Abstract
International Management: Entering a new market; India or China?
The case of Caroll: The fashion industry is one of the most profitable industries of the world, as well as one of the most competitive. Helped by the effects of globalization, clothing multinationals such as Nike, Gap, Zara or H&M have already conquered a large part of the world markets, and made this business global and standardized. Following this movement of international development, the French organization Caroll, would like to enter the Chinese or the Indian market to strengthen its worldwide market shares and generate as much profits as these huge markets can represent. TO this end, this report will try to see how to position the brand to succeed in an emerging market. To do so, I will first analyze the ready-to-wear market in France and position Caroll within it. I will then focus on the company, its strengths and weaknesses and the analysis of its strategy. To conclude, we will see how China and India could be decisive markets for the success of the brand abroad, which country the brand should decide to break into, and how it should act in order to succeed there.
