Plan stratégique d'implantation de Caroll sur le marché chinois

Étude de cas Marketing & marques Marketing mode

Date de publication :

18/02/2009

Langue :

Anglais

Format :

.doc

Nombre de pages :

22 pages

Niveau :

expert

Consulté :

12 fois

Avis client :

non évalué

Validé par :

le comité Oboulo.com

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Sommaire :

Sommaire

Caroll: company analysis
Market audit: the chinese market
1. Environmental Analysis
2. Consuming In China
3. The Chinese Middle Class Consumers Attitude
4. Chinese Clothing Retail Market
Strategic marketing analysis
1. The Marketing Mix: 7P's
2. 3 V's: Valued Customer, Value Proposition, Value Network
3. Porter's Five Forces Strategy
4. Boston Box
5. Ansoff Matrix
6. SWOT Analysis

Résumé :

With an economic growth of nearly 10%, China looks very attractive for a lot of companies today. The emergence of a strong middle class characterized by a high purchasing power makes opportunities plentiful. However, China's huge market is very more complex and specific than western's ones. That is why designing a tailor made marketing strategy is crucial if a business wants to succeed there. Is China a good potential market target to implement a French fashion company? Are French fashion companies able to adapt to this very specific market? Could they be successful?

That is what we are going to study in this memo with the example of caroll, the French largest clothing retailer by sales. Attracted by this fast growing market, the company wants to set up in China and take the best of this opportunity. The aim of this study is to design a strategic marketing plan for caroll in China. In order to achieve this result, we will analyse in a first chapter the company itself. We will have a closer look at caroll's history, positioning and culture. In a second chapter, we will realize a market audit of China. We will see what are the main characteristics of the country, what means consuming today in China, what are the attitudes of Chinese middle class consumers regarding brands and prices and we will finish by having a closer look at the Chinese clothing retail market with a competitors analysis. In a third and last chapter, we will practice a strategic marketing analysis using appropriate tools such as the 7 P's, the 3 V's, Porter's five forces, the Boston Box, the Ansoff matrix and a SWOT analysis. The conclusion will be dedicated to find an appropriate solution to our issue: can caroll be successful in China?