Formulation And Implementation Of Marketing Strategy On Brand ETERNAL Of AIO Co.,Ltd. From 2014 To 2016 Based On MG Environment

MG is a core comprehensive course for MBA students,which are carried out by School of Business Administration of Northeast University and Camegie Mellon University.In the whole MG course,MBA students from different countries are divided into groups of 5 to 6 people,and each management team will operate a simulative company for 3 years.In this MG course,the team I worked with is composed of 5 MBA students from Northeast University,and we are in charge of AIO simulative company.In MG environment,AIO Co.,Ltd.is working on the wrist watch design,technological research and development,production and sales.The watches the company produces and sells encompass the high-end Glory brand and the low-end Eternal brand.I hold the CMO post,which is in charge of formulation and implementation of marketing strategy on brand Eternal from 2014 to 2016.This thesis is based on the practice of simulative operation on Eternal watch of AIO co.,Ltd.There are six chapters in this thesis.The first chapter gives a brief introduction of the background and significance of topic selection and research content and research method of this thesis.At the same time,information concerning MG project and AIO Co.,Ltd.is also given in this chaper;the second chapter reviews the literatures on marketing strategy theories including the intension,characteristics and management procedures which set a theoretical foundation for the formulation and implementation of concrete marketing strategy;the third chapter gives concrete analysis for the Eternal brand marketing environment from 2014 to 2016 based on MG environment including macro environment,industry environment,competitive environment and corporate internal environment.Consequently SWOT matrix for Eternal brand watch is drawed;the fourth chapter formulates the marketing strategy objectives for Eternal brand from 2014 to 2016,and make a selection for the overall marketing strategy and concrete strategies of STP,4Ps,marketing relationship and green marketing etc.;the fifth chapter evaluates the implementation of Eternal brand from 2014 to 2016 from the following three perspective:marketing strategy plan,implementary measures,performance,the problems during implementation and possible improvements;the sixth chapter is the conlusion and expectation.This chapter analyzes the marketing environment of Eternal brand,and concludes the process of formulation and implemention of marketing strategy from 2014 to 2016.Meanwhile,personal experience for participating this MG project and suggestions for this project are also introduced.