La société Caroll (document en anglais)

Table of content

Introduction

I. The situation analysis of Caroll

a. Caroll’s history

b. The 3V’s Analyzis

c. The Value Chain Analysis

d. The SWOT analysis

II. Implementation in China: Market Audit

a. The Chinese market / Target markets

b. Competitive analysis

c. The PORTER’s five forces

d. The PESTEL analysis

III. The Strategic marketing plan for Caroll

a. Caroll’s Marketing Mix: The 4P’s

b. The Boston Matrix

c. The Ansoff’s Matrix

Conclusion

Bibliography

Introduction

In the world of fashion, there are many companies trying to implement their strategy for success. In France, we have this culture of fashion and haute couture, and we sometimes seek to export us to the international to develop the brand in new markets. The France is part of these countries which are typical for the fashion environment anywhere in the world.

Caroll is a French company seeking to grow and go to new markets such as China. It is an opportunity to establish themselves in a market that is becoming increasingly strong and with a real future. As a result, it has become truly strategic for international brands to expand into this market that will become one of the most important of the world. The France has a large image in this country thanks to the good appreciation of their luxury goods and the great success of the global brands such as Louis Vuitton, Dior and Chanel. They therefore already have an advantage for their settlements in China.

In this analysis, Caroll, we will see its sector of activity and its objectives. Then, we must try to penetrate the Chinese market with a study of the risks of China.

First of all, I will introduce the Caroll strategy, with a presentation of the company, the target, the type of market and its strategy.

Then, I'll focus on the Chinese market with a PESTEL analysis and Porter's Forces to get a clear view of the Chinese market. In addition, we will use models covered in class such as the analysis of the value chain, the Boston box, Ansoff Matrix.

I. The situation analysis of Caroll

a. Caroll’s history

Raphael Levy and Joseph Bigio founded a company called "Les Tricots Carroll" in Paris in 1963, Carroll was the name that Joseph would have chosen for his daughter if he had one. Caroll specialty is knitwear sweater Shetland: it was an immediate success. The company is experiencing tremendous growth and 80s saw the first franchised shops plus a collection of ready-to-wear. With its excellent results, Carroll goes public: André group takes stakes (the group will "Vivarte" in 2001 with more than 2,500 stores). Then they created the brand "Caroll Paris" for women demanding. Caroll International began its development abroad in 1997. Marie-José Rubini took the head of the company. It will succeed the challenge to advance by incorporating luxury into the distribution. 280 stores now offer the famous brand, including 70 overseas. About would tend to evolve, the network of stores is constantly back remarks or purchase guidelines to the Parisian-style Office that can create new collections totally adapted to the wishes of the clients. In fact, to please, Carroll must constantly renew itself and adapt to trends, even during the season. Since the beginning, Caroll clothing using noble materials such as silk or cashmere. Fashion designers are particularly careful in the choice of fabrics, colors, but the clothing cut which must be flawless and naturally elegant also. And so the Caroll woman is perfect, all its accessories are carefully studied as scarves, belts, bags, watches and even the glasses... That is why, for more than 40 years, the brand is always much appreciated by women for the quality of the products offered and the style "Caroll”.

b. The 3V’s Analyzis

By using the 3 V business models we can have a better view of the business model of Caroll This study will allow us to have a better view of the current business model of Caroll. The first V is:

• Valued customers, we have to know whom Caroll is serving and in this case Caroll target from ages women active, urban, workers who like style and fashion. They are between 25 and 50 year’s old and are on the middle upper class.

• Value proposition; represent what is Carroll’s offer for customer. Here Caroll sell nearly all we can found for women as coats, jackets, dresses, skirts, sweaters, shirts, t-shirts, pants, bags, shoes, jewelry, and accessories. But the specialty always was sweaters and clothes for the up of the body. Their clothes got the value of the brand (chic and sensuality) and the competitive advantage of a French fashion house as a special style of ready to wear.

• The Value network is the third V and explains how Caroll delivers goods. Luxury brand likes to have shops on country and Caroll have shops everywhere in France, in two regions in Japan, and on some capital in the world. Then the new way of business appears as the e-Business and Caroll sell nearly all clothes to the web to.

So we have to think that for the entry into the market Chinese, they should focus on the real growing potential of the country. Not forget to mention its demographic situation, which is in this case not negligible.

c. The Value Chain Analysis

Firm infrastructure: HQ in Paris, French Fashion brand, financial management doing by Colombus. Very secure grace to Vivarte.

Human resources: High qualified person for crafting clothes, people open on fashion and specified on the urban women segment.

Technological development: always new collection to be as closer as possible to women’s needs, so high survey is needed and new quality of products.

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