Formulation And Implementation Of Marketing Strategy Of Time Song Brand In TIMELESS Co.,Ltd. From2013to2015under MG Environment

Management Game is developed from one of comprehensive management course in Carnegie Mellon University, which is shortening as MG. This course is based on the interactive simulation of internet and computer technology development, and simulated on global strategy management. In MG project, out team set up and operate the company as "TIMELESS Group Holdings Co. Ltd". It is a multinational company specialized in wrist watch research&development, production, and marketing. TIMELESS Group Holdings Co. Ltd is designed by5MBA majored students of Northeastern University of year2010. All the management members of TIMELESS Company are in charge of the comprehensive development, marketing, production and finance individually. The writer is the CMO of Time Song brand, with the responsibility of marketing strategy formulation and implementation.Firstly, the paper introduces the background and significance of topic chosen, and the main contents and train of analyzing thoughts. Secondly, it elaborates the theoretical principle of marketing strategy for dissertation analysis, including marketing environment analysis, marketing strategy formulation, and marketing strategy implementation. Thirdly, the paper does the marketing environment analysis for Time Song brand from2013to2015. For the macro-environment side, it analyses on the point of political, economic, social culture, and technological. For the industry-environment, it analyses by the five-force model of Porter. For the Inner-environment, it introduces the organization chart, company culture, and internal resource and capability. Fourthly, following by the marketing environment analysis, it formulates the marketing targets of Time Song brand from2013to2015. It’s formulated as target as first, then does the target market election, and last formulates the marketing mix. Fifthly, the paper introduces the implementation of marketing strategy for Time Song brand from2013to2015. It introduce as four parts:strategy planning, action taking, results analysis and strategy adjustment. As the circle of these four steps, the marketing targets are fully achieved by Time Song brand in six markets. Lastly, the paper concludes the experience and lesson-learn in MG, and propose some suggestions to the MG project.