Mergers and acquisitions in the marketing strategy.docVIP

 PAGE \* MERGEFORMAT 28 Mergers and acquisitions in the marketing strategy There is a well-known 70/70 rule: 70% of today’s world, enterprises in the merger can not be achieved after the original business expectations; In addition, 70% of them failed again because of post-merger integration process. Now, Lenovo is also the international face of this same test. Strategy and finance, mergers and acquisitions have always been considered to be whether the decisive factor in the ultimate success of the two, however, occurred in the acquisition of Bank of America, the perfect proof of this ‘old idea’ must be revised, the role of marketing, the same can not be underestimated. Marketing should not be ‘stay out’, it is best to be run through each stage of M amp;amp; A activity. In this paper, media, the United States Sinorama Brothers ‘CMO’ magazine an exclusive interview with the help of Lenovo CMO, reading from a deeper level, the acquisition of Lenovo’s marketing strategy. At the same time, through the success of Bank of America merger case analysis as well as the regularity of the U.S. M amp;amp; A summary of the best tips from the multi-angle acquisition of the marketing strategy. The new Lenovo’s marketing mix boxing Text / Kuang Ping Wang Fukun In December 2004, Lenovo announced its acquisition of IBM’s PC business, Lenovo has paid 1.75 billion U.S. dollars, including payment of 1.25 billion U.S. dollars in cash and stock and assume debt of 500 million U.S. dollars, while Lenovo was IBM PC in a loss-making state sector All assets (including fixed assets and intellectual property rights) and the IBM brand for five years, limited right to use. After several years of frustration and confusion, the Lenovo IBM has finally caught the ship, formally embarked on the journey of internationalization. Prior to this, Lenovo has spread to re-focus the business back to PC business, and in 2004 became an official Olympic partner. After talking about retiring after the ac