Avon Calls on Foreign Markets - Article Example

This sometimes leads to marketing failures in many countries. In this orientation, basically, the products remain the same as in the head production unit, only, the locale that they are sold in changes. Avon has many such core products that it sells globally. Customer orientation, however, asks questions as to how the product and marketing methods can be changed, in a country, in order to be able to stay and do business there. This is especially important to an organization when they move into a country where the size of the population, or the potential of growth is attractive.

Oftentimes a company may develop products exclusively for the country in question in keeping with the demand there. In China, when Avon went into their market, direct marketing was not allowed. However, the sheer size of the population made it a very attractive location for Avon, hence, the company changed its marketing strategy here and allowed beauty botiques, beauty counters, and independent stores to operate; thereby, making its products available virtually all over the country. Strategic Marketing orientation is actually a mixed strategy combining all 3 orientations of sales, customer and production orientation.

Pricing and quality are also important criterion. Avon uses this strategy wherever necessary, in order to keep the business alive and flourishing in a country. Why is Avon so much more dependent on its foreign operations than on its home (U.S.) operations? Founded in 1886, Avon;s headquarters are in the US. It is one of the largest and oldest marketers and manfucatures of beauty related products. However ¾ of it marketing and sales operations are in 66 countries and territories over the world.

Another 44 countries are also on its distribution list. The reason that Avon went interntional was due to the slow growth in the U.S. market, and hardly any, or very limited potential for expansion. There already was a glut of