Developing a Marketing Strategy for a Multinational Company

Name: Developing a Marketing Strategy for a Multinational Company
Brand: Academic Documents Platform
Price: 2 USD
Availability: InStock
Author: Benjamin Fisher

Strategic approach to marketing for multinational corporations and global markets.

Benjamin Fisher

Contributor

4.2

4 days ago

Preview (4 of 10)

Assignment 2:
Developing a Marketing Strategy for a Multinational Company
Student’s Name :
Professor’s Name:
Course Title:
Date:
How has Lenovo's strategic merger with IBM in 2005 contributed to its global brand recognition and
competitive positioning in the IT industry? In your answer, analyze Lenovo’s marketing and
management capabilities in both domestic and international markets. Discuss how Lenovo's brand
strategy and operational tactics have influenced its success, and suggest potential improvements for
further enhancing its brand presence in global markets.
Word Count Requirement: 1500-2000 words.

Section 1: Expected Commercial Value Forecast
FORMULA :
ECV = [ ( NPV * P cs – C ) * P ts – D ]
NPV = net present value
Cs = probabibilty of Commercial Success
C = commercialization Cost
Ts = probability of Technical Success
D = development cost
Section 2: Marketing Strategy Research Paper
ABSTRACT
In recent years, market competition in the market economy is fierce, the different economic
performances and behaviors based on the enterprises’ own interests, to enhance their own economic
strength and to achieve the exclusion of similar economic agents. Competition in the IT market is to
drive their own material interests, because of the inherent dynamic of all economic actors, as well as
the loss of their material interests are similar in the market by crowding out of economic actors. But
how a newly established global brand builds its brand awareness and be a successful global brand
becomes a critical issue. 2005, Lenovo PC merge IBM computer and become the No.3 computer
company in the world. As for Lenovo Group, in order to achieve success in the fierce competition of
the products market it needs effective marketing strategy to attain profit and improve its development
in Chinese IT market.
The Lenovo Group operating activities are often completed through marketing products, producing,
research, marketing portfolio. The Lenovo Group product and the quality of products constrain the
results of pricing, promotion, and marketing. Therefore, the Lenovo Group managers’ attention should
also be given to brand-name marketing, addition to make efforts in the flexibility of the marketing.
Marketing strategy, especially the brand strategy is the real insight beyond product and services
specific forms, and can be able to give consumers the direct interests, the image of the expression. To
establish the product brand, it should be to establish the Lenovo Group brands, because good
corporate image is the fundamental point of the brand building. This research is going to present the
conclusion of a set of practical marketing modules applied in the IT industry; it will further enhance
the Lenovo Group marketing in the computer market.
INTRODUCTION
Merge has become a common and efficient strategy for a local company to become global brand. But
How a newly established global brand build its brand awareness and be a successful global brand
become a critical issue. (Chen, 2006) Along with Chinese economic and political reform getting
thorough, the society has changed huge; the development of Lenovo is facing the unprecedented

opportunity and the challenge. According to the basis characteristics of macroscopic external
environment, if Lenovo wants to develop, it must reform the management system, establishes the
unification guiding ideology and the reasonable management mechanism, and adopts strengthened
core competitive power, market development, and product development etc. integration strategy. Only
then can consolidate the leading position of Lenovo, win in the intense extracurricular market
competition, and receive the good social efficiency and the economic efficiency.
Study on Lenovo’s developmental strategy plan is the application and development of strategic
management theory in Lenovo Company. By analysis of internal the external environment and study
the future development direction of Lenovo, this article has utilized the knowledge and method of the
economic, the management, the marketing, the pedagogy etc to make a localization for future
development and propose the strategy plan and tactics conception localization of Lenovo.
The Introduction of the Lenovo
Lenovo is one of the largest famous personal computer makers in the world. Today, Lenovo strives to
be the global market share leader in each of the market we serve. On September 24, in 2004, Lenovo
purchased the personal computer business and the brand “ThinkPad” famous computer IBM in the IT
industry all over the world. This landmark transaction is taken as its most important stage of the
international strategy in the computer industry. This marks the trinity Lenovo's internationalization
strategy has risen to a new stage, which indicates that Lenovo already in the United States established
a brand-name image localization.
Now, the Lenovo has become the global application company (sales) that have their own package
plants in more than 7 countries and cooperation plants in many countries and make the local
enterprises business license and distribution contract. Lenovo is also one of the major global
companies (sales), and it has its own production plants in 7 countries, its products are marketing in
nearly 80 countries.
Analysis of the Marketing and Management Capabilities
In the domestic market, according to statistics of ZhongYikang Company: Lenovo is actually the first
brand in Chinese IT industry: Lenovo’s overall share of computer market in China has reached 21%,
significantly ahead of competitors; Lenovo has a monopoly status in the personal computer market;
Lenovo’s personal computer market share is 24%, which is much higher than the internationally
recognized monopoly; Lenovo also surpasses in the business computer market; Lenovo’s business
computer market share is 14%, which is higher than domestic computer suppliers and the strong brand
ranks the first.
In the international market, Lenovo has three products occupy the first three positions in the world
market share of the computer industries. According to the results of the latest survey of the global
authority consumer market survey and analysis institutions, EUROMONITOR show that on turnover
statistics, the Lenovo Group ranked the third in the world personal computer manufacturers, Lenovo's
goal is to become the world's first personal computer manufacturers in the near future.
SWOT Analysis of Lenovo
In order to propose and justify a forward strategy for Lenovo’s goods, we use the method of SWOT
(strength, weakness, opportunity and treat) to analysis the Lenovo in the follow:

Preview Mode

100%

Study Now!

XY-Copilot AI

Unlimited Access

Secure Payment

Instant Access

24/7 Support

Document Chat

Document Details

Subject

Marketing

Developing a Marketing Strategy for a Multinational Company

Study Now!

Document Details

Related Documents

Marketting Plan For Organic Vally

Marketing Research Final Exam

New Product Launch Marketing Plan

Marketing Principles and Strategy Analysis Exam

Digital Advertising Strategy for a Small Business

Marketing Management Strategies of Coca-Cola

Week Three Marketing Concepts and Consumer Behavior Quiz

Integrating Social Media into Traditional Marketing

Marketing decision makers University Affiliation

Strategic Analysis and Market Penetration Plan for Harley-Davidson in Brazil

Company

Explore

Study Tools