Abstract
In this document we are going to Design a Strategic Plan for the French 'fashion house' Caroll which are positioning themselves to enter in the 'high end market' in China. First of all we will make the environmental scanning in order to know WHERE WE ARE? The environmental scanning includes an external analysis we will look for the opportunities and threats. We will also analyze the societal environment with the general forces and the task environment with the industry analysis. The environmental scanning also includes the internal environment analysis in order to find the strengths and weaknesses. In this internal scan we will also look at the structure and the culture and also the resources of the company. In the second part we will make the strategy formulation in order to know WHERE WE WANT TO GO? In this strategy part we will define the mission, the objectives, the strategies and the policies. In the third part we are going to set up the strategy in order to know HOW WILL WE GET THERE? In this part we will set up the activities needed to accomplish the plan, the budgets, and the procedures. To finish we will conclude and make the recommendation in order to evaluate and control the performance of the strategy in the future.
