Caroll Essay

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------------------------------------------------- ------------------------------------------------- Strategic Marketing Plan for Caroll entering the ‘middle market’ in China ------------------------------------------------- Table of Contents Summary 3 Introduction 4 I- Presentation of Caroll 5 A) Caroll & Vivarte Group 5 B) The competition in the fashion market 6 C) SWOT Analysis 8 D) The value chain 9 II- The market in China 10 A) Analysis of the market in China 10 B) PESTEL Analysis 11 III- Strategic Marketing Plan 13 A) Objectives of entering the Chinese market 13 B) Boston Matrix 13 C) Ansoff’s Matrix 14 D) Marketing Mix 14 Recommendations 17 Conclusion 18 Bibliography 19 Summary This paper aims to reveal a Strategic Marketing Plan for the French ‘fashion house’ Caroll who are positioning themselves to enter the ‘middle market’ in China. First, I will start by presenting the company, a SWOT analysis and the value chain of Caroll. It will help us be acquainted with the company, its activities and understand the strengths, the weaknesses, the opportunities and the threats of the brand. In a second part, I will present the market in China in order to find which opportunities are offered by the Chinese market in terms of target and competitors. A PESTEL analysis and the 5 forces of PORTER will be useful to do so. In the last part, I will develop the Strategic Marketing Plan by using the Boston and Ansoff Matrix. I will then conclude with some recommendations. Introduction There are hundreds of marketplaces where you can set up shop and sell online. But which ones are worth your time? Finding the right ones depends on what you’re selling, who you’re trying to reach, and what you're willing to pay. China's economy is huge and expanding rapidly. In the last 30 years, the rate

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