《人民大2024战略管理（第13版）案例教师手册 david_sm13e_cn_22.docx》由会员分享，可在线阅读，更多相关《人民大2024战略管理（第13版）案例教师手册 david_sm13e_cn_22.docx（19页珍藏版）》请在第壹文秘上搜索。
1、AvonProductsInc.-2009CaseNotesPreparedby:Dr.MernoushBantonCaseAuthors：RochelleR.BrunsonandMarleneM.ReedA. CaSeAbStraCtAvonProductsInc.()isacomprehensivestrategicmanagementcasethatincludesthecompanyscalendarDecember31,2008financialstatements,competitorinformationandmore.Thecasetimesettingistheyear200
2、9.Sufficientinternalandexternaldataareprovidedtoenablestudentstoevaluatecurrentstrategiesandrecommendathree-yearstrategicplanforthecompany.HeadquarteredinNewYork,NewYork,AvonProductsInc.istradedontheNewYorkStockExchangeundertickersymbolAVP.B. ViSlOnStatement(Actual)TobetheCOmPanythatbestunderstandsa
3、ndsatisfiestheproduct,serviceandself-fulfillmentneedsofwomen-globally.ViSiOnStatement(Proposed)Tobethefirstchoicetoourcustomerswhowantultimatebeauty,healthandselfconfidence.C. MiSSiOnStatement(Actual) TheGlobalBeauty1.eaderWewillbuildauniqueportfol100fBeautyandrelatedbrands,strivingtosurpassourcompe
4、titorsinquality,innovationandvalue,andelevatingourimagetobecometheBeautympanymostwomenturntoworldwide.(1,2) TheWomen,sChoiceforBuyingWewillbecomethedestinationstoreforwomen,offeringtheconvenienceofmultiplebrandsandchannels,andprovidingapersonalhightouchshoppingexperiencethathelpscreatelifelongcustom
5、errelationships. ThePremierDirectSellerWewillexpandourpresenceindirectsellingandleadthereinventionofthechannel,offeringanentrepreneurialopportunitythatdeliverssuperiorearnings,recognition,serviceandsupport,makingiteasyandrewardingtobeaffiliatedwithAvonandelevatingtheimageofourindustry.(3) TheBestPla
6、cetoWorkWewillbeknownforourleadershipedge,throughourpassionforhighstandards,ourrespectfordiversityandourcommitmenttocreateexceptionalopportunitiesforprofessionalgrowthsothatassociatescanfulfilltheirhighestpotential.(9) The1.argestWomensFoundationWewillbeacommittedglobalchampionforthehealthandwell-be
7、ingofwomenthroughphilanthropiceffortsthateliminatebreastcancerfromthefaceoftheearth,andthatempowerwomentoachieveeconomicindependence. TheMostAdmiredCompany-Wewilldeliversuperiorreturnstoourshareholdersbytirelesslypursuingnewgrowthopportunitieswhilecontinuallyimprovingourprofitability,asociallyrespon
8、sible,ethicalcompanythatiswatchedandemulatedasamodelofsuccess.(5,7)ThefivevaluesofAvonare:Trust,respect,belief,humility,andintegrity.(6.8)MiSSiOnStatement(Proposed-tobeadded) TheMostTechnologicallyAdvancedeCommerce-Weofferawideselectionofproductsthroughdedicatedandknowledgeableintermediariesandthrou
9、ghasecure,innovativeanduserfriendlywebsite.(4)1. Customer2. Productsorservices3. Markets4. Technology5. Concernforsurvival,profitability,growth6. Philosophy7. Self-concept8. Concernforpublicimage9. ConcernforemployeesD.EXternalAUditCPM-CompetitiveProfileMatrixAvonRevlonMaryKayCriticalSuccessFactorsW
10、eightIWeightedRatingScoreRatingWeightedScoreRatingV/eightedScorePricecompetitiveness0.1030.3040.4020.20GlobalExpansion0.0930.2740.3620.18OrganizationalStructure0.0420.0840.1630.12EmployeeMorale0.0720.1440.2810.07Technology0.1040.4020.2030.30ProductSafety0.1040.4030.3020.20Customer1.oyalty0.1020.2040
11、.4030.30MarketShare0.0720.1440.2830.21Advertising0.1020.2040.4010.10ProductQuality0.1020.2030.3010.10ProductImage0.0530.1540.2020.10FinancialPosition0.0840.3230.2420.16Total1.002.803.522.04Opportunities1. Thesmeticsindustrytendtobecountercyclical2. Demandforsuchproductsnormallyremainsconstantandunaf
12、fectedbyeconomicdistress3. Thempoundannualgrowthrateforeyemakeupwillbe1.31percentcomparedto-0.26percentforoverallcolorcosmeticsfortheperiod2009to21134. Agrowingtrendinthecosmeticsindustryistheintroductionofgreen”products5. AvedaCosmeticsfoundthat68percentofconsumerswillremainloyaltoacompanythathasas
13、ocialandenvironmentalcommitment6. Manyconsumersarenowvotingwithdollarsfororganicproductsandsupportingbrandsthatsupportvaluessimilartotheirown7. ThebabyboomersareagingandtheyaremoreconsciousonhowtheylkandimprovingtheirlooksThreats1. Intermsofcolorcosmetics.EuromonitorInternational.Inc.predictsthatman
14、yofthesemarketswillseeaslowdowninvolumedemand2. Theglobaleconomicclimatewillstiflenewproductdevelopment,innovation,andsustainabilityprogramsin20093. Aeconomicslowdownusuallycurbscompaniesfrominvestinginresearchanddevelopment,anditisthatresearchthathasbroughtforthawealthofgreencosmetics4. AmarjitSaho
15、taofOrganicIVfonztorforecaststhatconsumersareunlikelytogiveuptheircommitmentstoorganicproductsjusttosaveafewpennies5. TheindustryishighlycompetitiveamongwellknownbrandandspecialsofferthroughdepartmentstoresExternalFactorEvaluation(EFE)MatrixKeyExternalFactorsWeightRatingWeightedScoreOpportunities1.Thecosmeticsindustrytendtobecountercyclical0.140.42.Demandforsuchproductsnormallyremainsconstantandunaffectedbyeconomicdistress
