Premium Essay

Caroll Paris

In: Business and Management

Submitted By maud
Words 3689
Pages 15



1. The Ansoff Matrix 4

2. PEST Analysis of China 5 2.1 Political 5 2.2 Economical 5 2.3 Social 5 2.4Technological 6

3. The 3 V’s Business Model 6 3.1 Valued Customers – Who to serve ? 6 3.2 Value Proposition – What to offer? 6 3.3 Value Network – How to deliver? 7

4. Marketing Mix 7 4.1 Product 7 4.2 Price 9 4.3 Promotion 10 4.4 Place 11

5. Brand Positioning 13

6. The Porter Five Forces 14

7. The Value Chain 15

8. SWOT Analysis 16



Caroll Paris is a French ‘fashion house’ created in 1963 by Raphael Levy and Joseph Bigio. Originally the French brand was called "Les Tricots Caroll". The brand was first known for knitwear, more precisely for Shetland woolens. Then the brand expanded its range to offer entire women’s ready to wear collections.

In 1986, the brand Caroll joined the group André; now known as Vivarte since 2001. This Group owns several brands such as André, La Halle aux Chaussures, Kookaï, Liberto, Minelli… In 1994 the brand changed its name to "Caroll Paris", it opens up franchises all over France and was launch on the market stock exchange. The challenge was to become a major player in the ready to wear market.

In the same time, the brand changed its positioning to become a dynamic brand that offers fashion products. Today, Caroll has more than 400 stores in France and expand itself abroad since 1997.

We will see in this study that, according to the Ansoff Matrix, a market development is the best strategy for Caroll Paris. The Question is : What strategy Caroll Paris should follow to enter the ‘middle market’ in China?

In order to respond to this question, we will design a Strategic Marketing Plan using...

Similar Documents

Premium Essay

Superbrand Tv Show - "Fashion" Review

...Review Superbrands TV Show – “Fashion” Reviewing the Superbrands TV Show about Fashion made me know about how a brand influences to our brain even just by hearing the brand name and how important the brand name for the public nowadays. People nowadays is more aware to the expensive brand and preferring to wear T-Shirts, Glasses, and etc. just because of the brand name influences in their daily life and how they get so deeply into our minds. At the beginning of the show, they show some kids that are prefer a T-Shirt just by looking at the logo. They were given the same four T-Shirts with four different logos, and surprisingly all of the kids picked the familiar T-Shirt logo, which is the “Nike” logo, just by looking at the T-Shirts. The reason why they picked that is because they feel familiar with the logo and some prestige feeling by thinking of wearing the T-Shirt. They were visited a factory which is the biggest glasses factory that surprisingly produce some of well-known brand such as Chanel, Prada, Ralph Lauren, Miu Miu, Raybean, and others. The first thing that comes to my mind is how can a customer prefer Chanel sunglasses than Raybean sunglasses while they are actually came from the same factory with using the same materials? How is the price is so different and yet we are still prefer for Chanel? By watching this, I understand that the influences of a brand name and the prestige feeling of using the expensive brand are affecting our buying behavior. They were......

Words: 708 - Pages: 3

Premium Essay


...Rodriguez 1 Priscilla Rodriguez English 4 Mrs. Pla 7 December 2011 Achilles People posses both negative and positive personality characteristics in themselves as an personality. Achilles in the Iliad in an example to this statement. In the Iliad Achilles is a great warrior, also fights in the Trojan War. The big leader Agamemnon that hates Achilles takes all the credit when he wins the battles. There's a Prince names Hector that Achilles later wants revenge on for killing his best friend Patroclus. The anger rages, the people fight, day of the Trojan War arrives thats when the tragedy and the life of Achilles is taken. Achilles demonstrates negative and positive behavior. Achilles is loyal, brave, and obeys the gods, but he is also revengful, quick to feel anger, and has no remorse for who he has killed. Achilles has a cold heart at times but also is a great warrior. He fights anyone that gets in his way. Fearless for the decisions he makes, also fearless against the gods. As Achilles saids, "As my life came frome you though. it's brief, honor at least, from Zeus who stormed in heaven I call me due" (Book I ). This means Achilles is a valorous warrior among the greeks. Also earned hands of Briseis for himself. He rages his anger and goes by himself to kill Hector. He goes on his own will instead o ftaking the whole troop with him. Achilles is capable of feeling sympathy. His caring side of knowing that is his father will sooner feel the same......

