'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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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 Contd...


As the usage patterns among China's PC customers changed, the positioning of Legend's products also underwent a gradual metamorphosis...

Customer Service

In 1998, Legend had setup a 24-hour hotline service to enable its customers to dial up and discuss their product related problems. The company offered consultation services through the Internet. It also distributed technical journals free of cost to the customers.

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

The customers were regularly offered upgraded versions of software packages. In 2000, Legend launched a 24/7-call center that offered customer services such as pre-sales consultation, after-sales technical support, and sales services, and also collected customer feedback...

Globalization Plans

Legend's marketing efforts contributed to the improved financial performance during 1997-2001 (Refer Exhibit V). By the end of the financial year ending March 2003, Legend had emerged as a leader in the PC market in the Asia Pacific region (except Japan) with a market share of 11.4%.

This indicated that the company, which was a household name in China, had started making its presence felt in international markets. But in spite of its success in APEJ, reports indicated that the company's operations in China accounted for nearly 93% of its revenues...


Exhibit I: Top 10 IT Companies in the World (2000)
Exhibit II: Top Five PC Makers in Asia Pacific Region (Except Japan) in 2002
Exhibit III: Legend -Market Share in China's PC Market
Exhibit IV: Market Share of Top Five PC Brands in China
Exhibit V: Financial Performance of Legend Hong Kong
Exhibit VI: Product and Services Offered by Legend Hong Kong

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