Assignment 2 Marketing International
Lenovo Marketing Strategy Professor Dr Linda Harris International Marketing MKT505 December 1, 2014
1. 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. Note: Incorporate the computed analytical data from the Expected Commercial Value Calculator to support your response. The key approaches that would be used in order to incorporate branding and co-branding opportunities for the new Lenovo brand notebook product are brand licensing and individual product branding. Brand licensing will allow Lenovo to allow other companies a contract and/ or agreement in which the company that owns the brand name allows others to produce and supply products carrying brand name. Another approach Lenovo would be recommended to take is individual product branding because, this branding allows new products to be designed under new names and not need any obvious connection with Lenovo. Under the individual product branding the organization must work hard to establish the brand in the market.
2. Propose your 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. “Lenovo 's philosophy for targeting the youth market is decidedly open-minded and acknowledges that group 's digital prowess” (Bulik. 2012). When advertising the new notebook within other countries, Lenovo should start by targeting the same target group of teens. The content of the ads would be similar to the Lenovo standardized ads because most of the consumers purchasing the notebooks are in their teenage years and teenagers all seem to want and buy the same items. A suggestion for Lenovo is to expand to the Republic of
1. 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. Note: Incorporate the computed analytical data from the Expected Commercial Value Calculator to support your response. The key approaches that would be used in order to incorporate branding and co-branding opportunities for the new Lenovo brand notebook product are brand licensing and individual product branding. Brand licensing will allow Lenovo to allow other companies a contract and/ or agreement in which the company that owns the brand name allows others to produce and supply products carrying brand name. Another approach Lenovo would be recommended to take is individual product branding because, this branding allows new products to be designed under new names and not need any obvious connection with Lenovo. Under the individual product branding the organization must work hard to establish the brand in the market.
2. Propose your 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. “Lenovo 's philosophy for targeting the youth market is decidedly open-minded and acknowledges that group 's digital prowess” (Bulik. 2012). When advertising the new notebook within other countries, Lenovo should start by targeting the same target group of teens. The content of the ads would be similar to the Lenovo standardized ads because most of the consumers purchasing the notebooks are in their teenage years and teenagers all seem to want and buy the same items. A suggestion for Lenovo is to expand to the Republic of
References: Blankenhorn, D. (2014, February 14). How Long Can Lenovo 's Strategy Last? Retrieved December 1, 2014, from http://finance.yahoo.com/news/long-lenovos-strategy-last-144300759.html Bulk, B. (n.d.). How Lenovo Is Increasing Its Brand Awareness | CMO Interviews – Advertising Age. Retrieved December 1, 2014, from http://adage.com/article/cmo-interviews/lenovo-increasing-brand-awareness/231929/ (n.d.). Retrieved December 1, 2014, from https://www.cia.gov/library/publications/the-world-factbook/geos/mk.html Lenovo Targets SMB Market With Distributor SED International. (n.d.). Retrieved December 1, 2014, from http://www.channelinsider.com/c/a/Distribution/Lenovo-Reaches-Out-to-SMB-Market-With-Distributor-SED-International-561537/ Lenovo 's IBM server deal mimics multi-market growth strategy used by Samsung and others. (n.d.). Retrieved December 1, 2014, from http://www.computerworld.com/article/2486853/network-servers/lenovo-s-ibm-server-deal-mimics-multi-market-growth-strategy-used-by-samsung-and-oth.html