Words: 1232 - Pages: 5

Premium Essay

Essence of Paris

...The Essence of Paris By: Samantha Knowles Paris is a beautiful city with a history of prestige and grandeur, and French people put a lot of effort in preserving the glory they once had in the past. The Eiffel Tower sure contributes to its popularity and attracts millions of tourists each year. However, I think even if the Eiffel Tower never existed people would still come to see the beautiful city architecture and historical places, the fashion and the culinary and exquisite French culture. There is just something very attractive in the overall package. To say that the French revere their time spent soaking up arts and culture is an understatement. In Paris, loads of venues are accessible within a few square miles. It is common to find the French devoting their weekends to exploring the wealth of museums and cultural havens. Likewise, many of the provincial areas are blessed with impressive monuments to art and architecture. Paris' modern buildings have developed gradually out of earlier styles; palaces and mansions have survived by transforming into apartments and shops, and most streets harbor a range of buildings from various centuries. Paris traces a millennium of historic buildings, and what is amazing is that so much remains visible and integrally important to the way that Paris works, from the earliest Medieval period through the most contemporary constructions. The most important monument in Paris would have to be the Eiffel Tower. The Eiffel Tower is the...

Words: 742 - Pages: 3

Premium Essay

Environment Analyses of Lv

...ENVIRONMENT ANALYSES 3. Global/Regional economic environment Purpose of analysis: The economic environment consists of economic factors that affect consumer purchasing power and spending pattern. The economic environment can offer both opportunities and threats. No company can avoid the influence of fluctuations in the global economy. And when you're in a developing market, the understanding of the economy is essential. Some elements of the economic environment (The divide between rich and poor purchasing power differences in social class, the market area, the stage of the economic cycle, the volatility of prices of some items such as gasoline, oil, gold) directly affect the purchasing power and consumer tastes, which determines the business results of the company. Changes and effects: * Opportunities: Living up to the world is big opportunity for LV. An increase in the wealthy class can lead to an increase in the ability to pay for items worth far as Louis Vuitton wholesale. For developing countries, previously, LV is a luxury item and overly almost can rarely afford. In Vietnam, the first store opened in 1997 is challenging and adventurous with LV. But back here in 2005, Vietnam had LV is developing very fast. Vietnam's economy is booming. Vietnam Consumers spend money more and more for the product on the essential. They enjoy life, travel overseas, go to theaters and fancy restaurants. The country has now opened the door, people know more about the fashion......

Words: 1784 - Pages: 8

Premium Essay

Try About Esssay

...of its characters. That makes meaning and beauty for the characters is the setting: the place, the time and the social environment. The story is set in Paris, magical and glamorous city of lights. The name “Paris” and the name of its famous river “Seine” are called in “The necklace” with the detail that Mathilde and her husband walked toward the Seine and finally found on the quay one of those nocturnal coupés one finds only in Paris after dark. Paris is the city which famous for romantic Seine river, wealth, ladies in the most glamorous and expensive dresses and elegant balls. Like other citizens of magnificent Paris, the main character – Mathilde Loisel – likes these beauties. She dreams to be wealthy, to be lady from high social position and to join in elegant balls in spite of the fact that she is only a narcissistic middle-class housewife and cannot have such luxury life. That is Mathilde’s own tragedy. Next, the time of “the necklace” is about the 1880s or so, around the time Maupassant wrote it. One of the clues for the time of the story is the detail that Mathilde dreams of being rich with charm, money and doesn't seem to think a whole lot about being noble. Before the time the story occurred, noble blood had mattered more which is not like in the late 19th century. The late 19th century in Paris is the period called "Belle Époque" when money (plus a little bit of charm) practically makes nobility and...

