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Jung's Strategic Plan For Avon

Con Position

Avon is the world's leading direct seller of beauty products, with over $6 billion in annual revenues. In November of 1999, Avon announced the appointment of Andrea Jung as president and chief executive officer of the firm. Although Avon is best known for their direct-selling method, Ms. Jung felt they needed a new strategic plan to attract and retain Avon customers. Her strategic vision is to bring the Avon product line to consumers through new distribution channels including retail outlets like Sears and JC Penney. This retail initiative was not met with great enthusiasm from her board but the recommendations of their consultants (kiosks, full-line discount stores, and specialty stores) were still part of a market development grand strategy. Team C will explore why this strategy is not the best approach for Avon to meet its corporate goals for growth in revenues.
• Specific faults in proposed market development options:
• Expansion into Sears and JC......


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Approximate Word Count: 690
Approximate Pages: 3 (250 words per double-spaced page)

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