Professional Documents
Culture Documents
!cer
Lenovo has @ most$threatening rivals, namely #P and 9ell
Incorporated in the Enited 6tate", To"hiba Corporation and 6ony
Corporation in >apan, and Acer, another 0hine"e computer manufacturer
based in Taiwan?
Dept., of Commerce & Management Osmania College
(AUTONOMOUS), Kurnool
39
Ob<ective"
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(AUTONOMOUS), Kurnool
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-he ob+ectives of the Lenovo Company are as follo#s
$? -o determine up to #hat e&tent the Lenovo has satisfied the
consumers
-? -o "no# the mode of purchase by the consumers
.? -o "no# the type of usage made by consumers
*? -he services rendered by the dealer should be determined
/? -he consumers changing attitude should be recogni,ed
+? -o study price and trends
,? -o understand the advantages and limitations of the product
&? -o "eep in touch #ith the sales promotional activities done
%? -o determine the company and its dealers attachments #ith
consumers
$'? -o determine the place of Lenovo #ith respect to various companies
$$? -o determine the consumer satisfaction #ith regard to price and
technology
$-? -o "no# #hether the consumers are a#are of all the products
released by the company
Dept., of Commerce & Management Osmania College
(AUTONOMOUS), Kurnool
41
7e"earch Methodology
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(AUTONOMOUS), Kurnool
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'esearch refers to search for "no#ledge It is an art of the scientific
investigation 'esearch comprises definite problem -he research design
ascetically states the procedures of data collection and analysis of information
relevant to the problem
I have selected my study in descriptive research #hich includes surveys,
facts, findings, and enquiries -he method used for present study #as survey
method Data #as collected from field8s survey by the personal intervie#s #ith
consumers Primary data #as collected #ith the help of questionnaire for
analysis
FMA7C2TIN: 7262A70# I6 T#2 6G6T2MATI0 926I:N;
0OLL20TION; ANALG6I6; AN9 72PO7TIN: OB 9ATA AN9
BIN9IN:6 72L2!ANT TO A 6P20IBI0 MA7C2TIN: 6ITEATION
BA0IN: T#2 0OMPANGH
25ective Mar1eting 7e"earch
Mar"eting research is determined through the follo#ing steps
6tep $: 9efne the problem and re"earch
ob<ective"
-he first step for the mar"eting research is to define the problem carefully and
agree on the research ob+ectives (ot all research pro+ects can be specific in their
ob+ectives *ome research is e&planisary its goal is together a preliminary data to
Dept., of Commerce & Management Osmania College
(AUTONOMOUS), Kurnool
43
shed light on the real nature problem and to suggest positive solution or ne#
idea *ome research id descriptive it seem to certain magnitudes
6tep -: 9eveloping the re"earch plan
It aims for developing the most effective plan for gathering the needed
information Design a research plan based on the data sources, research
approaches and contact methods
9ata collection
Hor quantitative research, the primary data collection is the questionnaires
Primary data
-he primary data is collected through questionnaires, #hich form the ma+or
part of the pro+ect
6econdary data
-he secondary data is readily available from the Dealer8s, ne#s maga,ines
Data li"e company profile and organi,ation procedures are obtained from the
office
0on"umer" are oten reluctant to ta1e the time to re"pond to
"urvey? Bor thi" rea"on re"earcher" have ound the
=ue"tionnaire" which may be intere"ting; unambiguou"; ea"y
to complete and generally non)burden"ome in order to
motivate re"pondent" to an"wer truthully and completely?
