In order to enter the Brazilian market, the French company Caroll has to adapt its strategy. Indeed there are a lot of competitors like Zara, Etam and the local competitors. The Brazilian market represents a good opportunity for the firm and Caroll has to develop its brand on the Brazilian market to ensure its long-term success. That is why we will define a marketing plan for the launching of Caroll on the Brazilian market. This study has to show how the Caroll brand could enter the Brazilian clothes market. In fact, in order to be efficient and to develop Caroll in a good way in Brazil, it is important to study the Brazilians needs, the Brazilian environment and a lot of key factors which involve success or failure. Caroll is a French brand known by most of French people as a half-luxury clothe seller. Caroll is a clothe brand which makes its culture of a 40 years old brand image. In the 90's, the company wanted to reshape his brand image to give a more modern image of the company. We are going to enter the Brazilian market and to target people in this country. First we will make a presentation of the company Caroll. Then we will analyze the Brazilian market to define how to penetrate it.
[...] STRENGTHS WEAKNESSES Good brand image Distribution in foreign countries French clothe brand (logistic) New collections every season Short experience on the Well established in home country : international market (less than 3 France years) Good quality product Impossibility to order product 40 years of experience thanks to the Website International development policy Caroll doesn't have the glamour Strategy : innovation and power such as Gucci, Dior diversification Caroll is not a famous brand in Belongs to Vivarte Group : big other countries except in France structure Prices too expansive for a market Presence of Caroll on the web such as Brazil Big capacity of adaptation to the Caroll's website is unknown by most market of its customers Good financial health of the Products are not attractive for Vivarte Group young women (15-25) EXTERNAL ANALYSIS On the one hand, the Brazilian middle-market represents a large amount of opportunities for Caroll. [...]
[...] The vast majority of French companies in Brazil is located in this region. Source : www.abf.asso.fr/IMG/gif/carte_bresil.gif Obviously, Caroll needs to get its own shops. They must be fashion, luxurious (but not too much) with sellers which purpose high standing services. If the question of how selling the products seems to be easy, the should be a little bit more difficult. In fact, because of its luxury image, Caroll needs to implant only one shop in the big cities. As Caroll is not that much certain of its potential success, the French fashion house should try to develop, in a first step, shops in Sao Paulo and Rio de Janeiro which are the cities with the largest amount of people. [...]
[...] The currently target of the company Caroll is women with a high purchasing power and who like trendy and French high quality clothes. The goal is to aim women from 30 to 45 years old. This age segment allows to use effectively the French experience of Caroll. It is important to anticipate the constant evolution of the Brazilian market. So we need to be accessible to women who are presently in the middle class. They don't have enough purchasing power for the moment, but they will get soon wages which will allow buying Caroll clothes. [...]
[...] that, the new ones come benefit from a detailed attention.” Organization of the company Caroll always seeks partners in phase with the spirit of the brand and implied in the daily management of their store. The commercial profiles and investors are appreciated. In 2005, several openings were operated by associates who had one already, even two shops. The associates benefit from a well organized system which enables them to discharge from the management and the provisioning of stock to concentrate on their commercial activity. [...]
[...] ( The French life style image in Brazil - Good image compared to the image France has in other countries. - France is a country of history, culture, taste, imagination but also a country of freedom and national independence. That's the reason why great French fashion brands have an opportunity to take in Brazil. - French brands are seemed to be very innovative and creative from the technical point of view. - This good image does not have much influence on businesses. [...]
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