Lenovo's Marketing Strategy

6.2 EVALUATION AND CONTROL

Evaluation is an assessment involves a process of measurement and evaluation results of the marketing strategy and take corrective action in the event of a mistake as to achieve marketing objectives of the department and the organization can be achieved. The gap could be reduced if proper action is taken so that the organization can achieve the desired results. Control is the process of monitoring and comparing the performance and what it is designed to set and take action to ensure that the organization's activities are carried out according to the plan that has been made at an early stage.

6.2.1 Multinational Concept

Lenovo has emerged as a true multinational, surpassing Hewlett-Packard and Dell to become the

In order to maintain the competitiveness of IBM's global PC business and solve the problems of combining the two brands, Lenovo and IBM made the Lenovo may use a trademark of IBM in the next five years, after five years, Lenovo only can we winning ThinkPad and ThinkCentre. Therefore, co-branding strategy for Lenovo to join the department managed the IBM PC did not affect IBM's reputation and the buffer time, Lenovo can increase the popularity around the world with a brand IBM, after five years, Lenovo has a reputation of its own. To control this situation, Lenovo has a global marketing channel after the acquisition of IBM's PC unit, it requires a more proactive marketing team. IBM sales team only issued orders for Lenovo but never took active steps to find new customers. The acquisition of IBM PC led to the loss of customers such as the US government, so Lenovo marketing teams need to improve the skills to find new customers. In addition, Lenovo needs to improve achievement at the international level. Lenovo's success is due to the long-term focus on emerging markets and doing good business of the combined