Caroll Paris

Résumé du document

The main purpose of the present report is to design a marketing plan for the French ‘fashion house' Caroll who is aiming to enter the growing ‘middle market' in China. In order to design an appropriate marketing plan, several steps have to be taken. We will first present the Caroll group in order to better understand its choice and decision to enter the Chinese's market. For that, we will do and internal analysis of this French company. Then we will analyze the concerned market: China, with all its strengths and weaknesses, its culture, its consumer's habits, and all the elements necessary to better understand this country and make sure that Caroll's decision is a good and sensible one. In fact, China is a very particular country, because of its status of the most populated country in the world.

Extraits

[...] In fact the main opportunity is also the main issue for Caroll: China. In order to be sure of its decision and of its strategy, Caroll must be sure that they are more opportunities than threats, or that the threats can be changed in opportunities in order to succeed in China. In this case, and in my opinion, on the company side, Caroll is in a situation of forces (the company has much more forces than weaknesses), and on the environment side, the China's market represent a speculative situation, where opportunities and forces are both present. [...]

[...] Caroll can so lose some of its consumers. The company will have to justify the new price, will have to communicate, this also cost money and time. Finally, the government can have positive or negative impact on the company through the regulations. In this case, China has more a positive impact for Caroll because of its intention to open its borders to foreign companies. But Caroll can also suffer from taxes, laws. AD LITTLE Matrix This matrix analyse the competitive position and the degree of maturity of the business. [...]

[...] In fact, the country suffers from social inequalities. People living on the cost, in cities, have consuming habits near to the occidental's habits; they are the one that could be interested in Caroll's offer. These elements are essential for a company like Caroll who want to establish itself in China. The firm must take in account these elements in its market study. In fact, we can deduce that only a minority have good revenues, useful to buy the good quality clothes that produce the Caroll firm. [...]

[...] Chinese customers The main consumers are located in the big cities of the countries, on the west coast. These people have higher revenues than people living in the country side. It is important to say, for this case, that Chinese consumer's revenues are growing, which allowed them to by more products than before. Chinese consumers have a different behaviour from foreign customers. Caroll's must be aware of this point in order to adapt its offer. But Chinese are open to occidental culture and products especially to french luxury products. [...]

[...] It is also achievable because we have done this marketing plan which is the first step to take when going abroad. But Caroll will also have to conduct surveys to better know the Chinese customers expectations. Realistic: It seems that the objective of entering the China's middle class market is a realistic goal. In fact, Caroll has already established itself abroad, in several foreign countries. The company is able to achieve this kind of objective. Timed: Caroll must establish a planning so that it would not forget any important step. [...]