This 13-page paper provides an overview and analysis of Avon Products, Inc. including history, a SWOT analysis, what Avon is doing to promote growth and an analysis of the external environment. Bibliography lists 4 sources.
Name of Research Paper File: D0_MTavonpr.rtf
Unformatted Sample Text from the Research Paper:
the worlds largest direct seller of cosmetics and other industry-related items (Colbert, 2005), the image that still comes to mind among many people is that of the Avon lady at
the front door, trying to convince the housewife to purchase various beauty products. The products sold under the Avon label include fragrances,
makeup, toiletries, jewelry, clothes and even home furnishings (Colbert, 2005). The challenge Avon faces today -- on a global scale -- is
to maintain its middle-age customers, while trying to encourage younger customers to try the products (Colbert, 2005). Direct selling, eliminating the middle
man, has continued to be the successful mainstay of the business (Colbert, 2005). Avon has close to 5 million "independent representatives" worldwide working for the company -- and is working
toward attracting younger reps to the business (Colbert, 2005). Sales also come from catalogs, the Internet and even a day spa in
New York (Colbert, 2005). The company is currently working toward developing global brands, with the most recent instance being trying to get
a foot in the door in China (Colbert, 2005). China has banned direct selling (because many consumers there find it difficult to tell the difference between honest direct sales and
pyramid schemes) (Colbert, 2005). However, in April 2005, Avon was given approval from Chinas government to test direct selling in areas sucy as Beijing and Tianjiin, as well as the
province of Guangdong (Colbert, 2005). One would think that a company that has been in existence for more than a century, and