MKT 505 Assignment 2 – Developing a Marketing Strategy for a Multinational Company (Part 2 Only)
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).