14 Aug Assignment 2: Developing a Marketing Strategy for a Multinational Company This a

Assignment
2: Developing a Marketing Strategy for a Multinational Company
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

Development Costs

Launch and Marketing Costs

Forecasted Units Sold

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.

Probability of Commercial Success

0.8

Probability of Technical Success

1

Unit Sales Price

$400

Discount Rate

0.06

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.

Assuming
the following parameters remain the same in the Excel calculator.

Estimate the
commercial success of the new notebook, based on your quantitative
analysis from 1a of this assignment.
Section 2: Marketing Strategy Research Paper
2. Write 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.Assignment
2: Developing a Marketing Strategy for a Multinational CompanyThis
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 ForcastDevelopment CostsLaunch and Marketing CostsForecasted Units Sold1. 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.Probability of Commercial Success0.8Probability of Technical Success1Unit Sales Price$400Discount Rate0.06Assuming
the following parameters remain the same in the Excel calculator.Section 2: Marketing Strategy Research Paper2. Write 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:

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