Marketing Strategy Plan Of Marche Products In Dale Company Base In Mg Environment

Management game is one comprehensive management course in Carnegie Mellon University, which focuses on practice of commercial management operation. It establishes one dynamic market operation environment to cooperate with global universities via compute simulation system. Each team from the universities establishes MG program team who representing one enterprise. The team has clear job distribution including strategy, marketing, manufacturing and finance. The competition outside is very severe and the market is in uncertain environment. The main aim of this course is to identify how to make correct strategy under this kind of environment and achieve the objectives of enterprise.The key of simulative operation is the edition, implementation and control of enterprise overall strategy and each and every departmental functions, which is also the core problem in any real enterprise. The key point of this course is to study how to make theory into practice and use theory as guidance to practice.There are five international companies limited in one simulation environment. They produce and sell two kinds of waist watches in each of them, which are produced in different countries. The markets are in retail marking in five different countries and one governmental purchasing market from US. In addition, one simulation stock market is established by the five companies. The stocks'performance is decided by operation of each company. The thesis is the conclusion of three-year marketing experience in this simulation environment.The thesis starts from strategy making precondition, choice, implement and control. It reviews and analyzes operational performance in practice and tries to find out methods to resolve problems by concluding loss and gain in operation. Furthermore, necessary strategy adjustment is done to remain the long-term competitive strength. There are six chapters in the thesis. Chapter One is to introduce MG course and basic background of Dale Company. Chapter Two is to review and analyze the three-year operational performance. Then to identify and resolve problems, adjust marketing strategy to find out the best operation mode. Chapter Three is to have detailed analysis to internal and external environment and provide sufficient basis of strategy selection, making and implementation of 2010 to 2012. Chapter Four is to tell the corresponding theory and making process of marketing. Then to make marketing strategy of 2010 to 2012 and the detailed marketing planning based on operational performance and market environment. The last chapter is the feeling and expectation of the author about MG program participation..