Abstract
This paper deals with the firm Caroll on the Chinese Market. We are going to analyze the marketing strategy of this middle range positioned firm. But first we will analyze the particularities of the Chinese market, to see the best way to follow on such a market. In the first part we are going to analyze the firm, try to get more precision's about the targets or the competitors.
In the second part we are going to analyze the Chinese market through a SWOT analysis based on a market research. Finally we will give some recommendations to increase company's chances of success on this market. The history of Caroll starts in the Sixties: It is the time of Françoise Hardy, of the long hair which flies in the wind, of Rolling Stones… Raphael Levy and Joseph Bigio create the brand to propose fluid, pleasant, easy to live clothing.
It is at the beginning of the Eighties, with the arrival of the shoulder pad that Caroll will be put at what still characterizes the brand today in the spirits: the tailor! The working woman, knack and shifted which dares to even it mini skirt. It is a great success and it is the beautiful time of Caroll with fabulous advertising's.
