Abstract
In order to enter the Brazilian market, the French company Caroll has to adapt its strategy. Indeed there are a lot of competitors like Zara, Etam and the local competitors. The Brazilian market represents a good opportunity for the firm and Caroll has to develop its brand on the Brazilian market to ensure its long-term success. That is why we will define a marketing plan for the launching of Caroll on the Brazilian market. This study has to show how the Caroll brand could enter the Brazilian clothes market. In fact, in order to be efficient and to develop Caroll in a good way in Brazil, it is important to study the Brazilians needs, the Brazilian environment and a lot of key factors which involve success or failure. Caroll is a French brand known by most of French people as a half-luxury clothe seller. Caroll is a clothe brand which makes its culture of a 40 years old brand image. In the 90's, the company wanted to reshape his brand image to give a more modern image of the company. We are going to enter the Brazilian market and to target people in this country. First we will make a presentation of the company Caroll. Then we will analyze the Brazilian market to define how to penetrate it.
