Formulation And Implementation Of Marketing Management Strategy On Glory Watch Of AIO Co.,Ltd.under MG Environment From 2014 To 2016

MG is the abbreviation of Management Game,is a strategic management of global business simulation training courses,focusing on enterprise management and operation of the actual combat training,developed in 1957 by American Carnegie Mellon University.In 2001,after Japan Aoyama University funding,Northeastern University introduced the course to be used for MBA students.Under the MG environment,there are total 5 Multi-National Corporations,each company produce two brands of wristwatches,which are low-grade and high-level.Every company management team is composed by 4-5 MBA students.AIO is our company,my position is the Global Marketing Director of high-level products named Glory,which mainly responsible for the Glory series marketing strategy formulation,implementation,the control during the implementation and strategic adjustment.This thesis is the simulation marketing operation of the high-level watches products Glory series in AIO under the MG environment,then summarize and refine three years of marketing strategy formulation and implementation experience.This thesis includes 6 parts,the first part is the introduction on the question proposed,and the details of the research content framework and methodology,and the summarization of AIO and Glory series' specific situation.The second part carries on the elaboration to the theory of marketing strategy,its main content includes the characteristics of management marketing strategic connotation,marketing strategic management and marketing strategy management process.The third part is to analyze the marketing environment of Glory series from 2014 to 2016,including macroeconomic environment analysis,industry environment analysis and internal environment analysis,which includes the analysis of political and legal environment,social cultural environment,economic environment and the technical environment analysis of the macro environment,industry environment analysis is mainly based on historical data analysis and the use of Potter's five forces model analysis on competition environment,and internal environment analysis includes the organizational structure of the company,the internal resources and the internal ability analysis.The analysis of marketing environment based on SWOT,put forward the Glory series analysis matrix.The fourth part is about AIO Glory series watches marketing strategic target and the choice of marketing strategy,with STP,4Ps,Green Marketing and Relationship Marketing methods described.The fifth part is about the implementation of marketing strategy on the Glory series in AIO under MG environment from 2014 to 2016,including the marketing objectives,strategy implementation and result analysis of Glory series every year.The sixth part is the conclusion,the main content is a review of the MG project operation and suggestions of MG project in the future time.