 Lenovo has outlined its aggressive plan for achieving hyper growth in the high potential Indian SMB market. With an aim to replicate its superlative growth in the enterprise segment and the impressive inroads it has made into the consumer space, Lenovo is deploying a 3600 approach-to-market with the objective of making a decisive impact in the high-growth SMB segment.
Lenovo’s successful ‘Protect and Attack’ global strategy has helped it to grow at twice the pace of the Indian PC market. Lenovo India has grown from an overall 7.2% market share to an impressive 10% within a short time frame of four quarters (Q1 CY2010 to Q1 CY2011 – IDC India PC Market Tracker Report, JFM 2011).
Lenovo aims to create a significant impact in the SMB market by deploying a holistic approach to market - encompassing aggressive retail push, deeper channel penetration and channel engagement and introducing an exclusive product range. Further, Lenovo is devising specific tactics to tackle the three sub-segments within SMB – Medium Business, Small Business, SOHO.
Elaborating on the company’s strategy, Rajiv Rao, Director-SMB, Lenovo India, said, “SMB is not a homogeneous market. While at one end SOHO operates more like a retail customer, at the other end of the spectrum the Medium Business exhibits many characteristics of a large enterprise. Lenovo aims to focus on the SMB market with this understanding and cater to specific needs of the three broad sub-segments - with a customized approach and solutions for each.”
To penetrate the length and breadth of the country’s diverse SMB market, Lenovo is creating an unprecedented reach of close to 500 retail touch points over the next fiscal year, which includes over 300 retail outlets and close to 200 resellers and VARs. |
