Formulation And Implement On FEEL Brand Marketing Strategy Of AXITME Inc. In Management Game

Management Game (MG) project is a global strategic management simulation training course based on interactive computer simulation system was developed by Carnegie Mellon University of America. The course builds a simulated international dynamic competitive marketing environment, Simulated the whole process of enterprise management includes the formulation and the implementation of the company overall strategy production strategy, R&D strategy, marketing strategy, financial strategy and other aspects of the decision and implementation.Under the MG simulation environment,5Multi-National corporations participate in the competition. Each of the companies produce and sale two grades of watches facing to six international markets. AXITIME Watch Limited Corporation is a joint-stock company, and is collection of watch designing, producing and marketing.AXITIME Watch Limited Corporation is composed of MBA students of2010grade Respectively as CEO, CMO, COO and CFO; the authors of the paper acts as CMO of Feel brand, responsible for marketing strategy formulation and implementation in the six goal markets in the world.This paper is based on the FeeL brand of AXITIME Watch Limited Corporation simulate operation in3years from2012to2014, under the Management Game environment, elaborateing the job content of the Feel brand marketing management. In the marketing strategy management theory and model under the guidance of, The operation caused by various data indexes prediction analysis adjustment.The paper is divided into6chapters. The first chapter is introduction, the brief introduction of Management Game program and AXITIME Watch Limited Corporation. The second chapter is the theoretical basis of marketing strategic management, provides a theoretical basis for the market environment analysis, the choice of marketing strategy, the implementation of the marketing strategy, marketing control and risk prevention. The third chapter did an analysis of the marketing environment that AXITIME Watch Limited Corporation faced, provide the basis for the choice of marketing strategy next3years. The fourth chapter elaborated the choice of marketing strategy and the implementation process about the Feel brand. The fifth chapter elaborated the FeeL brand the choice of marketing strategy adjustment and improvement suggestions after three years of operation. The sixth chapter, the author reiterates the importance of marketing strategy for the enterprise, and join MG course brings experience and suggestions.