人民大2024战略管理（第13版）案例教师手册 david_sm13e_cn_22.docx

AvonProductsInc.-2009CaseNotesPreparedby:Dr.MernoushBantonCaseAuthors：RochelleR.BrunsonandMarleneM.ReedA. CaSeAbStraCtAvonProductsInc.()isacomprehensivestrategicmanagementcasethatincludesthecompany'scalendarDecember31,2008financialstatements,competitorinformationandmore.Thecasetimesettingistheyear2009.Sufficientinternalandexternaldataareprovidedtoenablestudentstoevaluatecurrentstrategiesandrecommendathree-yearstrategicplanforthecompany.HeadquarteredinNewYork,NewYork,AvonProductsInc.istradedontheNewYorkStockExchangeundertickersymbolAVP.B. ViSlOnStatement(Actual)TobetheCOmPanythatbestunderstandsandsatisfiestheproduct,serviceandself-fulfillmentneedsofwomen-globally.ViSiOnStatement(Proposed)Tobethefirstchoicetoourcustomerswhowantultimatebeauty,healthandselfconfidence.C. MiSSiOnStatement(Actual) TheGlobalBeauty1.eaderWewillbuildauniqueportfol100fBeautyandrelatedbrands,strivingtosurpassourcompetitorsinquality,innovationandvalue,andelevatingourimagetobecometheBeautympanymostwomenturntoworldwide.(1,2) TheWomen,sChoiceforBuyingWewillbecomethedestinationstoreforwomen,offeringtheconvenienceofmultiplebrandsandchannels,andprovidingapersonalhightouchshoppingexperiencethathelpscreatelifelongcustomerrelationships. ThePremierDirectSellerWewillexpandourpresenceindirectsellingandleadthereinventionofthechannel,offeringanentrepreneurialopportunitythatdeliverssuperiorearnings,recognition,serviceandsupport,makingiteasyandrewardingtobeaffiliatedwithAvonandelevatingtheimageofourindustry.(3) TheBestPlacetoWorkWewillbeknownforourleadershipedge,throughourpassionforhighstandards,ourrespectfordiversityandourcommitmenttocreateexceptionalopportunitiesforprofessionalgrowthsothatassociatescanfulfilltheirhighestpotential.(9) The1.argestWomen'sFoundationWewillbeacommittedglobalchampionforthehealthandwell-beingofwomenthroughphilanthropiceffortsthateliminatebreastcancerfromthefaceoftheearth,andthatempowerwomentoachieveeconomicindependence. TheMostAdmiredCompany-Wewilldeliversuperiorreturnstoourshareholdersbytirelesslypursuingnewgrowthopportunitieswhilecontinuallyimprovingourprofitability,asociallyresponsible,ethicalcompanythatiswatchedandemulatedasamodelofsuccess.(5,7)ThefivevaluesofAvonare:Trust,respect,belief,humility,andintegrity.(6.8)MiSSiOnStatement(Proposed-tobeadded) TheMostTechnologicallyAdvancedeCommerce-Weofferawideselectionofproductsthroughdedicatedandknowledgeableintermediariesandthroughasecure,innovativeanduserfriendlywebsite.(4)1. Customer2. Productsorservices3. Markets4. Technology5. Concernforsurvival,profitability,growth6. Philosophy7. Self-concept8. Concernforpublicimage9. ConcernforemployeesD.EXternalAUditCPM-CompetitiveProfileMatrixAvonRevlonMaryKayCriticalSuccessFactorsWeightIWeightedRatingScoreRatingWeightedScoreRatingV/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.oyalty0.1020.2040.4030.30MarketShare0.0720.1440.2830.21Advertising0.1020.2040.4010.10ProductQuality0.1020.2030.3010.10ProductImage0.0530.1540.2020.10FinancialPosition0.0840.3230.2420.16Total1.002.803.522.04Opportunities1. Thesmeticsindustrytendtobecountercyclical2. Demandforsuchproductsnormallyremainsconstantandunaffectedbyeconomicdistress3. Thempoundannualgrowthrateforeyemakeupwillbe1.31percentcomparedto-0.26percentforoverallcolorcosmeticsfortheperiod2009to21134. Agrowingtrendinthecosmeticsindustryistheintroductionof"green”products5. AvedaCosmeticsfoundthat68percentofconsumerswillremainloyaltoacompanythathasasocialandenvironmentalcommitment6. Manyconsumersarenow"votingwithdollars'fororganicproductsandsupportingbrandsthatsupportvaluessimilartotheirown7. ThebabyboomersareagingandtheyaremoreconsciousonhowtheylkandimprovingtheirlooksThreats1. Intermsofcolorcosmetics.EuromonitorInternational.Inc.predictsthatmanyofthesemarketswillseeaslowdowninvolumedemand2. Theglobaleconomicclimatewillstiflenewproductdevelopment,innovation,andsustainabilityprogramsin20093. Aeconomicslowdownusuallycurbscompaniesfrominvestinginresearchanddevelopment,anditisthatresearchthathasbroughtforthawealthofgreencosmetics4. AmarjitSahotaofOrganicIVfonztorforecaststhatconsumersareunlikelytogiveuptheircommitmentstoorganicproductsjusttosaveafewpennies5. TheindustryishighlycompetitiveamongwellknownbrandandspecialsofferthroughdepartmentstoresExternalFactorEvaluation(EFE)MatrixKeyExternalFactorsWeightRatingWeightedScoreOpportunities1.Thecosmeticsindustrytendtobecountercyclical0.140.42.Demandforsuchproductsnormallyremainsconstantandunaffectedbyeconomicdistress