Developing a Marketing Strategy for a Multinational Company
Strategic approach to marketing for multinational corporations and global markets.
Benjamin Fisher
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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.
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
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
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