Abstract
The fashion sector is a constantly an evolving sector. In order to be successful and sustainable in this sector, it is essential to keep it updated with the new trends. It is important to have consumer awareness, in order to propose clothes according to their needs. It is a constant race between competitors in order to catch the more clients and to be the first present in a particular segment. The first models created will therefore reflect the brand image among people. You can be the creator of the new trend or just the follower.
The China fashion market keeps evolving as the new middle-class emerges, a class ready and willing to consume more. Indeed in China the appearance is very important as it is a sign of success. Therefore, classes that struggled before, and now managed to acquire a certain standard of living and it thus had this willingness of showing their success. We will develop the target market later on. Caroll, the French fashion house is willing to develop itself in the Asian market and more specifically in China in order to follow the trend of the other fashion house already present there. Indeed, Caroll follows its strategy of expansion. Implementing itself in China were there is a constant and growing demand of fashion and specially French fashion as it is a sign of luxury.
The strategic marketing plan for the French fashion house Caroll will be developed as follows. We will first do a presentation of the company. Secondly we will do an external audit, by doing a Pest Analysis, using the Porter's five forces, and finally a SWOT analysis. Thirdly we will do an internal audit, by using the mix marketing, the Ansoff Matrix, and finally the Value Chain Analysis. Last but not least, we will do a brief conclusion of what needs to be done followed by our recommendations for a successful positioning.
Extract
[...] 3 Jeffrey Hays, Middle Class In Class, [...]
[...] That is why it is very important to Caroll to constantly renew its products. Price: The price depends on many factors such as the brand image accompany wants to give, the quality of the product it proposes and the research on the design of the product. But when we talk about implementing a product into a new country a new product, with different governmental ideology, different standards of living, therefore the company has to take into consideration all these aspects as well before setting the price. [...]
[...] The strategic marketing plan for the French fashion house Caroll will be developed as follow. We will first do a presentation of the company. Secondly we will do an external audit, by doing a Pest Analysis, using the Porter's five forces, and finally a SWOT analysis. Thirdly we will do an internal audit, by using the mix marketing, the Ansoff Matrix, and finally the Value Chain Analysis. Last but not least, we will do a brief conclusion of what needs to be done followed by our recommendations for a successful positioning. [...]
[...] - 1994: Creation of the brand "Caroll Paris". - 1997: International development. Caroll Brief History: This "success story", is one of the most important in the world of the ready-made clothes, which has lasted for more than 40 years and is not due to luck. Caroll, is a strong identity well allied to a capacity of adaptation to the market and for all the women, a product of quality which joins together, comfort, elegance and femininity. It all starts in 1963 when Raphaël Levy and Joseph Bigio created "Les tricots Caroll" (Caroll knittings). [...]
[...] As such, it is instrumental in strategy formulation and selection."6 Strengths - Caroll is a well recognized Fashion retailer. - Caroll benefits from the strong French image present in China. - Caroll managed to implement itself successfully Weaknesses - It is the first implantation in the Chinese market. - Brand identity not as strong as the competitors. Opportunities - The Chinese GDP is constantly growing. - Emerging middle class. - Strong bargaining power over suppliers. - Access the Eastern market. Threats - Caroll will be submitted to governmental regulations. - Intense competition. [...]
