Abstract
Today, with globalization, companies have to establish in countries other than their origin country, in order to be more competitive and to resist in the market, especially in the clothing retail market. So, most companies open new subsidiaries in other countries and more on emergent markets with a good and high growth. One of the most coveted markets is China's. Indeed, China had an incredible growth which reached 8.7% in 2009 and in the first semester in 2010, it reached about 12%.
It is thus really attractive for companies which want to expand and increase their profits. Also, with this growth, the consumers' purchasing power increases too. As a result, Chinese consumers have more revenues and spend more money for consumption of current goods, in particular for clothing. Indeed, their consumption increasingly becomes the consumption in western countries. For this reason, many clothing retail companies started to establish in China, when the country opened in 1990's. For example, there were LVMH, Gucci, Etam, HSM, Cartier.
In this case, we are going to study the company Caroll, which is a French fashion house, and which has decided to establish in China, to become more international and attract a new target, the Chinese middle class. Indeed, this class is the most important in China and has a good growth in its purchasing power. However, to set up in a new market, especially in China, we have to analyze the market environment and its differences, to adapt more easily. The goal of this study is therefore to design a strategic marketing plan for Caroll in China. To achieve it, we will analyze the company (overview, history, SWOT). Then, we will do a market audit of China (PEST, clothing retail market, competitors). Finally, we will make a strategic marketing analysis. We will use some tools (7Ps, Boston Box, Ansoff matrix).
