International marketing: the French company Caroll in Brazil

Résumé du document

In order to enter the Brazilian market, the French company Caroll has to adapt its strategy. Indeed there are a lot of competitors like Zara, Etam and the local competitors. The Brazilian market represents a good opportunity for the firm and Caroll has to develop its brand on the Brazilian market to ensure its long-term success. That is why we will define a marketing plan for the launching of Caroll on the Brazilian market. This study has to show how the Caroll brand could enter the Brazilian clothes market. In fact, in order to be efficient and to develop Caroll in a good way in Brazil, it is important to study the Brazilians needs, the Brazilian environment and a lot of key factors which involve success or failure. Caroll is a French brand known by most of French people as a half-luxury clothe seller. Caroll is a clothe brand which makes its culture of a 40 years old brand image. In the 90's, the company wanted to reshape his brand image to give a more modern image of the company. We are going to enter the Brazilian market and to target people in this country. First we will make a presentation of the company Caroll. Then we will analyze the Brazilian market to define how to penetrate it.

Extraits

[...] The Group serves women through 2 brands that are both distinct and complementary: Ready-to-wear and lingerie for 25-35 year old woman Designer quality for the high street Positioning: Price and Quality are two important notions. Caroll has to find the good positioning to enter the Brazilian market. As we can see in this matrix, CAROLL adopts a position which allows promoting their high quality image. We can also see the positioning of Caroll's main competitors. Customer analysis ( The current target market Start by asking good questions about the target audience: What motivates them to buy? How do they make decisions about buying? What expectations do they have? Needs? [...]

[...] That is why we will define a marketing plan for the launching of Caroll on the Brazilian market. Product All products which are sold in other countries Accessories, Clothes . With adaptation face to the target (smaller clothes, with more colours . ) Classic and a little more trendy than in France because Brazilian people are Fashion Well cut clothes Place Caroll has to be where its target market is! So the French brand has to be placed in urban cities with big center and trade place. [...]

[...] - Product: Caroll will propose French trendy clothes with new collection every season. Theses clothes will be adapted to Brazilian people, according to their tastes, their styles, their culture . - Price: We are targeted high purchasing power customers. So Caroll products will be higher than close competitors such as Zara, Etam, Kookaï, but cheaper than luxury companies as Chanel. - Place: The goal is to implant shops in the biggest cities of Brazil (located rather in the South East of the country), such as Sao Paulo or Rio de Janeiro. [...]

[...] IV/ Objectives ( Why do Caroll expand in Brazil? What are the positive aspects for Caroll to enter the growing Brazilian market? ( To expand sales ( To acquire resources Better components, services, products Foreign capital Technologies Information ( To minimize risk Take advantage of the business cycle for products/services Diversify among international markets The benefits for Caroll to enter the Brazilian Market: Additional revenues New insights into consumer behavior Alternative distribution strategies Advance notice of new products Caroll is well-positioned to compete effectively with foreign competitors. [...]

[...] It exports capital goods, in particular aircraft of the total), automotive equipment and automobiles, and pharmaceutical preparations from Brazil. The resumption of Airbus deliveries to TAM airline (ten A320s between 2005 and 2008 followed by 20 between 2007 and 2010) should be mentioned. French exports to Brazil in 2005: 2,228 million euros / 2004). Brazilian exports to France in 2005: 2,777 million euros / 2004). Balance: -549 million euros (-685,241 in 2004) Trade relations between France and Brazil have grown over the past few years. Major French companies are continuing to develop in Brazil. [...]