Lenovo Mobile's Competitive Strategy And Tactics

In the recent year, with the improvement of people's living condition and popularity of science and technology, mobile phone is becoming the popular consumable. The Chinese domestic mobile industry developed very quickly, domestic producers improved their market share to 50% in 2003 after the hard initial marketing phase, at the same time they are facing the austere competition press too . As the follower of domestic mobile brand, although LENOVO has gained 100% sales increase per year, it is facing the bottleneck of development. In the presence of furious market competition, a suitable competition strategy and tactic for LENOBO becomes the key means for the brand to breach through the neck and realize its goal which marked mainstream within 3 years and first class within 5 years.On analysis of domestic and foreign mobile market, this article combines china's macroscopical industry and mobile policy, and make use of Porter model, SWOT analysis, strategic position and action evaluation, SPACE matrix and etc. analyzed the inter and outer environment and competitive base of LENOVO mobile, and presents it's competition strategy and market tactics.This article is divided into 6 parts, the background and methodology is introduced in the first part, following is the mobile market analysis and the development background of LENOVO mobile, in the third part, this article analyzes the outside environment of LENOVO mobile in the perspective of mobile industry demand and development, the main rivals of LENOVO mobile and macroscopical and industrial policy. SWOT and SPACE matrix tools is used in the forth part to analyze LENOVO mobile very carefully, and in the last two part, in combination of the actual situation of LENOVO mobile and the working experience and of author and marketing theory, the competition strategy and tactic of LENOVO mobile is bring forward and hopefully, these strategies will be helpful for the management of LENOVO in making its market strategy.