Avon Calls on Foreign Markets

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1. The chapter describes different marketing orientations. Discuss the applicability of each to Avon’s international operations. Global network: Avon has a global network of product distribution. Global branding: Avon own Anew, Rare Gold, Becoming and Far Away fragrances. Through standardized branding, Avon creates a uniform global quality image. Model duplicate: It is easy for Avon to duplicate its success model from one country to another. Social-responsibility: Fighting breast cancer and domestic violence. 2. Why is Avon so much more dependent on its foreign operations than on its home (U.S.) operations? In the first place, a high-competitive market means that you should spend more and earn less. And the beauty market in U.S. is very competitive. Then, Avon insists on house-to-house sales policy, this kind of policy needs huge amount of representatives. In the late twentieth century more and more women were forced to enter the workforce full time. So, Avon had to transfer market center from its home to foreign countries. At last, I think most companies have a global market strategy. For Avon, overseas markets have brought the very good returns. Maybe the policy is good for Avon, for example, there are many tax free policies in developing countries. 3. Discuss socioeconomic and demographic changes that could affect Avon. For socioeconomic reasons, economic recession will force Avon ladies to find a full time job. Avon relies largely upon part-time jobs. It’s possible that Avon would loss salespersons during recession period. In addition, people intend to spend less money during the recession. For demographic changes reasons, only about 5 percent of the world’s population resides in the United States. The absolute quantity potential customer will be limited. The increase amount of middle class also will be a key reason affect Avon. 4. How might a

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