Abstract
The aim of this report is to realize a marketing plan for Caroll while entering the Chinese Market. During the past decades, the trends of new market expansion were to set up a subsidiary or a branch in China. This giant is the fastest growing country today, its potential growth for the forthcoming years represents the best evaluation of all mixed countries in the world. Some French major groups are already present in China, as Danone or Carrefour. Another trend will be to relocate all productions over Asia, including China. Therefore, is the Chinese market as interesting as it seems to be? What are the key factors of success in order to enter this market? How are the consumers reacting to European or foreign products? These are some of the few questions we need to ask ourselves in order to penetrate the Chinese Giant. But, we also need to focus on our Brand, analyze our actual situation and take the opportunity and threat we can meet while entering this market. In order to analyze the issues of Caroll implantation in China, we will first start by setting up the mission statements of Caroll. Then we will narrow progressively our vision starting by a general overview of the company, to a general overview of the Chinese market, the Chinese consumers, and the Chinese retail market and its consumers. Finally, from this analysis, we will be able to define a Marketing plan for Caroll to enter the Chinese market and to succeed in it.
