Challenges and Coping Strategies of Lenovo Smartphone Business

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Date: 26-Sep-2016
No. of pages: 16
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After acquiring Motorola Mobility, Lenovo's global smartphone market share jumped to the No.3 position in 2014. However, in less than one year, the company was mired in decline—from market share to brand awareness and profitability. This report analyzes Lenovo's smartphone brand development, operational results, as well as challenges and coping strategies.

List of Topics


  • Highlights of Lenovo's brand development, including its sub-brands Lemon, ZUK, and Moto

  • Summary of Lenovo's operational results in recent years, touching on its acquisition of Motorola Mobility as well as problems with its low price strategy, brand positioning failure, and unawareness of online channels
    Challenges facing Lenovo's mobile business, from the perspective of R&D, brand management, and marketing management

  • Lenovo's coping strategies, including streamlining product lineup, adopting a dual-brand strategy for mid-range and high-end segments, and developing an IoT ecosystem centered on its smart devices

Challenges and Coping Strategies of Lenovo Smartphone Business

Table of Contents

1. Brand Development
1.1 Lenovo & Sub-brands
1.1.1 Lenovo
1.1.2 Lemon (a.k.a. Vibe in overseas markets)
1.2 ZUK
1.3 Moto

2. Operating Results
2.1 Motorola Acquisition Fails to Boost Lenovo's Global Market Share
2.2 Growing Revenue Loss Due to Price Competition and Massive Product Lineup

3. Challenges
3.1 R&D Management: Lacking Proprietary Core Technologies
3.2 Brand Management: Losing Focus Due to Enormous Product Lineup and Lack of Flagships
3.3 Marketing Management: Lacking Direct Channels to Convey Brand Value to Consumers; Missing Out on e-Commerce Growth

4. Coping Strategies
4.1 Streamlined Product Lineup and Dual-Brand Strategy for Mid-Range and High-end Segments
4.2 IoT Ecosystem Centered on Lenovo's Smart Devices

5. Conclusion
Lenovo's Declined Sales Stem from Low Price Competition, Brand Positioning Failure, and Unawareness of Online Channels
Future Strategies Focusing on Premium Products and Ecosystem of Services
Appendix
Glossary of Terms
List of Companies

List of Tables

Table 1: Lenovo's Smartphones by Price Range, 2012-2016
Table 2: Global Top 5 Smartphone Vendors & Market Share, 2013-2015
Table 3: Top 5 Smartphone Vendors in China, 2013-2015
Table 4: Operating Results of Lenovo's Mobile Business, 2014-2015

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