L'entreprise Avon (document en anglais)

TABLE OF CONTENTS

Executive summary 1

Avon’s overview 4

Mission 4

Targets 4

Products 4

Situational analysis 5

External audit 5

➢ Macro-environment : PESTEL 5

➢ Micro-environment : PORTER 6

Internal audit 6

➢ Avon’s organisation 6

➢ Avon’s marketing strategy 7

➢ Core competency &competitive advantage 7

SWOT analysis 8

Market segmentation 8

Demographic 8

Psychographic 9

Behavior 9

Marketing strategy 10

Objectives 10

Strategic decisions 10

Mode of entry 11

Marketing mix 11

Monitor & control 13

Objectives 13

Implementation schedule 14

Conclusion 15

References 16

Appendices 18

AVON’S OVERVIEW

MISSION

Avon is a brand from the United States of America, created in 1886 by David H. McConnel, offering to women the possibility to become financially independent.

Avon’s company is the direct selling leader and the company has expanded the product lines over 140 countries across the globe since 1954.

Avon registered over 6 million representatives to sell the brand worldwide. The company is the leader on the direct selling cosmetic market with over 11$ billion dollars in annual revenue. (AVON 2011 Financial report A.1)

Avon Company objective is to empower women, it wants to be understood by its consumers and cover all women needs. Avon is engaged to improve the life of women and their families. (Corporate Responsibility Avon)

Since 1955, Avon is committed to the women causes as important as fights against breast cancer, against domestic violence and emergency relief to victims of such violence. (Avon Foundation)

TARGETS

The core target of Avon is middle-age women (25-50) with below-average revenue. These women are mostly housewife and like to do their cosmetic shopping from home. It is providing them a strong relationship with their representatives which can give them strong advice about the products.

Moreover, the firm has expanded its manufacturing and marketing strategy also men and young women with more specialized new products.

PRODUCTS

Avon offering a large range of products divided in three

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