Strategic Marketing

Topic: Design a Marketing Plan for the French �fashion house’ Caroll who are aiming to enter the growing �middle market’ in China.

ABSTRACT

Caroll, French’s largest clothing retailer by sales, is looking to expand in China, attracted by the rising spending power of consumers in the fast-growing Asian country.

To succeed in China, where the nation’s raising middle class tries to emulate the West’s fashion style, Caroll needs to continue positioning itself as a source of affordable but still pricey fashion.

This study will look at a Marketing Plan for the French �fashion house’ Caroll who are aiming to enter the growing �middle market’ in China.

This study includes models such as the Boston Box, Ansoff Matrix, Porters Five Forces the 7 P’s and 3 V’s, SWOT analysis, Competitor analysis, Market Research and the Marketing Audit…that were covered in the course

How they apply to the Caroll Group and its marketing strategy (Market Segmentation & Expansion through Market Penetration)

TABLE OF CONTENT

Introduction p.4

The Chinese retail market p.5

1. China’s demand for fashion retail p.6

2. Consumer attitudes towards brands p.7

3. Consumer attitudes towards price p.7

4. Competitor analysis p.8

Caroll in the world p.10

The role Caroll could play in the Chinese society p.12

1. Objectives p.12

2. Marketing mix p.12

3. PEST analysis p.14

4. Ansoff Matrix p.15

5. Boston Box p.16

6. The future challenges of Caroll in China p.16

7. SWOT analysis p.17

8. Porter’s Five Forces strategy p.18

Conclusion p.20

References p.21

INTRODUCTION

The Asian continent, and China in particular, is now considered as a key to the fashion retail’s development. This study is aimed at discussing and analysing the strategy of a fashion house in a giant country: Caroll in China. In order to analyse the subject, we have to know more about China and the organization of Caroll.

On the one hand we have China: 1 billion consumers, more than 9% growth rate, the 6th economy of the world, the country which is most likely to disturb the world balance of power. Moreover, there is a high level of fashion awareness and there is a high level of spending power

On the other hand we have Caroll, which has been a subsidiary of the Vivarte group since 1988, has extensive experience in its domain and is now one of the ready-to-wear sector’s greatest success stories. The brand, which has been known and appreciated by a great many women for over 40 years, is particularly renowned for its quality, know-how and style. With more than 70 of its 270 shops located outside of France, the Caroll brand is also developing internationally.

Why does Caroll will want to be set up in China? What kind of strategies Caroll will develop in order to “seduce” the country? Why is it a success? What are the challenges and difficulties? Answering such questions implies to know a little bit more about China: some figures, the consumers profile, the opportunities and obstacles for companies on the market. It also implies to know more about Caroll, its history, its activity, its strategy, its strengths and weaknesses. After that, we can start to analyse Caroll in China, the successes, the challenges, the difficulties. A first part will be devoted to analyse the Chinese retail market. A second part will focus on the strategy of Caroll in China. Finally, we will be aimed at analysing the challenges Caroll will have to cope with in the country.

THE CHINESE RETAIL MARKET

China has known a great