Research On Product STAR Marketing Strategy Of WELLHOPE Co., Ltd. In 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. They compete with each other in five major retailing market and one government purchase market. Every five students of MBA are composed of a team manager of sumulating company,they manage a multinational corporation and accomplish management task of three years. Operating activities, team manager to formulate company strategies for development, a quarterly basis in accordance with market changes business decisions.This dissertation is written with the information based on the three years marketing practice of watch with high quality under MG environment.The thesis contains seven chapters. The first chapter mainly gives a brief introduction of the MG course and our WELLHOPE Co., Ltd (short for WELLHOPE). The second chapter is about the marketing management theory. The third chapter is about analysising of the internal and external environment. The fourth chaptr is arranged for STAR's marketing strategy and marketing mix strategy from 2007 to 2009. The fifth 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. The sixth chapter, STAR's marketing branch reanalyzes the internal and external environment, formulates marketing strategy and tactics for 3 years from 2010 to 2012, and also the implementation plan of the year 2010. The last chapter is about some ideas and suggestions to the Management Game.