INDUSTRY ANALYSIS PAPER:
Direct Sellers of Personal Care Products
School of Business Administration
ECO 6351 Economics for Managers (Spring 2007)
Dr. Chien Chen
Team #6: Nisha Stephens and Cathy Osh
As a team member, I hereby certify and warrant:
(a) that this Paper is our original team work;
(b) that we have acknowledged all the sources used in this Paper. I understand that copying of another's work and representing it as our own work is a serious academic offense, and should be treated as such; (c) that the final version of this Paper has been read and approved by all team members in the form it has been submitted to the Instructor.
Table of Contents
.3 Industry Organization
.3 Market History
4 Market Structure
.6 Market Demand
..7 Competitive Forces
Barriers to Entry
Rivalry among Competing Sellers
Competitive Forces of Substitute Products
Competitive Forces of Buyers
Competitive Forces of Suppliers
This term paper analyzes the "direct sellers" distribution channel of the personal care products industry and presents recommendations on entry by prospective competitors. The premises and arguments are supported by citations and references.
Personal care products consist of cosmetics, fragrances, bath products, skin care products, nail care and sun protection. The direct sales business model was developed in the late 1800s and utilizes a distribution channel vis-à-vis beauty consultants.
Avon was the first to enter the market as a direct seller in 1886. Amway followed in 1959 and Mary Kay joined in 1963. The industry is primarily held by private investors. However, Avon is public and trades under ticker symbol AVP.
The market structure for is perfectly competitive and there is no market power in the personal care products industry, because there are too many close substitutes. Each competitor operates in the international market and market demand is being sustained with the implementation of new strategies.
Four out of the five competitive forces yield unfavorable results for entry by potential competitors. As a result, entry into the personal care products industry is not recommended.
The Cosmetic, Toiletry and Fragrance Association (CTFA) were established in 1894 and are one of the many trade associations for the personal care industry. CTFA currently represents more than 600 manufacturers and distributors of finished personal care products as well as suppliers of ingredients and raw materials. Some of its members are Avon Products, Almay, Braun, The Gillette Company and L'oreal just to name a few.
This analysis will focus specifically on "direct sellers" in this industry. The direct sales business model was developed in the late 1800s and utilizes a uniquely designed distribution channel vis-à-vis sales representatives. The graduated business model is known as multi-level marketing (MLM), which combines direct selling with recruitment.
Personal care products include cosmetics, fragrances, bath products, skin care products, nail care and sun protection. The first business was organized in 1886 and flourished without competition until the late 1950s and early 1960s. This industry is primarily held by private investors. The manufacturing and distribution channels are all handled internally.
The government monitors the activity in this industry via the U.S. Food and Drug...
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