Escolar Documentos
Profissional Documentos
Cultura Documentos
PRODUCTION, Inc.
1997
EXTERNAL AUDIT
[Opportunities]
1.
2.
3.
4.
5.
6.
7.
8.
9.
EXTERNAL AUDIT
[Threats]
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
Internal Audit
[Strengths]
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
Internal Audit
[Weaknesses]
1.
2.
3.
4.
5.
6.
7.
8.
9.
EFE MATRIX
Critical Succes Factors
Weight
Rating
Score
0,1
0,4
0,04
0,16
3 There is high Avon dem and in Pacific Rim , Eastern Europe and South Am erica
0,05
0,2
0,025
0,075
0,1
0,4
0,05
0,2
0,04
0,16
0,05
0,2
0,05
0,15
0,08
0,16
0,1
0,1
0,025
0,075
0,025
0,05
0,025
0,05
0,025
0,025
0,05
0,05
0,025
0,075
0,1
0,1
10 Western cosm etic com panies are com peting in foreign m arkets
0,04
0,08
Total
1,00
Opportunities
Threats
2,71
IFE MATRIX
Critical Succes Factors
Weight
Rating
Score
Strengths
1 Avon has superior product reputation
0,1
0,4
0,05
0,2
0,025
0,075
0,05
0,2
0,1
0,4
0,125
0,5
0,025
0,075
0,05
0,15
0,025
0,05
0,15
0,1
0,1
0,025
0,05
0,025
0,05
0,025
0,025
0,05
0,05
0,025
0,05
0,05
0,1
0,05
0,1
9 Im age is old-fashioned
0,05
0,05
10 Avons global business council launches brands and com m unicates Avons im
0,05
age
Weaknesses
1 Direct sales m ean poor product accessibility
Total
1,00
2,78
Stre ngths
TOWS MATRIX
Opportunitie s
1
2
3
4
5
6
7
8
9
Thre ats
We ak ne s s e s
8
9
10
1
2
3
4
5
SPACE MATRIX
AGGRESSIVE
+2
+3
+4
+5
+6
CONSERVATIVE
+1
-5
-4
-3
-2
-1
+1
+2
+3
+4
+5
+6
-6
-5
-4
-3
-2
-1
-6
DEFENSIVE
COMPETITIVE
A firm in the Aggressive quadrant should use its internal strength to (1) take advantage of
external opportunities, (2) overcome internal weaknesses, and (3) avoid external threats.
Therefore, market penetration, market development, product development, backward
integration, forward integration, horizontal integration, conglomerate diversification,
concentric devoirsification, horizontal diversiication, or a combination strategy can all be
feasible
GRAND MATRIX
Rapid
M arke t
Growth
Quadrant I
+2
+3
+4
+5
+6
Quadrant II
+1
-6
-5
-4
-3
-2
-1
+1
+2
+3
+4
+5
+6
1.
2.
3.
4.
5.
6.
7.
Market development
Market penetration
Product development
Forward integration
Backward integration
Horizontal integration
Concentric
diversification
-6
-5
-4
-3
-2
-1
Weak
Competit
ion
Position
Quadrant III
Quadrant IV
Slow
M arke t
Growth
Strong
Competit
ion
Position
IE MARIX
THE IFE TOTAL WEIGHTE SCORE
Strong
3,0 to 4,0
I
Average
2,0 to 2,99
II
Weak
1,0 to 1,99
III
IV
VI
VII
Low 1,0 to 1,99
VIII
IX
IE
X
X
-
SPACE
X
X
X
X
X
X
X
X
X
GRAND
X
X
X
X
X
X
X
COUNT
2
2
2
2
2
3
2
1
1
0
0
0
0
S-O Strategies
1
Create global Brand (S1,S2,S6,O1-3,O5)
2
market "Anew" to aging population (S1,S4, S7,O8)
3
Increase Eastern Europe Russia distributin (S5,S10,O1,O3,O5-7)
4
Increase in Brasil (S5,S6,O3,O5-7)
5
Acquire additional retail cosmetic companies (S6,O9)
W-O
1
2
3
4
5
Strategies
Promote Elizabeth taylor jewelry line (W2,W3,O1,O8)
Recruit women for management (W2,W6,W8,O1,O8)
Acquire additional retail cosmetic companies (W1,O9)
Implement web advertising and shopping (W1,W9,O4)
Increase advertising targeted at older women (W5,O8)
S-T Strategies
1
Develop "real model" campaign (S1,S5,S6,S8,T1,T2,T8)
2
Develop home beauty product (S1,S2,S4,T3,T7)
3
Begin Eastern Europe Russia Third Party product sales (S4,S10,T7,T10)
4
Market genemus "frequent-buyer" discount (S1-6,T8,T9)
5
Increase market share through acquistions (S6,T1,T7,T8
W-T
1
2
3
4
5
6
7
Strategies
Develop mall sales for representatives (W1,W2,W5,W7,T3,T10)
Develop home party sales for representatives (W1-3,W5,W7,W8,T3)
Develop a creative idea award program (W2,W5,W8,T1,T2,T9)
Increase TV ads during early morning show (W1-3,W5,W8,W9.T1,T2)
Offer to match ad spending by individual representatives (W5,T7)
Develop a new line of retail cosmetics under a different brand name (W1,W8,T7,T9)
Offer Avon products through retail outlets (W1,W2,T2,T9)
QSPM
Critical Succes Factors
Weight
Strategic A;ternative
U.S. Promotion Plas Alternative Method
AS
TAS
AS
TAS
Strengths
1 Avon has superior product reputation
0,1
0,4
0,3
0,05
0,025
0,05
0,2
0,05
0,1
0,4
0,3
0,125
0,025
0,1
0,05
0,05
0,025
0,075
0,025
10 Avons global business council launches brands and communicates Avons image 0,05
0,05
0,2
0,1
0,3
0,4
0,025
0,075
0,025
0,025
0,025
0,025
0,05
0,05
0,2
0,05
0,025
0,05
0,05
0,15
0,05
9 Image is old-fashioned
0,05
0,2
0,05
Weaknesses
1 Direct sales mean poor product accessibility
Total
1,00
2,18
1,55
QSPM
Critical Succes Factors
Weight
Strategic Alternative
U.S. Promotion Plas Alternative Method
AS
TAS
AS
TAS
Opportunities
1 There is consumer standardization
0,1
0,04
0,04
0,08
3 There is high Avon demand in Pacific Rim, Eastern Europe and South America
0,05
0,05
0,1
0,025
0,05
0,025
0,1
0,1
0,3
0,05
0,05
0,15
0,04
0,04
0,16
0,05
0,2
0,05
0,05
0,1
0,15
0,08
0,24
0,08
0,1
0,3
0,4
0,025
0,1
0,025
0,025
0,075
0,025
0,025
0,1
0,025
0,025
0,1
0,025
0,05
0,15
0,05
0,025
0,05
0,025
0,1
0,2
0,4
0,04
0,04
0,16
Threats
1,00
1,985
2,23
4,16
3,78