Dept., of Commerce & Management Osmania College
(AUTONOMOUS), Kurnool
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7e"earch Approache"
Primary data can be collected from four #ays
$? 1bservational 'esearch
-? Hocus Group 'esearch
.? *urvey 'esearch
*? 9&perimental 'esearch
7e"earch In"trument"
Mar"eting researchers have a choice of t#o main research instruments in
collecting primary data from KquestionnairesL
Iue"tionnaire"
-his part is being e&plained briefly in the follo#ing theories of approach
-hey are K*!MPLI(G PL!(L after deciding on the research approach and
the instruments -he mar"eting researchers must design a sampling plan
-his plan comprise of three parts
. *ample *i,e
Dept., of Commerce & Management Osmania College
(AUTONOMOUS), Kurnool
45
5 *ample )nit
D *ample Procedure
6ampling
!n integral component of research design is the sampling plan *pecifically it
addresses three questions %hom to survey2-he sampling unit3, :o# many to
survey 2sampling si,e3, and :o# to select them2-he sampling procedure3
6ampling Enit
-he sampling units for the study consisted of respondents from all #al"s of
life, either se&, different age groups, different income group and so on, but all
residents of B)'(11L CI-M
6ampling 6iJe
Considering the nature and e&tent of the study and #ith the time constraints,
a sample si,e of .00 consumers #as chosen
6ampling Procedure
*imple random sampling method has been adopted for the study In random
sampling each element of the population has an equal chance of being selected
for the sample
0ontact Method
Dept., of Commerce & Management Osmania College
(AUTONOMOUS), Kurnool
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1nce the sampling plan has been determined, the mar"eting researchers
must decide ho# the sub+ect should be contacted -he choices are mail,
telephones or personal intervie#s
6tep .: 0ollected Inormation
-he data collection phase of mar"eting is generally prone or error In case of
survey, four ma+or problems arise *ome respondents #ill not be at home and
must be re$contacted and replaced 1ther respondents #ill refuse to co$operate
6tep *: AnalyJe the Inormation
-he ne&t to last step in the mar"eting research process is to e&tract earliest
findings from the collected data -he researchers tabulate the data and levels in
the frequency distribution !verages and measures of dispersion are computed
for ma+or variables
Dept., of Commerce & Management Osmania College
(AUTONOMOUS), Kurnool
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Dept., of Commerce & Management Osmania College
(AUTONOMOUS), Kurnool
48
Limitation"
!part from the needs and importance of the study, there are limitations also -he
limitations are as follo#sA
$? -he study is confined to Burnool city (ot the customers around the #orld
-? -he survey #as carried about 50 to D0 days, #hich #as a time constraint
.? -ime factor is the main limitation of the study
*? -he methods used in this pro+ect are random sampling methods and the
result obtained may not be fully accurate and believable
/? -he research has been centered to only .00 customers rather than
millions
+? *ome of the customers are not interested to give the accurate information
about the product
,? -his study is based on the figure available and the information given by
the customers
Dept., of Commerce & Management Osmania College
(AUTONOMOUS), Kurnool
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-he conclusions dra#n are sub+ected to the information provided by various
buyers contacted
Theoretical 4ac1ground o 0on"umer
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(AUTONOMOUS), Kurnool
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6ati"action
It is no longer enough to satisfy customers Mou must delight them
6ati"action
*atisfaction is a person feeling of pleasure or disappointment resulting from
comparing the products received performance is or 2out come3 in relation to his or
her e&pectations
!s this definition ma"es clear satisfaction is a function of received
performance and e&pectations %ith the performance falls sharp e&pectations,
