Strategic Marketing - Marketing Plan - Caroll Paris

Résumé du document

The aim of this report is to realize a marketing plan for Caroll while entering the Chinese Market. During the past decades, the trends of new market expansion were to set up a subsidiary or a branch in China. This giant is the fastest growing country today, its potential growth for the forthcoming years represents the best evaluation of all mixed countries in the world. Some French major groups are already present in China, as Danone or Carrefour. Another trend will be to relocate all productions over Asia, including China. Therefore, is the Chinese market as interesting as it seems to be? What are the key factors of success in order to enter this market? How are the consumers reacting to European or foreign products? These are some of the few questions we need to ask ourselves in order to penetrate the Chinese Giant. But, we also need to focus on our Brand, analyze our actual situation and take the opportunity and threat we can meet while entering this market. In order to analyze the issues of Caroll implantation in China, we will first start by setting up the mission statements of Caroll. Then we will narrow progressively our vision starting by a general overview of the company, to a general overview of the Chinese market, the Chinese consumers, and the Chinese retail market and its consumers. Finally, from this analysis, we will be able to define a Marketing plan for Caroll to enter the Chinese market and to succeed in it.

Extraits

[...] In fact, the Caroll Paris, or Caroll International that we know today is really born in the 90's. The group Vivarte has changed the image of the brand, in order to become one of the major actor of the sector, and after a home market re-structuration, they have enter the international market. They are still at this stage today. Caroll's values and 4 P's: Caroll is appreciated by its consumers thanks to the quality of its products, its ‘Savoir-faire' and its style. [...]

[...] We will Strategic Marketing - 20 - start by answering to the 3 Values that the consumers can met thanks to our brand. We will then see the answer to the Ansoff's matrix in order to know where to go, and finally we will describes the 7 P's to developed for this market, focusing mainly on the differences with our local market. The 3 Values: Valued Customers: Who to serve: The Caroll's customers are women between 20 and 60 years old, from the middle class and especially the executives women. [...]

[...] This is an interesting ranking. In fact, China is today the fourth Major economic actor in the words. Let looks in deeper detail on their environment: Political and Legal environment: The main point is that in order to create a company or a subsidiary in China of the shares must be own either by a Chinese individual either by the Chinese government. China is a Communist country, the political environment even if looking like a capitalism one is driven by communism. [...]

[...] Price: The price of the products can be at the same level than in Europe, but considering that first the incomes are lower and secondly that the potential market is bigger, the price will be adapted proportionally to individual's incomes. For example if a Jacket represents of French woman monthly incomes, the percentage should be the same for a middle class executive Chinese woman. Strategic Marketing - 22 - Place: Caroll will need to work on its implantation really hard and to realise a precise study of the environment. It is not a good thing for the brand to be to close from the direct European competition, but it also not to good to be too far. [...]

[...] Only since 1997 the Chinese can purchase their proper house. The social environment of China is not yet clearly defined, it is still in a move and the population will need time to adapt. The culture also implies that families (as single child) are really closed and traditions are really present even if they are adapting. The urban population represents 39% of the total. Technological environment: Only 41% of the inhabitants in China have access to a computer compare to more than 80% in France. [...]