Essay --

Marketing Orientation focuses on identifying and meeting the hidden needs of the consumer (Unknown, 2013). The textbook states that there are five marketing orientations; social marketing, production, strategic marketing, customer and sales (Daniels, Radebaugh, & Sullivan, p. 595). Avon addresses the customer, production, strategic marketing and social marketing by granting each country the independence of selecting products based on the demand of the consumer as well as to develop those products. Distribution of the products is also considered as it pertains to each individual country. For example, door to door sales are not allowed in China so Avon launched beauty boutiques, beauty country and independent stores throughout the country to accommodate the law of the land. Avon’s sales has increased dramatically as the company expands its’ footprint globally. There are a few reasons why Avon is so dependent on its foreign operations in comparison to the home operations. For one, Avon recognizes that competition at home in the beauty industry has increased immensely. The business has done so well and grown so much that there is hardly any remaining untouched market space in the United States for the products. To expand would mean that the company would have to take sales from competitors. A feat in my opinion the company cannot easily take on. A customer can purchase whatever brand of beauty product of their choice from any store that sells that product so unless that customer is not in a position to do this they may be less likely to purchase from Avon. Additionally with security concerns being the way they are in today’s society no one takes pleasure from anyone knocking on their door trying to persuade them to buy a p... ... Additionally the nearness of the customer and supplier are of absolute importance to ensure costs are kept to a minimum. The current dynamic and competitive environment of businesses today is not without challenge. Avon is faced with having to compete with quick market changes and must enhance their ability to innovate as well as remain attentive to the various trade rules and differences in each country. The cost to examine and expand a product line in the global market could be very high. Having to increase quality throughout the entire product line may be tough. Delivering the right products at the right cost, at the right moment and in the right quality are key factors to Avon global success. Avon must maintain an effective supply chain management system in order to save the company money as well as help to provide great value of products to the customers.