| ign="center"> | | | | from printers to servers and notebooks. |
| Literature review | | | | Everything aspect from collecting and keeping |
| Kotler, Philip, Keller and Lane (2005) describes | | | | participantâs information to showing the |
| marketing as a set of processes that are undertaken | | | | scores, and all activities of Beijing Organizing |
| by an organization in order to create, communicate | | | | Committee for the Games XXIX Olympiad (BOCOG), |
| and add value to the products that the organization | | | | The company plans to use more than 20,000 |
| deals with The aim of marketing is to create | | | | products at the Olympic games. (Levono company, |
| awareness and a relationship to the customers in a | | | | 2008) |
| manner that will be beneficial to the organization and | | | | Technology |
| the stakeholders. Marketing do exist as an activity of | | | | Lenovo Company has employed the latest |
| an organization, and it is ever changing in accordance | | | | technology in their technology revolution, the |
| to new trends and technology in the field. As Kotler, | | | | versatility and diversity of Lenovo products is |
| Philip, Keller and Lane (2005) notes, in style marketing | | | | unequalled, having a big range of product solution |
| represents the way the society develops, and it is | | | | which spans from desktops to high technology think |
| dynamic as it is ever going through changes. It offers | | | | pads. Lenovo Company also is a leader in the field of |
| new products and services on the customers using | | | | video screen technology as shown when it is installing |
| new techniques and communication media. Marketing | | | | giant video screens in the Beijing Olympic stadium. |
| business is big and always growing. | | | | The reputation and reliability of the |
| The political policies that support businesses sponsor | | | | companyâs products has made it possible |
| Beijing Olympic Game | | | | for the company to market its products to a wide |
| The political policies that support businesses sponsor | | | | range of Beijing venues and events (Levono |
| in Beijing Olympic games in china are supposed not | | | | company,2008)) |
| interfere with the games. Politics, business are | | | | Quality products |
| supposed to compliment each other but not to | | | | Lenovo Company is a market leader particularly in the |
| impede each other. However, the 2008 September | | | | area of computer and computing devices and other |
| Olympic Games is bound to elicit a lot of pressure | | | | technological related equipments a. The |
| and controversies on the political arena regarding the | | | | companyâs consumer PC technology, |
| Chinese human rights records and political system. | | | | servers, notebooks, ThinkPad can be found installed |
| (Plummer, 2008) | | | | in many venues which the Olympic games are going |
| According to human rights watch, it has argued | | | | to take place. Lenovo is currently a powerful |
| Olympic sponsors to tackle human rights abuses | | | | computer company in china though it is trying to go |
| which are currently taking place in Beijing Games, | | | | global; it has a good reputation of high quality |
| through targeting what can be achieved. The steps | | | | computing products, going by the quality of products |
| that Human Rights are proposing are in deed in line | | | | it offers. The company has grown substantially in the |
| with the sponsors âs support and also with | | | | recent years going inline with product mix with more |
| the Olympic Charter as well as with corporate social | | | | than 2000 different types of products. (Levono |
| responsibility of companies which to sponsor the | | | | company, 2008) |
| Olympics. In addition to that, Microsoft and NBC | | | | Personnel training and preparation |
| companies which are also included in sponsoring the | | | | In preparation for the Beijing Olympic, the company |
| Olympic Games are also supposed to follow the | | | | has increased it technical staff in terms of numbers |
| policies of sponsoring the games which as it has been | | | | and enhanced their training. According to the |
| stated is to avoid political interference but | | | | company records, more than 300 engineers of the |
| campaigning for achievable human rights. | | | | company had to undergo a wide-ranging technology |
| Major global sporting events such as Olympic Games | | | | rehearsal for three days in the month of June in |
| present companies with opportune moment for | | | | what the company terms as âmost grueling |
| companies to exploit and market their products. And | | | | test in preparation for the Beijing Olympics beginning |
| the 2008 Beijing Olympic Games is not different. This | | | | in Augustâ (Levono company, 2008) |
| Olympic Games has offered a number of | | | | In another communication regarding the company |
| companiesâ opportunities to market their | | | | marketing strategy for the Beijing Olympics, the |
| products. Among these companies is the Levono | | | | company further disclosed that, there will be another |
| Company which is a top hi-technology company in | | | | technical rehearsal in the month of July to stimulate |