the customer is dissatisfied If the performance e&ceeds e&pectations, the
customer is highly satisfied or delighted
Mini companies are aiming for high satisfactions because customers #ho are
+ust satisfied still find it easy to s#itch #hen a better offer comes along
-hose #ho are highly satisfied are much less ready to s#itch
:igh satisfactions or delights create an emotional brand #ith the brand (ot
+ust rational performance the result is high customer loyalty Nero&es senior
managers believes that a very satisfied or delighted customer is #orth tenth times
as much to the company as a satisfied customer ! very satisfied customer is
li"ely to stay #ith Nero& many more years and buy more than a satisfied
customer
! customer8s decision to be loyal or to defect is the some of many small
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encounters #ith the company Consulting from forum corporation says that in
order for all this small encounters to add up to customers loyalty, companies
need to create a Kbranded customer e&perienceL in addition to customer value
e&pectations and satisfactions companies need to monitor their competitors
performance in this areas Hor e&le a company #as pleased to find 70E of
his customers said they #ere satisfied
-hen the C91 found out that its leading competitors attended a /0E
customer satisfaction score :e #as further dismayed #hen he learned that this
competitor #as aiming to reach a /@E satisfaction score
!lthough the customer centered firm see"s to create high customer
satisfaction, its main goal is not to ma&imi,e customer satisfaction If the
company increases customer satisfaction by lo#ering its prices or increasing its
services, the result may be lo#er profits -he company might be able to increase
its profitability by means other than increased satisfaction 2for e&le, by
improving manufacturing processes are investing more in ' Q B3, also the
company has many sta"e holders including employers, dealers, suppliers and
stoc" holders *pending more to increase customer satisfaction might divert
funds from increasing the satisfaction of other partners )ltimately the company
must operate on philosophy that it is trying to deliver faction to other sta"e
holders #ithin the constraints of its total resources
0u"tomer 6ati"action 6ervice
*tudied sho# that although customers are dissatisfied #ith one out of every >
purchases Less than @E of dissatisfied customers #ill complain Most customers
#ill buy less or s#itch suppliers Complaint levels are thus not a good measure of
customer satisfaction 'esponsive company measure customer satisfaction
directly by conducting periodic service, they sent questionnaires or ma"e
Dept., of Commerce & Management Osmania College
(AUTONOMOUS), Kurnool
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telephone calls to a random sample of recent customers %hile collecting
customer satisfaction data, it is also useful to as" additional questions to measure
repurchase intention, this #ill normally be high if the customer8s satisfaction is
high It is also useful to measure the li"elihood or #illingness to recommend the
company and brand to others ! high positive #ord$of$mouth score indicates that
the company is producing high customer satisfaction
9efning 0u"tomer 6ati"action
1ver D@ years above P2T27 97E0C27 observed that a company8s first
tas" is to create customers But today8s customer8s faces a vast vary of product
and branch choices, prices and suppliers
%e believe that customers estimate #hich offer #ill deliver the most value
Customers are very valuable ma&i misers, #ithin the bounds of search costs and
limited "no#ledge, mobility and income and e&ceptions of value e&pectations
affects both satisfaction and repurchase probability
-he "ey to customer retention is Customer *atisfaction ! highly satisfied
customerA
$? *tay loyal longer
-? Buys more as the company introduces ne# products and upgrade
e&isting products
.? -al"s favorably about the company and its products
