Design a Marketing Plan for the French 'fashion house'
IncludelCaroll who are aiming to enter the growing 'middle market'
in China. models such as the Boston Box, Ansoff Matrix,
Porters Five Forces etc that were Look at the 7 P's and 3 V's,
SWOT analysis, Competitorlcovered in the course Alll 3500
words minimum! lanalysis, Market Research and the Marketing
Audit students should use the English 'spell-check' and
'grammar- check' functions on Microsoft Word before submission
of their papers.
Table of Contents
Introduction and Mission Statement p.3
I/ Presentation of the company Caroll p.4-8
a) Vivarte group p.4
b) History p.5
c) The essence of the business p.5
d) Organization of the company p.6
e) Innovation p.6
f) Strategy p.7
g) China: area that Caroll plans to exploit p.7
II/ China : Market Presentation p.9-11
a) China p.9
b) Middle market p.10
c) The Chinese clothes market p.11
III/ Current Situation Analysis p.12-20
a) Analysis of the 7 P's p.12 - Current Market position: Product,
Price, Place, Promotion - Service Business: People, Processes,
Physical evidence
b) Analysis of the 3 C's p.14 Company (SWOT), Competitors, Consumers
c) Positioning p.20
IV/ Marketing Strategy p.21-25
a) Why do Caroll expand in China? P.21
b) Analysis of the 3 V's p.22
c) Porter's five forces p.23
d) Boston Box p.24
e) Ansoff Matrix p.25
Conclusion p.26
References p.27
