Marketing plan for Caroll in China

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Marketing plan for Caroll in China

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Abstract

In this document we will present a brief marketing plan for Caroll. The firm would like to have a foothold on the Chinese market. As tool, we will use some common instruments such as B.C.G. Matrix, Ansoff Matrix or the well-known 4P's as well as Porter's five forces. An overview of Caroll Caroll was founded in 1963 by Raphaël Levy and Joseph Bigio. Initially the name of the Company was "Les tricots de Caroll". The boom of Caroll started in the 70's. Today, the firm has got no less than 1000 points of sale. This success has been achieved on a strategy niche of Shetland wool. Caroll is based on a franchisee system in France. Caroll has more than 270 shops worldwide which subsequently became exclusive outlets. The Vivarte group (owner since 1988) was won over by their new vision. In 1990, the firm defined a new positioning and created "Caroll Paris", a brand with new strategies. Their wishes were to: Completely change the network distribution in France; Change the brand image; Appear as a major firm in the sector; and Increase market shares.

In the year 2000, Caroll changed and strengthened its brand image. To do this, the firm introduced new luxury codes. This new strategy has been approved by consumers, probably due to Caroll's experience in this sector. Also, the firm provides other accessories for fashion such asbelts, bags, etc. to show the continuity of the collection and improve the feel of luxury.

Environment & 5 porter´s forces
1. Suppliers' bargaining power
2. Customers' bargaining power
3. Threat of new entrants
4. Threat of substitute and competition
S.W.O.T. analysis
1. Strengths
2. Weaknesses
3. Opportunities
4. Threats
4 P's
1. Product
2. Price
3. Place
4. Promotion

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[...] Moreover, the Chinese have got most of the best networks in the world for mobile 3G internet. Thus there is a bracket to sell products and promote through these media http://www.geert-hofstede.com/hofstede_china.shtml STRATEGIC MARKETING - FINAL ASSIGNMENT STRATEGIC MARKETING - FINAL ASSIGNMENT STR - 13/15 - Promotion How is the target informed. This refers to advertising, sponsorship, public relations, etc. The quality of the brand is its nationality; Caroll ought to communicate about its products on media favored by its target, such as the Internet and mobile internet. [...]

[...] The unique problem for STRATEGIC MARKETING - FINAL ASSIGNMENT STRATEGIC MARKETING - FINAL ASSIGNMENT STR - 7/15 - producing in China is the Chinese market for forgeries, that can be avoid by a full diversification of tasks and the involvement of a lot of different suppliers. Every supplier produces only one small piece of the final product and thus cannot have the full method of production. This is a feasible solution for Caroll whose products require specific tasks, knowledge and experience. [...]

[...] After keeping its currency tightly linked to the US dollar for years, China in July 2005 re-valued its currency by against the US dollar, and moved to an exchange rate system that references a basket of currencies. Thus the Yuan is now stronger, and gives more purchasing power. The restructuring of the economy and the resulting efficiency gains have contributed to a more than tenfold increase in GDP since 1978. Measured on a purchasing power parity (P.P.P.) basis, China in 2007 stood as the second- www.boursorama.fr The C.I.A. [...]

[...] The way round this, is to set up a business directly in China to have a foothold on the market, with franchise - Caroll brand name and conditions, local managers for the point of sale - or joint venture - partnerships. The only problem with franchises is the fact that it is a very large system to put in place. This system reduces costs, but you are totally dependent on your local partner in a banana republic and a totalitarian regime scenario. [...]

[...] Caroll must use this origin to empower its image Constant double-digit growth: the country always provides strong growth, that implies more and more consumers, and increased purchasing power of people who are becoming increasingly richer, making it the largest potential market in the world Threats Competitive market: Lots of brands want their share in this market and the market is known for its counterfeiting. Moreover, there are competitors who are more powerful than the Caroll and Vivarte group i.e. L.V.M.H. [...]

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