14 Aug .strayer.edu/webapps/blackboard/execute/uploadAssignment?content_id=_12234498_1&

.strayer.edu/webapps/blackboard/execute/uploadAssignment?content_id=_12234498_1&course_id=_121840_1&assign_group_id=&mode=view”>Week 8 Assignment 2 Submission

If you are using the Blackboard Mobile Learn
App, please click “View in Browser”.Click the link above to
submit your assignment.Students, please view the “Submit a Clickable Rubric
Assignment” in the Student Center.Instructors, training on how to grade is
within the Instructor Center.
Assignment 2: Developing a Marketing Strategy for a Multinational Company
Due Week 8 and worth 160 points
This assignment consists of two (2) sections: Expected Commercial Value
Forcast and Marketing Strategy Research Paper. You must submit both sections as
separate files for the completion of this assignment.
Imagine that you are a marketing manager in charge of developing a marketing
campaign for Lenovo Computers (www.lenovo.com). Your company is currently
selling products in fifty (50) different countries around the world. Lenovo just
launched a new notebook. One (1) of the issues that you face is whether Lenovo
should employ a multicountry strategy or a global strategy for the new notebook.
Your job as a marketing manager requires you to first use an analytical tool to
forecast Expected Commercial Value – Net Present Value (NPV) over the next ten
(10) years.
Section 1: Expected Commercial Value Forcast
1. Utilize the Expected Commercial Value Excel
Calculator to estimate the potential commercial success of the new notebook.
Note: The Expected Commercial Value Excel Calculator can be found in the online
course shell.
a. Fill in the Cashflows section ( column FY 13
through FY 23) found in the MS Excel sheet to project an NPV of above
$10,000,000.

Development
Costs

Launch and Marketing
Costs

Forecasted Units
Sold
Assuming the
following parameters remain the same in the Excel calculator.

Probability of Commercial
Success

0.8

Probability of Technical
Success

1

Unit Sales
Price

$400

Discount
Rate

0.06
Estimate the commercial success of the new notebook, based on your
quantitative analysis from 1a of this assignment.
Section 2: Marketing Strategy Research PaperWrite a three to four (3-4) page
paper in which you:

Determine the key approaches that you will use in order to incorporate
branding and co-branding opportunities. Devise your strategy for leveraging the
current Lenovo brands with the new notebook product. Note: Incorporate the
computed analytical data from the Expected Commercial Value Calculator to
support your response.
Propose your strategy for advertising the new notebook within other
countries. Determine whether the content of the ads would be similar to the
standardized ads geared toward other world markets or if they would be
customized for a new country. Provide a rationale for the response.
Select a country as a new market for the new notebook. Next, predict the
market segmentation variables for the new notebook in the country that you have
selected (e.g., geography, psychographics, and demographics). Note: Incorporate
the computed analytical data from the Expected Commercial Value Calculator to
support your response.
Define the companys main types of pricing strategies and target market
objectives for the new notebook.
Suggest the key methods that you would use to create unique distribution
channels and logistics through the companys existing global channel
intermediaries. Predict the manner in which these distribution channels would
create utility for current and potential customers.
Decide whether you would employ a multicounty strategy or a global strategy
for the new notebook. Provide a rationale to support your response.
Use at least five (5) academic resources in this assignment. Note: Wikipedia
and other Websites do not qualify as academic resources.
Your assignment must follow these formatting requirements:

Be typed, double spaced, using Times New Roman font (size 12), with one-inch
margins on all sides; citations and references must follow APA or
school-specific format. Check with your professor for any additional
instructions.
Include a cover page containing the title of the assignment, the students
name, the professors name, the course title, and the date. The cover page and
the reference page are not included in the required assignment page
length.
The specific course learning outcomes associated with this assignment
are:

Integrate the concepts of market segmentation, product development, and
pricing policies into viable marketing strategy to fit a variety of
international market environments.
Construct product distribution channels and logistics to meet marketing
objectives and fit a variety of global market environments.
Analyze an integrated marketing communication (IMC) strategy to support
global marketing operations.
Use technology and information resources to research issues in international
marketing.
Write clearly and concisely about international marketing using proper
writing mechanics.
Grading for this assignment will be based on answer quality, logic /
organization of the paper, and language and writing skills, using the following
rubric found .strayer.edu/bbcswebdav/institution/MKT/505/1138/Week8-1138/Week%208%20Assignment%202%20Grading%20Rubric.html”>here.

If you are using the Blackboard Mobile Learn
App, please click “View in Browser”.Click the link above to
submit your assignment.Students, please view the “Submit a Clickable Rubric
Assignment” in the Student Center.Instructors, training on how to grade is
within the Instructor Center.Assignment 2: Developing a Marketing Strategy for a Multinational CompanyDue Week 8 and worth 160 pointsThis assignment consists of two (2) sections: Expected Commercial Value
Forcast and Marketing Strategy Research Paper. You must submit both sections as
separate files for the completion of this assignment.Imagine that you are a marketing manager in charge of developing a marketing
campaign for Lenovo Computers (www.lenovo.com). Your company is currently
selling products in fifty (50) different countries around the world. Lenovo just
launched a new notebook. One (1) of the issues that you face is whether Lenovo
should employ a multicountry strategy or a global strategy for the new notebook.
Your job as a marketing manager requires you to first use an analytical tool to
forecast Expected Commercial Value – Net Present Value (NPV) over the next ten
(10) years.Section 1: Expected Commercial Value Forcast1. Utilize the Expected Commercial Value Excel
Calculator to estimate the potential commercial success of the new notebook.
Note: The Expected Commercial Value Excel Calculator can be found in the online
course shell.a. Fill in the Cashflows section ( column FY 13
through FY 23) found in the MS Excel sheet to project an NPV of above
$10,000,000.Development
CostsLaunch and Marketing
CostsForecasted Units
SoldAssuming the
following parameters remain the same in the Excel calculator.Probability of Commercial
Success0.8Probability of Technical
Success1Unit Sales
Price$400Discount
Rate0.06Estimate the commercial success of the new notebook, based on your
quantitative analysis from 1a of this assignment.Section 2: Marketing Strategy Research PaperWrite a three to four (3-4) page
paper in which you:Your assignment must follow these formatting requirements:The specific course learning outcomes associated with this assignment
are:Grading for this assignment will be based on answer quality, logic /
organization of the paper, and language and writing skills, using the following
rubric found .strayer.edu/bbcswebdav/institution/MKT/505/1138/Week8-1138/Week%208%20Assignment%202%20Grading%20Rubric.html”>here.

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