Avon - 1 Running Head: AVON CALLS ON ALL FOREIGN MARKETS...

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1 Running Head: AVON CALLS ON ALL FOREIGN MARKETS Avon Calls on Foreign Markets Columbia Southern University
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2 Avon Calls on Foreign Markets Abstract This paper examines Avon’s expansion into foreign markets by answering several questions oriented around Marketing Orientation, Foreign Operations, Socioeconomic & Demographic Changes, Global Recession, Competitive Advantages, Distribution and Global Manufacturing & Supply Chain Network (Daniels, Radebaugh, & Sullivan, 2011). This discussion will represent information that was gathered from published articles and results from research conducted via Internet and text references. Marketing Orientations Canada would be Avon’s first entrance into a foreign market. It utilized a sales oriented marketing scheme which had very little to do with product orientation. By offering products that were tailored to specific markets such as “skin-lightening creams in Asia and long-lasting citrus fragrances in Mediterranean countries,” it showed that Avon tailored its products to meet specific consumer tastes (Daniels, Radebaugh, & Sullivan, 2011, p. 622). As part of its marketing orientation in China, Avon abandoned its original distribution channels from direct selling to making “products available in virtually every
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3 Avon Calls on Foreign Markets corner of the country” as part of a strategic marketing orientation (Daniels et al., 2011, p. 624). Avon has shown its dedication to social marketing through its support for a variety of women causes, such as domestic violence and breast cancer awareness. (Daniels et al., 2011). Foreign Operations The projected sales growth in the United States was very slow because the door on available markets had closed and Avon’s competition was steadily climbing. As women began entering the workforce full time, the company’s direct selling, door-to- door”, campaign for distribution had began to fail. (Daniels et al., 2011, p. 622). Once the company realized that “less than 5% of the world’s population lives in the U.S.,” the push for foreign expansion was the only plausible choice. (Daniels et al., 2011, p. 621).
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Avon - 1 Running Head: AVON CALLS ON ALL FOREIGN MARKETS...

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