Words: 559 - Pages: 3

Free Essay

I Hate College

...Saving Mona Lisa The main idea of this reading is how many pieces of priceless art was saved from the Louvre during the start of World War 2. The planning and execution of this plan was successful due to careful preparations 10 years prior. One important concept was how all the art was marked, including their designed space, for their future placement. Chalk was used for this purpose. Another important concept was how the art was packaged for shipment. Crates were nailed shut after each item was wrapped in material to preserve and protect it. This material was fire resistant and humidity resistant. The last important concept was how the crates were labeled. Each crate had initials of a department store and a crate number. This discouraged the Germans from searching the crates thinking that it was just general merchandise. The most interesting sentence in this reading was, “The atmosphere was frenzied, but the packaging went smoothly; every part of the endeavor had been analyzed again and again over multiple years and then rehearsed” I think because of such careful preparation of this priceless art we are able to enjoy it today. The care that went into preserving each piece was a miracle in itself and the people who did this feat should be considered heroes. If these people hadn’t done what they did, would we be able to enjoy it today? Because of such planning, our historic art is still there for us to visualize. I think being prepared can save so......

Words: 286 - Pages: 2

Premium Essay

Pr and Events in Luxury - Lv Case Study

...PUBLIC RELATIONS & EVENTS IN LUXURY Lousi Vuitton CASE STUDY SKEMA BUSINESS SCHOOL LUXURY AND FASHION MANAGEMENT GROUP MEMBERS: Huanping HU Jingcheng LI Mingjun XIE Yuzhu ZHAO Yinghang ZHOU PUBLIC RELATIONS Definition There is not one single generally accepted definition of public relations. Instead, there are many ways to define it. Generally speaking, public relations (PR) is the practice of managing the spread of information between an individual or an organization(such as a business, government agency, or a nonprofit organization) and the public. Significance/Purpose • Significance: public relations possess deep skills in media relations, market positioning and branding. • Purpose: to help companies deliver clear and unambiguous information to a target audience that matters to them event not sometimes. Composition • Public relations work consists of a variety of activities by individuals and organizations intended to promote a positive relationship or image among. General kinds of PR work: Publicity, Event management, Publication design. (Their products are intended to influence public opinion and are designed to promote and protect an individual or organization's image and products.) • Tactics Financial public relations Consumer/lifestyle public relations Crisis communication Internal communications Luxury Brand Government relations Food-centric relations IN LUXURY History of Louis Vuitton • • • • In 1854 it was......

Words: 3658 - Pages: 15

Premium Essay

Finance 400 New Report

...Fin 400 M001 News report#1 Amazon is the largest Internet-based retailer in the United States. For the past few years, it has tried to gain a foothole in the luxury fashion retailor market. Recently it has changed its stand about focusing on courting luxury brand according to the Jennie Perry, chief marketing officer of Amazon fashion division. The strategy was disclosed on an online newsroom on The chief marketing officer of Amazon fashion division disclouse the current strategy Amazon is taking to secure a foothole in the fashion retailer market. Amazon is a retail industry which focuses primary on e-commerce according to Bloomberg. Its competitors are vast, where Walmart and Target stands out as its brick and motor rivals in the general merchandise and electronics segment. In addition, amazon try to gain a foothole in every market it can possibly enter which is also why the strategy above stated was by the chief marketing officer of Amazon fashion division rather than the CMO of Amazon.             In the recent year, Amazon tried to breach the fashion industry by setting large warehouse for photography at trendy neighborhood Williamsburg in Brooklyn. Hoping to lure fashion companies to its sites but has failed. The brand continue to strives to gain a foothole with the sponsoring the first-ever New York Men’s fashion week. The strategy has proven little result as its core audience are budget consumer seeking inexpensive item. The strategy to focus......

