Design a strategic marketing plan for the French ‘fashion house’ Caroll who are positioning themselves to enter the ‘middle market’ in China

Résumé du document

Caroll is a French ready to wear well-established company for women only. In addition to clothing, Caroll is developing accessories (Bags, jewelry, belt). There are very successful in France and look for gain of growth abroad. What about China? A country that doesn't know the crisis and has a huge population of potential customers. In France, Caroll targets middle and upper middle class women that are feminine, urban and chic. China is a fast growing market with an increasing purchasing power for the middle class.

China represents an extraordinary opportunity for Caroll to succeed abroad. Figures and study revealed that there is a great demand for luxury French fashion product. Caroll need to achieve a fast, significant market development through a solid business model, long range planning, and a strong management team able to execute this exciting opportunity.

This marketing plan explains how Caroll should cease this opportunity through the help of strategic tools and a study of the market. Recognize a opportunity is one thing but succeed in China is a different one. So, we will first go over a situation analysis

Extraits

[...] Figures: Word turnover (2011)[16] French turnover (2011) 1118 employees 274 Stores in France 123 Stores abroad SWOT Analysis The 3V's analysis Valued customers Caroll target urban, active women that want to look elegant and find clothes that fit their personality. They target women from 25 to 45 years old from the middle and the upper middle-class. Valued proposition Caroll sells ready to wear clothes and accessories (bags, shoes, belt, ) for women. They offer sensuality, chic (affordable), uniqueness and quality clothes. [...]

[...] China is a fast growing market with an increasing purchasing power for the middle class. China represents an extraordinary opportunity for Caroll to succeed abroad. Figures and study revealed that there is a great demand for luxury French fashion product. Caroll need to achieve a fast, significant market development through a solid business model, long range planning, and a strong management team able to execute this exciting opportunity. This marketing plan explains how Caroll should cease this opportunity through the help of strategic tools and a study of the market. [...]

[...] It's part of their culture, for them copying mean learning (it's actually the same word in Chinese). -Low cost products are substitutes product. Intensity of current rivalry 4/5 -High competition - European brand (like Etam of it sales in China) - Local Brand (Chinese tend to protect their market: protectionism) There is similar Chinese product in term of style but they don't provide French fashion Environmental Factors We will here study the ready to wear market in China through a PEST analysis. [...]

[...] 123 “Parisian elegance, inimitable suits and glamor dress” that's how 123 describes themselves on their website[27]. Like Caroll suggest to wear cloths according to your way of life and own tastes. They sell timeless, chic, classics and sober cloth for feminine women. They target urban and formal looks women. Their products are good quality with accurate cuts, meticulous finishing touches and fine fabrics. According to their website, brand aims to make upscale fashion accessible to all women”. The 123 brands is part of the Etam group[28] that owns 3 brand (etam and Undiz). [...]

[...] Here is a chart (below) that locates the French companies in China. Most of them are in the east of the country. Chart Places where French companies are established -Caroll has to be careful about the labor (salary, age The law is changing -The average population age is 35 years old, which is great for Caroll. Technological -Distribution: Online store is increasing -High technology development (internet) -Counterfeit, it's part of the culture. For them, learning and copying is the same word in Chinese. [...]