AVON CASE

AVON CASE

Introduction

Avon's Global representation is three times larger than the amount of employees and sales compare to its Northern American Division (Daniels, Radebaugh, and Sullivan, 2011, p. 620). At present many of their marketing personnel keep an eye on going global rather than sticking their business operations toU.S markets only because of the competition from the other manufacturers and a nonstop options are there with high quality products while going global. Avon's international marketing strategy's secret lies in the empowerment that have been given to the country managers who can decide which product is suitable within their jurisdictions. Right after they come to know the right product for a particular region, the local or the R&D department starts manufacturing the products for distribution (Daniels, Radebaugh, and Sullivan, 2011, p. 620).

Objecticves of the Study

The objective of the study is to identify a company, in which case the group chose the Company Avon and check their marketing strategies in two different markets, i.e., in two different countries, we choose in the United States and China through its micro and macro environment. By choosing to conduct a marketing plan, a company can build strategies much more effective in the long term because it anticipates and analyzes decisions so most faithful possible future opportunities and threats. Such planning is done initially through the analysis of the micro and macro environment in which a company operates (Grell et,al, 2011, pp. 143). The microenvironment refers to that which is directly connected with the company, such as suppliers, customers, etc.. The macro environment refers to the economic, social and political market in which the company operates. But does the lack of planning is always harmful?

Company Introduction

Avon is the company, founded in 1886, is recognized for its quality beauty products worldwide. The company began its work in the United States, which aimed recruiting women to become financially independent without having to leave their homes full time. Direct sales also offered the convenience for customers, who listened and bought beauty advice from friends and acquaintances. That's how Avon won its female audience and gradually increased his business and became the company with the largest number of retailers in the world. Now, I situate the market regarding Avon as it is the country we live in and our group decided to take a primary focus in the marketing strategies of the United States and China. Marketing strategies used by the company in other countries, for example, were structured based on the economic situation of the country and also by threats from competitors like Natura. Due to the rise of class C, the company began to invest in social media (such as face book and twitter) since a large part of the population would have access to this type of information, disseminating its products even further with a more ordinary language, which the consumer approaches the mark. This fact not only gave the "boom" of social networks as well as the fact that most of the female population ...