Posted: March 3rd, 2014
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 different countries around the world. Lenovo just launched a new notebook. One of the issues that you face is whether Lenovo should employ a multi-country strategy or a global strategy for the new notebook.
Write a three to four 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.
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1.Determine approaches to use in order to incorporate branding and co-branding opportunities.
2.Devise a strategy for leveraging the current Lenovo brands with the new notebook product.
3.Propose a 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.
4.Select a country as a new market for the new notebook, and predict the market segmentation variables for the new notebook in the country that you have selected (e.g., geography, psychographics, and demographics).
5.Define the company’s main types of pricing strategies and target market objectives for the new notebook.
6.Suggest the key methods to use to create unique distribution channels and logistics through the company’s existing global channel intermediaries, and predict the manner in which these distribution channels would create utility for current and potential customers.
7.Decide whether to employ a multicounty strategy or a global strategy for the new notebook. Provide a rationale to support the response.
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.
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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.
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Section 2: Marketing Strategy Research PaperWrite a three to four (3-4) page paper in which you:
assignment must follow these formatting requirements:
The specific course learning outcomes associated with this assignment are:
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