STATEMENT OF EVALUATION

Alternative Course of Action #1:

Avon Products Inc. must conduct in-depth market research to understand
customer preferences, demographics, and purchasing behavior addressing their
specific needs and desires.

Advantages:
1. Through in-depth marketing research, Avon can possibly identify those
women that are working middle-class customers, who couldn't afford
prestige brands even if they wanted to. By this, the company will be able
to identify gaps and opportunities for innovation and create new developed
products that respond to customers’ unmet needs.

2. The company will gain a competitive advantage by addressing customers’

specific preferences and needs. Understanding their buying behavior will
lead Avon to stay ahead of industry trends and identify what sets them
apart from competitors.

3. There are better and more timely market opportunities on various

consumer demographics and channels that Avon can possibly attain
through conducting market research on a quarterly basis.

4. This will create a good business relationship between the customers and
the company that would definitely increase their sales and effectively
expand their market share within the CFT industry.