Research On SUPER's Marketing Strategy Of NS Watch Co.,Ltd. Under MG Environment

Management Game (short for MG) is one of the management courses which is run by Carnegie Mellon University, and it is a comprehensive course that stressing on business operation training. MG is based on a PC interact simulation system and constructs a multinational, dynamic and competitive environment. There is division and cooperation inside the firm, and at the same time competition and uncertainty outside the firm. How to formulate a rational strategy and tactics in such competition and pressure and ensure the realization of a company's target is the core purpose of the course. It is important for the Headquarter to formulate general strategy and functional strategy, it is the core problem relating to a company's improvement, and it is also a difficult theory and practice. MG is just a course giving the MBAs to gain practice in this area.Under MG environment, every world includes five international companies which produce and market two types of wrist watches with different quality. They compete with each other in five major retailing market and one government purchase market. All of the simulating companies from different world compose one stock market, and every company's achievement has direct influence on the price of its stock.This dissertation is written with the information based on the three years marketing practice of watch with high quality under MG environment. This paper set forth the former condition of making marketing strategy, formulating strategy and tactics, putting into practice, and find out the problems and the reasons in the marketing practice, so that the company can readjust its strategy and keep the advantages.The paper is divided into six chapters. The first chapter mainly gives a brief introduction of the MG course and our North Star Watch Co., Ltd (short for NS) . The second chapter is about the marketing management theory that instructs the paper. The third chapter is about SUPER'S marketing strategy and marketing mix strategy from 2004 to 2006, which is formulated according to the analysis of the internal and external environment of NS company, The fourth chapter looks back the major marketing tactics and marketing practice in the three years, from which the Marketing Branch can find out the problems, then analyze the reasons and present solutions, and at the same time give the general strategy some revision, but each year has different problems and solutions. In chapter five, SUPER'S marketing branch reanalyzes the internal and external environment, formulates marketing strategy and tactics for 3 years from 2007...