Establishment And Implementation Of Marketing Strategy For TopRoyal Product In TWATCH INTERNATIONAL Co. Ltd. From 2013 To 2015 Under MG Environment

MG (Management Game) is a special course in Carnegie Mellon University, began in the seventies and eighties, depending on computer and network technology to create a competitive environment of simulating reality, that allows operators in each simulated operating companies operate their own companies in this virtual environment. Each management operating team does simulated operation in MG simulation environment, which involves the strategy, production, marketing, finance and so on. MG environment has total five multinational companies sell in six major market, each company operate the high and low grade products in the same time. Participants operate 3 years in MG environment, and report the operation circumstances to the Board consisted by the instructor and external consultants after the end of each operating year, The Board assessed which depending on operating results.TW International Watch Co. Ltd. is one of the leading multinational watches which involve design, development, production and sales, founded in 1992, headquartered in Seattle. The company also operates two brands of elegance and Dorsett watch at the same time.This paper is based on international company TW three-year operating data from 2013 to 2015 in the MG environment, elaborated marketing strategy selection, implementation and the adjustment process about this brand. This Paper is divided into six chapters. The first chapter introduces the MG programs and operating rules briefly. The second chapter elaborated the marketing strategy theory related to this paper. The third Chapter analyses the corporate marketing environment on detail, including macro market environment, the Imperial brand’s own industrial environment and SWOT analysis. The fourth chapter analyses the selection of marketing strategies, including the choice of market segmentation and target market, pricing strategy, distribution channel strategy and competition strategies. The fifth chapter describes the process of the Imperial brand marketing strategy assessment and adjustment. Chapter Ⅵ describes the experiences and the feelings of participating in the course MG and feelings.