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Carrol In China Essay

3972 words - 16 pages

Table of content:

Executive Summary 03

Introduction: What really is CAROLL 03

Main Body of the Report 04

The 3V’s Analysis 04
The Value Chain Analysis 04
The SWOT Analysis 05
The Positioning Matrix 05
Boston Box Matrix 06
Chinese Market Audit 07
Ansoff Matrix 08
Porter’s 5 forces 08
Chinese Customers 09
Chinese Competitors 10
My Strategy 11
More explanation 12

Conclusion 12

Recommendations 13

Bibliography 14

Executive Summary:

The aim of this paper is to talk about a French fashion house which is ...view middle of the document...

Caroll is a limited company who made more than 11.5 billion euros (article 2).
On the Caroll web site it is explain the three main part of its history with the 60’s which the beginning of the brand was with pull created only for women who are ‘’free, beautiful and alive’’. Then the 80’s, where Caroll try to become more fashion, a little bit more luxury with an increase of quality but still for women active (from 25 to 50 years old). The last part of its history is 2000’s with a differentiation from other brand with an identity focus on ‘’chic, urban and sensual’’ for women.
That’s why like other famous French brand Caroll try to expend its brand all around the world by communicate on the knowhow of a French 50 year’s old company, a high quality of product and the French touch which is famous all around the world in the fashion industry. Hat can be assimilated as a competitive advantage from other brand than French brand.
Caroll always created pull and clothes only for women and it is its baseline: “For 40 years, Caroll loves women”. This is very important because when you are working on fashion industry you have to sell more than clothes. All luxury brands sell very high quality of product but also a brand image, a philosophy, a history. Hermes sells something doing by hand, something crafts. All product must be innovative, new but also old with history. That’s a challenge for this king of industry.
Caroll is present in some European western countries; some country around the world (Morocco, Tunisia, Laban, Japan), but the aim is to enter one of the greatest markets, China.

Main Body of the Report:
The 3V’s Analyze:

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 who Caroll is serving and in this case as we saw previously 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 appear as the e-Business and Caroll sell nearly all clothes to the web to.

The Value Chain Analysis:

Firm infrastructure: HQ in Paris, French Fashion brand,...

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