International implementation of Caroll company

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International implementation of Caroll company

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Abstract

In this paper, we will discuss the international presence of the French company Caroll. This company is present in the supplying market and has to develop itself in the international market and more precisely in the emerging countries such as China.
Firstly,we will analyze the company's basis and also the entire requirements and the specificities of the Chinese market. To do that, the use of different diagnostic tools is required to properly understand the subtleties of the company's basis and also of the Chinese market.
To be more precise, our first part will be dedicated to the analysis of the company Caroll itself. In the second part, we will try to use different analysis tools in order to cover the specificities of the Chinese market and the local customers. This analysis will be done with the help of different tools including the PESTEL analysis. In the first part, we will provide specific marketing strategies the company can adopt to have a secure development in China. After some recommendations, we will see if the implementation of Caroll in China can be a good development method for the international company.

Executive Summary
Introduction
Description and internal diagnostic of the company
1. History of the company
2. Strengths and Weaknesses of Caroll
3. The Value of Chain of the company
4. Caroll Business Model: use of the 3'V s Analysis
5. Caroll Business Model: use of the 3'V s Analysis
6. The competition in the French market
Analysis of the Chinese market
1. The textile market and customers particularity in China
2. The PESTEL analysis of the Chinese market
3. The Five Forces of Porter adapted to the Chinese market
What strategy to develop
1. The Chinese target
2. The Ansoff Matrix approach
3. The 4P's of the Chinese implementation
Conclusion and recommendations

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[...] It seems to be not too late to conquest the Chinese market for an important company such as Caroll. It is clear that the local market is very particular and that the company has to identify clearly their strategy before to invest any dollar in the implementation process. China is a particular “Eldorado” where some international powerful companies (Google, Carrefour) have known problems despite their financial power. The crucial point of a successful implementation for Caroll is to invest on the notoriety and the image development. [...]

[...] Promotion The promotion strategy of Caroll has to be focus on the image of the company. They have to show to the local customer that the company has an important knowhow and expertise on the textile production. Furthermore the accent has to be put in form because the company is unknown in China. They have to develop that crucial point in order to develop their notoriety. The Chinese market can represent lot of opportunities in the future for Caroll. They have to invest a lot at the beginning of their implementation to be differentiated. [...]

[...] The textile industry has been impacted by the global economic crisis1. Lot of important companies such as H&M or Zara has encountered lot of difficulties 2. Cause to this crisis, the different actors of the sectors has developed strategies in order to develop themselves and to increase their sales. Caroll has been impacted as everybody and has to develop and to implement international strategy to face to this crisis and to take part to the advantages of an international implementation and more precisely to the development of stores in different emerging countries. [...]

[...] It is an important success for the company and they open their first shop in 1984. The success of the company interests lot of big companies of the market. In 1988, the group André (important group of the market named today Vivarte) buy an important part of the company. The arrival of André is very important for the company because they bring an expertise of the market and allows an important development of the market shares of the company. The realize a repositioning of the brand and try to develop products dedicated to middle-high social class women “well informed, with high standards”4. [...]

[...] The crucial year for them is in 1970 when the housewife seen a real interest in Caroll product and where the sales of the company grown. The product of Caroll became popular. They supply approximately 1000 shop all around France. To understand what Caroll is today, we have to focus on the year 1980 which represents a “revolution” year for the company. Caroll proposes and to develops an adapted offer for the women. The company decided to develop and to diversify it offer in order to b e more present in the wear market. In 1980 the company realizes and commercialized its first “ready-to-wear” collection. [...]

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