Abstract
With an economic growth of nearly 10%, China looks very attractive to a lot of companies today. The emergence of a strong middle class characterized by a high purchasing power makes opportunities plentiful. However, China's huge market is much more complex and specific than western ones. That is why designing a tailor made marketing strategy is crucial if a business wants to succeed there. Is China a good potential market target for a French fashion company? Are French fashion companies able to adapt to this very specific market? Could they be successful in it? This is what we are going to study in this article with the example of Caroll, the largest French clothing retailer by sales. Attracted by this fast growing market, the company wants to set up operations in China and make the best of this opportunity. The aim of this study is to design a strategic marketing plan for Caroll in China. In order to achieve this result, we will analyze the company in the first chapter, and take a closer look at Caroll's history, positioning and culture. In the second chapter, we will conduct a market audit of China. We will see what are the main characteristics of the country, what consuming means in china today, what the attitudes of Chinese middle class consumers are regarding brands and prices, and we will finish by taking a closer look at the Chinese clothing retail market with a competitors analysis. In the third and last chapter, we will practice a strategic marketing analysis using appropriate tools such as the 7 Ps, the 3 Vs, Porter's five forces, the Boston Box, the Ansoff matrix and a SWOT analysis. The conclusion will be dedicated to finding an appropriate solution to our issue: can Caroll be successful in China?
