Strategic Marketing: the company Caroll

Topic :

Design a Marketing Plan for the French ‘fashion house’ Caroll who are aiming to

enter the growing ‘middle market’ in China.

  • Include models such as the Boston Box, Ansoff Matrix, Porters Five Forces etc that were covered in the course
  • Look at the 7 P’s and 3 V’s, SWOT analysis, Competitor analysis, Market Research and the Marketing Audit
  • ...

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Table of contents :

 

Introduction and Mission Statement


I/ Presentation of the company Caroll

a) Vivarte group

b) History

c) The essence of the business

d) Organization of the company

e) Innovation

f)  Strategy

g) China: area that Caroll plans to exploit

II/ China : Market Presentation

a) China

b) Middle market

c) The Chinese clothes market

III/ Current Situation Analysis

a) Analysis of the 7 P’s

- Current Market position: Product, Price, Place, Promotion

- Service Business: People, Processes, Physical evidence

b) Analysis of the 3 C’s

Company (SWOT), Competitors, Consumers

c) Positioning

IV/ Marketing Strategy

a) Why do Caroll expand in China?

b) Analysis of the 3 V’s

c) Porter’s five forces

d) Boston Box

e) Ansoff Matrix

 

Conclusion


References

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