Developing a Marketing Strategy for a Multinational Company

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

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Section 1: Expected Commercial ValueForecastFORMULA :ECV = [ ( NPV * Pcs–C ) * Pts–D ]NPV = net present valueCs = probabibilty of Commercial SuccessC = commercialization CostTs = probability of Technical SuccessD = development costSection 2: Marketing Strategy Research PaperABSTRACTIn recent years, market competition in the market economy is fierce, the different economicperformances and behaviors based on the enterprises’ own interests, to enhance their own economicstrength and to achieve the exclusion of similar economic agents. Competition in the IT market is todrive their own material interests, because of the inherent dynamic of all economic actors, as well asthe loss of their material interests are similar in the market by crowding out of economic actors. Buthowa newly established global brand buildsits brand awareness and be a successful global brandbecomesa critical issue. 2005, Lenovo PC merge IBM computer and become the No.3 computercompany in the world. As for Lenovo Group, in order to achieve success in the fierce competition ofthe products market it needs effective marketing strategy to attain profit and improve its developmentin 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 theresults of pricing, promotion, and marketing. Therefore, the Lenovo Group managers’ attention shouldalso 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 servicesspecific forms, and can be able to give consumers the direct interests, the image of the expression. Toestablish the product brand, it should be to establish the Lenovo Group brands, because goodcorporate image is the fundamental point of the brand building. This research is going to present theconclusion of a set of practical marketing modules applied in the IT industry; it will further enhancethe Lenovo Group marketing in the computer market.INTRODUCTIONMerge has become a common and efficient strategy for a local company to become global brand. ButHow a newly established global brand build its brand awareness and be a successful global brandbecome a critical issue. (Chen, 2006) Along with Chinese economic and political reform gettingthorough, 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 externalenvironment, if Lenovo wants to develop, it must reform the management system, establishes theunification guiding ideology and the reasonable management mechanism, and adopts strengthenedcore competitive power, market development, and product development etc. integration strategy. Onlythen can consolidate the leading position of Lenovo, win in the intense extracurricular marketcompetition, and receive the good social efficiency and the economic efficiency.Study on Lenovo’s developmental strategy plan is the application and development of strategicmanagement theory in Lenovo Company. By analysis of internal the external environment and studythe future development direction of Lenovo, this article has utilized the knowledge and method of theeconomic, the management, the marketing, the pedagogy etc to make a localization for futuredevelopment and propose the strategy plan and tactics conception localization of Lenovo.The Introduction of the LenovoLenovo is one of the largest famous personal computer makers in the world. Today, Lenovo strives tobe the global market share leader in each of the market we serve. On September 24, in 2004, Lenovopurchased the personal computer business and the brand “ThinkPad” famous computer IBM in the ITindustry all over the world. This landmark transaction is taken as its most important stage of theinternational strategy in the computer industry. This marks the trinity Lenovo's internationalizationstrategy has risen to a new stage, which indicates that Lenovo already in the United States establisheda brand-name image localization.Now, the Lenovo has become the global application company (sales) that have their own packageplants in more than 7 countries and cooperation plants in many countries and make the localenterprises business license and distribution contract. Lenovo is also one of the major globalcompanies (sales), and it has its own production plants in 7 countries, its products are marketing innearly 80 countries.Analysis of the Marketing and Management CapabilitiesIn the domestic market, according to statistics of ZhongYikang Company: Lenovo is actually the firstbrand in Chinese IT industry:Lenovo’soverall share of computer market in China has reached 21%,significantly ahead of competitors; Lenovo has a monopoly status in the personal computer market;Lenovo’spersonal computer market share is 24%, which is much higher than the internationallyrecognized monopoly; Lenovo also surpasses in the business computer market;Lenovo’sbusinesscomputer market share is 14%, which is higher than domestic computer suppliers and the strong brandranks the first.In the international market, Lenovo has three products occupy the first three positions in the worldmarket share of the computer industries. According to the results of the latest survey of the globalauthority consumer market survey and analysis institutions, EUROMONITOR show that on turnoverstatistics, the Lenovo Group ranked the third in the world personal computer manufacturers, Lenovo'sgoal is to become the world's first personal computer manufacturers in the near future.SWOT Analysis of LenovoIn order to propose and justify a forward strategy forLenovo’sgoods, we use the method of SWOT(strength, weakness, opportunity and treat) to analysis the Lenovo in the follow:

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