Developing a marketing strategy for a multinational company Essay

Developing a marketing strategy for a multinational company - Essay Example Individual branding will elevate the new notepad to reach high market standards. This might trigger customers to try other Lenovo products hence paving way for other products to penetrate the new market (Johansson, 2012). To effectively advertize the new notebook into foreign countries Lenovo will use a global advertising strategy. A Global advertising strategy allows a company to adopt or adjust its advertisement to suit the needs of a foreign country’s citizens while maintaining the global reach. Unlike international advertising, global advertising can modify ads to appeal readily to the locals. The contents of Lenovo advertisement will be amended to suit different foreign countries’ styles. Changing advertisement materials might reduce the adverse impacts brought by cultural differences and language barriers. Benefits associated with using a global advertisement strategy include being able to reach people in multiple countries while maintaining respect for each of their culture. A world advertising strategy maintains consistency in the messages sent across the globe. This can create synergy and a common identity among consumers of Lenovo’s products (Johansson, 2012). Lenovo will be looking to introduce the new notepad in South Africa. To effectively introduce the new notebook into the South African market, it is important to carry out a market segmentation analysis. Doing this will ensure the company better understands the country’s market dynamics and needs. The country is at 30 degrees south and 25 degrees east. South Africa covers 471,000 square miles with a population of 59.98 million as at 2009.The South African population is of youths aged between 18 and 35. They make up almost 60% of the country’s total population. Majority of South African people are computer literate. South Africa has seven international airports meaning that the country is easily accessible by air. The