Caroll and China (Is China a good potential market target to set up a French company as Caroll?)

Résumé du document

China is one of the biggest countries in terms of territory (9.6 million km²), boundaries (22,000 km) and with respect to population (1.3 billion inhabitants). Moreover, the economic growth of this country is now close to 10%. Every business eye on earth is focusing on the emerging Chinese market and tries to sort out what strategy to adopt in order to gain some market shares. The "ready to wear" business is in a very good position as Chinese women, as all other women in the world, are very interested in their exterior appearance. This raises the issue concerning purchasing power of the people in China. It is a surprising fact that China is the birthplace of poverty. However, the problem of poverty has been alleviated by the significant increase in the economic growth and a distinct division of classes that gives the illusion of an overall rich population. However, an aspect of concern is if China is a good potential market target to set up a French company. The executive summary accounts for the conclusion and the answer to this question. The first chapter presents China, its culture and the life style of its population. In the second chapter, an analysis of the Caroll, the market and its main players is drawn out.

Extraits

[...] It should broaden it target in order to decrease the risk There is no logic in the choice of the countries. It seems that Caroll does not take into account the distance of the targetted market (Japan) or even not the risk country (Liban, see following map). III. The main players of the Caroll's challenge In order to define the components of the challenge of the brand to tackle the Chinese market, the Porter's five forces ought to be set up. A. Market More than 500 French companies are settled in China. [...]

[...] Bargaining power of the Chinese buyers The target that Caroll is focusing on is the emerging “middle class”. It is made of woman with a high purshasing power. They are very interested by fashion and can spend up to 50% of their revenues in clothing and other beauty products. Word of mouth is very strong in China. Woman especially is using this viral marketing to show their attatchment to a brand. Moreover, negative news will be, in any case, more rapidely spread than good news. [...]

[...] Fashion is not only based on European trends, or even American's. With globalization, fashion is a melting pot where the worldwide cultures are gathered and create a colorful picture. Analysing the Chinese culture does not only provide ideas on the way to promote the products and the brand, but also to design clothes in which the Chinese women will feel comfortable and beautiful. Nevertheless, difficulties can occur. What should the company be in China? Should it distribute the products, or both manufacture and distribute? [...]

[...] The concept, called in Chinese F. Business: building trust III. China Ten years after Ding Xiaoping's death A. Chinese people squirrels B. A divided population C. A “middle class” exceeding average D. the Chinese potential on the coasts E. Chinese Consumption IV. The Chinese woman . very modern and independent A. Chinese women want their economic independence B. And a better quality of life Chapter two: CAROLL I. Positionning of the French brands in China A Chinese name for a French brand B. [...]

[...] Is China a good potential market target to set up a French company? The Executive summary accounts for the conclusion and the answer to this question. Then the First chapter presents China, its culture and life style of its population. In a Second chapter, an analysis of the Caroll, the market and its main players is drawn out. Executive summary Nowadays, the Chinese economy is very attractive One particular part of the population catches the attention of the European businesses: the emerging “middle class”. [...]