Lenovo execs target Middle East market

Lenovo created some serious buzz on day one at Gitex, and the vendor has now set out its ambitious plans for market leadership.

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By  Stuart Wilson Published  September 26, 2005

Lenovo created some serious buzz on day one at Gitex, and the vendor has now set out its ambitious plans for market leadership. The hardware giant, which snapped up IBM’s PC division earlier this year, is all set to pump up its regional presence and establish itself as a genuine force in both the business and consumer PC sectors. Lenovo’s big guns have descended on Dubai, underlining the vendor’s long-term commitment to the Middle East and Africa (MEA) market. “Our strategy revolves around profitable growth and that means working in high-growth areas,” says Ravi N. Marwaha, senior vice president worldwide sales at Lenovo. “The Middle East is part of this and when the chairman decided that the strategy involved visiting these regions, the Middle East was first on the agenda. That’s why he’s here and that’s why I’m here,” he adds. Leveraging the immediate strength of the ‘Think’ branded PCs that it acquired from IBM earlier in the year, Lenovo is now looking to carve out a worldwide reputation as a consumer PC powerhouse in the notebook and desktop sectors. “The ‘Think’ name has tremendous brand equity and Lenovo is the number one vendor in China. It is vital that we come up with a brand strategy that positions consumer products appropriately outside China,” says Marwaha. “We now have a clear plan to achieve this and will make sure that the service, support and logistics are in place in regions such as the Middle East to back this up,” he adds. Marwaha claims that the integration of IBM’s PC division into Lenovo has been ‘outstanding’, with customer satisfaction levels actually rising during the transition period. “We are one of the few vendors that made a major acquisition to actually achieve this,” Marwaha says. “But that is only step one and this company is all about leadership. This is a great company but our goal is market leadership and that remains our strategic focus,” he adds. This week’s Gitex is playing a vital role in Lenovo’s ambitious long-term MEA growth plans, and the hardware giant has pulled in a number of senior executives from China to underline its commitment. “Everything I have seen at Gitex so far has demonstrated just how important this event is — not just for the UAE and not just for the Middle East, but for the wider region as well. Lenovo is going to make the most of this opportunity to establish itself in the minds of customers and partners alike,” says Marwaha. “I am not interested in rival vendors looking over their shoulders at what we are doing, I am just totally focused on achieving market leadership. We will get to this position through customer satisfaction, innovation and quality,” he says. “I don’t want to put a date on when Lenovo will be the number one notebook vendor in the region, because whatever date I say, I hope we will do it much quicker than that,” Marwaha adds.

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