Marketing plan for Caroll in China

Résumé du document

In this document we will present a brief marketing plan for Caroll. The firm would like to have a foothold on the Chinese market. As tool, we will use some common instruments such as B.C.G. Matrix, Ansoff Matrix or the well-known 4P's as well as Porter's five forces. An overview of Caroll Caroll was founded in 1963 by Raphaël Levy and Joseph Bigio. Initially the name of the Company was "Les tricots de Caroll". The boom of Caroll started in the 70's. Today, the firm has got no less than 1000 points of sale. This success has been achieved on a strategy niche of Shetland wool. Caroll is based on a franchisee system in France. Caroll has more than 270 shops worldwide which subsequently became exclusive outlets. The Vivarte group (owner since 1988) was won over by their new vision. In 1990, the firm defined a new positioning and created "Caroll Paris", a brand with new strategies. Their wishes were to: Completely change the network distribution in France; Change the brand image; Appear as a major firm in the sector; and Increase market shares.

In the year 2000, Caroll changed and strengthened its brand image. To do this, the firm introduced new luxury codes. This new strategy has been approved by consumers, probably due to Caroll's experience in this sector. Also, the firm provides other accessories for fashion such asbelts, bags, etc. to show the continuity of the collection and improve the feel of luxury.

Extraits

[...] The need for adaptation of products is not real. Caroll just needs to sell the same product and does not need to study some specific products. The Chinese do not yet have the habit of buying ready-to-wear clothes, but this is changing quickly. The market is expected to grow, and Caroll need to win a major market share with well appreciated French products as stated earlier. The customers' expectations should not be a problem, and Caroll can match Chinese expectations easily. [...]

[...] This is a feasible solution for Caroll whose products require specific tasks, knowledge and experience. Quality is not an innate factor. Caroll has good bargaining power with its suppliers;-it is good if they are Chinese, but it is better if they are not; and the firm is on an equality plan with its partners. Customers' bargaining power In this section we will talk about the Chinese customers and The match between the brand and its customers. The main issue here, is about the positioning. [...]

[...] As tool, we will use some common instruments such as B.C.G. Matrix, Ansoff Matrix or the well-known 4P's as well as Porter's five forces. An overview of Caroll Caroll was founded in 1963 by Raphaël Levy and Joseph Bigio. Initially the name of the Company was tricots de Caroll”. The boom of Caroll started in the 70's. Today, the firm has got no less than 1000 points of sale. This success has been achieved on a strategy niche of Shetland wool. [...]

[...] It represents a good finish, and products which are time-proof. Fashionable: Caroll has always been fashionable and has always known how to change its range of products which are always fashionably-designed Brand awareness: the brand is well recognized in its sector in a lot of countries. This image is strong and is transferable to the customer. Developed range of products: Caroll provides lots of products and accessories to reach all the expectations of the people. Weaknesses Price: if Caroll does not bring out the price comparison, this could prove to be a weakness today, but we know that the country ought to develop one itself, as does the target-class. [...]

[...] Caroll is based on a franchisee system in France. Caroll has more than 270 shops worldwide which subsequently became exclusive outlets. The Vivarte group (owner since 1988) was won over by their new vision. In 1990, the firm defined a new positioning and created “Caroll Paris”, a brand with new strategies. Their wishes were to: Completely change the network distribution in France; Change the brand image; Appear as a major firm in the sector; shares and Increase market In the year 2000, Caroll changed and strengthened its brand image. [...]