STRATEGIC MANAGEMENT ASSIGNMENT

Name : Moch. Bisma Rian NIM : 115020207121013

Amway (short for American Way) is an American multinational direct-selling company that uses multi-level marketing to sell a variety of products, primarily in the health, beauty, and home care markets. Amway was founded in 1959 by Jay Van Andeland Richard DeVos. Amway sells its products under several brands namely, Amway, Artistry, Body Series, Satinique and Protique, G&H, Glister, L.O.C. and eSpring. The company operates in around 80 countries across Asia, Europe, America and Africa. The company products are sold through independent business owners and online. The company is a wholly owned subsidiary of Alticor Inc. and is headquartered at Ada in Michigan, the US. Global Datas Amway Corporation - Strategic SWOT Analysis Review provides a comprehensive insight into the companys history, corporate strategy, business structure and operations. The report contains a detailed SWOT analysis, information on the companys key employees, key competitors and major products and services.

This up-to-the-minute company report will help you to formulate strategies to drive your business by enabling you to understand your partners, customers and competitors better.

AMWAY CORPORATE

Parent Company Category Sector Tagline/Slogan USP

: ALTICOR : PERSONAL CARE AND HOME CARE : FMCG (Fast Moving Customer Goods) : We are Listening & The Power of Positive : First company to start multi level marketing

STP

Segment

: Personal and home care

Target Group : Middle income and higher income family Positioning : Premium products for your every problem

PRODUCT

Brands:
Amway Nutrilite Amway Attitude Amway Dynamite Amway Artistry

Amway Glister Amway Satinique Amway SA8 Amway G&H

SWOT ANALYSIS

Strength: 1. Amways global One by One Campaign for Children. 2. Amway retail sales worldwide increasing considerably. 3. Amway has long list of awards like Asia Pacific Frost & Sullivan Water Filtration Company of the Year Award and LEED gold certification. 4. Amway ranked as America's top 30 largest privately held company 5. Amway has presence in more than 80 countries with more than 3 million business owners 6. Amway offers 115 products in five categories of personal care, home care, nutrition and wellness, cosmetics and gift catalogue 7. The range of consumers is very large from babies to elder , women are the main consumers 8. Nearly 130 offices across India

Weakness: 1. The only mode of availability of product is online and business agents hence missing out on retail sale.

2. Products are somewhat on costly side. 3. Not much of TV advertisement or brand ambassador, only mode of communication is word of mouth.

Opportunity: 1. Increase the availability of product in international markets. 2. Using various medium of communication like it is international brand; online can be a good platform. 3. Can tie up with chains of beauty salons and health experts.

Threats: 1. Increasing competition in both national and international markets 2. Switching cost is low 3. Replacement by local products

COMPETITION Competitor: 1. VLCC 2. Loreal 3. HUL 4. P&G