This case study discusses Avon's needs to implement innovative marketing strategies against increasing competition from other direct marketers and the cosmetics' retail industry.
Abstract This case study analyzes Avon as a company and as a strategy maker. The author found that Avon is mostly inclined towards the differentiated defender strategy at the moment as this choice will help Avon defend its existing position in the mature cosmetics industry while it initiates some line extensions strategically targeted towards the latest predominant makeup consumers: teens. In addition, the author finds that Avon possesses superior marketing skills that no other direct marketer has being able to reach in the U.S. market or abroad. These include tracking consumer-changing needs, maintaining customer awareness and loyalty, and having a strong customer relationship. The latter will continue to improve since new channels of communication are being currently developed such as 800 numbers, websites and other computerized systems that will also encourage more representatives to do their best job in order to increase their income.In conclusion, Avon will continue to increase her sales and the number of sales representatives if she sticks to this strategy.
Table of Content:
Situation Analysis
Major Problem
Company Background
Industry Profile
SWOT Analysis
Objectives
Alternatives
Decision
Bibliography
From the Paper "Avon Products, Inc is the largest manufacturer and direct marketer of cosmetics, fragrances, toiletries, and costume jewelry. Its global brands include: Anew, Avon Color, Avon Skin Care, Far Away, Rare Gold, Perceive, and Women of Earth. Avon's corporate vision ?to be the company that best understands and satisfies the product, service and self-fulfillment needs of women globally,? has positioned the company as the "best place" for consumers to buy and the "best place" for women to sell. In 1991 Avon had 1,120,000 active sales representatives operating globally."
Abstract This paper examines the history of the cosmetics company, Avon, since the 1970's and looks at how Avon's market niche has slowly eroded due to several factors. It shows how, in the beginning, Avon's niche was the convenience of having an Avon Lady come to a customer's home, showing products while leisurely chatting on the sofa, and how today's world is too fast-paced for this method of sales. It examines some of the challenges now facing the CEO, Andrea Jung, such as competition from super-discount stores.
From the Paper "Jung's appointment as CEO may have an effect on whether high-ranking senior management decide to continue their career plans with Avon. Some women may see the appointment of Jung as a sign that Avon has made a decision to allow women to permanently lead the company, and as that is still a rarity in corporate America, it does provide for some enticement to female executives. Male executives may also see the appointment of Jung in the same light and feel that no matter what their qualifications are that they will never have the shot at the top rung simply because they are male, and therefore may choose to take positions with other companies. Hopefully, these perceptions are wrong."
Tags: andrea, jung, cosmetics, workplace, sales, lady
Abstract This paper explains that Ford in Europe has developed an organizational model that can be adopted by other multinationals. The author feels that the FDI case demonstrates the importance of realizing there is a basic and essential difference between the way the Chinese and the Western World looks at capitalism. The paper discusses, using the 4P's of marketing, that a major reason why Avon has been so successful is that it has been more willing to change both its product and marketing strategies to meet local tastes and cultures.
Table of Contents (each case)
Summary
Problem
Solutions
From the Paper "The company, before entering, analyzes its own PRODUCT line and then determines how much of its current product line would be suitable in each country. The next step seems to be doing a thorough study of the cosmetics market in that country as a means of determining what PRICE point resistance can be expected in the countries. Further, price is a good guideline to determine how much markup is available in the manufacturing process to absorb these price points."
Abstract While the history of the city is crucial to the understanding of Shakespeare, as well as of England, Stratford on Avon remains to this day a major tourist attraction. The cultural life of the city is extremely varied -- as it was in the past, and festivals are organized regularly on a grand and inviting scale.
Abstract The paper outlines the history and product offerings of Avon Products Inc and then identifies the key issues at the company. The paper suggests alternative solutions to help the company overcome some of its issues and concludes with recommendations.
Outline:
Background
Key Issues
Alternative Solutions
Recommendation
From the Paper "Avon Products Inc. is the one of the largest direct seller of cosmetics and beauty-related products. The company has global operations in about "65 countries", and distributes in almost "48 countries" (1). Their operations are primarily done in the Americas. Direct selling is their primary form of business but they also sell through catalogs, mall kiosks and their website. The company's direct selling force has about "5.4 million" independent representatives, of which "459,000" are in the United States.(1)"
Abstract The paper examines the websites and media communications of Ben & Jerry's, McDonald's and Avon and highlights these companies' efforts at corporate social responsibility (CSR). The paper uses these companies to show that CSR is an investment that generates tangible benefits.
