Marketing stratégique - Plan marketing: Caroll Paris

Étude de cas Marketing & marques Marketing mode

Date de publication :

29/07/2008

Langue :

Anglais

Format :

.pdf

Nombre de pages :

26 pages

Niveau :

expert

Consulté :

13 fois

Avis client :

non évalué

Validé par :

le comité Oboulo.com

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Sommaire :

Sommaire

Mission statement of Caroll
Analyse of today Caroll's situation
1. Historics
2. Caroll in numbers
Analyse of the Chinese overall market
1. Political and legal environment
2. Economical environment
3. Social and cultural environment
4. Technological environment
The Chinese retail clothing market
1. The consumer potential market
2. The competition and growth on the Chinese clothing market
The swot analysis
1. Strong
2. Weaknesses
3. Opportunity
4. Threats
The Caroll's strategy versus the Chinese market

Résumé :

The aim of this report is to realize a marketing plan for caroll while entering the Chinese Market. During the past decades, the trends of new market expansion were to set up a subsidiary or a branch into China. This giant is the most growing country today, its potential growth for the forthcoming years represents the best evaluation of all mixed countries in the world. Some French major groups are already present in China, as Danone or Carrefour. Another trends will be to relocate all productions aver Asia, including China. Therefore, is that Chinese market as interesting as it seems to be? What are the keys factors of success in order to enter this market? How are the consumers reacting to European or foreign products, and how are the consumers acting. These are some of the few questions we need to ask ourselves in order to penetrate the Chinese Giant. But, we also need to focus on our Brand, analyse our actual situation and take out the opportunity and threat we can met while entering this market. In order to analyse the issues of caroll implantation in China, we will first start by setting up the mission statements of caroll. Then we will narrow progressively our vision starting by a general overview of the company, to a general overview of the Chinese market, the Chinese consumers, and the Chinese retail market and its consumers. Finally, from this analyse, we will be able to define a marketing plan for caroll to enter the Chinese market and to succeed in it. This marketing plan will present the 7 P's that the company needs to elaborate, the 3V's and all other aspect to set up before an implantation.