Abstract
This is a file were we developed a strategic plan through the main tools. A first part is dedicated to the presentation of the company and its competitive market. Tools as the positioning brand, SWOT analysis and Value chain of the company Caroll are used to understand the strengths and weaknesses of the brand.
The second part is dedicated to the Chinese market. The aim is to see the opportunities offered by the market in terms of target, present competitors… PEST analyses, 5 forces of PORTER are used therefore.
In the final part, the strategic plan is developed from the two previous parts. This plan is developed with the main tools as the Boston and Ansoff Matrix. The conclusion of this file is made with the marketing mix to suggest solutions of advertising, distribution, adaptability of products to the market…
