Product details

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 multinational companies (MNCs) entering China since Legend learned the intricacies of the PC business from them. Finally, the case discusses the company''s global expansion plans. The case is developed to help students: (1) study how a properly conceived and well executed marketing strategy can help a small firm compete successfully against MNCs; (2) understand the various elements of the marketing mix of a company and their contribution to the company''s success; (3) get an insight into the importance of developing an innovative marketing strategy to obtain a formidable and sustainable competitive advantage; (4) analyse the role of a well-established distribution network in building competitive advantage for a PC company; and (5) examine the implications of targeting niche markets to gain a leadership position. The case is targeted at PGDBA students as part of the marketing curriculum. The teaching note does not contain an analysis of the case.