Marketing campaign for Lenovo Computers
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 different countries around the world. Lenovo just launched a new notebook. One of the issues that you face is whether Lenovo should employ a multi-country strategy or a global strategy for the new notebook.
Write a three to four page paper in which you: 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.
1. Determine approaches to use in order to incorporate branding and co-branding opportunities.
2. Devise a strategy for leveraging the current Lenovo brands with the new notebook product.
3. Propose a 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.
4. Select a country as a new market for the new notebook, and predict the market segmentation variables for the new notebook in the country that you have selected (e.g., geography, psychographics, and demographics).
5. Define the company's main types of pricing strategies and target market objectives for the new notebook.
6. Suggest the key methods to use to create unique distribution channels and logistics through the company's existing global channel intermediaries, and predict the manner in which these distribution channels would create utility for current and potential customers.
7. Decide whether to employ a multicounty strategy or a global strategy for the new notebook. Provide a rationale to support the response.
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.