Abstract
In this document we will present a brief marketing plan for Caroll. The firm would like to have a foothold on the Chinese market. As tool, we will use some common instruments such as B.C.G. Matrix, Ansoff Matrix or the well-known 4P's as well as Porter's five forces. An overview of Caroll Caroll was founded in 1963 by Raphaël Levy and Joseph Bigio. Initially the name of the Company was "Les tricots de Caroll". The boom of Caroll started in the 70's. Today, the firm has got no less than 1000 points of sale. This success has been achieved on a strategy niche of Shetland wool. Caroll is based on a franchisee system in France. Caroll has more than 270 shops worldwide which subsequently became exclusive outlets. The Vivarte group (owner since 1988) was won over by their new vision. In 1990, the firm defined a new positioning and created "Caroll Paris", a brand with new strategies. Their wishes were to: Completely change the network distribution in France; Change the brand image; Appear as a major firm in the sector; and Increase market shares.
In the year 2000, Caroll changed and strengthened its brand image. To do this, the firm introduced new luxury codes. This new strategy has been approved by consumers, probably due to Caroll's experience in this sector. Also, the firm provides other accessories for fashion such asbelts, bags, etc. to show the continuity of the collection and improve the feel of luxury.
