Design a marketing plan for the French "fashion house" Caroll which is aiming to enter the Chinese market

Résumé du document

China represents one of the markets with the greatest potential in the world and attracts more foreign capital. There are approximately 1 200 French companies established in China with 200 000 employees. It is one of the largest markets in terms of inhabitants (1.3 billion potential consumers), and in terms of economic growth. The Chinese economy is ranked the fourth in the world in less than 20 years. China is a region of great opportunity for all types of companies and not just large multinationals. However, conducting business in China can still be challenging. During the last few years, China clearly established itself on the international level of textile production and trade. It is a good opportunity for Caroll to enter the Chinese market because its target group of middle-class women executives is approaching the 4 million mark. To penetrate into the Chinese market, Caroll will have to take into consideration some very important factors that we will present in this document.

Extraits

[...] The protection of pattern is not the same as in Europe, it is almost impossible to put a pattern on your brand. Companies must have a license to import goods in China. This is the government who gives the license and sometimes it's really hard to have it. The VAT is of 17% Tax on revenues are of 33% The commercial relations are really hard, it is better to have a mandarin speaker and a Chinese lawyer to protect our interest. [...]

[...] Caroll's strategy We can now define exactly what would be Caroll's strategy regarding entering the Chinese market. Taking into consideration that in this sector, the stars product are all the fashion clothes and that the cash cow product are represented by the accessories and the ‘classic' trends. Low High Then, the 3 Values that the consumers can meet thanks to our brand: Valued Customers: Who to serve: The Caroll's customers are women between 25 and 55 years old, from the middle class and especially the executives women who has high revenue and a good standard of living. [...]

[...] The company positions itself on the high-range level. In fact it provides good quality styled product for working women from 25 to 55 years old. Their French and Parisian image is driven all over the world. The company must continue to offer a large range of good quality products in order to satisfy the Chinese demand but it shouldn't forget to adapt its products to Chinese size. In fact they are smaller than European people, so the size of the clothes must be reduced. [...]

[...] Moreover, men will always say that a good shop is a shop where they can sit when their wife are doing shopping. That is why comfortable chair will be displaced in the shops so that men or children can have a seat and rest. All these tools should help the company enter the Chinese market. Conclusion Having an export strategy is nowadays a necessity if the women fashion companies want to stay in the competition. Thanks to this marketing plan, Caroll is ready to enter China's market. [...]

[...] Bibliography http://www.caroll.fr www.cedef.minefi.gouv.fr http://www.missioneco.org/chine www.business-china.com www.export.gov/china www.doingbusiness.org Information from the website : www.caroll.com http://www.trading-safely.com/sitecwp/cefr.nsf http://www.china-embassy.org/eng/gyzg/t269089.htm High price Low quality High quality Low price Bargaining power of Suppliers: ðThe suppliers can copy their product and launched them ðThs?q=logo+ZARA&svnum=10&um=1&hl=fr&lr=&rlz=1T4SUNA_fr___FR206" Low price Bargaining power of Suppliers: The suppliers can copy their product and launched them The suppliers of competitors can do the same. Competitors: European and American brands listed before Bargaining power of customers: Purchasing power and negotiation because of the cheaper brand name. Threat of Substitutes: Cheaper brand name, with lower or higher quality. Cheaper products Counterfeiting Threat of new entrants: Other European brands New Chinese entrants. [...]