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.
[...] Airports: 472 (2004 est.) Including Manchuria and Tibet The SWOT analysis Based on the information concerning the Chinese market, we are going to built an analysis thanks to the SWOT matrix Opportunities Threats Strategies to Failure to avoid, implement to points that really transform have to be taken into weaknesses into account not to lead Strengths on the to disaster new market Diane NEVEU SUP5 1B strategic marketing - 02-13-07 Weaknesses Strengths Strategies to implement Adaptation to do before the entry on the market STRENGTHS / OPPORTUNITIES Brand well-known in Europe, stable market: this situation allows Caroll to tackle a new market French style is very fashionable in Asia and luxury brands are already present on the market Caroll has a first experience in Japan which could help for the Chinese market The GDP in China in growing more than 10% each year, the middle class is richer and richer, this part of the population increases its purchasing power but isn't yet able to purchase luxury. [...]
[...] Diane NEVEU SUP5 1B strategic marketing - 02-13- The franchise structure of Caroll in Europe is a difficult structure to adapt to an Asian market for a foreign brand, especially because of European legal rules which have no echo in the Chinese legislation WEAKNESSES/ OPPORTUNITIES Compared to an established market as the European one, the brand has a chance to evolve with the purchasing power of the middle Chinese market. The chance of growth concerns at the same time the volume of sales and the depth of the product line. [...]
[...] We are about to analyze the target chosen by the company, the product range of Caroll, the price it proposes to its customers; the place it decides to have in the market relating to its distribution channel and the style of promotion which highlights its products and its company The product We have to begin with the analysis of the target market. Caroll is a very feminine brand, its products benefit from a good quality when compare to Diane NEV compared to the average market. [...]
[...] Diane NEVEU SUP5 1B strategic marketing - 02-13- The Boston Box The Cash Cow product of the Caroll line are shirts and trousers, thanks to these products, the company isn't earning its biggest margin but the strategy for such a product is based on volume. 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 realized on these products. [...]
[...] We can suppose that working with the Chinese industry could be helpful to implement a business on a long term basis Bargaining of consumers: The Chinese middle class has a growing purchasing power but the market is at its beginning in the range of products that Caroll offers, i.e., the luxury brands, especially French brands, which are known for their quality brand image and their prestige. The Caroll brand offers good quality products for reasonable prices and moreover a complete, modern brand image that has a lot to offer in term of added value Substitute products: The problem is that there are a lot of products that are going to be accessible to the middle class. [...]
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