Topic: Design a Marketing Plan for the French ‘fashion house’ Caroll who are aiming to enter the growing ‘middle market’ in China.
ABSTRACT
Caroll, French’s largest clothing retailer by sales, is looking to expand in China, attracted by the rising spending power of consumers in the fast-growing Asian country.
To succeed in China, where the nation’s raising middle class tries to emulate the West’s fashion style, Caroll needs to continue positioning itself as a source of affordable but still pricey fashion.
This study will look at a Marketing Plan for the French ‘fashion house’ Caroll who are aiming to enter the growing ‘middle market’ in China.
This study includes models such as the Boston Box, Ansoff Matrix, Porters Five Forces the 7 P’s and 3 V’s, SWOT analysis, Competitor analysis, Market Research and the Marketing Audit…that were covered in the course
How they apply to the Caroll Group and its marketing strategy (Market Segmentation & Expansion through Market Penetration)
TABLE OF CONTENT
Introduction p.4
The Chinese retail market p.5
1. China’s demand for fashion retail p.6
2. Consumer attitudes towards brands p.7
3. Consumer attitudes towards price p.7
4. Competitor analysis p.8
Caroll in the world p.10
The role Caroll could play in the Chinese society p.12
1. Objectives p.12
2. Marketing mix p.12
3. PEST analysis p.14
4. Ansoff Matrix p.15
5. Boston Box p.16
6. The future challenges of Caroll in China & ...