Developing a Marketing Strategy for a Multinational Company
Section 1: Expected Commercial Value Forcast
1a. 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.
Weight: 5%
Did not submit or incompletely filled 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.
Partially filled 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.
Satisfactorily filled 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.
Thoroughly filled 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.
1b. Estimate the commercial success of the new notebook, based on your quantitative analysis from 1a of this assignment.
Weight: 5%
Did not submit or incompletely estimated the commercial success of the new notebook, based on your quantitative analysis from 1a of this assignment.
Partially estimated the commercial success of the new notebook, based on your quantitative analysis from 1a of this assignment.
Satisfactorily estimated the commercial success of the new notebook, based on your quantitative analysis from 1a of this assignment.
Thoroughly estimated the commercial success of the new notebook, based on your quantitative analysis from 1a of this assignment.
Section 2:Marketing Strategy Research Paper
2a. 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.
Weight: 10%
Did not submit or incompletely determined the key approaches that you will use in order to incorporate branding and co-branding opportunities. Did not submit or incompletely devised your strategy for leveraging the current Lenovo brands with the new notebook product.
Partially determined the key approaches that you will use in order to incorporate branding and co-branding opportunities. Partially devised your strategy for leveraging the current Lenovo brands with the new notebook product.
Satisfactorily determined the key approaches that you will use in order to incorporate branding and co-branding opportunities. Satisfactorily devised your strategy for leveraging the current Lenovo brands with the new notebook product.
Thoroughly determined the key approaches that you will use in order to incorporate branding and co-branding opportunities. Thoroughly devised your strategy for leveraging the current Lenovo brands with the new notebook product.
2b. 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.
Weight: 15%
Did not submit or incompletely proposed your strategy for advertising the new notebook within other countries. Did not submit or incompletely determined 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. Did not submit or incompletely provided a rationale for the response.
Partially proposed your strategy for advertising the new notebook within other countries. Partially determined 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. Partially provided a rationale for the response.
Satisfactorily proposed your strategy for advertising the new notebook within other countries. Satisfactorily determined 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. Satisfactorily provided a rationale for the response.
Thoroughly proposed your strategy for advertising the new notebook within other countries. Thoroughly determined 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. Thoroughly provided a rationale for the response.
2c. 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).
Weight: 15%
Did not submit or incompletely selected a country as a new market for the new notebook. Did not submit or incompletely predicted the market segmentation variables for the new notebook in the country that you have selected (e.g., geography, psychographics, and demographics).
Partially selected a country as a new market for the new notebook. Partially predicted the market segmentation variables for the new notebook in the country that you have selected (e.g., geography, psychographics, and demographics).
Satisfactorily selected a country as a new market for the new notebook. Â Satisfactorily predicted the market segmentation variables for the new notebook in the country that you have selected (e.g., geography, psychographics, and demographics).
Thoroughly selected a country as a new market for the new notebook. Thoroughly predicted the market segmentation variables for the new notebook in the country that you have selected (e.g., geography, psychographics, and demographics).
2d. Define the company’s main types of pricing strategies and target market objectives for the new notebook.
Weight: 10%
Did not submit or incompletely defined the company’s main types of pricing strategies and target market objectives for the new notebook.
Partially defined the company’s main types of pricing strategies and target market objectives for the new notebook.
Satisfactorily defined the company’s main types of pricing strategies and target market objectives for the new notebook.
Thoroughly defined the company’s main types of pricing strategies and target market objectives for the new notebook.
2e. 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.
Weight: 15%
Did not submit or incompletely suggested the key methods that you would use to create unique distribution channels and logistics through the company’s existing global channel intermediaries. Did not submit or incompletely predicted the manner in which these distribution channels would create utility for current and potential customers.
Partially suggested the key methods that you would use to create unique distribution channels and logistics through the company’s existing global channel intermediaries. Partially predicted the manner in which these distribution channels would create utility for current and potential customers.
Satisfactorily suggested the key methods that you would use to create unique distribution channels and logistics through the company’s existing global channel intermediaries. Satisfactorily predicted the manner in which these distribution channels would create utility for current and potential customers.
Thoroughly suggested the key methods that you would use to create unique distribution channels and logistics through the company’s existing global channel intermediaries. Thoroughly predicted the manner in which these distribution channels would create utility for current and potential customers.
2f. Decide whether you would employ a multicounty strategy or a global strategy for the new notebook. Provide a rationale to support the response.
Weight: 10%
Did not submit or incompletely decided whether you would employ a multicounty strategy or a global strategy for the new notebook. Did not submit or incompletely provided a rationale to support the response.
Partially decided whether you would employ a multicounty strategy or a global strategy for the new notebook. Partially provided a rationale to support the response.
Satisfactorily decided whether you would employ a multicounty strategy or a global strategy for the new notebook. Satisfactorily provided a rationale to support the response.
Thoroughly decided whether you would employ a multicounty strategy or a global strategy for the new notebook. Thoroughly provided a rationale to support the response.
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