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MKT505 assignment 2




Question;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 ( 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;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.


Paper#47032 | Written in 18-Jul-2015

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