global analysis- avon - …全球分析雅芳—…文档格式.docx
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global analysis- avon - …全球分析雅芳—…文档格式.docx
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TableofContents
EXECUTIVESUMMARY/ABSTRACT 4
OVERVIEW 5
HistoryandBackground 5
MissionStatement 5
Social/CorporateResponsibility 6
BUSINESSANALYSIS 8
CoreCompetencies 8
ManagementStructure 9
CurrentObjectives 9
CurrentShortTermObjectives 9
CurrentLongTermObjectives 10
CurrentStrategy 10
AdvertisingandRepresentativeValueProposition(“RVP”) 10
ProductLineSimplification(PLS) 10
StrategicSourcingInitiative 10
EnterpriseResourcePlanningSystem 11
Zero-Overhead-Growth 11
RestructuringInitiatives 11
SWOTAnalysis 13
Strengths 13
Weaknesses 15
Opportunities 17
Threats 22
FINANCIALINFORMATION 23
SUMMARYOFRECOMMENDATIONS 25
TechnologyandSocialMedia 25
FocusingonInternationalGrowth-theBRICCountries 27
Brazil 28
RecommendationsforBrazil 33
Russia 34
RecommandationsforRussia 40
India 41
RecommendationsforIndia 46
China 47
RecommendationsforChina 53
Conclusion 54
REFERENCES 55
AVON-AGLOBALCOMPANYFORWOMEN
EXECUTIVESUMMARY/ABSTRACT
Avonisapowerhouseinthebeautyindustrywithover$10Billioninsalesandclaimsitsstakeasbeingthelargestdirectsellerintheworld.Afterperformingextensiveresearchonthecompanyusingmultipleonlinetools,journals,articlesandtexts,wehavecollectedenoughevidencetomakerecommendationsastohowAvoncancontinueitsglobalexpansionwhilestillmaintaininglongandshorttermcompanyobjectivesandstayingwithincorecompetencies.WebelieveAvoncanandshouldexpandstrategicallyintoeachoftheBRICcountrieswhilealsoleveragethepowerofthetechnologyandtheInternettoincreasebusinessthroughsocialnetworks.
OVERVIEW
HistoryandBackground
In1886,thirtyfouryearsbeforewomenintheU.S.hadevenhadtherighttovote,avisionaryentrepreneurnamedDavidH.McConnellhadtheextraordinaryideatofoundabusinessbasedonthepremiseofgivingwomenanopportunitytoearnmoneyoutsideofthehomeandbuildfinancialindependence.Fromthatoneideatoacompanyofoversixmillionrepresentativesinover100countriesacrosstheglobe,thecompanyhasgrownandprospered(Avon,2010).Currently,Avonisaleadingglobalbeautycompany,withover$10billioninannualrevenue.Astheworld'
slargestdirectseller,Avonmarketstowomeninmorethan100countriesthrough6.2millionindependentAvonSalesRepresentatives.Avon'
sproductlineincludesbeautyproducts,aswellasfashionandhomeproducts,andfeaturessuchwell-recognizedbrandnamesasAvonColor,Anew,Skin-So-Soft,AdvanceTechniques,AvonNaturals,andMark.TickerAVP(Avon,2010).
MissionStatement
“TheGlobalBeautyLeader
WewillbuildauniqueportfolioofBeautyandrelatedbrands,strivingtosurpassourcompetitorsinquality,innovationandvalue,andelevatingourimagetobecometheBeautyCompanymostwomenturntoworldwide.
TheWomen'
sChoiceforBuying
Wewillbecomethedestinationstoreforwomen,offeringtheconvenienceofmultiplebrandsandchannels,andprovidingapersonalhightouchshoppingexperiencethathelpscreatelifelongcustomerrelationships.
ThePremierDirectSeller
Wewillexpandourpresenceindirectsellingandleadthereinventionofthechannel,offeringanentrepreneurialopportunitythatdeliverssuperiorearnings,recognition,serviceandsupport,makingiteasyandrewardingtobeaffiliatedwithAvonandelevatingtheimageofourindustry.
TheBestPlacetoWork
Wewillbeknownforourleadershipedge,throughourpassionforhighstandards,ourrespectfordiversityandourcommitmenttocreateexceptionalopportunitiesforprofessionalgrowthsothatassociatescanfulfilltheirhighestpotential.
TheLargestWomen'
sFoundation
Wewillbeacommittedglobalchampionforthehealthandwell-beingofwomenthroughphilanthropiceffortsthateliminatebreastcancerfromthefaceoftheearth,andthatempowerwomentoachieveeconomicindependence.TheMostAdmiredCompanyWewilldeliversuperiorreturnstoourshareholdersbytirelesslypursuingnewgrowthopportunitieswhilecontinuallyimprovingourprofitability,asociallyresponsible,ethicalcompanythatiswatchedandemulatedasamodelofsuccess”(“CorporateResponsibilityReport”,2009).
Social/CorporateResponsibility
Avon’scorevalues—trust,respect,belief,humilityandintegrity.Avonhasbeencommittedtoadvancingwomensincethecompanywasfoundedin1886,andphilanthropyhasalwaysbeenastrongpartoftheirheritage.In1955thecompanyformalizedphilanthropicefforts
withthecreationoftheAvonFoundation,whichadvancesthemissiontoimprovethelivesofwomenandtheirfamilies(“CorporateResponsibilityReport”,2009).
TheAvonFoundation’
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