Outline:
Ben & Jerry's, McDonald's and Avon Conclusion
From the Paper "Corporate Social Responsibility (CSR) emphasizes that firms should think about ALL "stakeholders" rather than just the "shareholders" in ALL of its operations (Value Chain) ("Stakeholders as Shareholders", 1996). It seems only logical that business leaders should engage in responsible decision making and behavior in their personal and professional roles. Yet, critics of CSR contend that the job of the business is to focus only on making money; "... the notion that the corporation should apply its assets for social purposes, rather than for the profit of its owners, the shareholders, is irresponsible" (Atkins, 2006). However, these critics fail to realize that CSR is an investment that will actually help a company's bottom line because consumers increasingly value supporting businesses that are socially responsible ("Good Business Deeds", 2004). Three companies that have recognized this sentiment include Ben & Jerry's, McDonald's and Avon as shown by their web sites and media communications."
Abstract This paper first examines the article, "Financial Outlook Looks Grim for Cosmetic Companies," by Simon Pitman, which examines the poor earnings of the cosmetic sector due to the high price of oil causing higher costs and lower profits. The paper then examines an article by Guy Montague-Jones, entitled, "Avon Plans to Job Cuts to Reduce Long-Term Costs," which states that Avon Products is so financially burdened that they plan to cut 2,400 jobs to restructure the company. The paper ends by discussing the Regis Corporation, which is the only apparently unburdened company of the cosmetic industry.
From the Paper "The bad earnings in Revlon and Estee Lauder affected the cosmetic sector, and Pitman reports that part of the cosmetic sector of Avon was affected with shares dropping by 16 cents to $36.21 (par. 17). The cosmetic industry is complaining that the high price of oil has caused most major industries of manufacturing to be infected with higher costs and lower net profits. As the transportation industry passes on its costs of increasing oil prices to manufacturers, the repercussions have caused the price of commodities to rise. Manufacturing industries are being shaken from their foundations by the high price of oil that recently skyrocketed to $145 a barrel in late July 2008. "
Tags: business revlon, estee lauder, avon tresee cederroth
Abstract The following paper explores how Shakespeare was generally thought to have been no more than a rough and untutored genius in the 18th century, while now his works are held up as the height of sophistication and the core of any "great works" selection in English literature.
From the Paper ?For many years theories were advanced that his plays had actually been written by someone "more educated, more sophisticated and of an altogether better class than Shakespeare" ? perhaps statesman and philosopher Sir Francis Bacon or the Earl of Southampton, who was Shakespeare's patron (Sobran 29). However, it should be noted that Shakespeare was celebrated in his own time by English writer Ben Jonson and others who saw in him a brilliance that would endure and since the 19th century, Shakespeare's achievements have consistently praised. He is now in general regarded throughout the Western world as the greatest dramatist ever (Sobran 37).?
Abstract This paper analyzes sonnets nine and ten, written by William Shakespeare, which have a central theme of love and passion. The paper looks at how the sonnets develop with the use of vernacular language in the poet's own style. It also discusses the words, phrasing, tempo, style and flow of both sonnets.
From the Paper "Shakespeare is one of those gifted writers whose work is seen as having a particular aspect and his commission of his art is exemplary of the world in his day, yet one cannot fail to ask what his motivations are that he should tell the youth to seek out a wife and multiply his seed.
Then in sonnet ten he turns around as if to say it doesn"t matter. What are his motivations then, his mind changes from one sonnet to the other is it perhaps that he does not want the boy to be unhappy in his pursuit of a wife""
From the Paper "Introduction
Avon Products Corporation was incorporated in 1916 originally and has become an international company with sales in most countries throughout the world. This research examines the company and its marketing strategy, which combines personal selling with personal products for a highly successful organization."
Abstract This paper contends that William Shakespeare's theatre, the epic Globe, mirrors the stories of the early, bustling London and ever-morphing England of the 16th and 17th century, from plank and dirt to flame and fame. The paper presents a technical overview of the theatre structure, highlighting the symbolism between the material poverty of the building to that of the society. The paper contends that the social commentary Shakespeare spouted was given a stage by the Globe, which represented, in its own short life, the compendium of Elizabethan life as a whole.
