Planning And Implementation Of Marketing Strategy Of Brand Lunar In Times Co.,Ltd. From 2015 To 2017 In Management Game Environment

The writer of this thesis was the Chief Marketing Office(hereafter referred to as'CMO')for low-end Product 1,branded as Lunar in Times Co.,Ltd.in Management Game(hereafter referred to as 'MG')Environment.In order to achieve the marketing target of Lunar,the CMO planned and implemented the marketing strategy from 2015 to 2017.The thesis was based on the analysis and summary of the 3 year simulation.The subject of the thesis was planning and implementation of marketing strategy of Brand Lunar in Times Co.,Ltd.from 2015 to 2017.Firstly the thesis introduced the marketing strategy theory,and then deeply analyzed the marketing environment and concluded the SWOT matrix of Brand Lunar.Afterwards,based on the quantitative forecast model,it came up with the marketing target and strategic,as well as the detailed market policy.At last,the thesis demonstrated the whole process and evaluated the results of each year implementation,summarized lessons learned and adjustment in response to environmental changes.The thesis contained of 6 chapters:Chapter 1 briefly introduced the MG project,Times Co.,Ltd.,and the CMO role for the writer in the top management team of Times.Moreover,it also generalized the research route,the main content and research methods of the thesis.Chapter 2 showed readers the overview of the theory of marketing strategy.It contained the three parts as below:first were the meanings and features of marketing strategy;second were its important role and impact in a company;third were the 3 steps of the marketing strategy management process.According to the 3 steps,Chapter 3 deeply analyzed the macroscopic and microscopic marketing environment of Lunar Brand for the business in the following 3 years,and then summarized the SWOT matrix of Lunar marketing.Chapter 4 set the marketing target of Lunar for the next 3 years based on the company strategy and all the analysis in Chapter 3,and planned the marketing strategy and mix to achieve the target.Chapter 5 showed the implementation process of the marketing strategy in detail,evaluated the strategy based on each year result and made decision whether or not to adjust the strategy according to the results and environmental changes.Chapter 6 reviewed the content of the whole thesis,and presented the expectation of further research in the future.