global analysis- avon - …全球分析雅芳—…Word文档下载推荐.docx
- 文档编号:955862
- 上传时间:2023-04-29
- 格式:DOCX
- 页数:65
- 大小:439.70KB
global analysis- avon - …全球分析雅芳—…Word文档下载推荐.docx
《global analysis- avon - …全球分析雅芳—…Word文档下载推荐.docx》由会员分享,可在线阅读,更多相关《global analysis- avon - …全球分析雅芳—…Word文档下载推荐.docx(65页珍藏版)》请在冰点文库上搜索。
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’sfirstgrant,morethanhalfacenturyago,wasasinglescholarshipof$400.TheFoundation’smaineffortsaretodayfocusedonthecriticalissuesofbreastcanceranddomesticviolence,andAvonglobalphilanthropyisadvancingthesecausesinmorethan50countries.Ascommittedglobalcitizens,AvonandtheAvonFoundationalsosupportemergencyanddisasterrelief,whileascholarshipprogramforAvonassociatesandSalesRepresentativesmaintainsthetraditionofsupportingeducation.
Avon’scommitmenttotheenvironmenthasbeendeeplyrootedinAvon’sprinciplesformorethanacentury.Atlocationsworldwide,theyremaincommittedtoreducingourglobalenvironmentalfootprint,includingtheissueofclimatechange,byrecycling,reducingwaste,conservingenergyandwater,andmonitoringandreducinggreenhousegasemissions.NewAvonfacilitiesaredevelopedusinggreenbuildingstandards.
Tohelpdriveinstitutionalandindividual“green”behavior,AvonlaunchedHelloGreenTomorrowin2009toempoweraglobalenvironmentalmovementtonurturenature.
In2004,theyestablishedenvironmentalgoalsandtargetsfor2008andhavemadeprogressinpursuitofthesegoals.
ADirectorofCorporateResponsibilityisbasedintheAvonglobalheadquartersinNewYorkCity,andcollaborateswithmanagementinawidearrayofrelevantdepartmentsthatsupportthemanypillarsofcorporateresponsibility,includinghumanresources,environment,supplychain,research&
development,theAvonFoundationandmuchmore,bothintheUnitedStatesandaroundtheworld(‘CorporateResponsibilityReport”,2009).
BUSINESSANALYSIS
CoreCompetencies
Strongerbrand.
Avon’siconicbrandhas90%awarenessacrosstheglobeandsellsfourlipstickseverysinglesecondoftheday.Tomaintainthatadvantage,Avonhaselevatedtheirfocusoninnovationandsustainedadvertisinginvestmentatalmosttripletherateof2005,eveninthefaceofmacroeconomicchallenges.
Strongerchannel
Avon’sSalesLeadership—throughwhichRepresentativesearnbybothsellingandrecruiting—hasbeenrolledouttoapproximately50countriesworldwide.TheyhavealsolaunchedtheglobalInternetplatformtohelpRepresentativesmanagetheirbusinessonline.
StrongerCostManagement
Duetotherestructuringplansof2005and2009,andcosttransformationprogramsdeliveringwellaheadofinitialexpectations,constantturnaroundmentalityisnowfullyembeddedintheorganization.Avonisexpectinganoperatingmarginimprovementin2010.
Strongerorganization
Thecompanyhasmadesignificantprogressinitsevolutionfromaconfederationoflocalbusinessestoafullyintegratedmatrixofglobalandcommercialbusinessunits.Avonhaseffectivelyleverageditsglobalstrengthinmarketing,salesandsupplychain,whilealsoremainingflexibleandresponsivetolocalconsumersandRepresentatives(Avon,2010).
ManagementStructure
Avon’sprimarydistributionchannelisdirectsellingthroughmorethan6.2millionAvonSalesRepresentatives.TherecruitingorappointingandtrainingofRepresentativesaretheprimaryresponsibilitiesofdistrictsalesmanagersandzonemanagers.Dependingonthemarketandtheresponsibilitiesoftherole,someoftheseindividualsareAvonemployeesandsomeareindependentcontractors.Thosewhoareemployeesarepaidasalaryandanincentivebasedprimarilyontheachievementofasalesobjectiveintheirdistrict.Thosewhoareindependentcontractorsarerewardedprimarilybasedontotalsalesachievedintheirzonesordownlines(Avon,2010).
CurrentObjectives
CurrentShortTermObjectives
InNovember2005,Avonlaunchedacomprehensive,multi-yearturnaroundplantorestoresustainablegrowth.Thefollowingarethecompany’sshortterm-objectives.
•“Committingtobrandcompetitivenessbyfocusingresearchanddevelopmentresourcesonproductinnovationandbyincreasingadvertising;
•Winningwithcommercialedgebymoreeffectivelyutilizingpricingandpromotion,expandingtheSalesLeadershipprogramandimprovingtheattractivenessofRepresentativeearningsopportunityasneeded;
•Elevatingorganizationaleffectivenessbyredesigningthestructuretoeliminatelayersofmanagementinordertotakefulladvantageoftheirglobalscaleandsize;
and
•Transformingthecoststructuresothatcostsarealignedtorevenuegrowthandremain”(Avon,2010).
CurrentLongTermObjectives
AsmoreandmoreRepresentativesdiscoverthepoweroftheAvonEarningOpportunity,Avon’sLongTermObjectivegoalistoretainthemandincreasetheirproductivitybycontinuingtoinnovatetheirbusinessmodel(Avon,2010).AvonalsoplanstoleveragetechnologyandtheviralpoweroftheInternettobuildcommunitiesthatconnectAvontotheRepresentativesandtheRepresentativestotheirCustomers.WithmoreandmoreconsumersdiscoveringthesmartvalueofAvon
- 配套讲稿:
如PPT文件的首页显示word图标,表示该PPT已包含配套word讲稿。双击word图标可打开word文档。
- 特殊限制:
部分文档作品中含有的国旗、国徽等图片,仅作为作品整体效果示例展示,禁止商用。设计者仅对作品中独创性部分享有著作权。
- 关 键 词:
- global analysis- avon 全球分析雅芳 analysis 全球 分析