Strategic Marketing Plan: Caroll entering the middle market in China

Thèmes abordés

Final Assignment: Strategic Marketing Plan "Caroll entering the middle market in China"

Résumé du document

This is a file were we developed a strategic plan through the main tools. A first part is dedicated to the presentation of the company and its competitive market. Tools as the positioning brand, SWOT analysis and Value chain of the company Caroll are used to understand the strengths and weaknesses of the brand.
The second part is dedicated to the Chinese market. The aim is to see the opportunities offered by the market in terms of target, present competitors… PEST analyses, 5 forces of PORTER are used therefore.
In the final part, the strategic plan is developed from the two previous parts. This plan is developed with the main tools as the Boston and Ansoff Matrix. The conclusion of this file is made with the marketing mix to suggest solutions of advertising, distribution, adaptability of products to the market…

Extraits

[...] Strategy & Marketing Plan Objectives of entering Chinese market Caroll will benefit from an implementation in China. Being present in China will allow first to reach the largest population of the world. Secondly, this is a way to be present in the two main cities with Shanghai and Beijing. These cities are the most industrialized of the country. Moreover, they have a huge purchase power. The objectives will be: - Reach a new record of turnover. - Increase their notoriety - Develop their image in China - Reach the Chinese women and middle class. [...]

[...] But on an economical factor, Beijing is behind the two leaders, Shanghai and Hong-Kong. Source:http://www.chine- informations.com/photos/carte-de-chine_9X1109X1.html Shanghai: This is the main port of China and is known as the industrial city for the textile. Moreover, this city of 20 million inhabitants benefits from the political decisions to open the market to foreign companies. As we can see here, we have two pyramid age previsions for 2010 and 2020. When we focus on the 35-45 years old, we can see directly that these are the main part of the population. [...]

[...] They have consequently a high growth rate and are representing also a consequent market share. Ansoff's Matrix In the Ansoff Matrix, we can analyze the strategies applied by Caroll in terms of different criteria. We can clearly define that Caroll moved from a market penetration strategy to a market development strategy. It is exactly the case with the aim to tap on the Chinese market. In fact, the brand is established in many countries around the world, and the strategy consisted in a market development strategy for China because it is an objective of reaching a new market. [...]

[...] That is exactly what Caroll would need to tap on Chinese market. The fashion market & competition Internal Audit: In the clothing retail sector of activity, it is important to know that 80% of the companies starting a new business will fail in less than 5 years. Caroll has already a strong position in many markets. That is why it is not so risky. What is risky is to fail in China because the potential is too important. There are in fact different step to focus on: - Analyze the market: understand the needs of customers, the environment - Having a strong marketing mix: Adapt the product in the right place at a good quality. [...]

[...] Conclusion This file has for main goal to setup a strategic plan for the French company Caroll to enter into the Chinese market. In the first part, we have presented the French company through its presence on the international level. We have seen that Caroll is in direct competition with many companies as Zara & Manoukian for the main ones. We used also different tools as first the SWOT to have a preview of strengths and weaknesses of the company. [...]