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    Business Marketing Project: Section A Group 5

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    RahulSamaddar
    Lenovo is a multinational technology company headquartered in Beijing, China. It is the world's largest personal computer vendor. Lenovo PRO is Lenovo's ecommerce platform targeting small and medium businesses. Lenovo segments its small and medium business customers based on employee count, into categories of 1-9 employees, 10-19 employees, 20-49 employees, 50-99 employees, and 100+ employees. The project will analyze customer retention, acquisition, and development for Lenovo's small and medium business customers in various countries in the Asia-Pacific region, and will recommend key customer segments for Lenovo to focus on in each region.

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    Business Marketing Project: Section A Group 5

    Uploaded by

    RahulSamaddar
    20 views1 page
    Lenovo is a multinational technology company headquartered in Beijing, China. It is the world's largest personal computer vendor. Lenovo PRO is Lenovo's ecommerce platform targeting small and medium businesses. Lenovo segments its small and medium business customers based on employee count, into categories of 1-9 employees, 10-19 employees, 20-49 employees, 50-99 employees, and 100+ employees. The project will analyze customer retention, acquisition, and development for Lenovo's small and medium business customers in various countries in the Asia-Pacific region, and will recommend key customer segments for Lenovo to focus on in each region.

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    Lenovo is a multinational technology company headquartered in Beijing, China. It is the world's largest personal computer vendor. Lenovo PRO is Lenovo's ecommerce platform targeting small and medium businesses. Lenovo segments its small and medium business customers based on employee count, into categories of 1-9 employees, 10-19 employees, 20-49 employees, 50-99 employees, and 100+ employees. The project will analyze customer retention, acquisition, and development for Lenovo's small and medium business customers in various countries in the Asia-Pacific region, and will recommend key customer segments for Lenovo to focus on in each region.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    20 views1 page

    Business Marketing Project: Section A Group 5

    Uploaded by

    RahulSamaddar
    Lenovo is a multinational technology company headquartered in Beijing, China. It is the world's largest personal computer vendor. Lenovo PRO is Lenovo's ecommerce platform targeting small and medium businesses. Lenovo segments its small and medium business customers based on employee count, into categories of 1-9 employees, 10-19 employees, 20-49 employees, 50-99 employees, and 100+ employees. The project will analyze customer retention, acquisition, and development for Lenovo's small and medium business customers in various countries in the Asia-Pacific region, and will recommend key customer segments for Lenovo to focus on in each region.

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    BUSINESS MARKETING PROJECT

    SECTION A GROUP 5

    TOPIC : MARKET SEGMENTATION


    The B2B landscape has been evolving constantly and adopting latest technologies and
    matrices over the old traditional methods in the past decade. Modern B2B markets have
    started to closely study their customers and clients to build stronger and longer lasting
    relationships in order to continue on a sustainable growth trajectory.

    Business to business enterprises are different from consumer based businesses in a


    number of ways and hence follow different approaches to segment their clients and
    accounts. Our project topic is understanding the market segmentation of a B2B
    company and how the company classifies its customers. We will try to understand the
    segmentation based on geography and firmography, and the target customers in
    different regions for a multinational company.

    ABOUT THE COMPANY​: ​LENOVO

    Lenovo is a multinational technology company headquartered in beijing. Lenovo is the


    world's largest personal computer vendor by unit sales, as of March 2019. It markets the
    ThinkPad and ThinkBook business lines of notebook computers; IdeaPad, Yoga, and
    Legion consumer lines of notebook laptops; and the IdeaCentre and ThinkCentre lines
    of desktops.

    Lenovo PRO​ is an ecommerce platform of Lenovo for Small and medium businesses
    (SMB) customers.

    Lenovo PRO offers small business pricing and services that simplify purchasing. It
    provides access to business-grade products, services, solutions, and financing with the
    support of dedicated small business specialists.

    MARKET SEGMENTATION FOR LENOVO


    Lenovo classifies SMBs as 01-09, 10-19, 20-49, 50-99 and 100+ employees.We in this
    research are going to do a ​RAD analysis (Retention, acquisition and Development)
    analysis of customers and will recommend focus customers based on the analysis. It
    will help the company focus on one key customer segment for a region. We will do this
    analysis for various countries in Asia-Pacific region.

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