BUS News

Marketing Talk on “Lenovo” Experience and Beyond

10 Mar, 2015

Alumnus Mr. Alex Chung, General Manager of Lenovo Hong Kong, shared his vision and marketing experience with BBA students at the talk titled “Win as One: Trend, New Era Mobility and Smart Life” on 10 March. The event was jointly organised by the Department of Marketing and HKBUSU Business Management Society. 

Graduated from HKBU in 1994 with a BBA (Hon) Degree in Marketing, Alex subsequently worked for Sony, Samsung, Shun Hing Group, and is now working for Lenovo. With 20 years of marketing experience at the forefront of technology industry, Alex’s unique vantage point offers an insightful perspective on the evolving ecosystem of technology products, the changes in marketing strategies and customers’ behaviour over the years, and what makes a good marketer. 

The elements of mobility 

A decade ago, Facebook and smartphones were not popular yet, as Alex recalled. But the world is changing so quickly nowadays that companies are constantly required to adjust their directions and strategies. The challenge is huge, so as the opportunity. 

According to Alex, following its strategic acquisition of IBM’s personal computer business, Lenovo became the world’s No.1 computer maker in 2012, and as the PC market is getting saturated, it is changing its strategic position towards becoming a leading global provider of solutions for the consumer technology market. Recent moves include the acquisition of IBM’s server business and Motorola Mobility, which echo with the corporate culture: “We Must Change”.

What makes a good marketer? 

When asked about the important qualities for marketers, Alex highlighted creativity and innovativeness. “You need to think differently to distinguish yourself from others”. Sensitivity to the market is also essential. Despite his hectic schedule, he would often visit the stores, to the heart of the “battlefield” as he described, talking to the frontline staff and paying attention to the questions asked by the customers when choosing a product. 

The exposure to different corporate cultures has enabled him to see “innovation” from an organizational point of view - the “bottom up” creativity at Sony, the speed-driven and “top down” approach at Samsung, and the “diversity” at Lenovo. These experiences benefit him to excel in his new role as general manager. 

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