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Marketing

Contents
PESTLE analysis...................................................................................................................................3
SWOT analysis......................................................................................................................................3
Segmentation, Targeting and positioning..........................................................................................4
REFERENCES........................................................................................................................................................8

PESTLE analysis
 Political factor: Although the political situation in China remains peaceful, the lack of
political independence is of significant importance. The lack of transparency in the
national political system is questioned by many experts. As this is the negative impact on
operation of selected organisation which is Chanel. On the other hand, France has
political stability strong. However, a number of legal and order problems have recently
been faced in the region. So, the Chanel have positive impact because they have political
stability.
 Economic factor: The availability of cheap workers is one of the reasons why many
multinational firms produce their goods in China. China is a leading investor in foreign
affairs (Deepak and Jeyakumar, 2019). Over the years, its foreign investment has entered
many countries. So, this is the positive impact for Chanel as they market condition of
labour is strong. Another country is France where France is renowned for its outstanding
products of cosmetics and luxury. As this become advantage for selected organisation to
enhance their production.
 Social factor: There is a huge consumer goods market. As noted earlier, in the course of
the years the real income level has risen and the customer prices have increased. As this
means the selected organisation which is Chanel in China has positive impact as the
customer only wants new trend in shops. On the other hand, France's food, clothes,
perfume, motor vehicles, culture and language are popular. With the help of this Chanel
can easily sell their goods as they produce perfumes, bags and other product in market.
 Technological factor: The positive impact is that the objective of this initiative is to
expand enterprise throughout China. It would also help the country transition from a
work-intensive to an innovative economy. As France have also adopt the latest
technology so that they can produce the product. With the help of this it is favourable
effects which mean that they sell their goods through online which will help them to
increase their sales and profitability of organisation.
Legal factor: In China, there are a host of laws regulating business and work. The reach of
this essay is beyond a detailed discussion of the French legal system (Di Domenico and et.
al., 2021). The article then deals slightly with some elements of French work law. This have a
positive and negative impact as in Chanel the selected organisation which is Chanel has to

follow all legal rules and regulation. In China there are various legal rules and regulation so
they have to follow and if it is not followed then they involve in illegal activities.
 Environmental factor: The last factor is in China, there are a host of laws regulating
business and work (Gummesson, 2017). The reach of this essay is more than a long
examination of the French legal system. The article then deals slightly with some
elements of French work law. In context to Chanel, they have packed their products by
using biodegradable and many others. In this way, they protect the environment so that
they can sustain in market or in both countries for long time period time.
Hofstede’s model
This cultural dimension model is developed by Geert Hofstede. It refers to a framework
which is used by an organisation to understand the difference between cultures across
countries and identify the way to operate their business in different culture. This theory is
developed in 1980 and its main objective is to determine the various dimensions in which
culture vary. In context of Chanel, various categories of Hofstede model is discussed below:
Power and Distance Index- It define the level to which inequality and power is
tolerated. High power will indicate the culture of inequality and power difference. While in
context of France there is a low power distance index which encourage a culture of flat
organisation structure.
Collectivism vs. individualism- Collectivism give more importance to group goal
while individualism is give more importance to individual goal. In context of selected
company, people in china give more importance to collectivism which is beneficial or
company.
Uncertainty Avoidance Index- This define the level to which the uncertainty is
tolerated. In context of selected company, France have a culture of low uncertainty
avoidance.
Femininity vs. Masculinity- Femininity include the characteristics of fluid gender
roles, and more concern with the quality of life. While the Masculinity culture In china is
related to the distinct gender role and give more concentration on material achievement.