STRATEGIC MARKETING

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« Design a marketing plan for the “French house” Caroll, who is aiming to enter the growing middle market in china”

Table of contents

I- Executive summary

II- Situation analysis in China

1- Environmental factors

2- The textile market in China

3- Chinese customer habits

4- Category factors (Porter’s five forces model)

III- Company analysis

1- Mission statement

2- Company background

3- Competitive analysis

IV- Marketing strategy

1- Target markets

2- Product

3- Price

4- Promotion

5- Distribution

V- SWOT

VI- Conclusion

VII- Bibliography

I- Executive summary

In this paper, I will present a marketing plan for the French textile brand: Caroll. In fact, I will implement the brand in China which is fourth economic country in the World and the country is also a member of the World Trade Organization.

In a first part, I will study the Chinese context to analyze the opportunities and threats of this specific market. I will realize the PEST analysis (environmental factors):

- Political and legal environment

- Economical environment

- Social and demographic environment

- Technological environment

After, I will present you the textile market in China to well adapt the strategy of the French company to the existing conditions of this specific market. We can already say that it’s a very aggressive and competitive market.

I will analyze the Chinese customer habits to understand the needs and the expectations of this population.

And to conclude with Chinese characteristic analyzes, I will establish the Porter’s five forces model and show that the rivalry competition influences the other four forces:

- Potential new entrants

- Threat of substitute products

- Bargaining power of buyers

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