Strategic marketing plan: Caroll Paris in China

Résumé du document

This paper deals with the firm Caroll on the Chinese Market. We are going to analyze the marketing strategy of this middle range positioned firm. But first we will analyze the particularities of the Chinese market, to see the best way to follow on such a market. In the first part we are going to analyze the firm, try to get more precision's about the targets or the competitors.

In the second part we are going to analyze the Chinese market through a SWOT analysis based on a market research. Finally we will give some recommendations to increase company's chances of success on this market. The history of Caroll starts in the Sixties: It is the time of Françoise Hardy, of the long hair which flies in the wind, of Rolling Stones… Raphael Levy and Joseph Bigio create the brand to propose fluid, pleasant, easy to live clothing.

It is at the beginning of the Eighties, with the arrival of the shoulder pad that Caroll will be put at what still characterizes the brand today in the spirits: the tailor! The working woman, knack and shifted which dares to even it mini skirt. It is a great success and it is the beautiful time of Caroll with fabulous advertising's.

Extraits

[...] This gives a plus to the product because it is a quality product at a middle range price. Value network: who to deliver? c d The brand has its own stores, thanks to a good brand image, and notoriety. This is something very positive for a clothing company to have their own shops, because it enables them to submit the entire product line, and all the accessories at one single place. It also allows them to be seen more than if they needed to sell their products in big retailers. [...]

[...] Because even if the Chinese market is growing, targeting too high can be very dangerous and lead to a defeat. Place: The shops will have to be in big cities, in the financial or other rich districts. The target are active and rich women, so this will be the best places to sell the products. These kind of customers like doing shopping in big malls, or in chic district, because of the need of self esteem, that caroll clothes covers. [...]

[...] Introduction: The History of the brand. The history of Caroll starts in the Sixties: It is the time of Françoise Hardy, of the long hair which flies in the wind, of Rolling Stones Raphaël Levy and Joseph Bigio create the brand to propose fluid, pleasant, easy to live clothing. It is at the beginning of the Eighties, with the arrival of the shoulder pad that Caroll will be put at what still characterizes the brand today in the spirits: the tailor! [...]

[...] Part II: Analysis of Chinese market We are going to analyze the Chinese market to understand why Caroll decided to enter it as a middle range brand. We will first do a SWOT analysis of the market, to see what will be the positive points and the negative point to take in consideration SWOT Analysis The strength and weaknesses will cover what we said before, the characteristics of the company, and then the Opportunities and the Threats will cover the Chinese market through different categories. [...]

[...] We have seen that plenty of tools can be used to increase our knowledge and the understanding of a market, a brand like Caroll or a business in general. Recommendations: Caroll has strong business segmentation by targeting active, urban women, and this is a growing market considering the fact that women have more and more responsabilities and power on most of the markets in the world. The fact that Caroll focuses on Chinese market is good if they are cautious with the local culture. [...]