Avon Case Study- International marketing

Introduction

When David McConnell founded his company, Avon was first known as the California Perfume Company. The company was named Avon in 1939, as a tri savee to his favorite writer, William Shakespeare. As the first Avon Lady, Mrs. P.F.E. Albee initiated the companys famous direct-selling method, and her name is still honor today in the company. Avon established itself as a kinfolk name in the Fifties and Sixties with a world(a) network of door-to-door gross revenue-ladies. Today, Avon remains the worlds largest direct seller of nonfunctional products with operations in 143 countries through 4.4 million independent sales representatives.

Since its beginnings, the cockeyed has evolved enormously due to the influence of various microenvironmental actors and macroenvironmental forces. not only do these factors shape Avons domestic marketing schema, but these environments also have a great importance in the firms international activities. Furtherto a greater extent, the company still has to improve specific aspects of its strategy if it wants to notice its position on the American market and in its international activities.

I. Avons marketing strategy in the U.S.A.

Since its creation in 1886, Avon has gone through many changes in its marketing strategy. passim the years, Avon has tried to adjust its strategy in order to maintain/increase its market share within the USA.



To do so, the firm had to take into consideration all the actors and forces of the American market.

A. The actors in the microenvironment

For Avon, the microenvironment is sensibly different than for a traditional firm. Indeed, since it sells its products through direct selling, thither are no marketing intermediaries. This aspect gives the firm more freedom in putting its strategy in action. However, equal all other companies, Avon must take into consideration the 4 other actors of their microenvironment.

- The company:

For more than a century, the Avon...

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