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AMWAY CASE STUDY

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Introduction

Amway is a multi-level marketing firm based in the United States that offers health, hair, and household products. Jay Van Andel and Richard DeVos formed the company in 1959, and it is situated in Ada, Michigan. In 2019, Amway and its Alticor-owned subsidiaries made $8.4 billion in sales. It operates in over a hundred states and regions through a network of connected enterprises.
Amway employs a multi-level marketing technique in addition to direct selling. Amway distributors, also known as independent business owners (IBOs), can sell items directly to clients and sponsor and teach others to become IBOs. IBOs can profit from the retail markup on any products they individually sell, as well as a performance bonus depending on the sales volume they and their down line have created.
 
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SWOT Analysis of Amway

Amway's SWOT analysis examines the brand's characteristics, weaknesses, possibilities, and hazards. The internal aspects of an Amway SWOT Analysis include strengths and weaknesses, while the exterior factors are opportunities and threats. SWOT Analysis is a tried-and-true management paradigm that allows a company like Amway to evaluate its business and performance to its competitors and industry. Amway is a well-known brand in the fast-moving consumer goods (FMCG) industry. Following is the SWOT Analysis of Amway:

Strength

Amway has over 3 million business owners/agents in over 80 countries. This demonstrates that Amway is not overly reliant on a particular industry. Amway has a lengthy record of accolades, including the Asia Pacific Frost & Sullivan Filtration Company's Year Award, LEED gold accreditation, and more. Amway's product portfolio appeals to a diverse spectrum of clients, from infants to the elderly. Amway employs around 16000 people worldwide. Amway invests much in product research and development and provides training to its employees.
Personal care, home care, diet and health, cosmetics, and gift catalogues are among the 115 items sold by Amway. Glister, Amway Home, Nutrilite, G&H, AmwayQueen, Artistry, Atmosphere, eSpring, and XS Energy are among of the most well-known goods. Amway is in a fantastic financial situation. Amway has over 3 million company employees in over 80 countries. Amway is not excessively reliant on a particular market, as seen by this. Amway has received several accolades, including the North America Frost & Sullivan Purification Supplier of last Year Award, LEED gold accreditation, and more. Amway has around 115 items in five categories: home healthcare, nursing home, nutrition and health, cosmetics, and gifts. Amway's product line serves to a wide variety of customers, from infants to the elderly. Women, however, are the primary purchasers of Amway items.

Weakness

Amway products may only be purchased from direct sellers or internet sellers who are business owners or agents. Amway's market share decreases as a result of this. Because Amway goods are very costly, the target market is limited to the upper echelon of society. Amway's sales have dropped in the last two years. Amway reported a drop in revenue for the year 2019. In 2018, revenue was $8.8 billion dollars, while in 2019; revenue was $8.4 billion dollars. Amway does not promote on television or through a brand ambassador, relying only on word-of-mouth advertising. MLM is recognised for being a hazardous company, and when a key person departs or causes a problem, the entire chain can come crashing down at any time.
Amway items are only provided either marketing professionals or virtual selling from business people. Amway's market penetration shrinks as a result of this. In the last two years, Amway's sales have decreased. In 2016, Amway reported a 7% drop in sales. Because Amway goods are very expensive, the target market is confined to the upper echelon. Amway doesn't quite promote on television or from a marketing director, therefore it relies solely on expression marketing. MLM has long been seen as a hazardous company, and the chain can fall apart at any point if a key member departs or if another issue arises.

Opportunity

By acquiring more tools, Amway can increase the availability of its products and expand its client base. Amway can use consumer feedback to identify its flaws and turn them into strengths. Amway should investigate the possibilities of collaborating with salons, beauty professionals, and health experts. Amway may also consider investing in communication and exploring international ad options, such as digital marketing. Amway can use some effective business analytics tools to track its MLM operation and reach and target clients based on analytics.
Amway should make its merchandise more widely available and seek new means to broaden its consumer base. Amway could also consider investing in communication and exploring possibilities such as web design for worldwide advertising. Amway must also consider partnering with cafes, beauty gurus, and health professionals.

Threat

The growing cost of technologies and raw materials will also be a challenge. Amway is up against stiff competition on either a national and international level, preventing it from expanding its customer base. Newcomers can pose a significant threat. Pricing strategies are cheap due to the quantity of identical merchandise and the introduction of e-commerce, decreasing brand loyalty. Rules and regulation may also have an impact on Amway's operations.
Amway is up against fierce competition both domestically and globally, preventing it from expanding its market share. Switching costs are cheap based on the availability of identical items on the market and the development of E-commerce, and so brand recognition is reduced.
 

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PESTLE Analysis of Amway

Following is the PESTLE Analysis of Amway:

Political

From one cabinet to the next, policymaking is consistent. Second, administrations of all political stripes adhere to past governments' accords. The government, including at the municipal and provincial levels, is currently trading, which boosts economic growth and may raise inflation in the medium term. The national government's fiscal deficit is financial assets. According to the facts in the Amway case study, it do not believe that a country will engage in military war with a neighbouring country. There are several government agencies, which lowers the possibility from one authority exerting undue pressure.

Economic

The Republican government's tax-cut mentality has raised the debt, putting the economy in jeopardy in the future years. In the last several years, a number of firms have suffered losses due to currency risk in Ecuador, Brazil, and Uruguay. Before starting a new business, Ajl Amway should consider the history of FX risk. Many US firms have suffered losses in Mexico as a result of the country's frequent currency crises. Employment in the United States has increased by 25-30% in the previous two decades, despite the fact that pay have not kept pace. It may make it possible for Ajl Amway to employ competent workers at competitive rates. The pace of inflation may have an effect on the demand for Ajl Amway products.
 
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Social

The types and levels of consumption in a culture are influenced by the hierarchy and standards that are acceptable in that community. In highly hierarchical systems, decision-making authority is frequently concentrated at the top. One of the most important variables in predicting an economy's demand is the generational trend. Gender Parity in the Workplace Ajl Amway can use the gender mix of the labour market to determine the general societal level of liberality, reproductive suffrage, and women's voice in societal concerns and purchasing decisions. The gender makeup of the labour market is a good indication of household disposable income, objectives, and associated requirements.

Technological

Countries all around the globe are attempting to prepare for the deployment of 5G infrastructure. Ajl Amway should determine how equipped the target economy is to launch out 5G connection. Uber failed in China because it attempted to penetrate the market before smartphones were widely available. Ajl Amway should develop a plan that incorporates social ideals, infrastructure, and the economic model of Ajl Amway. There is a good probability of provides a high habitat that increases motivation whether there's a lot of money invested in technological development. Ajl Amway can take use of such an opportunity to employ the top individuals in the industry.

Legal

The monopoly and stringent trade practises laws should not be a concern for Ajl Amway as a new participant. Amway must determine what the government policies are and how them differ from those in its native market. Amway should evaluate the amount of protection that trademarks get in the continent's legal framework. Transparency is necessary for making fair and consistent decisions. Ajl Amway can plan forward with more confidence if the process is consistent and clear. The strength and legitimacy of a country's institutions are frequently reflected in the legislature's independence. Amway must determine what the nation's data regulations are and what it must do to conform with them.

Environmental

Amway wants to know how concerned consumers are about environmental issues. It will aid Ajl Amway in producing ecologically friendly goods as well as avoiding public relations stumbling blocks. What is the waste management policy in the target market, and how can Ajl Amway meet the waste management needs there? Environmental issues are quickly gaining momentum among consumers, bureaucrats, and policymakers alike. By the beginning of the millennium, ocean acidification and shifting ecosystems will have wiped off more than 20% of the world's species.
 
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