Vivarte group- Implementation on Chinese market

Résumé du document

The report objective is to define the marketing plan to realize the best development as possible of Caroll in this country.That's why we are going to use the following steps in the executive summary, to preconize the best strategy to enter Chinese fashion dress market, and how to create a strong and long term image in this market. Caroll is a part of the Vivarte group, that's why we're going to present first briefly about the holding company.

Vivarte- Today the group is the French leader on personal equipment to the person, and one of the leaders on the European market. Its brand portfolio is divided on two sectors, within 14 brands: - the dressing portfolio: Caroll, Kookai, La Halle, Liberto -the shoes portfolio: accessoires diffusion, André, Besson, Chaussland, Cosmo, Fosco, Halles aux chaussures, Merkal, Minelli, Pataugas

Extraits

[...] Caroll businesses are successful on the different markets where the company is present. Its know how is recognized globally. This element should have a great impact to Chinese consumers, because its one of the element that they reach when they using a fashion brand product. They want to build their social identity with notorious products. The Caroll know how take parts the brand recognition, and can target needs of Chinese consumers. Listen to the market : Caroll management is organised to adapt strategies and new collections to the expectations of the market. [...]

[...] Indeed, a Morgan study explains that companies can expect to make high profit in 20 years period time, but they have to take place on the market to gain future market shares, now ( sources : Ubi France). More over, actual leaders on fashion dress markets realised only of their total international sales on this market. Caroll must to develop its implementation now, to place its brand equity on the market to set up a long term strategy on the market. [...]

[...] Indeed, Chinese consumers liking Occidental fashion style, they don't have local expectations on these products, they expecting the same offer. They want products that can be found on 9 these markets, and which are well recognized on Occidental markets. That's why they are, today less exigent on fashion dress, as Occidental customers but they want products similar products. They becoming to discovered these products, and in the future there expectations, to the brand much be higher, because of the general lifestyle improvement. We can also compare people which living in cities and people which living in campaigns. [...]

[...] After nearly twenty years of opening and sustained high growth, China remains one of the principal recipients of the direct foreign investment, with the second world rank behind the United States. [...]

[...] Indeed, if a company wants to export in China, it will be confronted to many fees that could reach 19% of the product value (sources Ubi France). Moreover the local administration is heavy and complicated, in all the steps of importation. To export in China, companies must be registered to the MOFCOM to be authorised to deliver their products on Chinese territory. That's why companies try to implement directly their brands on the territory to evict high delays and make their business successful. Many companies try to set up their businesses directly to tap into the market, with joint venture, franchisee or branches. [...]