The Establishment And Implement Of Brand HTH Marketing Strategy Of Kungfu Co., Ltd.from2011to2013under MG Environment

Management Game (MG) is one of the management courses which is run by Carnegie Mellon University. MG is based on a PC interact simulation system and constructs a multinational, dynamic and competitive environment. The entire software environment contains three or more different universes, and each universe includes5-6worlds. Each world includes five international companies which produce two types of watches with different price and different quality. Each five companies as a group compete with each other in six major retailing markets, which are Japan, Mexico, China, U.K., Germany and U.S.. The company’s operations and management relate to strategic planning, marketing, production, finance, logistics, human resources, research and development and so on.This dissertation is written with the information based on the three years marketing practice of brand HTH with high quality under MG environment form2011to2013. From the historical data and marketing theory, we analyze the market situation, the decision of competitors and the behavior of customers, then make and execute the marketing strategy plan to achieve targets. This dissertation includes6chapters. In the first two chapters, we introduce the research methods and the marketing theory we used. In chapter3, we analyze the marketing environment of brand HTH by analyzing the macro-environment of six retail marketing, the industry environment and the company resources. Chapter4includes making the marketing targets of brand HTH from2011to2013and how to choose the marketing strategy by applying STP and4PS. The content in chapter5is about how to complete the marketing strategy planning of brand HTH form2011to2013we made before. The end chapter is a summary of the entire MG course and appreciation to everyone who helped me during the course.