Plan business pour la création d'une boutique de vêtements en Chine : Frenchy

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21 pages word

anglais

marketing

étude de cas

publié le 19/08/2008

avis client : non évalué

niveau : expert

consulté 1 fois

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Résumé

In order to enter the chinese market, the French company “frenchy” has to adapt its strategy. Indeed there are a lot of competitors like Zara, Etam and the local competitors. The chinese market represents a good opportunity for our firm and “frenchy” has to develop its brand on the chinese market to ensure its long-term success. That is why we will define a business plan for the launching of “frenchy” on the chinese market.

In this assignment, we are going to launch a new brand in the most famous emergent market: CHINA!
The concept is to launch in China a half-luxury clothe seller with a brand name which remembers France: “frenchy”.
Our motivations are very simple; we want to open a French clothes shop in China because this market is increased for few years and we think that it could be a real opportunity for us.
We are going to aim the middle class market which represents next generation of “power-buyer”.
Through this business plan, we will explain what the different steps are to start up our business. We will begin by explaining the conception of our idea and explain all its characteristics. Then, we will develop the market analysis that we made in order to understand chinese expectations and to see who our competitors are. We will analyze the chinese market to define how to penetrate it. This part is very important for us because by learning about the market, we can change and adapt our strategy.
Then I will develop a part about the marketing mix; this part is about our price strategy, the offer that we are going to offer to consumers and the way we will develop our communication strategy in order to be rapidly known in the big cities.
Finally, I will present a brief financial analysis to estimate what sells we are going to do with our business.

Sommaire

Presentation of the company
1. The company 'Frenchy'
2. Legal form of business
3. Company ownership
4. Organization of the company
5. China: area that 'Frenchy' wants to exploit
Market analysis
1. China: market presentation
2. Middle market
3. The Chinese clothes market
Current situation analysis
1. Analysis of the 7 P's
2. Analysis of the 3 C's
3. Positioning
Marketing strategy
1. Why does 'Frenchy' expand in China?
2. Analysis of the 3 V's
3. Porter's five forces
4. Supporting marketing programs
Implementation and financial aspects
1. Expenses and liquidity
2. Company resources
3. Key factors for the setting-up of one shop