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 important in shaping its merchandising 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 closing-making these elements include the firms suppliers, competitors, marketing 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 some(prenominal) customers and sales sight were moving. This made it difficult for salespeople to establish loyal, stable customer bases.In put together to define wha t influenced the Avons marketing strategyACTORS in Avons MICRO ENVIRONMENTFORCES in Avons MACRO ENVIRONMENTSales force homemakers who needed extra funds but didnt want a full time job right(prenominal) the home.Recruiting salespeople was easyAn army of women selling products = Avon ladiesDirect SalingConvenience for the customerThey stop clients lists of friend or neighboursMore women found that they needed to work out-of-door the homeSalaries needed more than part-time 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 direct selling jobs. change magnitude mobility of the US population both customers... ...ust its marketing strategies. Avon had successfully negotiated with the Chinese political science to restart its business. Avon agreed to operate as a wholesaler, selling its products to sell stores and converting its 75 branch centers into retail outlets. The new arrangement me ant that Avons 50,000 sales representatives would withdraw 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 some(prenominal) 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.