'Legend' - Redefining the Rules of Marketing PCs in China

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Case Details:

Case Code : MKTG061
Case Length : 16 Pages
Period : 1984-2003
Pub Date : 2003
Teaching Note : Available
Organization : Legend Group Limited
Industry : IT
Countries : India

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Please note:

This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Excerpts

Legend's Marketing Mix

According to analysts, one of the major reasons for Legend's remarkable performance was the way in which it successfully managed its marketing mix to cater to the needs and preferences of individuals as well as businesses in China.

Products

Over the years, Legend had consistently developed and offered a wide range of user-friendly and innovative products.

The company supported its product offerings with value added services, which earned it considerable customer goodwill (Refer Exhibit VI)...

Marketing Management Case Studies | Case Study in Management, Operations, Strategies, Marketing Management, Case Studies

Pricing

Legend's strategy of offering products at prices that were affordable to Chinese customers was one of the major reasons for its leadership in China's PC market...

Distribution

According to analysts, Legend had emerged as the dominant player in the Chinese PC market because of its huge distribution network.

This network helped the company compete successfully against MNCs as well as local companies...

Promotion

Legend spent heavily on advertisements in the print and electronic media. Its print advertisements appeared in all major newspapers in China...

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