Abstract
Expanding business abroad is becoming one of the most implemented marketing strategies of the century, considering the expansion of globalization, to expand sale profits and create a more powerful and recognized brand. This is called as an internationalization strategy. Concerning the implementation of French companies in foreign markets, there are different problems depending on their choice of target market, the nature of the product and the service the company offers. Moreover, in a foreign country, it is necessary to be flexible and able to adapt its whole business to the customers, the market, the culture and the norms. In spite of the numerous advantages of globalization, each country has its own specific characteristics. So there is no one unique and basic internationalization strategy. In the case of the French clothing company Caroll, they want to enter the middle market in China. This is a relevant positioning because China is the most growing country of the world today, and moreover, this is where the population is bigger, and the buying power very important. But as it has been said before, they can't arrive in the Chinese market before knowing it and be able to make the right choices with a relevant marketing plan.
