Abstract
We are going to launch a new brand in the most famous emerging market in the world: China.
The concept is to launch a semi-luxury clothing company with the brand name ‘Frenchy'.
Our objectives are very simple; we want to open a French clothing shop in China, because this market is growing and we think that it could be a real opportunity for us.
We are going to target the middle class market which represents the next generation of ‘powerful-buyers'.
Through this business plan, we will explain the different steps that are required to commence our business in the fast growing Chinese market. We will begin by explaining the conception of our idea and its characteristics. Then, we will explain the market analysis that we made in order to understand the market expectations and to recognize our competitors. We will analyze the Chinese market to define how to penetrate it. This part is very important for us, because by learning about the market, we can change and adapt our strategy.
Then we will develop a part of the marketing mix; this part is about our price strategy, the offer that we are going to propose to consumers and the way we will develop our communication strategy in order to be quickly known in the big cities.
Finally, we will present a brief financial analysis.
