Concevez un plan marketing pour Lise Charmel en Chine

Étude de cas Marketing & marques Marketing mode

Date de publication :

18/12/2007

Langue :

Anglais

Format :

.doc

Nombre de pages :

11 pages

Niveau :

expert

Consulté :

5 fois

Avis client :

non évalué

Validé par :

le comité Oboulo.com

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Sommaire :

Sommaire

Macro-environmental analysis
1. Political
2. Economic
3. Social
4. Technological
Chinese underwear market competitive analysis
1. Competition in France
2. Competition in china
3. Porter's Five Forces
Target Market Analysis
1. Women social status in China
2. Chinese demand of underwear
3. Lise Charmel's target: high income females
Market Entry Strategies
1. Chosen strategy: commercial agent
2. The main advantages
3. The main disadvantages
Marketing mix recommendations
1. Ansoff Matrix
2. Product
3. Price
4. Place
5. Promotion

Résumé :

lise charmel is a very famous brand in the environment of feminine underwear. The company is present almost everywhere around the world, but especially in Europe where they enhance the biggest part of their turnover. Today the question of its introduction in china stays out of meeting's order of events. Still, Top managers are asking themselves strategic and financial tags according to the subject. Our analysis helps to see more clearly, and offers an optimistic point of view:

The luxurious underwear environment is very competitive, indeed 600 million women in China seems to foresee very good figures in terms of turnover, maybe they'll gain more than in France where the brand is the most known. Indeed, thanks to an increasing purchasing power and to the chinese women's emancipation, lise charmel has found its target. However they have to keep in mind that the opening of the chinese market to foreign distributors will not make things easier for the French brand. But we think that luxury demand is increasing everyday, chinese people are fed up with bad quality products, they want true French design!