Caroll in Asia

4071 Words17 Pages
Caroll in China, Strategic Marketing Plan Julien Lallement ISEG Business School 5 Group2C September 27, 2011 Strategic Marketing, Des Cooney I. Executive Summary 3 II. Introduction: Company and Caroll brand presentation 3 III. Situation analysis 4 a. Chinese middle market characteristics (PEST analysis) 4 i. Political 4 ii. Economic Analysis 5 iii. Social Analysis 6 iv. Technological Analysis 7 b. China’s apparel industry Porter’s Five Forces 7 IV. Caroll SWOT Analysis 9 a. Caroll Strengths’ 9 b. Caroll Weaknesses’ 9 c. Chinese middle market opportunities 10 d. Chinese middle market threats 10 V. ANSOFF Matrix 10 VI. Marketing 7P 12 a. Product 12 b. Price 12 c. Place 12 d. Promotion 12 e. People 13 f. Process 13 g. Physical Evidence 13 VII. 3V’s business model 14 a. Value Customer 14 b. Value Proposition 14 c. Value Network 14 VIII. Conclusion14 IX. Recommendations 15 X. Bibliography 17 I. Executive Summary This report is a strategic marketing plan for the development of the French fashion brand Caroll on the Chinese middle market. Using elements discussed during the seminar and information found thru different types of sources, this paper conduct a marketing audit covering researches on the Brand, on the market, on the competition and on the customer habits. PEST analysis, ANSOFF Matrix, Porter’s five forces and SWOT analysis are tools used in this report in order to establish coherent strategies. All elements of the marketing mix and the 3V’s business model will be developed. In this report you will found that the Chinese middle market is a complex market where a business development face risks and process to follow to avoid any inconvenient event. A complete bibliography APA formatted is at the end of this report to emphasize the veracity of written purposes. II. Introduction: Company and Caroll brand
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