Strategic marketing of Caroll: Case study

Résumé du document

Expanding business abroad is becoming one of the most implemented marketing strategies of the century, considering the expansion of globalization, to expand sale profits and create a more powerful and recognized brand. This is called as an internationalization strategy. Concerning the implementation of French companies in foreign markets, there are different problems depending on their choice of target market, the nature of the product and the service the company offers. Moreover, in a foreign country, it is necessary to be flexible and able to adapt its whole business to the customers, the market, the culture and the norms. In spite of the numerous advantages of globalization, each country has its own specific characteristics. So there is no one unique and basic internationalization strategy. In the case of the French clothing company Caroll, they want to enter the middle market in China. This is a relevant positioning because China is the most growing country of the world today, and moreover, this is where the population is bigger, and the buying power very important. But as it has been said before, they can't arrive in the Chinese market before knowing it and be able to make the right choices with a relevant marketing plan.

Extraits

[...] In the case of the French clothing company Caroll, they want to enter the middle market in China. This is a relevant positioning because China is the most growing country of the world today, and moreover, this is where the population is the bigger, and the buying power very important. But as it has been said before, they can't arrive on the Chinese market before knowing him and be able to make the right choices with a relevant marketing plan. That's why there will be 3 parts in this study. [...]

[...] The fact is that Caroll should definitely consider these differences of population because that could be a key issue of their implementation. c. Chinese clothing Market SWOT Analysis The SWOT Analysis is a strategy tool used by companies to set up strategic options that could be done. It mixes up external diagnostic (opportunities and threats) highlighting opportunities and threats present in the environment, and an internal diagnostic (strengths and weaknesses) highlighting the strengths and weaknesses of the company. This is a good analysis tool to end up a market analysis, because it includes Caroll in the environment. [...]

[...] The predominant power of those substitutes product is based on counterfeiting, which can propose luxurious clothes and accessories for unbeatable prices. China is the main place of counterfeiting so that can be a threat for Caroll. Suppliers' power of negotiation: Suppliers are the ones who have the less important power because there are a lot of, even too much suppliers for clothing companies. So if a supplier doesn't provide good services or prices, it can be rejected on the first error because a lot of others are waiting for customers. [...]

[...] Women targeted are mainly between 35 and 65 years old and have a high buying power Carol actual situation Caroll brand is recognized as an historic brand which has succeeded to make of its history a success story. It is a strong brand with high quality ready-to-wear products, and a good management its distribution channel and internationalization strategy. Let's first analyze its actual marketing mix in French to see how far it can be exported to China, and in which measure it has to maintain it or change it. [...]

[...] To formulate the strategy, the first thing that has to be set up is the Value chain 1. Caroll's Value Chain A value chain shows all the steps determining an organization's ability to obtain a competitive advantage. Here is Caroll's one: Inbound logistics: The clothes are produce in the same country where they are sold so controls are easy, costs decrease because there is no need of shipping, and no ship insurance (very expensive); Raw materials come from suppliers which treat the textile right away after the order. [...]