The possibility of Lenovo’s mobile business being marketable in the UK.

data

The data comes from the questionnaire survey of consumer in UK and the macro data released by the market (industry competition data, industry market capacity data) and use data analysis to obtain the future market trend.The reason is the emphasis of market research is focused on consumer spending and market share and growth, questionnaire and consumer data from the database, can visually reflect the market demand.

Hypothesis

1.Profit in the Laptop industry is too small, Lenovo’s main business depends on the Laptop, so Lenovo’s profit decline is serious.

2.The expansion of Lenovo’s mobile business act as a key role in the company’s profit growth.

background theory：

The overall decline in Lenovo’s mobile business, including MOTOROLA, is an indisputable fact, according to the company’s earnings figures. In India, for example, Lenovo, once ranked second, was easily overtaken by XiaoMi. In the Chinese market, Lenovo is not even in the top 10, even less than 360 Internet mobile phone brands. Today, Lenovo’s handset sales in the Chinese market are so low that it has stopped disclosing specific phone sales.

Lenovo’s mobile business was a failure, Lenovo bought MOTOROLA in the run-up to the mobile phone market, but Lenovo didn’t take advantage of MOTOROLA. It was defeated by other mobile phone brands in China.Therefore, Lenovo can expand its foreign trade market by globalization, such as in the UK, to redevelop the industrial chain of his mobile business. The construction of a new mobile phone brand should take into account Lenovo’s market positioning in the UK.

Based on the data, Analyze the feasibility of the Lenovo’s market, understand market share through the research report, and then survey the market demand through questionnaire survey.，we can find out which part of the mobile phone market in the UK is more competitive, and then confirm that the consumer group should be positioned as the brand.The survey also found that the UK market share of the high volume of mobile phone products. According to the investigation to find out the problems that Lenovo market access needs to face,By analyzing the business environment of Lenovo, using pestle for external environment analysis, use swot to analyze the internal environment.Research on its advantages, and then according to Lenovo’s competitive advantage to arrange the sniper program（Targeted strike to competitor）. The next step is to design the brand’s main advertising methods in the UK, From a marketing perspective

to thinking about feasibility then use 4ps for analysis.，which can be carried out in four aspects. One is the promotion method, the other is the pr advertising, the third is the traffic source, and the fourth is the performance of the search engine. Then the British mobile phone sales channels are investigated and analyzed to select the most suitable channel to sell products. Again, prices can be based on cost pricing, psychological pricing or penetration pricing. Finally, according to the quarterly sales return, timely update the marketing plan.