Abstract

The case discusses the marketing strategy of Legend Group Limited, the industry leader in the personal computer (PC) market in China. The company’s marketing mix and its vast distribution network in China are described in detail. The case also takes a look at Legend’s partnerships with MNCs entering China since Legend learned the intricacies of the PC business from them. Finally, the case discusses the company’s global expansion plans.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Marketing strategies of a Chinese PC manufacturer to compete successfully against MNCs.

Keywords

Marketing strategy, Legend Group Limited, industry leader, personal computer, PC market, China, marketing mix , distribution network, Legend, PC, global expansion plans