Words: 420 - Pages: 2

Free Essay

France Culture

...France Oct 20, 2014 Introduction France is a modern European state and a republic, the capital of France is Paris, and is one of the world’s top five economies. The French head of state is the President, elected by universal suffrage (2012 elections): the president governs through a Council of Ministers and a parliament made up of two chambers, the National Assembly (lower house) and the Senate (upper house). In addition, the political system in France called (Republique). Metropolitan France (France in Europe) has a population of slightly over 62 million, a little more than that of the United Kingdom. France takes an area around 550 000 km². France official language is (French), and official currency is (Euros €). The flag - the tricolore - consists of three vertical bands of equal width, displaying the country's national colors: blue, white and red. Red, white and blue have come to represent liberty, equality and fraternity - the ideals of the French Revolution. Blue and red are also the time-honored color of Paris, while white is the color of the Royal House of Bourbon. France famous of Eiffel Tower and many other great sights .France is the largest country in the EU, stretching from the North Sea to the Mediterranean. The landscape is diverse, with mountains in the east and south, including the Alpine peak of Mont Blanc (4 810 m) which is Western Europe's highest point. Lowland France consists of four river basins, the Seine in the north, the......

Words: 1623 - Pages: 7

Premium Essay

Listed Here Are the Typical Options Available That Form the Communications Strategy Mix – Marketers Must Think About How They Need to Match Competitors or Provide Novelty, Each Strategy Requires a Specific Objective, a

...Week 3: Market Segmentation Analysis and a Value Proposition Professor: Mark Stollar Brand: Louis Vuitton Harshal Panchal Caiyi Han Mita Zaman Date: September 14, 2015 Brief Description of the proposed retail brand concept The brand Louis Vuitton was established in 1854 in a French based fashion house. Since its birth, it has become one of the most recognizable brands in the world. Louis Vuitton is known mostly for their leather accessories- purses, luggage, shoes, etc.; but has expanded to clothing, sunglasses, and pet accessories as well. The brand is geared towards consumers who have disposable income mainly because the products offered are considered high-end luxury items. You can find Louis Vuitton within high-end retail shops like Barney’s and Saks Fifth Avenue, and also free standing Louis Vuitton stores. Within the last twenty years, the brand has opened its market to the online community where customers can find more products on their website for purchase. The product category that accounts for most of consumers’ brand awareness is that of designer handbags. Each designer bag is made of high quality materials with all or some elements hand stitched by craftsmen, thus contributing to their fine workmanship and premium prices. According to the Louis Vuitton website, the company’s mission statement is as follows: “The mission of the LVMH group is to represent the most refined qualities of Western "Art de Vivre" around the world. LVMH must......

Words: 927 - Pages: 4

Free Essay


...1. Some perceptions how Americans see the French can be that they are arrogant, flamboyance, hierarchical, and emotional. On the other hand the French perceptions of Americans views can be that we are aggressive, unprincipled, and workaholics. Power distance is the extent to which less powerful members of institutions and organizations accept that power is distributed equally. Power distance of the American and French cultures is not distributed equally. It is derived from the position and the level of management one has in terms of the power distance relationship. Uncertainty avoidance is the extent to which people feel threatened by ambiguous situations and have created beliefs and institutions that try to avoid these. Uncertainty avoidance is relative both in American and French culture. Threatening situations do exist in both cultures and employees are advised to avoid ambiguous situations when possible. It is important to recognize the role an employee is expected to perform to avoid uncertainty whenever possible. Individualism is the tendency of people to look after themselves and their immediate family only. In the American culture it is characterized by individualism. An employee looks after one’s self and his or her immediate family. In the more collective French culture, what is best for the group is emphasized. This is a proponent of communism, which may apply in some industries in France. Masculinity exists in a culture when the dominant values in society are......

