In this paper, we will discuss the international presence of the French company Caroll. This company is present in the supplying market and has to develop itself in the international market and more precisely in the emerging countries such as China.
Firstly,we will analyze the company's basis and also the entire requirements and the specificities of the Chinese market. To do that, the use of different diagnostic tools is required to properly understand the subtleties of the company's basis and also of the Chinese market.
To be more precise, our first part will be dedicated to the analysis of the company Caroll itself. In the second part, we will try to use different analysis tools in order to cover the specificities of the Chinese market and the local customers. This analysis will be done with the help of different tools including the PESTEL analysis. In the first part, we will provide specific marketing strategies the company can adopt to have a secure development in China. After some recommendations, we will see if the implementation of Caroll in China can be a good development method for the international company.
[...] Lot of important companies such as H&M or Zara has encountered lot of difficulties 2. Cause to this crisis, the different actors of the sectors has developed strategies in order to develop themselves and to increase their sales. Caroll has been impacted as everybody and has to develop and to implement international strategy to face to this crisis and to take part to the advantages of an international implementation and more precisely to the development of stores in different emerging countries. [...]
[...] The middle and the upper social class want to consume the same product than the occidental customers. The occidental business implementation takes advantage to this behavior. Lot of occidental textile brands implement themselves in China The textile market is increasing and represents more than 90 million Euros of global turnover per year. As all the other different sectors of the country, the textile knows a constant development. The luxury or middle price sector is very important. The Chinese want to buy best quality product. [...]
[...] Technological development: Caroll identify the new needs and develop lot of collections every year to develop it presence in the market Human resources: the HR policy is based on the hiring of workers whom are very specialized and who have an important expertise on the product making. Services The main service is that the sales person has to help the customer. The qualification of the salesperson takes an important part in Caroll business model. Inbound logistics Caroll products itself its product. [...]
[...] The consumption standard for the textile goods are changing. It is a good opportunity for the occidental brand and more precisely for Caroll because the standard of consumption seems to be closer to the occidental standard: - The population seems to be more urban. The main development of the country is done thanks the attractively and the dynamism of the big Chinese cities. The population is more urban - The part of the women is becoming more important in the society. [...]
[...] There price seems to be close to Caroll. Moreover it is clear that Caroll compete also with the luxury brands such as Vuitton, Dior or Gautier. The women targeted can choose to wait more time (to save more money) to prefer a skirt Vuitton than to buy now a product Caroll. Even if the image of Caroll is based on the quality, the customer sees the company not as the same level of Vuitton. It is clear that the luxury brands are important competitors of Caroll. [...]
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