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Swot Analysis Of Avon

1455 Words6 Pages

STRENGTHS
• Channel leadership/Brand equity
Avon is the world’s leading direct selling cosmetics and toiletries company, with 6.4 million Avon representatives in over 100 countries making Avon the largest sales forces.
• Variety of retail channels
Direct selling through representative is the company’s principal sales model. However, Avon also sells via catalogues, shopping mall kiosks, a day spa (Avon Salon and Spa in New York), and online websites. This multi-tiered approach can strengthens Avon’s offer at times when the direct sales channel encounter difficulty.
• Self-own manufacturing facilities
Avon owns its manufacturing and distribution facilities. Avon uses both company-owned manufacturing facilities and third-party manufacturers to produce their products around the world. Avon manufactures and packages majority of their beauty products in Avon-owned facilities and also work closely with third-party manufacturers to supply the remaining. Additionally, Avon’s manufacturing operations received the ISO 14001 certifications in 2008.
• Product diversification.
Avon product line includes color cosmetics, skincare, fragrance, and fashion and home products. The Avon Malaysia top 10 well-recognized includes Avon Style, Simply Pretty, Far Away, Sweet Honesty, Haiku, Butterfly, Anew, Solutions, Skin So Soft (SSS) and Simply Delicate.

WEAKNESSES
• Low market share as compared to bigger brands.
Although Avon is a well-known brand globally, Avon own a low market share when

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