*? Pays less attention to competing brands and advertising and is less
sensitive to price
/? 1ffers products or services and ideas to the company
+? Costs less to serve than ne# customers because transactions are
routini,ed
-hus a company #ould be #ise to measure customer satisfaction regularly
Dept., of Commerce & Management Osmania College
(AUTONOMOUS), Kurnool
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-he company could phone recent buyers and inquire ho# many are :ighly
satisfied, satisfied, indifferent and dissatisfied
0on"umer 6ati"action
-oday in the consumer driven economy, all firms are engaged in a rat
race to attract customers and build a long$term relationship #ith their loyal
customers -he "ey to customers8 loyalty is through customer satisfaction !
satisfied customer #ill act as a spo"e person of the company8s product, and
bring in more buyers -here is the Pareto principle or the 70G50 rulesC it says
70 percent of one thing comes from 50 percent of another -hat is to say a
small percentage of loyal customers #ill lend a large #eight to the company8s
sales
*o mar"eters have to ensure customers value satisfaction Hor this they
have to ensureA
Products are developed to meet consumer requirements
Brands are positioned so as to convey distinctiveness
Communications are used to convey to consumer to e&perience
that goes on using a value added product
Delivery to reinforce the promptness in ma"ing available to the
consumers a value added product
'elationships are built to offer lifetime customer value to enable the
consumer to e&perience value satisfaction
Dept., of Commerce & Management Osmania College
(AUTONOMOUS), Kurnool
54
!ll the efforts of the mar"eters at trying to understand buying motives,
organi,ing buying behavior and #or"ing out suitable promotional strategy to suit
the consumer behavior are to ensure consumer satisfaction In today8s
competitive environment, #here companies are adopting various methods to
#hom the prospective consumers, mar"eters have to ma"e all efforts to
understand all the comple&ities #hich go into the buying behavior and frame
mar"eting programs suitable to the target mar"et
Dept., of Commerce & Management Osmania College
(AUTONOMOUS), Kurnool
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$? W#AT TGP2 OB P7OB266IONAL6 A72 E6IN:
P0(6K
Proe""ional" Number o
7e"pondent"
Percentage
9mployees D@ 35%
Businessmen D5 32%
*tudents 5D 23%
1thers .0 10%
Total $'' $''L
0OLEMN 0#A7T 72P7262NTIN: T#2 E6A:2 OB Pc(" 4G
9IBB272NT TGP2 OB P7OB266IONAL6
Dept., of Commerce & Management Osmania College
(AUTONOMOUS), Kurnool
56
Inerence
!ccording to the survey, the above table indicates that, D@2D@E3 of
respondents are 9mployees, D52D5E3 of respondents are Businessmen, 5D25DE3
are *tudents, and .02.0E3 are other professionals #ho are using PC8s Hrom the
above table #e can conclude that 9mployees and Businessmen are using PC8s
effectively than compared to the *tudents and 1ther professionals
-? IN0OM2 L2!2L OB 726PON92NT6 W#O A72
E6IN: P0(6K
Income Level" Number o
7e"pondent"
Percentage
@000$.0000 55 22%
.0000$.@000 5@ 25%
.@000$50000 DD 33%
!bove 50000 50 20%
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(AUTONOMOUS), Kurnool
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Total $'' $''L
4A7 0#A7T 6#OWIN: T#2 IN0OM2 L2!2L6 OB
726PON92NT6
.? W#AT TGP2 OB L2NO!O 6G6T2M 9O GOE #A!2K
Dept., of Commerce & Management Osmania College
(AUTONOMOUS), Kurnool
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Type o "y"tem Number o
re"pondent"
Percentage
Des"top J5 2%
Laptop 57 2!%
Total $'' $''L
9OE:#NET 0#A7T 72P7262NTIN: T#2 TGP2 OB L2NO!O
6G6T2M A0IEI729 4G 726PON92NT6
Inerence
Hrom the above table #e can state that J52J5E3 of respondents
acquire Des"top PC8s, and 57257E3 of respondents use Laptops -he ma+ority of
the respondents are using des"top computers
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(AUTONOMOUS), Kurnool
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*? MO92 OB PE70#A62 OB L2NO!OK
Mode o Purcha"e Number o
re"pondent"
Percentage
Direct Payment 70 !0%
