Abstract
To build a marketing plan, this is necessary to understand the business we are talking about. In this document, we will present recommendations to the Caroll brand, which will help expand its clothing business in China to target the middle market. Thanks to the different tools and matrices we will apply in this work, we will be able to understand the situation, and to give advice to implement a successful strategy. The clear aim is to understand the market, its characteristics, the products Caroll sells and the market it wants to tackle.
At the outset, it is important to understand the marketing mix of the business. It will be an advantage to better understand the positioning of brand Caroll on the market and to deduce its strengths and weaknesses. The Boston Box will be an efficient tool to understand how the Caroll business is organized from the point of view of the product. We will then use the data collected about China, to conduct a SWOT analysis and select the best strategies to adopt and failures to definitely avoid.
We will continue our investigation according to an analysis of the Chinese environment Caroll wants to evolve in. Thus, we will use the 5 forces of the Porter's matrices for this study.
