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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