Installments 50 20%
Total $'' $''L
0GLIN97I0AL 0#A7T IN9I0ATIN: T#2 MO92 OB
PE70#A62 OB L2NO!O
Inerence
Hrom the opinion of the respondents stated in the above table,
70270E3 acquire the Lenovo PC8s through direct payment, and 50250E3 of
respondents purchase Lenovo through Installments
Dept., of Commerce & Management Osmania College
(AUTONOMOUS), Kurnool
60
/? W#G 9O GOE P72B27 L2NO!OK
Bactor" Number o
7e"pondent"
Percentage
Price ./ 1"%
Ruality @> 5#%
Configuration .0 10%
*ervices .J 1%
Total $'' $''L
LIN2 0#A7T 72P7262NTIN: T#2 INBLE2N0IN: BA0TO76
TO P72B27 L2NO!O
Dept., of Commerce & Management Osmania College
(AUTONOMOUS), Kurnool
61
Inerence
-he above table states that ./2./E3 of respondents prefer Lenovo
due to Price factor, @>2@>E3 of respondents prefer Lenovo due to its Ruality,
.02.0E3 voted for Configuration, and .J2.JE3 voted for *ervices Most of the
respondents ie, @>E prefer Lenovo because of its good quality
+? TO W#AT 2MT2NT GOE A72 6ATI6BI29 WIT#
L2NO!OK
Bactor" Number o
7e"pondent"
Percentage
:ighly *atisfied D/ 3"%
Moderately *atisfied 5D 23%
*atisfied DD 33%
(ot *atisfied @ 5%
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(AUTONOMOUS), Kurnool
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Total $'' $''L
0ON2 0#A7T 92607I4IN: T#2 0ON6EM27
6ATI6BA0TION TOWA796 L2NO!O
Inerence
!ccording to the survey, the above table states that, D/2D/E3 of
respondents are :ighly *atisfied #ith Lenovo, 5D25DE3 of respondents are
Moderately *atisfied, DD2DDE3 of respondents are *atisfied, and @2@E3 are (ot
*atisfied 1verall the satisfaction of respondents is more #hich is a good sign for
the Lenovo PC ma"ers
,? W#AT BA0TO7 INBLE2N029 GOE TO 4EG L2NO!OK
Bactor" Number o
7e"pondent"
Percentage
Hriends 55 22%
'elatives .D 13%
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(AUTONOMOUS), Kurnool
63
!dvertisements @7 5!%
1thers J %
Total $'' $''L
4A7 0#A7T 72P7262NTIN: T#2 BA0TO76 INBLE2N0IN:
TO PE70#A62 L2NO!O
Inerence
!bove table indicates that, 55255E3 of respondents purchase Lenovo
due to the influence of Hriends, .D2.DE3 of respondents are influenced by
relatives, @72@7E3 of respondents are influenced by !dvertisements, and J2JE3
are influenced by 1ther factors -he above table states that most of the
respondents ie, @7E are influenced by !dvetisements -his indicates that the
!dvertisements are proving effective in the sales of Lenovo
&? W#AT I6 GOE7 OPINION A4OET P7I026K
Bactor" Number o
7e"pondent"
Percentage
Dept., of Commerce & Management Osmania College
(AUTONOMOUS), Kurnool
64
=ery :igh .5 12%
:igh .> 1#%
Medium >7 #!%
Lo# 56 2$%
Total $'' $''L
PG7AMI9 0#A7T 6TATIN: T#2 0ON6EM27 OPINION
TOWA796 T#2 P7I026 OB L2NO!O
Inerence
Hrom the above table #e can obtain the opinion of the respondents
about the prices of Lenovo .52.5E3 of respondents replied that the price of
Lenovo is =ery :igh, .>2.>E3 said :igh, >72>7E3 of respondents voted the price
of Lenovo is Medium, and 56256E3 of respondents said the price is Lo#
Dept., of Commerce & Management Osmania College
(AUTONOMOUS), Kurnool
65
%? A72 GOE 6ATI6BI29 WIT# T#2 IEALITG OB L2NO!OK
Bactor" Number o
7e"pondent"
Percentage
:ighly *atisfied >J #%
Moderately *atisfied .7 1!%
*atisfied D0 30%
(ot *atisfied @ 5%
Total $'' $''L
4A7 0#A7T 92607I4IN: T#2 0ON6EM27 6ATI6BA0TION
TOWA796 T#2 IEALITG OB L2NO!O
Inerence
!ccording to the survey, the above table indicates that, >J2>JE3 of
respondents are :ighly *atisfied #ith the quality of Lenovo, .72.7E3 are
Dept., of Commerce & Management Osmania College
(AUTONOMOUS), Kurnool
66
Moderately *atisfied, D02D0E3 of respondents are *atisfied #ith the quality, and
@2@E3 are (ot *atisfied #ith the quality of Lenovo Hrom the survey done, #e can
state that more number of respondents are *atisfied #ith the quality of Lenovo
$'? A72 GOE LOGAL TO GOE7 47AN9K
Bactor" Number o
7e"pondent"
Percentage
Mes 75 !2%
(o .7 1!%
Total $'' $''L
4A7 0#A7T 6#OWIN: T#2 47AN9 LOGALTG OB L2NO!O
Inerence
-he above table sho#s the brand loyalty of respondents to#ards
Lenovo -he number of respondents #ho are loyal to Lenovo is 75275E3 and
