Formulation And Implementation Of Marketing Strategy On Brand Timing Plus Of Timing Co.,Ltd.from 2016 To 2018 Base On MG Environment

MG is a core comprehensive course for MBA students,which are carried out by School of Business Administration of Northeast University from Camegie Mellon University.Some of students who are from Northeast University build up a team to attend this Management Game and compete with other students who come from different universities around the world for a three years business operation.I'm hornored to be one of the members in our team,and cooperate with the other five students to run the business for Timing Co.,Ltd.In MG environment,Timing Co.,Ltd.is working on design,technological reaserch and development,manufacture and sales on wrist watch.The two featured product are high-end Timing Plus brand and the low-end Timing brand.I hold the CMO post,which is in charge of formulation and implementation of marketing strategy on brand Timing Plus from 2016 to 2018.This thesis is based on the practice of simulative operation on Timing Plus watch of Timing Co.,Ltd.There are six chapters in this thesis.The first chapter gives how the question was put forward,significance of topic selection and research content and research method of this thesis.At the same time,gives a breif introduction for MG background.The second chapter reviews the literatures on marketing strategy theories including the definition,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 Timing Plus brand marketing environment from 2016 to2018 based on MG environment including macro envrionment,industry competitve environment and company internal resource and power.Consequently SWOT matrix for Timing Plus brand watch is drawed.The fourth chapter formulates marketing strategy objective for Timing Plus brand from 2016 to 2018,and make a selection for the overall marketing strategy and concrete strategy of STP,4Ps,and green marketing.The fifth chapter evaluates the implementation of Timing Plus brand from 2016 to 2018 from the following three perspective,marketing strategy plan,implementary meausres,performance,the problems during the implementaiton and possible improvements.The sixth chapter is the conclusionand expectation.