Description of this paper

Global Marketing




Question;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 ( 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;SoldAssuming 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;0.06Estimate 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;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.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 here.


Paper#46971 | Written in 18-Jul-2015

Price : $67