Market Entry Strategy
Business and Promotional Adaptation
Avon’s world is divided into four geographical divisions: The United States, Europe, The Pacific, and The Americas. In most international markets, the primary operating arrangement in each of these divisions is direct ownership by Avon of the foreign subsidiary. Joint ventures with foreign firms are used when the culture, beliefs, country personality, and ways of business are considerably unfamiliar to Avon’s management. It was decided that a joint venture approach be used in Norway, while subsidiaries be used in both Switzerland and Luxembourg.
For Norway, it is best to use a joint venture. This is evident because Avon is very unfamiliar with this territory, as it not very established within Scandinavia. The only country in the area it has set foot in is Finland. Avon is not in Sweden, Denmark, or Norway, though the latter two were candidates for market development. A slight economic dip in Norway is causing consumers to seek out cheaper products, or simply more cost-effective, as well as products that are ready-made. The Norwegians also prefer domestic products, which endorses the idea of a joint venture, which will full adapt products and promotion to their liking.
In Switzerland, it is best to use a subsidiary business adaptation. This country has two large hubs, Geneva and Zürich, so it is like the Swiss to be innovative with so many goods and travelers moving in and out. Switzerland doesn’t have much influence from most of Europe, as it is not part of the European Union, but it is surrounded by France, Germany, and Italy: all of which host Avon. Most Swiss citizens speak German, but the influence is primarily language-based. Switzerland’s main influences are Alpine: ...
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...ernational brand and make new countries eager to join in.
The “fun” side of Avon uses celebrities, stage shows, raffles, and giveaways. Using, but modifying these tactics, Avon could increase awareness about the brand and drive sales in new markets. The “fun” side also has another face, the “serious concern” side that includes cause marketing. In serious endeavors, Avon makes efforts to portray the cause, but keep a light mood that is positive and energizing.
Conclusion:
Avon’s marketing strategies should be adapted to each developing market differently. By having a brand personality that is both exciting and sophisticated, Avon can provide glamour and charm while being up-to-date with trends. This creates a global appeal to the international brand. With just a touch of sincerity with cause marketing, Avon can appeal to local markets and cross into new territory.
The specialty retailer of women's clothes, footwear, and accessories-aimed majority to young teens and women in their twenties, was founded by the the Lawrence brothers-Dan, Frank, and Larry.
Many people think that personal branding is meant for celebrities, yet each and every one of us is a brand in his/her own personal right. It is through personal branding, that we successfully market ourselves to others. As a brand, we can leverage the same strategies that make these celebrities or corporate brands appeal to others. We can build brand equity just like they do.
Although the report's frame contains a set of controllable and tactical marketing tools that Levi Strauss & Co. blends to produce the response required in the target market, it is a fact that they have been achieving their objectives by delivering value to its consumers. However, notice that these tools represent Levi's point of view of the marketing mix available to persuade its buyers. And from the customer's point of view, each marketing tool is designed to deliver the corresponding benefits.
In a competitive environment where market is changing instantly, organizations are in a fix to design a strategy that could market their products enticing the consumers to buy their products and services. Market is the arena for business gladiators who fight out for maximum share and profitability and this is possible only through effective marketing strategy. Competing in present economy means finding ways to break out of commodity status to meet customers’ needs better than competing firms (Ferrell and Hartline, 2010). The intensity of competition has increased after the introduction of media and internet where the companies present their product in the best way through advertisements, product reviews, blog entries, etc. With the advancement in technological innovations, companies have found various ways of providing services to the consumers in a cheaper and effective way and this has resulted in communication revolution in late 1990’s as the cellular technology was unfold in most of the regions. Singtel Optus Pty Limited (Optus) is one such company that has evolved during this period as a leader in integrated communications and this paper is assumed to make an analysis of the company’s marketing strategy and its financial position in the market industry.
The opening of stores internationally creates a bigger market share for the business to entrée, one that local and domestic competitors might not yet of entered. However, taking the business global has also opened the door for new customers for the business to aim and target their products at according the cultural and seasonal pretences, increasing the awareness and loyalty of the business.
