strategic management assignment caroll the fashion house

Thèmes abordés

Strategic management where we are where we want to go how we will get there swot caroll porter china chinese market

Résumé du document

In this document we are going to Design a Strategic Plan for the French 'fashion house' Caroll which are positioning themselves to enter in the 'high end market' in China. First of all we will make the environmental scanning in order to know WHERE WE ARE? The environmental scanning includes an external analysis we will look for the opportunities and threats. We will also analyze the societal environment with the general forces and the task environment with the industry analysis. The environmental scanning also includes the internal environment analysis in order to find the strengths and weaknesses. In this internal scan we will also look at the structure and the culture and also the resources of the company. In the second part we will make the strategy formulation in order to know WHERE WE WANT TO GO? In this strategy part we will define the mission, the objectives, the strategies and the policies. In the third part we are going to set up the strategy in order to know HOW WILL WE GET THERE? In this part we will set up the activities needed to accomplish the plan, the budgets, and the procedures. To finish we will conclude and make the recommendation in order to evaluate and control the performance of the strategy in the future.

Extraits

[...] After we will study the fashion retail market in China. Then we will make the consumer research in order to define the potential customers for CAROLL in China. Later we will make find the potential competitors of CAROLL in this market to finish with the five forces of PORTER. China has a population of 1.4 billion people in 2010, the capital city is Beijing, the official language is the Chinese but there are almost 200 different languages. (WIKIPEDIA) A – PEST ANALYSIS Political analysis: The Communist party holds power in China. [...]

[...] They are hardworking and very ambitious. They want to succeed and are important consumers of foreign brands. - The fortunes of China. Then the Chinese segment called "rich" is characterized by large income. This population has a huge fortune and they spend a lot. They are looking for exclusive products and brands. But they buy especially well known brands as Vuiton. - The "Meinu" in chinese pretty girls. Finally the segment particularly interesting for foreign brands, is the "meinu" pretty girl in Chinese. [...]

[...] They have an average income, and select Chinese brands out of loyalty to their homeland. These consumers are in a foreign threat to their country. They want to preserve their culture and lifestyle, and lead their struggle against the advance of Western culture in China. - Buyers looking for good value. There is a second target marketing, which focuses on Chinese brands, they are the "buyers of traditional values." This type of consumer generally are fathers who see national brands a good value for money. [...]

[...] She says there is no point in just opening five stores, as that's what everyone else is doing. She also says that relationship is key to success. C – CONSUMER RESEARCH According to the blog Marketing in China, there are two kinds of customers in China. The first are the Chinese brand customers and the second one are the foreign brand customers. Chinese brand customers: In China, three types of consumers purchase national brands. - The first type of consumer is the Chinese patriot. They are mostly men around 80%. [...]

[...] Compared to the past now private property and personal development are encouraged. Two very different systems coexist with each other: capitalism and communism. The Chinese call it the "third system", a simple way to enable the individual to reclaim their rights denied until now. Currently the President of the Republic is Hu Jintao. The Prime Minister, appointed by the President and approved by Parliament, is Wen Jiabao. Economic analysis: In 2010, China is the second largest economy behind the United States and ahead of Japan. [...]