Lenovo Mission and Vision: An Analysis

An analysis of Mission and Vision statements of Lenovo

Lenovo, incorporated in 1988 was born as Beijing Legend Computers in 1984. It became the top PC vendor in 1999 and in 2003, it became the world’s leading PC company and the third smartphone company.  By 2005, it had acquired the PC division of IBM. Apart from laptops and PCs, Lenovo also sells smartphone, tablets and smart TVs.  Its portfolio of high quality and secure products and services also includes workstations, storage and apps. Currently, Lenovo is leading the global PC market and has smartly snatched market share from the leaders like Apple and Dell. Apart from these things, it has also entered  cloud business. Here is an analysis of Lenovo’s mission and vision:

Lenovo’s Mission Statement:

our mission is to become one of the world’s great personal technology companies.
We will accomplish this through:

• Personal Computers:Lead in PCs and be respected for our product innovation and quality.
• Convergence:Lead the industry with an ecosystem of devices, services, applications and content for people to seamlessly connect to people and web content.
• Culture:Become recognized as one of the best, most trusted and most well-respected companies to work for and do business with.

The mission of Lenovo is to become one of the world’s best personal computer companies that it is going to accomplish through product innovation, and better management. Lenovo has a product oriented mission statement. At its center are the products and services that Lenovo provides. Its mission is to become the market leader in Personal computing. Apart from that, it aims to serve its customers better by providing them with an array of products, services, applications and content that makes both personal and professional computing easier for them.

Lenovo also aims to be known as one of the most trusted and respected employers and businesses.  Technological leadership is the main aim of the brand which is explained in its mission. A mission statement explains what a company exists for. Lenovo gives a detailed glimpse of the kind of products and services it provides. Apart from that it also explains its central focus of business. Mission statements also serve to guide  day to day decision making and action within the organization.  However, the mission does not include anything about the other areas like CSR, employee welfare, current industry position of the brand etc.  It is mainly clear about its central focus leaving other things a bit unclear.

Vision Statement of Lenovo:

Our vision is that Lenovo will create personal devices more people are inspired to own, a culture more people aspire to join and an enduring, trusted business that is well respected around the world.

Lenovo’s vision is to create devices that are going to be loved by people and become a company where people love to work and a brand name that inspires trust. However, that is not something very specific. A vision is about the future a business is trying to achieve for itself. Lenovo’s vision is not very clear about the future it is trying to build. It does not talk of its financial challenges, how it will overcome them or its competitive challenges. Its focus is on being a trusted and loved company. However, while that is a desirable future position, still not a very clear one.

The vision statement does not explain what the company is doing to achieve its  purpose or how it is doing the task better than its competitors. It does  not address concerns like financial growth, CSR or its position in the industry. So, the vision statement does not provide a clear course to Lenovo’s future. It at least needs to be more specific to give a better and more understandable view of Lenovo’s vision of future. It does not highlight things like its customer orientation or employee orientation either. So, while the vision is short, it is also quite simple and a bit vague.

Source: [Lenovo Culture]