The main purpose of the present report is to design a marketing plan for the French ‘fashion house' Caroll who is aiming to enter the growing ‘middle market' in China. In order to design an appropriate marketing plan, several steps have to be taken. We will first present the Caroll group in order to better understand its choice and decision to enter the Chinese's market. For that, we will do and internal analysis of this French company. Then we will analyze the concerned market: China, with all its strengths and weaknesses, its culture, its consumer's habits, and all the elements necessary to better understand this country and make sure that Caroll's decision is a good and sensible one. In fact, China is a very particular country, because of its status of the most populated country in the world.
[...] These ready to wear companies don't have the same position on the market as Caroll (for example, H&M wants to offer a mode of quality at the best price) but can take many of the market shares. Price versus competition matrix: To conclude we can say that the china's market offers great perspectives to foreign companies because of its size, its moving economy, and its opening to foreign countries. Caroll will be well-positioned compared to its competitors. But this country also has many inconvenient: the inequality of revenues, the unequal repartition of the population and the high competition. [...]
[...] Key issues: The main issue for Caroll in this case is China. In fact, the Caroll group should be aware of this particular market before entering it. In my opinion, the brand is reading to set up itself in a foreign country because of its many forces (brand awareness, good know-how, adaptability, reactivity Moreover the company has already foreign experiences. We can remained that Caroll is established in countries like Spain, Portugal, Switzerland, Japan, Libyan, Tunisia, Reunion island and in Martinique and that it owns 80 shops abroad. [...]
[...] Caroll wants to offer high quality products. These products must be comfortable and easy to get from anywhere. Value Network Finally, the third must tell how the company is going to deliver its product. Caroll is going to use two different ways: shops and Internet (on which people can make orders) 2. The 7P (market position) Products Caroll offers a large range of products and accessories to the consumers. The company positions itself on the high-range level. In fact it provides good quality styled product. [...]
[...] If the price of the raw materials increases for example, suppliers will normally increase their prices, and Caroll can suffer from that. In fact, if the raw material price increases, the price of the final product will also increase, and this is going to create disproval from the customers. Maybe they are not ready to pay more than the initial price. Caroll can so lose some of its consumers. The company will have to justify the new price, will have to communicate, this also cost money and time. [...]
[...] Caroll is established in Spain, Portugal, Switzerland, Japan, Libyan, Tunisia, Reunion Island and in Martinique and owns 80 shops abroad. Mission Caroll's mission is to use diversified talents to a same and unique brand. It wants to offer good quality products to women. Moreover, the company wants to apply luxury codes to the distribution. Culture Caroll's culture is based on a great adaptability to the different markets and a high product identity. Its culture is based on sharing a same brand vision and a collective enthusiasm. [...]
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