| China. The company is involved in manufacturing | | | | the company technical staff to the event. The |
| different technological products and it has a | | | | company will test its computing equipments that are |
| sponsorship deal with the IOC to equip Olympic | | | | to be used in the Olympic Games in every venue of |
| venues with its equipments. (Quelch, 2008) | | | | where the equipments are placed. According to one |
| Getting a marketing deal or sponsorship at the | | | | of the top marketing executive of Lenovo Alice Li, |
| Olympic Games is normally a dream come true for | | | | who is the vice president of the Olympic marketing |
| any marketer. However, given the extensive protest | | | | committee, the technicians will be testing hit on |
| seen global against the Chinese government, | | | | switches on all the computing equipments and testing |
| companies are bound to be faced with different and | | | | anything which could go wrong during the event. In |
| new challenges brought about in Beijing, top on these | | | | order to improve its products in readiness for the |
| challenges include: | | | | Beijing Olympics, the company reported in June that |
| 1. Political demands put at the Chinese administration | | | | over 20,000 pieces of different equipments had been |
| will create challenge for companies sponsoring the | | | | tested over the last one year and the testing was |
| Olympic Games which do not wish to be linked with | | | | supposed to be over by July. (Marketing media, |
| the political controversy. | | | | 2008) |
| 2. Considering that Chinese market is the biggest | | | | Evaluate Lenovo Enterprisesâ business |
| globally, it becomes apparent that no company will | | | | activities |
| probably boycott the games. | | | | Lenovo which is the fourth biggest PCs manufacturer |
| 3. A number of companies will take a dual marketing | | | | globally and the only Chinese company sponsoring the |
| method where they will invoke China specific | | | | Olympic Games have invested in the games a lot of |
| marketing campaigns within the country and invoke | | | | money. According to the records the company is |
| less China specific message outside the country. | | | | going to spend about $ 100 millions. Levono paid |
| 4. The usually high advertising boost associated with | | | | millions of dollars to sponsor the Olympic torch relay. |
| Olympics advertisements may be low as companies | | | | The company sponsorship is likely to increase its |
| reduced their marketing in Olympic-associated brands. | | | | sales within the Chinese market but it may reduce its |
| The IOC has continued to argue companies and | | | | market share in foreign countries as consumers may |
| other stakeholders that the Olympic Games and | | | | boycott its products. (Marketing media, 2008) |
| aspirations as well as attainments of all athletes | | | | Personnel training |
| should not involve politics. Though it seems that the | | | | Different equipments to be used in the Beijing 2008 |
| Chinese administration intends to use the games to | | | | Olympics were chosen to complement different |
| improve its political image, the IOC do not want a | | | | sporting venues; this is according to the company |
| repeat of what happened in Moscow when a number | | | | information. For instance, the ThinkCentre M55e |
| of companies and athletes boycotting Olympics. | | | | computing device which is able to function in damp |
| (Quelch, 2008) | | | | surroundings has been thoroughly tested at in |
| More so, all companies which are involved in the | | | | different conditions some up to 95% humidity for |
| Olympic Games are supposed to not to uphold | | | | example in Beijing national aquatics centre to make |
| policies which conserve the environment t and | | | | sure that the equipments works perfectly. (Levono, |
| promote sportsmanship. The games are not | | | | 2006) |
| supposed to be used as a political arena to foster | | | | In addition, As a marketing strategy for the Beijing |
| political interests or ideologies. This message is | | | | Olympics, the company is also training about 570 |
| according to the International Olympic committee | | | | engineers to run and troubleshoot all the desktops |
| (IOC) | | | | and notebooks to be used in the games. The |
| (Waltham, 2007) | | | | engineers are initially trained in a setup similar to |
| As noted by Plummer, (2008) those organizations | | | | classroom and then given mock assignments. The |
| which honestly align themselves with the Olympic | | | | Beijing organizing committee will as well conduct extra |
| principles ought to go ahead and support or sponsor | | | | training classes with engineering groups from other |
| the Olympic games and gain from the truth that their | | | | Olympic partners; this is according to the company |
| products will be at the center stage of the global | | | | information. (Marketing media, 2008) |
| event for a period of three weeks. Supporting and | | | | Increase in distribution channels and market share |
| sponsoring the Olympic Games does not imply that a | | | | Lenovo Company plans to increase its retail |
| company is supporting the Chinese political ideologies, | | | | distribution profile in Hong Kong and Thailand in |
