The report objective is to define the marketing plan to realize the best development as possible of Caroll in this country.That's why we are going to use the following steps in the executive summary, to preconize the best strategy to enter Chinese fashion dress market, and how to create a strong and long term image in this market. Caroll is a part of the Vivarte group, that's why we're going to present first briefly about the holding company.
Vivarte- Today the group is the French leader on personal equipment to the person, and one of the leaders on the European market. Its brand portfolio is divided on two sectors, within 14 brands: - the dressing portfolio: Caroll, Kookai, La Halle, Liberto -the shoes portfolio: accessoires diffusion, André, Besson, Chaussland, Cosmo, Fosco, Halles aux chaussures, Merkal, Minelli, Pataugas
[...] The Caroll know how take parts the brand recognition, and can target needs of Chinese consumers. Listen to the market : Caroll management is organised to adapt strategies and new collections to the expectations of the market. The company show in permanence the market, to offer quickly reaction to the futures trends and make successful the new collections on the market. This strategy of continual renewal, is in order with the Caroll spirit, is one of the strength of the company, and it's one of the element that permits its success where the brand is present. [...]
[...] That mean implement and develop the brand image of Caroll in China, and gain future profitable market shares. The company should also make comparison with results where Caroll is implemented since many years, to have an idea on the growing opportunities, in China. Thanks to these data Caroll will analyse the potential growth of each cities and develop new franchisees where markets could be profitable, and adapt its strategy with the expectations and needs of Chinese consumers. 24 6) CONCLUSION I would conclude that the procedures of establishment in China are not a problem in oneself. [...]
[...] It's necessary to make a SWOT analysis, to show the strengths and the weaknesses of the company to make internal aspects successful on Chinese market. We have made a general presentation on Chinese global market thanks to the Matrix of Porters. More elements will be added on the market, thanks to study of the opportunities and the threats in on our SWOT analysis models. 12 3)SWOT ANALYSIS a) Caroll strengths: Know How: Caroll act on fashion dress market since many years. [...]
[...] 8 The competition is becoming hard on the market. Most of fashion dress companies are presents on it to not lose future market shares on competitors, and more over have developed concrete strategy to improve their relation with consumers. Caroll have to enter the market as soon as possible to impose its name, and to not be distended by its competitors. But, the process of implementation could be difficult because other companies are already well implemented on this market and have gained their notoriety to Chinese consumers. [...]
[...] I have always been interested in the fashion industry as well as in the marketing. This is the reason why I wanted to combine my two acquaintances on the subject so I can explain how a French company like Vivarte Group (Caroll brand) decided to enter the Chinese market. I have done most of my research in the Times Magazine as well as in the internet. I decided to analyze the subject by relating the stages of my marketing plan to the knowledge that I learn during our Chinese Business Study class especially with Professor Zhang Yanmei, Professor Zeng Kaisheng and Professor Wendy Wan. [...]
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