Words: 794 - Pages: 4

Premium Essay

Eurodisney Case Study

...1. What factors contributed to EuroDisney’s poor performance during its first year of operation? What factors contributed to Hong Kong Disney’s poor performance during its first year? The first year for EuroDisney was disastrous due to several bad decisions taken by the management as well as some external factors. The primary reason for the failure was its high cost. Hotel rooms at the park were charging rates comparable to luxurious hotels. People found it cheaper to fly to Disney World Florida and get an additional benefit of enjoying the weather. Hong Kong Disneyland faced different issues. Firstly, people were not familiar with the characters since Disney was banned for 40 years in China. The park was small, with just a few rides compared to other Disneyland's, therefore customers were not interested. Despite these issues, it fared better since it incorporated a lot of Chinese culture. 2. To what degree do you consider that these factors were (a) foreseeable and (b) controllable by EuroDisney, Hong KongDisney, or the parent company, Disney? Many of these factors were foreseeable such as the cross cultural ignorance, world fair in Sivelle and Barcelona Olympics in 1992 that attracted more tourists, ban on alcohol consumption despite the fact that French cannot have meal without wine and difference in Attitude of American tourists/parents and European ones. Controllable elements include mistaken assumptions, pricing policies and initial pricing. Also, early......

Words: 457 - Pages: 2

Premium Essay


...Disney began the internationalization of theme park operations with the opening of Tokyo Disneyland in 1983, which is regarded as one of the most successful amusement parks in the world. Disney tried this success in France, the largest consumer of Disney products outside the United States to replicate. In 1992 they opened Disneyland Resort Paris, which is widely considered much less successful than the park in Japan. This case examines efforts to Disney’s third park to open out … Read more » Disney began the internationalization of theme park operations with the opening of Tokyo Disneyland in 1983, which is regarded as one of the most successful amusement parks in the world. Disney tried this success in France, the largest consumer of Disney products outside the United States to replicate. In 1992 they opened Disneyland Resort Paris, which is widely considered much less successful than the park in Japan. This case examines efforts to his third Disney park outside the United States to open in Hong Kong Disneyland. It begins with the discussion on the experience of Paris and Tokyo Disneyland, and then discusses the opening of Hong Kong Disneyland, including the structure of the deal, and how the operations, human resources management and marketing were designed to fit the Chinese cultural environment. The case also discusses the tourism industry in Hong Kong and the special problems that have occurred during the first year of operations. The stage is set for students to......

Words: 254 - Pages: 2

Premium Essay

A Memoral Journey trip to Paris in 2012. Imagine a boy with 16 years old, that his parents gave the opportunity to go to the old continent, alone. This trip will ever a dream come true. I was so happy and excited to go to France I did my suitcase, weeks before leaving the country. The feel of knowing that I was going to spend one month without the responsibility of telling at what time I arrived home to my parents was something incredible. The catch behind this amazing trip, was that I had to attend to French classes, from Monday to Friday, from 9:00-12:00pm, and I didn’t see this so complicated. My journey began on July 26, 2012, taking a night flight from Santo Domingo to Paris. That flight was one of the worst of my life, the feeling of being in the middle of two people who don’t know for more than eight hours, was something that irritated me and made ​​me feel uncomfortable. Even though I had a bad flight, my welcome to the city of lights wasn’t pleasant, the cold it was killing me since I left the airport. But I have to admit something, since taking on the bus, I could immediately see the beauty of a city that I never thought of visiting, the order of society and the traffic is something worth to see, green areas were almost completely clean and you could say that the word“trash”didn’t exist. In a month, a lot of things can be done. But there are some things that you can’t miss if you're in Paris, so from my first week I started to visit the most famous sites of Paris such as......

Words: 560 - Pages: 3

Premium Essay

A Map in Your Head

...hidden waterfalls, by traveling together with the tourist groups from point A to point B, and left without the landscape behind the car window. The best way to travel is alone. Standing alone on the dusty platform, I fill my lungs with the smell of a strange city perfumes. My map is adjusted to the north. Once the first steps are taken in a strange land, it becomes yours. I will never forget the days-long train trip to Omsk (Russia), when I woke up in the morning in my tiny cabin and I know – few more days to travel, I am not leaving train today, have to keep myself busy with anything that is around me. I will never forget the old Indian woman in New Mexico at the Red Cliffs selling turquoise jewelry. I will never forget wandering through Paris when early in the morning after waking up, after six hours founding myself close to the Eiffel Tower. Only then I realized that I cannot go to it, because it seemed that all my blood was in my foot and my head...

Words: 863 - Pages: 4