Wsj Assignment

Andrea Jung is the quintessential transformational leader. Jung showcases her transformational leadership style through her charisma, delegation of authority, consideration of subordinates, and her ability to constantly modify the organizational structure of Avon.

International marketing – Ethnocentric Orientation In this kind of orientation a firm assumes that the process of home country is superior to the rest of the world. They consider that all markets are similar and assume that products and practices that succeed in home country will be successful anywhere. Multinational Marketing – Poly centric Orientation In this kind of orientation firm believe or assume that every country in which a company does business is unique. In order to succeed, they adopt the policy of applying business and marketing strategies differently in different countries. Global Marketing – Geocentric Orientation In this kind of orientation firms view the entire world as a potential market and attempt to develop integrated global strategies. A global company can

Considering the conducted research and analysis, it can be clearly seen that the international strategy is not effective, that is why, needs to be fixed. Moreover, the company has a success in the local market, so it may be reasonable to put the efforts to promote inside the country.

Every company and/or organization starts and operates to achieve a single major goal, which is normally included in the company’s mission statement. Setting a goal, however, does not translate into success on its own; it is only the fist step. Understanding market segmentation is the second most important aspect of doing business. “Sellers and advertisers want to be able to determine what the potential market is for their product or service, as well as the best ways to reach potential consumers” (Terrell, 2013). Once a goal is set, an organization first must decide if it wants to operate locally, regionally, nationally, and/or internationally, as the size of the geographic coverage has a large

Doing business in such different countries ask you to be flexible and need to be able to adapt quickly to the local demand and cultural differences. Your strategy has to be adapted to the ethical standards, cultural norms, but also the way the business is going locally. In others world, the company has to localize its distribution and marketing strategy to the requirements of the local market.

Discuss Avon’s decision to retain Jung as the chairman of the board. Do you believe this is a good decision? What is the potential downside of keeping the former CEO in this leadership role?

1. To what extent is a global approach to international marketing appropriate to firms in the Asia-Pacific?

Avon faces number of strategic challenges as operating structure needs to be well-established to face growing competitive global markets and overall organizational effectiveness.

Over the past few years, Avon’s stock and net income has declined as a result of misplaced focus in different areas throughout the company. Under the former CEO, Andrea Jung, the company had an internal focus, was expanding too fast, and failed to recognize the needs of consumers in different markets. Under the new CEO, Avon is improving by focusing more on sales representatives, cutting jobs, reducing spending, and pulling out of failing markets. Additionally, they are incorporating information systems and social media as selling tools, catering to individual markets, and foregoing other growth areas until the core business is stable. With these improvements, Avon expects that it will see a turnaround in the coming years.

As of November 1999, Avon was experiencing economic troubles. Avon's growth rate of annual sales was less than 1.5 percent during the greatest economic boom in history. This prompted a transfer in leadership which appointed Andrea Jung as CEO. Since that time, Avon has experienced remarkable growth.

Business world is getting complicated day by day .Companies want to do business like participating in the competition for profit or market share. We are now at globalisation era where a local company is to compete with international company (Daniels et al, 2007). Challenge for marketing strategy is to find a method of earn a

As of November 1999, Avon was experiencing economic troubles. Avon’s growth rate of annual sales was less than 1.5 percent during the greatest economic boom in history. This prompted a transfer in leadership which appointed Andrea Jung as CEO. Since that time, Avon has experienced remarkable growth.

Companies can decide to go global or to enter international markets for various reasons, and these different objectives at the time of entry that enable the business to produce different strategies and the performance goals, and even forms of market participation.

The strategy also focuses on the best promotion and distribution techniques to use when selling products to a multicultural clientele. Companies often hire international advertising agencies to help develop a global marketing strategy, according to BNET, an online business content provider.” (eHow 2013)

Finally, a global market perspective must be taken by a marketer in business to business marketing. The demand for many business