Strategic Marketing of Caroll in China

Résumé du document

The fashion sector is a constantly an evolving sector. In order to be successful and sustainable in this sector, it is essential to keep it updated with the new trends. It is important to have consumer awareness, in order to propose clothes according to their needs. It is a constant race between competitors in order to catch the more clients and to be the first present in a particular segment. The first models created will therefore reflect the brand image among people. You can be the creator of the new trend or just the follower.

The China fashion market keeps evolving as the new middle-class emerges, a class ready and willing to consume more. Indeed in China the appearance is very important as it is a sign of success. Therefore, classes that struggled before, and now managed to acquire a certain standard of living and it thus had this willingness of showing their success. We will develop the target market later on. Caroll, the French fashion house is willing to develop itself in the Asian market and more specifically in China in order to follow the trend of the other fashion house already present there. Indeed, Caroll follows its strategy of expansion. Implementing itself in China were there is a constant and growing demand of fashion and specially French fashion as it is a sign of luxury.

The strategic marketing plan for the French fashion house Caroll will be developed as follows. We will first do a presentation of the company. Secondly we will do an external audit, by doing a Pest Analysis, using the Porter's five forces, and finally a SWOT analysis. Thirdly we will do an internal audit, by using the mix marketing, the Ansoff Matrix, and finally the Value Chain Analysis. Last but not least, we will do a brief conclusion of what needs to be done followed by our recommendations for a successful positioning.