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
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