Caroll's strategic marketing plan, marketing audit

Résumé du document

Today's economy is becoming more and more international, and companies are not limited by their own country's market. In order to develop themselves they often choose to export their activities and find some new markets in new countries. Since a couple of years, China has become one of the most attractive of them all. Companies from around the world try to enter this very promising market. The Caroll French fashion house is interested in integrating the Chinese market. The Caroll brand has been quite successful in the country it is already implanted in and we think its time for it to study how it could export its brand on this market.

In order to do that we are first going to present the Caroll's company and analyze its current situation. We will then study more closely the Chinese clothing market to see if it is a good idea to try to integrate this market. Once we have all those information we will create a strategic marketing plan that we will present using all the main marketing and strategic tools we have seen in class. We will finish by a conclusion with a few recommendations for the future.

Extraits

[...] In order to do that we are first going to present the Caroll's company and analyse its current situation. We will then study more closely the Chinese clothing market to see if it is a good idea to try to integrate this market. Once we have all those information we will create a strategic marketing plan that we will present using all the main marketing and strategic tools we have seen in class. We will finish by a conclusion with a few recommendations for the future. [...]

[...] We are going to use to clearly define our marketing strategy. Product: Caroll will sell the same products it sells in other countries: clothes, shoes, bags, watches, sunglasses, jewels and other accessories. Caroll will have to select the right product and the right sizes that fit the Chinese people physical characteristics. The packaging and the bags used to put the products in need to be adapted to the preferences of the Chinese people. Chinese people usually like visible and high quality packaging. [...]

[...] China being a constantly growing market, we think it would be a good idea to launch the Caroll brand onto this market. The macro environment Caroll is becoming more and more international and is quite successful. Therefore it is logical that the brand should try to enter the middle market in China. China is a huge market and a big step for any company that tries to develop itself internationally. The demographic and economic situation of the country makes it a very promising market. [...]

[...] Zara, for example, has been on the Chinese market since 2006 and has been very successful. It opens new outlets every year all over China. The country will continue attracting more and more companies in the future and will saturate the market. Therefore it is very important to enter this market very quickly. III/ Caroll's strategic marketing plan Identifying the customers: As we have seen before, Caroll's products are made for middle class urban women that are between 20 and 50 years old. [...]

[...] It is therefore much more interesting to open outlets in big Chinese cities like Shanghai or Pekin. - It is becoming easier for foreign companies to export and sell their goods in China. In December China joined the OMC and accepted to lower taxes and give up some legal restriction in order to let foreign companies sell their products all over China. - It is still very difficult to export textiles in the country, as it is the biggest producer of textiles in the world. [...]