Marketing Management

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  • Topic: Marketing, Amway, Multi-level marketing
  • Pages : 10 (3037 words )
  • Download(s) : 145
  • Published : April 11, 2013
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Executive summary
In the context of Vietnam joins the WTO, so the Vietnam market began opening up to attract national as well as corporations multinational penetrate and invest in Vietnam, which have Amway. Amway is one of the largest conglomerates in the world and has over 50 years in the field of multi-level business. With rich experience and a business model of transparency and honesty, Amway has chosen Vietnam is one of the potential national economic develop and expand the scope of activities of Amway. With huge economic potential, Amway began step by step penetrate into Vietnam market. However, Amway had to face certain difficulties such as: * Misconceptions of the people and Government of Vietnam about multi-level marketing. * The stricter regulations of the Government Vietnam.

* There are many competitors have come before Amway and occupies most of the market share in Vietnam. Previous challenge, Amway has used the appropriate strategy to build success in Vietnam market. That is Ansoff’s matrix include: * Market penetration

* Market development
* Product development
* Diversification.
Whether, Amway use any strategy and any time. Amway still always based on most essentially thing which is quality product and customer satisfaction. That is always goal and direction of development of Amway.

Table of Content
1. Introduction5

2. Situation analysis..................5

2.1 External analysis..........................................................................................5 2.2 Internal analysis...........................................................................................6 a) Product............................................................................................................6 b) Price................................................................................................................6 c) Promotion.........................................................................................................6 d) Place................................................................................................................7 3. SWOT analysis...............................................................................................7 a) Strengths..........................................................................................................7 b) Weaknesses.....................................................................................................7 c) Opportunities....................................................................................................8 d) Threats..........................................................................................................................8

4. Define problem that Amway Vietnam faces...................................................8

5. Ansoff’s Matrix.................................................................................................8

6. Recommendation based on Ansoff’s matrix...................................................10

7. Conclusion.....................................................................................................10

8. 4 items current marketing material.................................................................11

9. Reference list..................................................................................................12

1. Introduction Amway company:
Amway is one of the world's largest and oldest multilevel marketing companies (MLM) and the name "Amway Corporation" was founded in 1959 by 2 people Van Andel and Rich DeVos. More than 50 years, from a small business, Amway has developed into a strong corporation, present in over 80 countries and territories around the world. Amway has been operating in Asia for over 35 years and has about 60% of sales of Amway, is from the Asian market and Vietnam is the 12th of Amway markets in Asian countries. Amway is pleased to announce the launch of...
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