L'implantation de caroll en chine

Pages: 15 (3551 mots) Publié le: 1 mars 2010


« 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’sfive 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


VI- Conclusion

VII- Bibliography

I- Executive summary

In thispaper, 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 (environmentalfactors):

- 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.

Iwill 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

-Bargaining power of suppliers

In a second part, I will present you the company through several elements as the mission statement, the company background and a competitive analysis. Caroll is a French company, well established in France with a real identity brand. It characterizes by three main elements: its high quality product, its French style and its know-how.

In another part, I will explainthe strategy to enter in the Chinese market. With the 4’P, I will present in detail each element to adapt the brand politic and the products with the conditions in China. So, in this part, I describe the company’s product offerings in term of:

- Product attributes (describing of the main product features, major benefits received by those using this one, current branding strategies…)- Pricing (describing of pricing strategy used at all distribution levels such as pricing to final users and to distributors, incentives offered, discounts…)

- Distribution (describing how the product is made accessible to final users including channels used, major benefits received by distributors, how product is shipped, process for handling orders…)

- Promotion (describing ofpromotional programs and strategies in term of advertising, sales promotion, personal selling and public relations, how product is currently positioned in the market…)

In a last part, I will present the SWOT analysis to resume all the elements analyzing before.

In a conclusion, I present recommendations and what the solutions are those Caroll to enter and to succeed in the Chinese market.II- Situation analysis in China

1- Environmental factors

a) Political and legal

Businesses can’t escape the impact of political and legal forces. In fact, to enter in a new country, it’s necessary to take in count 3 kinds of elements:

- Political and legal environment of the origin country

- Political and legal environment of foreign country

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