Avons Marketing Strategy in International Markets Essay -- Internatio

Avons Marketing Strategy in International Markets1/ Which actors in Avons microenvironment and forces in the macro environment have been outstanding in shaping its merchandise strategies?We can explain what is exactly microenvironment and macro environment.Micro-environment is the factors in a firms immediate environment which affect its performance and decision-making these elements include the firms suppliers, competitors, merchandise intermediaries, customers and publics. Macro-environment is the major uncontrollable, external forces (economic, demographic, technological, natural, social and cultural, legal and political) which influence a firms decision making and have an impact upon its performance. Macroenvironment forces include the increasing mobility of the U.S. population (demographic change), which meant that both customers and salespeople were moving. This make it difficult for salespeople to establish loyal, stable customer bases.In order to define what influenced the Avons marketing strategyACTORS in Avons MICRO surroundFORCES in Avons MACRO ENVIRONMENTSales force homemakers who needed extra money but didnt want a full time job outside the home.Recruiting salespeople was easyAn army of women change products = Avon ladiesDirect SalingConvenience for the customerThey develop clients lists of friend or neighboursMore women found that they needed to work outside the homeSalaries needed more than parttime JobWhen Avon ladies rang the doorbell, often no one answered.More competitor were competing for the pool of people interested in full or part time guide selling jobs.Increasing mobility of the US population both customers... ...ust its marketing strategies. Avon had successfully negotiated with the Chinese government to restart its business. Avon agreed to operate as a wholesaler, selling its products to retail stores and converting its 75 branch centers into retail outlets. The new arrangement meant that Avons 50,000 sales representatives wou ld lose their jobs.Avon should not view a whole country as a single market and always bear in mind that there is a strong purchasing power in the hands of many urban communities in these countries. This is particularly true for China where the stereotype of 1.3 billion, low-income people living in rural areas is simply not true. China has the largest urban population in the world with 400 million consumers living in a set of urban centers along the Chinese coast. There should be a concerted marketing effort to targets this huge untapped market.