Mkt 505 Assignment 2 - Developing a Marketing Strategy for a Multinational Company (Part 2 Only)

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

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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...