MKT 505 Week 8 Assignment 2 – Strayer
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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.
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
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Launch and Marketing
Costs
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Forecasted Units Sold
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Assuming
the following parameters remain the same in the Excel calculator.
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Probability of
Commercial Success
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Probability of
Technical Success
|
|
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Unit Sales Price
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|
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Discount Rate
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b.
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:
a.
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.
b.
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.
c.
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.
d.
Define
the company’s main types of pricing strategies and target market objectives for
the new notebook.
e.
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.
f.
Decide
whether you would employ a multicounty strategy or a global strategy for the
new notebook. Provide a rationale to support your response.
g.
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.
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