Strategies for the Clothing Firm Caroll to Penetrate the Chinese Market
TABLE OF CONTENTS
EXECUTIVE SUMMARY
INTRODUCTION
I. Where are we?
1. Belonging to the Vivarte Group 2. The 3V’s business model 3. The value chain analysis 4. The Boston Box matrix 5. Brand positioning 6. SWOT
II. Where we want to go? The Chinese market analysis
1. General facts about China 2. PESTEL analysis 3. PORTER’s five forces 4. Competitive environment 5. The Chinese clients types
III. How we will get there? Action plan
1. Why China? Which objectives to reach? 2. The Ansoff’s matrix 3. The 4Ps
CONCLUSION
BIBLIOGRAPHY
EXECUTIVE SUMMARY
This report will look at the strategy that the clothing firm Caroll has to adopt in order to penetrate the Chinese market.
In order to manage the strategic marketing plan, we will structure the paper starting with a market analysis including PESTEL analysis of the Chinese market, target marketing and competitors analyses, then we will provide with a marketing audit, and finally we will dress the strategic marketing plan using tools such as the 3 V’s, Ansoff’s matrix and marketing mix. Our recommendations will also be given at the end of this report in order to evaluate the success or not of this implementation on the fashion Chinese market.
INTRODUCTION
Caroll is nowadays a very famous french brand in the fashion world, years after years the brand asserted its position on the fashion ready to wear market.
Everything started in 1963, when both Raphael Levy and Joseph Bigio founded the Caroll brand. Initially the Company name was “Les tricots de Caroll”.
The real growth began in the 70’s, when the company started to become bigger and grabbed more and more market shares. Approximately 1000 retailers were selling brand’s products everywhere in France. The story was launched, the money came in and the firm has experienced strong growth throughout the 70’s.
During the 80’s, the brand opened several franchise stores,
EXECUTIVE SUMMARY
INTRODUCTION
I. Where are we?
1. Belonging to the Vivarte Group 2. The 3V’s business model 3. The value chain analysis 4. The Boston Box matrix 5. Brand positioning 6. SWOT
II. Where we want to go? The Chinese market analysis
1. General facts about China 2. PESTEL analysis 3. PORTER’s five forces 4. Competitive environment 5. The Chinese clients types
III. How we will get there? Action plan
1. Why China? Which objectives to reach? 2. The Ansoff’s matrix 3. The 4Ps
CONCLUSION
BIBLIOGRAPHY
EXECUTIVE SUMMARY
This report will look at the strategy that the clothing firm Caroll has to adopt in order to penetrate the Chinese market.
In order to manage the strategic marketing plan, we will structure the paper starting with a market analysis including PESTEL analysis of the Chinese market, target marketing and competitors analyses, then we will provide with a marketing audit, and finally we will dress the strategic marketing plan using tools such as the 3 V’s, Ansoff’s matrix and marketing mix. Our recommendations will also be given at the end of this report in order to evaluate the success or not of this implementation on the fashion Chinese market.
INTRODUCTION
Caroll is nowadays a very famous french brand in the fashion world, years after years the brand asserted its position on the fashion ready to wear market.
Everything started in 1963, when both Raphael Levy and Joseph Bigio founded the Caroll brand. Initially the Company name was “Les tricots de Caroll”.
The real growth began in the 70’s, when the company started to become bigger and grabbed more and more market shares. Approximately 1000 retailers were selling brand’s products everywhere in France. The story was launched, the money came in and the firm has experienced strong growth throughout the 70’s.
During the 80’s, the brand opened several franchise stores,