'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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"It was astonishing, since no one -Chinese or foreign -thought a Chinese company could beat respected international brands. Legend is heroic because it gave confidence to Chinese people that our technology could be as good as any in the world."1
- Edward Tian, CEO of China Netcom, a Customer of Legend.
Introduction
In February 2000, the Legend Group Limited (Legend) was ranked #8 in the "Global Information Technology 100"2 survey (Refer Exhibit I) conducted by BusinessWeek magazine. The media remarked that it was a major achievement for a Chinese IT company to be ranked with global IT industry majors like Oracle, Sun Microsystems, and Cisco Systems. In 2001, Legend was voted Asia's Best Managed Company in a survey conducted by Finance Asia.3 Over a period spanning 14 years, Legend had emerged as the market leader in the personal computers (PCs) industry in the Asia Pacific Region except Japan (APEJ), with a market share of 11.4% (Refer Exhibit II).
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The company was also the leading PC manufacturer in the People's Republic of China (China), with a 27.5% market share (Refer Exhibit III).
'Legend' - Redefining the Rules of Marketing PCs in China
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