Management game is a integrated course of the management education in the Carnegie Mellon University what is characteristic. It is a capstone course and also the equivalent courses with traditional graduation thesis of MBA. In MG simulated environment, we run a multinational horological company.Around the world we have other four rivals.The company named gongfu horological company. The company has two brand watch there are high-end HTH and low-end Fusion. These products are exported to the six big market Japan, Mexico, China, Britain, Germany, the United States. The two sells well in all the markets and there is20%market share. As the product’s market director of Fusion, under the enterprise strategy I fully analye macro environment microcosmic environment, and many other related factors, and then I develop the2011-2013annual marketing strategy and Strategy implementation plan.This paper is based on operation practice for three years under the MG environment. This paper mainly studies the marketing strategy management process of Fusion at the MG environment in2011to2013. It describes the main sections of the strategic management, including environmental analysis, planning, implementation and control of the marketing strategy. There are three main parts of this paper. The first part is chapter1introduction and chapter2marketing strategy management theory. It introduced the background knowledge of MG, the simulated result of MG and the marketing management theory in the MG simulation operation. The second part is chapter3to chapter6. Those are introduced the horological company’s general conditions and the planning, implementation and control of Fusion’s marketing strategy. The chapter3is the horological company’s general conditions and its products.In chapter4is the analysis of macro environment, industrial competition environment, the internal environment and related information of Fusion products. It used the SWOT model to analyzed the advantages and the disadvantages, the opportunities and threats of the Fusion products. Chapter5determined the marketing strategy and chooses the STP,4Ps Strategy models which were suit of the Fusion products. The chapter6, according to the marketing strategy, carries out the2011-2103Fusion product marketing strategy in the simulation environment. The last part is the chapter7, my harvest of the project MG... |