| but, shunning sponsoring the games implies that a | | | | preparation to the Beijing Olympic Games. This will |
| company is opposing the Olympic sprit. It will be | | | | boost the present âexclusive |
| hypocrisy for a company to pull out of the | | | | stationsâ and its presence in these markets |
| sponsorship of the games or supporting the games | | | | four times. (Hughes, 2005) |
| and yet, the companies continue to do business with | | | | The company as well intends to enhance its |
| or within China. Putting in mind that there are clear | | | | competitiveness of its personal computers and |
| policies guiding sponsorship deals, there is no point of | | | | improve its global supply distribution channels through |
| the games to pull out. | | | | adding more international manufacturing plants in |
| The relationships between Lenovo Enterprise and | | | | Mexico and also India. This is according to How Sin a |
| Beijing Olympic Game that includes some successful | | | | top executive director in the company concerned |
| business activities through utilizing Beijing Olympic | | | | with business relationship in Asian countries. The |
| Game | | | | company ThinkPad and notebooks are doing well in |
| Basically, it has been a golden chance for marketing | | | | these markets. However, the branded computes |
| the Levono products on a global event such as the | | | | from the company are their number one selling item. |
| Beijing Olympics. This opportunity will give the | | | | As part of its marketing strategy in Thailand, the |
| company a chance to show case its products and | | | | company has undertaken to sponsor two Thais who |
| easily market its wide range product line. At the | | | | are taking part in the Beijing Olympic Games. (Quelch, |
| same time the company will have a chance to build | | | | 2008) |
| its international team as well as infuse fresh passion | | | | Conclusion |
| and vigor into its brand image and its corporate | | | | Marketing is very important for any company to |
| culture. (Quelch, 2008) | | | | success in this current world where business |
| The company is a member of the IOC and it has a | | | | competition has moved to new heights. Olympic |
| duty to provide computing technology equipments | | | | Games presents the best chance for any company |
| during the event provide services and support in | | | | to show case its products and tap on new markets, |
| terms of computer technology for period of five | | | | and expand its market share. However, the coming |
| years. During this period, the company will offer | | | | Beijing Olympic Games in china have present many |
| desktops, notebooks printers and other computing | | | | companies with a number of challenges due to the |
| technologies. In addition the company will also fund | | | | human rights record of china and the political situation |
| and support the Beijing Olympics Games just as it | | | | of the country. Levono company, the leading |
| sponsored the Turin Olympic winter games. Looking | | | | technological company I china has a sponsoring deal |
| at it from a business viewpoint, this partnership will | | | | with the IOC and the deal provides the company |
| offer the company a lot of opportunities to expand | | | | with a chance to expand its market share within the |
| its market share both locally in china and | | | | Chinese market and improve its image globally. The |
| internationally in other countries. | | | | company has undertaken different marketing |
| The Olympic Partner (TOP) program which Levono | | | | strategies to achieve its goals during the sponsorship. |
| has entered with the IOC was started in 1985 and it | | | | Reference |
| is the biggest level of sponsorship globally. Lenovo | | | | Levono company: (2008): about the company; |
| being an outstanding company in China technology | | | | available at: |
| industry, its products together with services enjoy | | | | Hughes, M. (2005): Buzz marketing: Get People to |
| widespread approval and high status. The partnership | | | | Talk about Your Stuff, Penguin/Portfolio; New York. |
| with the IOC will further improve the image of the | | | | Human rights (2008):Olympic Corporate Sponsors: |
| company and increase its market share. (Levono | | | | Rhetoric and Reality regrieved from |
| company, 2008) | | | | Kilter, P (1996): Principles of Marketing: Stages of |
| The steps of Olympic marketing strategy for Lenovo | | | | customer relationships. 4th European Edition Prentice |
| that help the company achieve their sales and profit | | | | Hall Harlow (UK) |
| objectives | | | | Kotler, Philip, Keller and Lane (2005): Marketing |
| Levono Company a personal computer manufacturer | | | | Management, Prentice Hall |
| company started working and getting prepared for | | | | Levono (2006) CEO's interview; Annul Report |
| Olympic Games as early as 2004, when the company | | | | :Available online at: 04/F105.pdf |
| publicized its sponsorship deal. Levono has a number | | | | Marketing media (2008): Should business sponsors |
| of staff working on this project. The project will see | | | | shun the Beijing Olympics? |
| the companyâs number of products, ranging | | | | |