Lenhoo: Target Market Strategy And Segmentation Of The Pho

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2.1 Summary of Proposed Strategies
Lenovo has to segment based on group ages and focus mainly on millennials , but in order for Lenovo to stimulate their interest with the product they need to modify some features in the phone for example the camera quality and pixel density . Targeting millennials will increase sales by a good percentage, as they will help market the product in various ways, whether by word of mouth or through their social media posts. In addition, Millennials use of the product will influence baby boomers. It is worth mentioning that millennials prefer using prestigious brands, hence it is essential for Lenovo to improve their brand image; by creating superior value to their customers by adding differentiated features to
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In addition, The Phab series should be presented on the website’s homepage. Lenovo’s price is reasonable compared to their competitors, hence shouldn’t be changed.
2.2 Segmentation / Target Market Strategy and Justification
Identifying the appropriate target segment is a crucial step for Lenovo in order to understand the wants and needs of a particular market. Lenovo can segment based on demographics such as age since its offering smartphones, which is a technological product. Changes in technology resonate differently within different age groups and there are generations who are more in tune with those changes. According to Reda(2011), millennials embrace new technology faster than older
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This can be achieved through improving some features of the phone such as upgrading the autofocus function of the camera from 0.3 seconds to 0.1 seconds and the pixels per inch (ppi) from 459 to 577. Doing so will make the device attractive for more than its augmented reality feature and will attract Millennials who appreciate good quality pictures that they can post on social media. In addition, Lenovo should upgrade the operating software of the phone from Android 6.0 to Android 7 Nougat that provides new features like split-screen multitasking and Doze mode which improves battery life( Carpenter, 2016). Moreover, the Phab 2 Pro is only available in two colors: Champagne Gold and Gunmetal Grey ( “Lenovo Phab 2 Pro” , n.d.). Adding more color options like Black, White, Pink or even Blue which is a color that attracts people the most, according to Microsoft’s research team( Morton, 2013) will provide an array of color options that allows customers to make their pick on whether they want a bold option or a conventional one. Furthermore, a wider selection of tango-enabled games that offer more complexity and challenge should be provided in order to keep the customers engaged and to enhance their experience with the VR feature. By revamping those features, Lenovo can connect better with its customers by answering to their needs, and this will help it increase its sales and

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