategic management refers to the effective management of the resources of the
company in order to realize its set objectives and goals. The process of strategic management
entails setting objectives, analyzing internal organization, analyzing competitive environment,
ensuring management implements the strategies and the evaluation of the strategies (Johnson et
al., 2013, 201). Strategic management is based upon the comparison between the organization
and its competitors with the view of identifying the opportunities and threats the organization
faces. These threats can emanate from within the company or from its competitors. The
international corporate PC market continues to expand and it is bigger than ever. HP, Dell,
Lenovo and Acer boast of close to ninety percent of the world’s corporate PC market share. This
can be attributed to the people's taste and preference as they continue to favor personal
computers over laptops. PCs are being used in homes and hotels more than ever. The
development of internet and broadband has ensured network connectivity in homes and offices
making most people to purchase desktops (Whittington, 2013, 12).
Apart from production of personal computers, Lenovo also specializes in the production
of computer related products which include software, servers, printers, phones, and GPS among
other products (Whittington, 2015, 14). Furthermore, Lenovo did experience the negative effects
of changing a brand name during its early entry into the world market. Due to good management
strategies, the company has expanded to become a brand acceptable everywhere. Lenovo is now

Strategic management

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one of the top brands for personal computers in the world today. The think pad series computer
products are a product of Lenovo brand that produced in cooperation between IBM and Lenovo.
In addition, human resource strategy and cost saving strategy have helped the company to
cement its spot and financial capabilities in the world market.
In the recent years, Lenovo has used special competitive strategies in order to increase its
market share. It has risen from a small company to become one o the most outstanding industry
player in the production and selling of personal computers. It is faced with the danger of losing
its market share when the company loses IBM branding on their magnificent pad notebook series
hence Lenovo has to find the right strategies to counter this. The success of Lenovo in entering
and thriving in emerging market dominated by well-established companies highlights the
importance of strategic management (Verbeke, 2013, 12). The company’s IBM branding was
key to its success in the market. This is consist...


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