Business Strategy Establishment And Implement Of AXITIME

MG (Management Game) is a virtual business operation course based on computer technology and internet organized by Carnegie Mellon University (CMU). Usually a virtual company is operated by a team consist of five to six students. Five virtual companies compete in a virtual "world". And there are several virtual worlds in a virtual "universe". Virtual companies of different worlds do not compete with each other, except in the circumstance of a special auction. Operating teams make business decisions by setting a series of virtual variables. Then very soon the operating result will be published by the system. The object of the operation is to manage the business of two kinds of watches in six different target markets. Northeastern University is cooperating with CMU in this MG course. Operating teams do12times of decisions during the course. One decision is for a quarter. A board meeting will be held after every4decisions (virtually for one year), on which board members (consist of teachers and external advisors) listen to operating team’s annual report, and evaluate and guide the business operation.aXitime Watch Co., Ltd. is one of the virtual companies set up by MBA students of Northeastern University for the MG course. Five students act as the CEO, two CMOs, COO and CFO of the virtual company, and cooperate to make operating decisions for two kinds of watch products. The author of this dissertation acts as CEO of aXitime, and is in charge of the analysis, formulation, execution and adjustment of the general strategy.In this dissertation, the author first analyzed the external and internal business environment of the company, and then, based on the environmental analysis and the vision, proposed the target. After that is the strategies and execution plan. At the end, the author summarized the operation result and made development proposals for the future.