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The purpose of this report was to analyses the Leno Group. This report has noninsured two points for Leno Group. Include physical situation and strategy (promotion). The physical situation of Leno Group is divided into background (basic information), external and internal environmental, SOOT analysis and accounting analysis and financial statement for the company (as forms). The strategy of Leno will be showed as two different part, domestic and international, include the instant and analysis, and the detail of marketing method will be introduced as well.
Procedure The information of this report about Leno Group researching, the primary source is room the network, following, others important ideas are gathered through regular clients of Leno products. Summary 1. Introduction 1. Purpose 2. Scope and limitations 2. Finding Page Executive 1 . Background 2 2 2. The internal and external environment of Leno Group 3 3. SOOT analysis of Leno Group 5 4. Accounting analysis and financial statement 7 3. Strategy (market promotion) of Leno Group 11 References 9 4.
Conclusions 12 The purpose of this report is to analyses some information about Leno Group by using some external and internal environmental and SOOT analysis to summarize application strategy and successful experience during the competition. Furthermore, this report is performing an accounting analysis and financial statement for the firm. This report is about investigating the physical analysis and marketing strategy (market promotion) for Leno Group. Leno Group, as a member of the Legend Holdings Ltd enterprise, is a company of specializing in personal technology products, was founded in 1984.
Leno Group with 15% share of market (up to 30 June, 2012) is the second largest PC Company, annual turnover reach $29. 6 billion U. S. Dollars in 2011/2012. Leno Group’s consumers are in over 160 countries; the company develops, manufactures and markets reliable, high-quality, safe and easy to use for technology products and professional services in the all over the world. Since 1997, Leno Group has been reelected the top of Chinese domestic market sales, and the year 2000 ranks first in the APEX (excluding Japan), ranked in the top of global 500 of “Fortune”. . The internal and external environment of Leno Group 2. 2. 1 External environment Political factors: Department of state announced that decided not to build the country influential network by using Leno computers for security reasons. US-China Economic Security Review Commission that the connected computer could “threaten U. S. National security. ” Economic factor: In that global economic crisis, Leno Group intent to purchase Brazier’s largest PC supplier – Positive. The news is undoubtedly a stimulant.
Temporarily, the media Social factor: Currently the purchasing power of both urban and rural residents has greatly improved, people’s living standard has improved, tolerance capacity on prices also increased, and the demand for computer products and brands of computers will come the focus of people’s needs. 2. 2. Internal environment On the core business, such as PC, laptop and other business, the company will concentrate resources in order to ensure can continue contribute to profits and cash flow.
Other businesses will adopt a flexible mechanism to promote their development; don’t do too many resources investment. Establish a more customer-oriented business model. In the organizational structure, Leno Group will establish a unified central market department. Improve the overall operational efficiency to the best, significantly reducing equines to the Group’s financial resources and management demand, thereby reducing the direct and indirect management costs.
Leno Group hopes through that layout and adjustment to bring consumer more comfortable and convenience. 2. 3 SOOT analysis of Leno Group 2. 3. 1 Strength Perfect service. Leno Group by virtue of industry-leading high-tech, information and tools for customers, including pre-sales, after-sales service, professional IT products and services brand Local enterprise make Leno batter to understand what the consumers need, favorably adapt to marketing changes. Leno Group possess strong sales network, carrying out further PC control. . 3. 2 Weakness international talent. The capital and channel compare with foreign competitors, there is a huge distance. Marketing tools of Leno is too simple, hard to go forward in the international market. 2. 3. 3 Opportunity Computer market is growing rapidly, more and more consumers to buy computers. CPU applications of MAD series, will inject new nourishment for computer market. Large-scale application of digital technology to stimulate consumers to replace computers and purchase of computers 2. . 4 Treat In the current global economic crisis situation, the downsizing of the global PC market, market vice growth, Dell’s direct model has gradually become the mainstream PC sales, meanwhile, Leno Group faces several mature foreign competitors, Leno lack of motivation. Product Leno is IT company and they have over 1000 kinds of product, the main product we plan to introduce is computer(include desktop and laptop) because that is the most famous product of Leno all over the world.
