An Over View On Avon And Foreign Markets Marketing Essay
II. Avon’s Market Orientation Approach
Avon’s international marketing strategies made the company successful entering the global markets, because they managed the different marketing orientation strategies succesfully in each country.
Product Orientation
Even though Avon’s main strategy for product orientation was efficient in the U.S.(Avon’s headquarter), company started manufacturing high quality in Canada. The main reason for changing company’s strategy was due to their passive sales in home country. They thought they could be more efficient and create global image through standardization. This helped the quality image while saving cost by using uniform ingredients and packaging.
Sales Orientation
Decision to enter international operation from Canada was made to help solve their passive promoting sales and the drop of competitive advantage they had over U.S. market. Selling domestically through their sales orientation strategy was very successful in Canada, because customers’ customs, traditions and characteristics were similar to the U.S. In addition, Avon was able to be notified by many customers in Canada without investing heavily on promotion because of continental connection between two countries. The product information was spilled over from U.S. to Canada. With the successful international operation in their second country, Avon now runs a new campaign abroad every four weeks with different special offers to help solve their fixed cost inflation in countries such as Colombia and Venezuela.
Customer
Avon only had a strong R&D center in U.S. but started to build local R&D centers globally to analyze and find out customers’ needs. To satisfy the different cultural demands worldwide, the company signed exclusive agreements with several universities worldwide. It helped Avon to develop and launch