Sephora has started its digital presence in the year 1999 with the launch of its website, “Sephora.com” and pioneered in the digital and beauty retail business. With around 3 million visitors per month to its website, Sephora has not put a single step wrong in its marketing strategy. The introduction of Sephora Beauty Insider program in 2007 followed by the Customer Relationship Management programs, the number of online customers have been exploded in multi-fold across Sephora’s online channels. Although Sephora was known for its in-store experience, the shear increase in the number of customers on its online portals had almost blacked out the online system in the holiday season of 2014. This led many of its Asian loyal customers
Avon Products, Inc. (Avon) is based in New York. The firm engages in the manufacture and marketing of beauty and complimentary products primarily in North America, Latin America, Europe, and Asia Pacific (Yahoo Finance, 2005). Avon's products are classified into three product categories: Beauty, Beauty Plus, and Beyond Beauty. The Beauty category consists of cosmetics, fragrances, skin care, and toiletries; Beauty Plus includes fashion jewelry, watches, apparel, and accessories; and Beyond Beauty comprises home products, gift and decorative products, candles, and toys (Ibid). The company sells and markets its products through a combination of direct selling, marketing by independent Avon representatives, and via its consumer Web site, avon.com.
Heath (2011) believes that “… it is emotional advertising that is most effective at building strong brands” (Heath, 2011, p. 120). Using relevant research and current examples of advertisements over the last few years, this essay will aim critically assess and investigate in to what the most effective method should be used in order to build a strong brand. Firstly, it is important to discover what the consumer behaviours are in relation advertisements, what factors are included in building a strong brand and why it is important to establish this in order to communicate effectively with the brands target market. There are many debates about what is the most effective strategy used in advertisements whether it would be emotional or rational ideas.
Globalization can not only affect a company opening an office in another country but it can affect a small local business as well. As the internet brings the world closer together it becomes far more likely that a business that opened with no intention of selling internationally will have customers form different parts of the world asking for their product. For instance a steel company located in Pennsylvania may suddenly find orders coming in from South American factories. How the steel plant chooses to handle this new international customer could mean ...
Recommendations to achieve a sustained competitive advantage: Online, mobile, and store purchase will certainly increase customer traffic with the online and store combinations gives Target Corporation with a best possible low-cost price. A best-cost provider strategy allows Target to position itself and compete with low-cost providers such as Walmart. In addition, it employs a competitive strategy with a designer label along with superior supply chain, increased operational capabilities, and skilled employees. . The strategy of sending coupons are huge for a customer, so increase discount based on their purchase history and use the store brand credit card to attract more customers.
Svensson, G., 2001. 'Globalization' of Business Activities: A 'Global Strategy' Approach, Management Decision, 39(1), pp.6-18.
Honda, like other automotive companies, also came to the conclusion of firming a joint venture. At the moment, Honda was already famous for motorcycles in UK, but it was less well known in terms of the automobiles. While Honda’s cars enjoyed reputation for good quality and durability, the import restrictions limited its success it the European market. However, the European market was essential for the company’s global expansion. With the joint venture, Honda could avoid the restrictions on the import quota by assembling cars locally, because these cars would be considered locally produced. Moreover, a local partner could assumedly offer a better insight of the market.
This article studies the relationship between advertising and sales promotions and their impact on brand equity. A main priority for most companies is to establish and achieve a strong and powerful brand name. A company can build a strong brand name by creating the market for their customers want. By creating a strong brand name, a company will become more established. Brand equity is important to the producer, retailer and consumer. The consumer knowledge of the brand says how the producer will produce and market the product. The consumer knowledge of the brand name also determines the quantity the retailer will sale. Brand equity can have a positive or negative effect. A positive effect would be for everyone to recognize the name and purchase the product. The negative effect would be to have the product recalled. Brand equity is important because it can offer many advantages for a company. Brand equity can create a high demand for your product, reduce marketing cost and the company’s brand name will have high credibility.
[a] company may have a unique vision, a superior product, strong management and an efficient distribution system – yet if it is not able to convey the core benefits of the brand to its target audience it will ultimately fail. [5]
It 's no secret that traditional marketing practices have declined and consumers are now more skeptical than ever. Brands have had to find ways of connecting with potential customers in a more authentic way.