Marketing analysis of legend

Overview of caption

fabrication Group Limited is a diversified IT company in China with brand Lenovo providing advanced IT products and services from computing machine products, peregrine handsets, digital products, to corporate IT solutions.

The history of Legend goes back to 1984, in which Institute of Computing Technology, Chinese Academy of Sciences, established the Group, by 20,000 RMBs and 11 scientists. By 2002, Legend Group Limited, which once existed however as a wholesale distributor for U.S. and European brands, had bend the largest IT Corporation in China. Its annual turnover has exceeded 20.2 billion HK dollars and its computers make water been the best marketplaceing brand for seven consecutive historic period in China since 1996 and the best seller in the Asia Pacific region (excluding Japan) for three consecutive years since 2000 . In 2002, the securities industry share of Legend computers has reached 27.3% in China according to transnational Data Corporation and 12.4% in Asia Pacific market.

The sales of Legend computers from 1990 to 2000 (unit: thousand)

(Source: http://www.lenovo.com/About/legend/aboutus_legend_review.shtml)

The two main types of Legend computer are computers for consumer and business. Ten years ago, Legend launched its computer for consumer, which initially introduced the different concepts of computers for consumer and business in China. Shortly, Legend industrious the top position in both market.

Last year, Legend light-emitting diode the notebook PC market again by selling first consumer notebook PCs, Tianyi series, Y300 AY800 AY510 and Y160. In November, Legend launched a unexampled consumer notebook PC, Tianyi S180 with innovative and fashionable appearance attracting young confidence ladies tightly and achieved great success in new segment. The triumph of the new notebook PC displays the successful marketing schema of Legend Group Limited.

Customer behaviours

Consumers in notebook PC market will examine all kinds of notebook PCs for long period before they make a decision.

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