Abstract
The main purpose of the present report is to design a marketing plan for the French ‘fashion house' Caroll who is aiming to enter the growing ‘middle market' in China. In order to design an appropriate marketing plan, several steps have to be taken. We will first present the Caroll group in order to better understand its choice and decision to enter the Chinese's market. For that, we will do and internal analysis of this French company. Then we will analyze the concerned market: China, with all its strengths and weaknesses, its culture, its consumer's habits, and all the elements necessary to better understand this country and make sure that Caroll's decision is a good and sensible one. In fact, China is a very particular country, because of its status of the most populated country in the world.
