How Lenovo Can Gain Market Lead Over Other Smartphone Brands in Asia
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How Lenovo Can Gain Market Lead Over Other Smartphone Brands in Asia

If Lenovo is really serious about a smartphone market expansion in the next few years in the United States and Europe, it must launch the right marketing campaign in India, Philippines and Indonesia. Otherwise, this plan may be too hard to realize given the strong loyalty and fan base that Samsung and Apple have already established.

Lenovo, one of the world’s largest computer-maker embarks on a marketing strategy to gain entry in US market and penetrate what it calls to be a “carrier and brand-oriented market” soon. This marketing strategy is revealed by Lenovo after it announced simultaneous smartphones market expansion to India, Philippines and Indonesia.  

Lenovo has been looking for product distributors for S2 Smartphone since its 2010 release but has only found product distributors recently.

Lenovo’s hesitance to enter the US market right now may be due to the result of the patent case between Apple and Samsung. The case result which has favored Apple only solidified its market lead in the US and only made it harder for other brands to compete.

Lenovo started making smartphones in 2010 in China and is eyeing the 3 countries to kick-off its expansion and enhance influence on smartphones. Lenovo said that it will draw on its experience from selling smartphones in China to successfully establish smartphone market leads in the 3 countries. Lenovo overtook iPhone sales in China since 2010 and it attributes this success to its cheaper price offers.

India, Philippines and Indonesia are emerging smartphones markets where users prefer to buy cheaper smartphones. In the Philippines, Samsung smartphones lead the market share because of cheaper prices compared to Apple’s iPhone. The same goes for India and Indonesia. With these buying trends in these countries, Lenovo S2 Smartphone might have a chance to snatch a significant lead in market shares if it offers the right price.

But, Lenovo can’t just offer a cheaper price and expect smartphone users to quickly switch brands. Samsung and Apple have their loyal consumers in these countries and Lenovo will have to give consumers more than a price bargain to convince them to buy its smartphone instead of other brands.

Lenovo might have a bigger chance of establishing a significant market share in these countries if its marketing campaign targets the large population of these countries who are still unwilling to give up their mobile phones for smartphones. Lenovo will have to persuade these untapped consumers if it wants to have better chances of succeeding in smartphone sales.

If Lenovo is really serious about a smartphone market expansion in the next few years in the United States and Europe, it must launch the right marketing campaign in these 3 countries. Otherwise, this plan may be too hard to realize given the strong loyalty and fan base that Samsung and Apple have already established.

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