Design a strategic marketing plan for the French fashion house Caroll who are positioning themselves to enter the middle market in China
- Executive summary
- Situation analysis
- Category and competitor definition
- Market definition
- The Chinese market
- Category analysis
- Category factors
- Environmental factors
- Company analysis
- Competitor analysis
Caroll is a French ready to wear well-established company for women only. In addition to clothing, Caroll is developing accessories (Bags, jewelry, belt). There are very successful in France and look for gain of growth abroad. What about China? A country that doesn't know the crisis and has a huge population of potential customers. In France, Caroll targets middle and upper middle class women that are feminine, urban and chic. China is a fast growing market with an increasing purchasing power for the middle class.
China represents an extraordinary opportunity for Caroll to succeed abroad. Figures and study revealed that there is a great demand for luxury French fashion product. Caroll need to achieve a fast, significant market development through a solid business model, long range planning, and a strong management team able to execute this exciting opportunity.
This marketing plan explains how Caroll should cease this opportunity through the help of strategic tools and a study of the market. Recognize a opportunity is one thing but succeed in China is a different one. So, we will first go over a situation analysis