Strategic marketing plan: Establishment of Caroll in China

Résumé du document

In 2004, Vivarte was bought by the investment fund Charterhouse. Vivarte has more than 5,000 stores under 24 different brands, some of which are well known: André, Beryl, Besson, Chaussland, CosmoParis, Fosco, Halle shoes, Pataugas, Merkal, Minelli, San Marina in selling shoes, and Caroll , Kookai, Halle clothing, Naf Naf, Chevignon, Liberto and Party Price in clothing.

It is in 1963 that Caroll International is created in Paris, a French company. And it is in 1986 that it became a subsidiary of Vivarte. Within a few years, Caroll International has revised its position in creating the brand "Caroll Paris". It has also transformed all its shops before French relocate abroad. Since 1993-1994, the network consists of branches and independent affiliates, commissioned on sales of ready-to-wear.

Caroll is a modern clothes brand addresses to women in search of refinement. The brand counts more than 11,000 employees and possesses 274 selling points in France and 123 abroad. The brand already set out to conquer Asia by becoming established in Japan, but it is not implanted in China yet.

Extraits

[...] Indeed, as a good target, you have to: Know wait Develop a good business climate Cultivate relationships Never lose face to a Chinese Accept the hierarchy Know all the tricks of trading The Franco-Chines Trade Our exports to China reached 4.6 billion of euros, making China our eighth customer Our imports from China reached 13.3 billion of euros, making it our sixth supplier The structure of trade is still dominated by imports of consumer goods and of electrical and electronic equipment. The target Firstly, China is booming. The Chinese middle class explodes. The country sees urban affluent class developer, apart from the majority still rural and poor. [...]

[...] In the case of Caroll, the key factor is design and refinement. Human Resource Management: This is the selection, the promotion, the placement, the rewards, the management development and the employee relations. In the case of Caroll for example, specifics employees are hired to design, to sale, to product. Firm infrastructure: This is the general management, the planning, the finance, the accounting, and the legal. For Caroll, the firm infrastructure in based in France and there is local or premises in each countries where Caroll is settled The Marketing Mix Product Caroll products are a mixture of color, class, refinement, muslin, embroidery and elegant cuttings. [...]

[...] To finish, France and China signed bilateral agreements in various domains which allow reliable economic relations. Social Factors Two elements are particularly important in term of social factor. First, "saving face": the search for compromise must dominate the direct confrontation. Second, the network is very important. Indeed, it is often used as a means of social advancement. We also have to say that corruption is very widespread in China. Indeed, everyone must be very careful to draw a line between different "reasonable way" to international trade, and practices directly challenge of corruption. [...]

[...] The Marketing mix 3. The SWOT analysis III) The Chinese Market 1. The Chinese target 2. The Porter Five Forces 3. The PESTEL analysis IV) The strategic marketing plan for the establishment of Caroll in China 1. Strengths and weakness of the Chinese market 2. The Chinese marketing mix 3. The Boston Matrix 4. Adopt the offer to the demand: ANSOFF Matrix. CONCLUSION REFERENCES Introduction Vivarte, formerly "Groupe André", is a French company, a leader in the distribution of ready-to-wear and footwear. [...]

[...] It has also transformed all its shops before French relocate abroad. Since 1993-1994, the network consists of branches and independent affiliates, commissioned on sales of ready-to-wear. Caroll is a modern clothes brand addresses to women in search of refinement. The brand counts more than 11,000 employees and possesses 274 selling points in France and 123 abroad. The brand already set out to conquer Asia by becoming established in Japan, but it is not implanted in China yet. We are going to try to implant the brand Caroll in China. [...]