Citizen Watch Co. Ltd.

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Term Paper on Citizen Watch Co. Ltd. Table of Contents

1	Defining Marketing Management	6
2	Mission – Vision – Business Plan – Corporate Strategy	7
3	SWOT	7
4	PESTEL	9
5	Michael Porter’s Five Forces	10
6	Marketing Strategy & Core Marketing Concept + Marketing Segmentation	11
7	Marketing Mix 7P & 4C	12
8	Value Chain Model	17
9	TQM – Loyalty – Quality & Control	20
10	Brand & Branding	23
11	Box Analysis of Brand Elements	27
12	Brand Dynamic Pyramid	28
13	The Five M’s of Advertising	29
14	Mass Communication	32
	(a) Advertising Budget & Campaign Cost
	(b) Sales Promotion and Budget
	(c) Events & Experiences/ Sponsors
	(d) Public Relations / Government Lobbying
	(e) Corporate Social Responsibility
15	Marketing Budget and Expenditure	36
16	Pricing Strategies	38
17	Breakeven Analysis with Chart and Graph	41
18	Recommendation	43
19	Conclusion	44
20	References	46