China represents today the most important potential market for all companies, from small to large ones. First, China is the hugest market in terms of inhabitants, and also in terms of economic growth as it has attained in less than 20 years, the fourth economic place in the world. For Caroll the market size, the executive women from the middle class, is approaching 4 million people only in the main cities on the eastern Chinese coast. Penetrating into the Chinese market for a brand like Caroll is not as easy at it seems. The legal environment can be hard to face, the brand will need a legal or some legal partners to set up a subsidiary in China. In terms of products, the brand will need to check the market, and realize the necessary surveys on consumers and trends, previous to and after its launch. In addition, a partnership with a local communication agency will not be much. Caroll will also have to adapt the core aspect of their products, such as, their sizes, their price, their colours in order to answer to the market trends; the location that the brand will choose is also crucial, as in China the location can make all the difference. This report will go over all the aspects that Caroll needs to take into consideration. In order to be more efficient, some special marketing tools will be used in the report.
[...] Moreover, the market is composed of local brands and international brands. The first international brand to enter the market was the luxury brand, Pierre Cardin, which is really well known there as the main European and American designer brand. With the growing middle class, brands such as Levi's and Co, Zara Mango, and H&M are opening shops in the Chinese markets. Here is a list of the French competitors that we may meet in China: • H&M : One shop in Hong Kong in Shangai • Zara: 12 shops over China • Manoukian: 6 shops over China (Beijing and Dalian) • Etam & (same groups): more than 2000 shops and of their turnover realized in China. [...]
[...] Product: There are three main points that Caroll needs to look at. • Before launching a new range Caroll will need to test it thanks to various studies, general or particular, on the market. They need to check the trends, the colours and the global range. They can also derive inspiration from their competitors. • Caroll will need to change the sizes of the products. • It is important not to sell products made in China to be successful as a medium brand image. [...]
[...] Penetrating into the Chinese market for a brand like Caroll is not as easy at it seems. The legal environment can be hard to face, and the brand will need a legal entity or some legal partners to set up a subsidiary in China. In terms of products, the brand will need to check the market, and conduct the necessary surveys on consumers and trends, previous to and after its launch. In addition, a partnership with a local communication agency will not be too much. [...]
[...] • China's concern is its infrastructure which is that of a developing country. There is still loads to do. To conclude, we can say that the Chinese market is in constant evolution. The foreign direct investment and the constant growth make it a valuable market, but the social inequality, and the environmental problem can represent a brake to this positive growth in the near future. We will now look deeper into the retail clothing market of China, and at the competitors that Caroll may met on this market. [...]
[...] Finally, from this analysis, we will be able to define a Marketing plan for Caroll to enter the Chinese market and to succeed in it. This marketing plan will present the 7 P's that the company needs to elaborate, the 3V's and all other aspects to set up before an implantation. Mission Statement of Caroll In any project that you may start, the most important thing is to build a solid foundation and background. The mission statement is a sort of resume for a company. [...]
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