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Developing a Marketing Strategy for a Multinational Company

Strategic approach to marketing for multinational corporations and global markets.

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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.

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    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

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    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:

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