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Strategic Marketing Essay Benoît LANGE ISEG SUP5 2B - Strategic Marketing Seminar Teacher: Des Cooney - October 2007 Marketing plan for Caroll's introduction in China INTRODUCTION 3 - PURPOSE 3 - MISSION STATEMENT 3 I) CAROLL TODAY 3 A. HISTORY 3 B. PRODUCTS 4 C. CAROLL'S TARGET 5 D. CAROLL'S DISTRIBUTION NETWORK 6 E. COMPETITIVE AND PRICE POSITIONING ANALYSIS 7 F. CAROLL'S PROMOTIONAL PLAN 8 G. SUMMARY - CAROLL'S SWOT ANALYSIS 8 II) CAROLL'S MARKETING PROGRAM - FOCUS ON THE CHINESE MARKET 10 A. CAROLL'S MARKETING OPPORTUNITIES 10 i. Overview - Caroll's Ansoff matrix 10 ii. To update its positioning inside the French market 10 iii. To penetrate new abroad markets 11 B. PENETRATING THE CHINESE MARKET 11 i. The strengths of the Republic of China 11 ii. Caroll's three V's 12 iii. Competition analysis in China (with SWOT analysis) 13 iv. Porter's Five Forces 14 C. CAROLL'S SEVEN P'S IN CHINA 16 i. Product issues 16 ii. Price issues (with Porter's Strategies Matrix) 16 iii. Place issues 17 iv. Promotion issues 17 v. Process issues 18 vi. People issues 18 vii. Physical evidence issues 18 Introduction - Purpose The purpose of this paper is to realize the marketing plan for the French fashion company called Caroll aiming to penetrate the huge market of China. The very interesting point of China is that today, the middle market class is very large and growing very fast. The objective is to design and define a...

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