Marketing 388 Assignment 1 Avon Ladies

Factors in Avon's microenvironment leading to shape its marketing strategies: <Tab/>The company's top management: In 1988 Avon's CEO James E. Preston introduced various changes and applied modifications to Avon's business structures which directly affected its marketing strategies. Andrea Jung who later became Avon's new CEO partnered with Mattel and made more changes such as the "Let's Talk" campaign and the alliance with Roche Consumer Health geared Avon to a new …

…to excel in a particular market segment to out perform its competitors. It would be dangerous to have many mediocre products and pursue the market broadly as Avon may not have enough resources to focus on a particular market segment. It is also evident from the case as Avon sold off its unrelated businesses as Jung's favored a move for rationalization and cost cutting that would be the first steps of using the Focus strategy.