Their PC department get 240% benefit growth after they acquisition the PC department from MOM, the old type of IBM laptop which named Thanking bring almost 20% business laptop user to buy product from Leno. Basis for segmenting consumer markets include: Geographic, cryptographic, behavioral, Occasions, Benefits I prefer the geographic segmentation, because the location about the business can make customer interest. For example, if the Leno store opened in the shopping mall at downtown, customers will have many selection to arrange their route, the rate of they come to my store will grow up. . Customer Needs & Motivation Our target users’ requirement should be not only the prefect sales and goods, the after-sale service is important as well. Because the IT product used to be consumables and trading up soon, the key for getting much more customers is that we need make sure we can support every users’ after-sales demand so that they will be your honest customer and recommend you to potential customers, and that is the value of complete the whole sales and after-sales system.
The exist information channels in the following list: ; Worldwide leader store ; Official website ; 24 hour telecoms service Generally, when potential customers wonder information about Leno, they may Google it first, so the official website is the window for customer realize this brand, it must make the information exactly and correctly. For the IT field, built the main page modern is also good for leaving a precision to customer. When customers need help, they can go website for online auto-assistant, or ask the telecoms customer service straightway, the stuff will help them ours days.
The direct way for information is welcome customers come to the physical store. They can show anything what the customers want know. 7. Determine achievable and measurable marketing objective About the whole leno sales volume, I think the achievable sales volume should be $10000 per day, but in the business operation day, the volume will be twice. The following table is about leno sales volume at 5 years The 07-??11 finances of Leno Group: I Year 107 108 109 I I Revenue (thousands of | 13,978,309 121,594;71 116351 ,503 I Dollars) Profitability: 110 I I profitability 1161486 | 499044 1210131 1218686 1382224 8.
Promotion: I (thousands of dollars) I There are two different strategies for domestic market and Global market. In the distinguish two market area, mature market and new market. In the mature market area, Leno set up the branch and complete the product transportation, then they depend on the stage of PC industry development, make their product can be accepted by users from different level. In another market, the potential customers may want know what Leno produce first, because of this, Leno decide the new market strategy is advertising and promotion their product such as expo and free trail.
Global marketing strategy: there are three part of global marketing strategies, investment, marketing, brand 2. 1 Investment strategy of leno is Joint ventures, Because in the worldwide, there are many IT companies are stronger than him, so they decide to be Joint ventures with some famous companies such as IBM and Microsoft, they want the world know them name and realize what their advantage is, after that they acquisition some defective department and rebuilt them, based on the technical of original department, for example, PC department of MOM, they still can produce the best laptop in the world—- Thanking.
Leno support this department and real get huge benefit in the global marketing. 2. 2 Brand strategy: the brand treated of leno is supply the whole service and build the physical store in worldwide. It is a real famous brand in China, but they still want they can promotion their brand to global market. In 2006, the first Leno oversea brand store had opened at Newark. That was the first step they become the global brand. During the 7 years, Leno has implemented that most countries have their flagship store and branch, that means you can repair or get service all of the world.
In 2012, Leno become the second strong IT company in the world, Just following HP, which brand as been running arrears. 2. 3 marketing strategy: To be a sponsor always can make brand growing up, especially global popular sport, the company can get naming right, logo using right, and many other benefit which are good for improving the brand influence. Leno became the sponsor at 2006 Winter Turin Olympic Game, and invited the super football player, Reinhold, to be their image ambassador, this action real get a incredible feedback, the laptop Leno 3000 which Reinhold represented has 100% sales volume improving.
Especially, In the Olympic sponsor intention, Leno beat Hp became the Only 1 1 companies get the sponsor right and Only 1 in China. 9. Packaging: For leno, tangible packaging is not a big problem, after they acquisition PC department from MOM, the packaging of business laptop Just use the original type, and add the Leno logo at surface. Interior still use the classic Thanking model. In other product, they design more and more modern element at the exterior such as super car, the roles of famous Holy-wood movie. We prepare use the factory packaging but use our store’s name as the bag.
Leno is a global company but the most physical store locate on the China main land, by the statistics, the store near the downtown get a high sale volume than near the residential area. [pick] This table shows the downtown location get a superiority in sales volume in near 4 years. So company can arrange the stock easily. 11. Pricing & Breakable The cost of providing the Leno laptops are around $1000-$4000 and the rattail price as the following list: Basic configuration of Thanking is $1400, but this is the retail price ,for recommendation, buy more than 3 basic type Thanking will have 20%off.