From the Paper "William Shakespeare was born into a world of words that took him from cold, stone castles in Scotland to the bustling cities of Italy and the high seas of colonial change. An emblem of the Renaissance, the Bard of Avon was not only the conqueror of his own mind and pen, but also of the language of his own social, political, and religious reality. His theatre, the epic Globe, mirrors the stories of the early, bustling London and ever-morphing England in the duration of its own life, from plank and dirt to flame and fame. By 1598, Richard Burbage was the practicing don of the London theatre world, extending his fingertips for production all over the lively center of British commerce and governance. His players, a collection of all-male actors, were widely recognized throughout the theatre world, one of the only sources of popular entertainment. Burbage produced the works of a variety of writers, including William Shakespeare, in his own space called "The Theatre." That year, however, Burbage ordered his company to pull down The Theatre and remove its timber to Bankside. "
Abstract This paper explains that today the generic name for groupware within an organization is the intranet, which is used for the organization as a whole and not just by some specific departments. The author points out that one of the pioneer organizations to build up an intranet was AT&T, who later extended the system further by using the servers and browsers from Netscape, which was a revolution of the method of accessing, working with and distribution of information. The paper relates the development of the use of groupware or intranets for e-commerce by the Maytag Corporation, Gillette Co., Polaroid, Avon Products Inc. and Conexant.
Table of Contents
Groupware for Information Use
Groupware for Business Strategy
Possible Uses for Groupware
From the Paper "Leaders in the field of computer technology have always felt that the manufacturing of semi-conductors have always been decided by technology. The challenges to the manufacturer are in terms of speed, customer expectations and cost pressures. These companies are also now using intranets and other information systems for various purposes. These utilities are in using the Internet and intranet to improve the collaboration with the employees, their relationships with customers and improve the project management side of their business; in implementing systems that improve their supply chain management or perform better and more sophisticated forecasting of supply and demand; use the available middleware so that they can obtain the uniform surface by which their programs can access other applications; and expand their planning system for the resources of the enterprise."
Abstract William Shakespeare was in many ways a man of his time regarding his own beliefs in regards to religion, magic, and the supernatural. This paper examines how Shakespeare's family and historical environment clearly influenced the way that the supernatural was deployed in his later plays.
From the Paper "All of these conflicting ideas about the supernatural and religion Shakespeare infused into his plays. For example, in Shakespeare's plays, the supernatural often appears during times of great national torment. In "Hamlet," after the murder of the king, the ghost of Hamlet's father comes back from purgatory to demand that his son avenge his death. Even before anything evil happens in "Macbeth," the witches prophesize doom for Scotland. In Julius Caesar, supernatural occurrences occur before Caesar's assassination."
Abstract This paper describes a number of British landmarks - it mentions the location, a little of the history and the uses of the place and describes how its use has changed in the present day. The paper discusses St. Paul's Cathedral, the Houses of Parliament, Globe Theater, the change of the Guard in Buckingham Palace, The Tower of London, Oxford, Stratford-on-Avon, Runnymede and Stonehenge.
From the Paper " Stratford-on-Avon (Wikipedia 2006, AllRefer Encyclopedia 2005) is a constituency, which is represented in the House of Commons of the Parliament of the United Kingdom. It is a town and a district in Warwickshire in central England on the Avon River, which owes its fame to the greatest English playwright, William Shakespeare. A gabled building on Henley street is believed to have been his birthplace, purchased in 1597. Most of the structures and places in Stratford connected with his life were bought in the 19th century, such as the Edward VI's Grammar School, where Shakespeare was believed to have attended; the Shakespeare Institute of the University of Birmingham and the Shakespeare Center built on the same street in 1964 (AllRefer, Wikipedia)."
Abstract This paper reviews what was once considered the definition of beauty. According to the paper, this definition has totally changed. The paper discusses how the new consumer is a not a white skinned blond, instead he/she can have any skin color and come from any ethnic background.
From the Paper "Max Factor was trying to cash in on the celebrity power of Hollywood stars by putting their pictures on product covers and using their faces in advertising. But it was not long before the mistake was realized as cross-cultural misunderstanding began affecting sales. One consultant quoted "a gentleman from India" who explained the problem aptly when he stated, "It would never do to glamourise ... a product by utilising a lady in a shimmering white saree with a western style of hair dress in any of the Southern cities [of India]. A cutting of her crowning glory and the donning of white cloth are the insignia of widowhood, a deeper calamity than which there can be none for the Indian woman." He further insisted, "When talking about advertising in foreign countries we should in general forget about American contents, presentation and media of advertising messages." [2] "
