: Amway Developing Competitive Marketing strategies - Case Study Example

Case Study of Amway- Developing Competitive Marketing Strategies Case Study of Amway- Developing Competitive Marketing StrategiesIntroductionAmway, just like any other organization, faces changes in external business environment. These are such as aggressive and fierce competition when functioning in both global and domestic market. This has forced the company to restructure itself, so as to improve their chances of development and survival. This paper analyses the company’s marketing strategies, and how it utilizes them for markets and products’ development.

Ways in which Amway Creates Customer Value and Value for the Organization through Customer RelationshipsThe management for customer relationships is the expansion, maintenance, optimization and development of long-term jointly valuable relationships between the organization and consumers (Panda, n.d). Amway uses business-to-business marketing to aid in creating good relationships with the company’s key customers. The company does direct selling, where it uses its Indirect Business Owners (IBOs) as distribution channels (Amway, n.d). These IBOs deal directly with clients, perform home deliveries and develop personal relationships.

Is Amway serving the consumer, organizational or global market?Amway is operating globally, together with its sister and parent companies (Amway, n.d). The company functions well at an international, European, as well as, national level. The IBO’s deal directly, with the company’s consumers worldwide. It has an IMC Model, which encompasses Independent Business Owners, Members, and Clients or Customers of the IBOs (Amway.n.d). Thus, the company is serving the consumer, global, as well as organizational market.

The Product, Pricing, Promotion and Distribution Strategies of AmwayAmway uses diversification to improve its product and services, by moving into new markets, and new products. Market penetration engages the company into producing the most current products. Amway applies market mix policy (Sustar, 2007, p. 109) and compares its domestic and international counterparts. This helps in deciding on how to; develop products, price the products, sell them and distribute them to the businesses’ customers.

In conclusion, an organisation must develop good business strategy, which provides a strategic fit amid the changing business environment and its resources.ReferencesAmway. (n.d). Developing Competitive Marketing Strategies. The Times 100. Retrieved on November 3, 2013 from; Panda, K. T. (n.d). Creating Customer Life Time Value through Effective CRM in Financial Services Industry. Retrieved on November 3, 2013 from: Sustar, R. (2007). Marketing Standardization: To Be or Not to Be. GEA College. 58(1-2), Pp. 106-124.