Marketing Strategy Planning And Implementation Of RAINBOW Product Of Alpha Inc

Alpha international watch industry Ltd. (Alpha Inc. for short) is a multinational incorporation which takes producing and selling wrist watch for main business. The staple market of the company relates to USA, Mexico, Germany, UK, Japan and China, and it has two big series products which called Rainbow and Captain. In the wrist watch industry, this company is confronted with four competitors in the whole world, and Alpha and its competitors are on the par in the field of scale, profit margin, and brand popularity. The company runs its business in the management game mimic environment involving strategy, marketing, producing, and finance etc. Management game, a global strategic program, was developed and run by Camegie Mellon University utilizing computer science, network technology and a platform of interactive mimic center.Since 2007 years to 2009 yeares, Alpha Inc. is a simulated company designed by the MBA students of Northeastern University of year 2005. five students, all the members of the management team of Alpha Inc., are in charge of the comprehensive development, marketing, production, and finance individually. I am as the CMO of Rainbow Series Product, whose duty is to make the marketing strategy and corresponding sub strategies of pricing and promoting etc.First, the dissertation analyzes the management environment, combining with the development of the wrist watch industry and the trend of the company, and establishes the strategic planning in 2007-2009 and the marketing strategy in 2010-2012. Second, it depicts the strategic execution, implementation, validation and adjustment in the practical simulated operation, and makes the summary and analysis of strategic planning combining with relative theories. The last chapter is about some ideas and suggestions to the Management Game.