Marketing plan for the French fashion house 'Caroll' who are aiming to enter the growing 'middle market' in China

Résumé du document

To build a marketing plan, this is necessary to understand the business we are talking about. In this document, we will present recommendations to the Caroll brand, which will help expand its clothing business in China to target the middle market. Thanks to the different tools and matrices we will apply in this work, we will be able to understand the situation, and to give advice to implement a successful strategy. The clear aim is to understand the market, its characteristics, the products Caroll sells and the market it wants to tackle.

At the outset, it is important to understand the marketing mix of the business. It will be an advantage to better understand the positioning of brand Caroll on the market and to deduce its strengths and weaknesses. The Boston Box will be an efficient tool to understand how the Caroll business is organized from the point of view of the product. We will then use the data collected about China, to conduct a SWOT analysis and select the best strategies to adopt and failures to definitely avoid.

We will continue our investigation according to an analysis of the Chinese environment Caroll wants to evolve in. Thus, we will use the 5 forces of the Porter's matrices for this study.

Extraits

[...] Marketing plan for the French fashion house 'Caroll' who are aiming to enter the growing 'middle market' in China SUMMARY INTRODUCTION 1. The mix marketing The product The price The place The promotion The Boston Box Data on the Chinese market The SWOT analysis STRENGTHS / OPPORTUNITIES STRENGTHS/ THREATS WEAKNESSES/ OPPORTUNITIES WEAKNESSES/ THREATS The 5 forces matrice The new entrance: Bargaining power of supplier: Bargaining of consumers: Substitutes products: Established competitors: CONCLUSION Diane NEVEU SUP5 1B strategic marketing - 02-13- INTRODUCTION To build a marketing plan, this is necessary to understand the business we are talking about. [...]

[...] Not in opposition with differentiation in this case but that means that these products are the most important sales of the brand. The Star of the Caroll's line is the coats. The biggest margin is practiced on these products. Sold in less important quantities than trousers or pants, the margin is more interesting for the company. The question mark concerns the season collection. The success of the line will determine its future in the Caroll's products. If the success is not there, models will be abandoned for a new collection. [...]

[...] Now that we have analysed the Caroll business, we will forecast the business in China. Therefore, we begin to collect data on the Chinese market. We will then analyse the market environment to understand to opportunities that have to be taken and the failures that have to be avoid in implementing our marketing plan Data on the Chinese market Little Information on China and its economical situation from 2005; this data have evolved since this year but their give us an idea of how huge is the consumption market. [...]

[...] You also have access to information concerning the association built by the Caroll brand, we will talk later about this last one. The more important promotion campaigns of the brand are definitely invested in the female magazines. You can regularly find the Caroll brand presence in magazine addressed to the same target that its product: active women who are successful at work and are independent, who carry about their style and their beauty, who feel concerned about the society they are living in and are between 25 and 55 years old. [...]

[...] The association was created by the magazine named Marie-Claire and the association, with its partners actively helps to find funds. The associations that benefit from these funds are well known for the seriousness of their action: UNICEF, “toutes à l'école”, Women's education France. Thanks to the analysis of the 4P's in the Caroll's marketing strategy, we can understand that this business is really well organized in every one of its aspects. From the target to the promotion and communication strategy, the Caroll concept is very specific and let no chance for doubt. [...]