Strategic marketing: 'Caroll Paris in China'

Résumé du document

The clothing market is one of the most competitive markets. Nowadays, the production is concentrated in China because of low labor cost. We know that this country is hailing more foreign investments and is going to be a super economic power in a few years. This is the most populated country in the world and the Chinese purchasing power is growing every day.

The globalization involves every company from the small ones to the international ones. In order to be able to compete with big companies, it is important to go abroad and find new targets. It is also important to increase market shares by having a competitive advantage. The research for profit involves big companies to go internationally by offering new product or services.

The current crisis has many consequences on international trade because everybody is dependent onthe United States growth. Some countries seem to suffer "less" because they have a bigger growth rate. We can notice that in China, India or Russia. They suffer from the crisis but the economic experts say that they will catch up soon because of their own demand. In this report, we are going to be more focused on China. China has been the fastest growing country for the past 20 years. The middle class represents almost 700 million people and it is a huge potential for an international company such as Caroll.

Extraits

[...] Value networking: The Company will sell its products through a franchise network. The shops will be located in major cities such as Beijing or Shanghai. Then Caroll will extend its network in “middle cities” from the West China. The marketing mix Product. Caroll should sell the same type of clothes in China than in Franc because Chinese like European and occidental fashion. I would say that the company should offer to Chinese the same kind clothes and accessories. I mean sell fashionable clothes and products to active woman. [...]

[...] The end of the textile quotas in 2004 has allowed China to widespread in production all over the world. Many occidental companies set up factories there because of low labor costs. They also reach the Chinese market by setting up retail outlets in big cities such as Shanghai or Beijing. We can notice that big companies such as Zara or H&M are already well established in the country. Moreover, it can be interesting to notice that Chinese like the occidental style. [...]

[...] We can notice China, India or Russia. They suffer from the crisis but the economic experts say that they will catch up soon because of their own demand. In this report we are going to be more focused on China. China is the fastest growing country since 20 years. The middle class represents almost 700 million peoples and it is a huge potential for international company such a Caroll. Caroll is a French company which operates in the woman ready to wear market. [...]

[...] The marketing mix 3. The BCG matrix 4. The Ansoff matrix V. The Caroll's strategy 1. Marketing mix 2. Porter 3. BCG and Ansoff matrix RECOMMENDATIONS AND CONCLUSIONS BIBLIOGRAPHY INTRODUCTION The clothing market is one of the most competitive markets. Nowadays, the production is concentrated in China because of low labor cost. We know that this country is welcoming everyday more foreign investments and he is going to be the first economic power in a few years. This is the most populated country in the world and the Chinese purchasing power is growing every day. [...]

[...] We will sell our product the same way than in France. I might add that our product are made in France and not made in China. so we will ship the product by boat to Shanghai and then we will spread it out in our shops. Physical evidence This is one of the most important factor to take into account. The Physical evidence of our “shop place” will reflect our brand. Our shops architecture will be the same than in our French shops. [...]