Formulation And Implementation On The Marketing Strategy Of Mercury Of V&G-Watch Manufacturing Inc

V&G-Watch Manufacturing Inc. is a multinational incorporation which takes producing and selling wrist watch for main business. The staple market of the company relates to US., Mexico, Germany, UK, Japan and China, and it has two big brand products which called VENUS and MERCURY. In the wrist watch industry, this company is confronted with four competitors in the whole world, the competition is severity. The company runs its business in the management game mimic environment involving strategy, marketing, producing, and finance etc. Management game, a global strategic program, was developed and run by Camegie Mellon University utilizing computer science, network technology and a platform of interactive mimic center.V&G-Watch Manufacturing Inc. is a simulated company designed by the MBA students of Northeastern University of year2007. Six students, all the members of the management team of V&G-Watch Manufacturing Inc., are in charge of the comprehensive development, marketing, production, and finance individually. I am as the CMO of MERCURY brand, whose duty is to make the marketing strategy and corresponding sub strategies of pricing and promoting etc.First, the dissertation analyzes the management environment, combining with the development of the wrist watch industry and the trend of the company, and establishes the strategic planning in2009～2011and the marketing strategy in2010～2012. Second, it depicts the strategic execution, implementation, validation and adjustment in the practical simulated operation, and makes the summary and analysis of strategic planning combining with relative theories.