.72.7E3 of respondents are not loyal to the brand as they are not satisfied #ith
the brand 1verall the respondents #ho are loyal to the brand are more ie, 75E
Dept., of Commerce & Management Osmania College
(AUTONOMOUS), Kurnool
67
$$? TO W#AT 2MT2NT 9O26 T#2 47AN9 IMA:2
INBLE2N02 T#2 0ON6EM27 TO PE70#A62 L2NO!OK
Bactor" Number o
7e"pondent"
Percentage
:igh @5 52%
Moderate D7 3!%
Lo# .0 10%
Total $'' $''L
0GLIN97I0AL 0#A7T 72P7262NTIN: 47AN9 IMA:2 OB
L2NO!O
Dept., of Commerce & Management Osmania College
(AUTONOMOUS), Kurnool
68
Inerence
Hrom the above table #e conclude that, @52@5E3 of respondents are
:ighly influenced by the brand image to purchase Lenovo, D72D7E3 of
respondents are Moderately influenced by the brand image, and .02.0E3 of
respondents are not influenced by the brand image -he survey states that the
brand image of Lenovo is good
$-? W#AT I6 GOE7 OPINION A4OET 6AL26
P7OMOTIONAL A0TI!ITI26 OB L2NO!OK
Bactor" Number o
7e"pondent"
Percentage
=ery Impressive D7 3!%
Moderately Impressive 55 22%
Impressive 56 2$%
(ot Impressive .> 1#%
Total $'' $''L
Dept., of Commerce & Management Osmania College
(AUTONOMOUS), Kurnool
69
4A7 0#A7T 6TATIN: T#2 OPINION OB 726PON92NT6
A4OET 6AL26 P7OMOTIONAL A0TI!ITI26 OB L2NO!O
Inerence
!ccording to the survey, the above table indicates that, D72D7E3 of
respondents said that sales promotional activities of Lenovo are =ery Impressive,
55255E3 of respondents said Moderately Impressive, 56256E3 of respondents
replied as Impressive, and .>2.>E3 of respondents are (ot Impressive #ith the
sales promotional activities of Lenovo
$.? W#AT I6 GOE7 OPINION ON A9!27TI62M2NT6 OB
L2NO!OK
Bactor" Number o
7e"pondent"
Percentage
9&cellent >J #%
Good D7 3!%
Hair 0/ "%
Dept., of Commerce & Management Osmania College
(AUTONOMOUS), Kurnool
70
Poor 06 $%
Total $'' $''L
0ON2 0#A7T 6#OWIN: 0ON6EM27 OPINION TOWA796
A9!27TI62M2NT6 OB L2NO!O
Inerence
Hrom the above table #e indicates that, >J2>JE3 of respondents said
that the !dvertisements of Lenovo are 9&cellent, D72D7E3 of respondents said
that the !ds of Lenovo are Good, /2/E3 of respondents said the !ds are Hair,
and the remaining 626E3 of respondents said that the !ds are Poor 1verall study
states that the advertisements are proving effective in the sales promotion of
Lenovo
$*? #OW 9O GOE B22L ABT27 6AL26 627!I02 OB
L2NO!OK
Bactor" Number o Percentage
Dept., of Commerce & Management Osmania College
(AUTONOMOUS), Kurnool
71
7e"pondent"
9&cellent D7 3!%
Good >5 #2%
Hair .5 12%
Poor 07 !%
Total $'' $''L
4A7 0#A7T IN9I0ATIN: 0ON6EM27 OPINION ABT27
6AL26 627!I02 OB L2NO!O
Inerence
!ccording to the survey, the above table indicates that, D72D7E3 of
respondents feel 9&cellent after sales service of Lenovo, >52>5E3 said they feel
Good, .52.5E3 said Hair, and 727E3 of respondents said Poor
Dept., of Commerce & Management Osmania College
(AUTONOMOUS), Kurnool
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$/? 9O GOE WANT TO 0#AN:2 L2NO!OK
Bactor" Number o
7e"pondent"
Percentage
Mes .6 1$%
(o 7> !#%
Total $'' $''L
0GLIN97I0AL 0#A7T 6#OWIN: T#2 0ON6EM27 OPINION
TO 0#AN:2 L2NO!O 47AN9
Inerence
Hrom the above table indicates that, .62.6E3 of customers #ant to
change the Lenovo as they are not satisfied #ith the brand, and 7>27>E3 of
consumers don8t #ant to change as they are satisfied #ith Lenovo brand
Dept., of Commerce & Management Osmania College
(AUTONOMOUS), Kurnool
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Dept., of Commerce & Management Osmania College
(AUTONOMOUS), Kurnool
74
6WOT ANALG6I6
6T72N:#T6
%&A'( )*A+, of Lenovo is very good
Ruality is the strength of Lenovo
!fter *ales *ervices is also good for Lenovo
It is a Multinational Company
W2ACN266
Price of Lenovo Pc8s are high
*ales Promotional !ctivities of Lenovo is Limitted
*ervice centers are less
OPPO7TENITI26
If the Lenovo Company can decrease the prices of Pc8s by some
value, it can capture more mar"et
9ffective and ne# *ales Promotional !ctivities should be implemented
by Lenovo
*ervice centers should be more in number
T#72AT6
'e,site 5 666.lenovo.com