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As Rivals Outsource, Lenovo Keeps Production In-House
Keywords:
Tags: Current Focus, Computers, China,
The in-house manufacturing approach has benefitted Lenovo. This was especially evident during the flooding in Thailand when PC manufacturers were faced with a shortage of hard drives. Because Lenovo assembles its own computers unlike competitors Dell and H-P, it was able to move quickly to focus on products for which hard drives were available and emphasize high profit margin products. The additional flexibility and speed helped Lenovo increase market share from 13.7% to above 14% in the 4th quarter of 2011, and ship 13 million computers. H-P experienced a market share decline to 16% in the 4th quarter 2012 from 18% the prior quarter. Profit for Lenovo after several years of losses was $473 million for the fiscal year ending March 31, 2012. Lenovo co-founder Liu Chuanzhi and Mr Yang took control in 2009 and refocussed the company on China and emerging markets leading to increasing sales. Mr. Yang has been with the company since 1988, when it was not called Lenovo. He became CEO in 2001 and recently he has taken the post of CEO and chairman. Yang's four year plan in 2009 was focussed on increasing its network of resellers in China to the point that even in rural areas customers could reach a Lenovo store with customer service. At meetings in 2009 the decision was taken to increase in-house manufacturing to 50% from 30%. Lenovo hoped to gain an advantage with its own manufacturing capabilities in working closely with suppliers to come up with differentiation in key components such as display screens, battery and storage, and improve existing products for a market edge. Lenovo is also promoting its brand with increased advertising to promote customer acceptance of the brand.
Bill Amelio of Lenovo and managing a business in China for markets worldwide
11/17/2006
Amelio brings a unique approach that is better suited to the culture in emerging market countries. At the same time blending in the strengths of the American approach.
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