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COMPETITIVE STRATEGIC MANAGEMENT

COMPETITIVE STRATEGIC MANAGEMENT

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Published by Rin Naz

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Published by: Rin Naz on Mar 15, 2011
Copyright:Attribution Non-commercial

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08/09/2013

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COMPETITIVE STRATEGICCOMPETITIVE STRATEGICMANAGEMENTMANAGEMENTCASE STUDYCASE STUDYAVON PRODUCTS INC.AVON PRODUCTS INC.
NOR NAZERANAH OMAR DINNOR NAZERANAH OMAR DIN
KLCP 101003KLCP 101003
 
CASE ABSTRACT
Avon Products, Inc. is a US cosmetics, perfume and toy seller with marketsin over 135 countries across the world.
It was founded in 1886 by a 28-year-old David H. McConnell who soldbooks door-to-door and gave out perfume to entice women to buy hisbooks.
It started with California Perfume Company (CPC) in New York. As thecompany grew, he hired his first representative, Mrs. P.F.E. Albee.
In October, 1939, the company was changed officially to Avon Products,Inc. The company was taken to public in 1946.
Now, Avon Products is a multi-level marketing company. Avon uses bothdoor-to-door sales people ("Avon ladies," primarily and a growing numberof men) and brochures to advertise its products.
Avon's fastest growing markets today are in China and Russia.
 
 AVON LEADING LADY
Andrea Jung, Avon's Chief Executive Officer, has been with Avon since1994till now.
When she joined Avon she entered as the President of United Statesproduct marketing and continued to impress her upper management.
Andrea Jung was promoted to the CEO position in 1999.
She has completed a decade as CEO in AVON.
She is awarded as the longest tenured female CEO among Fortune 500companies

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