Posted: February 19th, 2015

Developing a Marketing Strategy for a Multinational Company

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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. NPV is used to determine the value of future cash in today’s dollars. NPV is simply the value of the expected future returns of an investment minus the value of expected future cost expressed in today’s dollars.

Section 1: Expected Commercial Value Forcast

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.

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 Paper

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 company’s 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 company’s 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 student’s name, the professor’s name, the course title, and the date. The cover page and the reference page are not included in the required assignment page length.

Your Assignment must be saved as:

LastName_FirstName_Week8_Assignment2

Doe_John_Week8_Assignment2

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.

Points: 160	Assignment 2: Developing a Marketing Strategy for a Multinational Company
Criteria	Unacceptable Below 70% F	Fair 70-79% C	Proficient 80-89% B	Exemplary 90-100% A
Section 1: Expected Commercial Value Forecast
1a. 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. Weight: 5%	Did not submit or incompletely filled 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.	Partially filled 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.	Satisfactorily filled 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.	Thoroughly filled 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.
1b. Estimate the commercial success of the new notebook, based on your quantitative analysis from 1a of this assignment. Weight: 5%	Did not submit or incompletely estimated the commercial success of the new notebook, based on your quantitative analysis from 1a of this assignment.	Partially estimated the commercial success of the new notebook, based on your quantitative analysis from 1a of this assignment.	Satisfactorily estimated the commercial success of the new notebook, based on your quantitative analysis from 1a of this assignment.	Thoroughly estimated the commercial success of the new notebook, based on your quantitative analysis from 1a of this assignment.
Section 2: Marketing Strategy Research Paper
2a. 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. Weight: 10%	Did not submit or incompletely determined the key approaches that you will use in order to incorporate branding and co-branding opportunities. Did not submit or incompletely devised your strategy for leveraging the current Lenovo brands with the new notebook product.	Partially determined the key approaches that you will use in order to incorporate branding and co-branding opportunities. Partially devised your strategy for leveraging the current Lenovo brands with the new notebook product.	Satisfactorily determined the key approaches that you will use in order to incorporate branding and co-branding opportunities. Satisfactorily devised your strategy for leveraging the current Lenovo brands with the new notebook product.	Thoroughly determined the key approaches that you will use in order to incorporate branding and co-branding opportunities. Thoroughly devised your strategy for leveraging the current Lenovo brands with the new notebook product.
2b. 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. Weight: 15%	Did not submit or incompletely proposed your strategy for advertising the new notebook within other countries. Did not submit or incompletely determined 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. Did not submit or incompletely provided a rationale for the response.	Partially proposed your strategy for advertising the new notebook within other countries. Partially determined 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. Partially provided a rationale for the response.	Satisfactorily proposed your strategy for advertising the new notebook within other countries. Satisfactorily determined 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. Satisfactorily provided a rationale for the response.	Thoroughly proposed your strategy for advertising the new notebook within other countries. Thoroughly determined 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. Thoroughly provided a rationale for the response.
2c. 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). Weight: 15%	Did not submit or incompletely selected a country as a new market for the new notebook. Did not submit or incompletely predicted the market segmentation variables for the new notebook in the country that you have selected (e.g., geography, psychographics, and demographics).	Partially selected a country as a new market for the new notebook. Partially predicted the market segmentation variables for the new notebook in the country that you have selected (e.g., geography, psychographics, and demographics).	Satisfactorily selected a country as a new market for the new notebook. Satisfactorily predicted the market segmentation variables for the new notebook in the country that you have selected (e.g., geography, psychographics, and demographics).	Thoroughly selected a country as a new market for the new notebook. Thoroughly predicted the market segmentation variables for the new notebook in the country that you have selected (e.g., geography, psychographics, and demographics).
2d. Define the company’s main types of pricing strategies and target market objectives for the new notebook. Weight: 10%	Did not submit or incompletely defined the company’s main types of pricing strategies and target market objectives for the new notebook.	Partially defined the company’s main types of pricing strategies and target market objectives for the new notebook.	Satisfactorily defined the company’s main types of pricing strategies and target market objectives for the new notebook.	Thoroughly defined the company’s main types of pricing strategies and target market objectives for the new notebook.
2e. Suggest the key methods that you would use to create unique distribution channels and logistics through the company’s existing global channel intermediaries. Predict the manner in which these distribution channels would create utility for current and potential customers. Weight: 15%	Did not submit or incompletely suggested the key methods that you would use to create unique distribution channels and logistics through the company’s existing global channel intermediaries. Did not submit or incompletely predicted the manner in which these distribution channels would create utility for current and potential customers.	Partially suggested the key methods that you would use to create unique distribution channels and logistics through the company’s existing global channel intermediaries. Partially predicted the manner in which these distribution channels would create utility for current and potential customers.	Satisfactorily suggested the key methods that you would use to create unique distribution channels and logistics through the company’s existing global channel intermediaries. Satisfactorily predicted the manner in which these distribution channels would create utility for current and potential customers.	Thoroughly suggested the key methods that you would use to create unique distribution channels and logistics through the company’s existing global channel intermediaries. Thoroughly predicted the manner in which these distribution channels would create utility for current and potential customers.
2f. Decide whether you would employ a multicounty strategy or a global strategy for the new notebook. Provide a rationale to support the response. Weight: 10%	Did not submit or incompletely decided whether you would employ a multicounty strategy or a global strategy for the new notebook. Did not submit or incompletely provided a rationale to support the response.	Partially decided whether you would employ a multicounty strategy or a global strategy for the new notebook. Partially provided a rationale to support the response.	Satisfactorily decided whether you would employ a multicounty strategy or a global strategy for the new notebook. Satisfactorily provided a rationale to support the response.	Thoroughly decided whether you would employ a multicounty strategy or a global strategy for the new notebook. Thoroughly provided a rationale to support the response.
2g. 5 references Weight: 5%	No references provided	Does not meet the required number of references; some or all references poor quality choices.	Meets number of required references; all references high quality choices.	Exceeds number of required references; all references high quality choices.
Clarity, writing mechanics, and formatting requirements Weight: 10%	More than 6 errors present	5-6 errors present	3-4 errors present	0-2 errors present

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