1.4 Marketing Micro Environment
Microenvironment factors are the factors that have impact on the organization’s ability to create value and maintain relationship with its customers. These factors include competitors, products and customers. According to the Lenovo official website, they entered the U.S mobile market in 2012 with K800, and then introduced Phab 2 Pro in 2016 September. Mobile industry is a highly profitable and competitive industry, thus Lenovo PHAB2 PRO is surrounded by strong competitors such as Apple iPhone 7, Samsung Galaxy S7, and LG V20. According to ComScore, Apple is the top mobile manufacturer in U.S. market, occupying 44.6% of the market and is followed by Samsung 28.3%, LG 10%, Motorola 4.3%, and HTC 2.2% (ComScore, …show more content…
Technological and cultural are the two factors that are most related Lenovo and driving changes in the mobile industry. Lenovo is well known for laptops. Technological environment is the most rapidly changing macro environment factor. The continuous of innovating and improving product feature, function, quality is an essential requirement for a brand to exist and develop in the computer industry as well as the mobile industry. Generation Y love taking selfies and updating their lives with photos through internet. Thus, a phone with a 4G internet, an advanced camera, a huge internal storage, a finger scanner, a smooth running system and a budget friendly price will be attractive to the targeted buyers (Lenovo US, 2017.) More and more buyers focusing more on product features, brand cultural value, eco-friendly shopping rather than caring the origin of the brand, and when domestic and global brand are not differentiable, national pride will be the key factor to make the final purchase. Generally, in the Cultural perspective, Americans and Chinese are differed in two aspects, which are purchasing power and ethics perspective. Few years ago, The United States buyers are proud of their local brand, open to the global brand and perceive Chinese brand as cheap and bad quality. According to the consumer report, almost 6 in 10 American consumers commit they prefer an American-made product and willing to pay 10 percent more for it (Made in America, 2015). These statistics revealed that Americans put the personal preference prior to the financial consideration, and this type of purchasing behavior became more usual because of the new American president. As it showed in Appendix B, The United States president Donald Trump’s slogan of “buy American, and hire American” called on Americans to purchase more made in USA
Microenvironment factors are the factors that have impact on the organization’s ability to create value and maintain relationship with its customers. These factors include competitors, products and customers. According to the Lenovo official website, they entered the U.S mobile market in 2012 with K800, and then introduced Phab 2 Pro in 2016 September. Mobile industry is a highly profitable and competitive industry, thus Lenovo PHAB2 PRO is surrounded by strong competitors such as Apple iPhone 7, Samsung Galaxy S7, and LG V20. According to ComScore, Apple is the top mobile manufacturer in U.S. market, occupying 44.6% of the market and is followed by Samsung 28.3%, LG 10%, Motorola 4.3%, and HTC 2.2% (ComScore, …show more content…
Technological and cultural are the two factors that are most related Lenovo and driving changes in the mobile industry. Lenovo is well known for laptops. Technological environment is the most rapidly changing macro environment factor. The continuous of innovating and improving product feature, function, quality is an essential requirement for a brand to exist and develop in the computer industry as well as the mobile industry. Generation Y love taking selfies and updating their lives with photos through internet. Thus, a phone with a 4G internet, an advanced camera, a huge internal storage, a finger scanner, a smooth running system and a budget friendly price will be attractive to the targeted buyers (Lenovo US, 2017.) More and more buyers focusing more on product features, brand cultural value, eco-friendly shopping rather than caring the origin of the brand, and when domestic and global brand are not differentiable, national pride will be the key factor to make the final purchase. Generally, in the Cultural perspective, Americans and Chinese are differed in two aspects, which are purchasing power and ethics perspective. Few years ago, The United States buyers are proud of their local brand, open to the global brand and perceive Chinese brand as cheap and bad quality. According to the consumer report, almost 6 in 10 American consumers commit they prefer an American-made product and willing to pay 10 percent more for it (Made in America, 2015). These statistics revealed that Americans put the personal preference prior to the financial consideration, and this type of purchasing behavior became more usual because of the new American president. As it showed in Appendix B, The United States president Donald Trump’s slogan of “buy American, and hire American” called on Americans to purchase more made in USA