marketing cce.docx

introduction Amway (short for American Way) is an American company using multi-level marketing techniques to sell a variety of products, primarily in the health, beauty, and home care markets. [3][4][5] Amway was founded in 1959 by Jay Van Andeland Richard DeVos. Based in Ada, Michigan, the company and family of companies under Alticor reported sales of USD$11.3 billion for the year ending on December 31, 2012—the seventh consecutive year of growth for the company. [1] Its product lines
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  introduction Amway  (short for American Way) is an American company using multi-level marketing techniques to sell a variety of products, primarily in the health, beauty, and home care markets. [3][4][5]   Amway was founded in 1959 by Jay Van Andeland Richard DeVos. Based in  Ada, Michigan, the company and family of companies under   Alticor  reported sales of USD$11.3 billion for the year ending on December 31, 2012 — the seventh consecutive year of growth for the company. [1]  Its product lines include home care products, personal care products, jewelry,  electronics , Nutrilite dietary supplements, water purifiers, air purifiers, insurance and cosmetics. Amway conducts business through a number of affiliated companies in more than a hundred countries and territories around the world. [6]   Amway was ranked No.114 among the largest global retailers by Deloitte in 2006, and No.25 among the largest private companies in the U.S. by Forbes  in 2012, [7]  but has been frequently subject to investigation as a pyramid scheme or fraud. Amway Headquarters in  Ada, Michigan  Type   Private Industry Direct selling Founded 1959 Founders Rich DeVos Jay Van Andel   Headquarters  Ada, Michigan, United States  Area served Worldwide Key people Steve Van Andel (Chairman)  Doug DeVos (President)   Products  Amway Home, glister, G&H, Nutrilite, Artistry,  AmwayQueen, eSpring, ATMOSPHERE... Revenue US$ 11.8 billion (2013) [1]   Employees 13,000 (as of 2009) [2]   Parent  Alticor  Website   history Founding [edit]    Amway Japan Head Office  Amway Vietnam (Hồ Chí Minh since 2008)    Jay Van Andel and Rich DeVos, friends since school days, had been business partners in various endeavors including a hamburger stand, air charter service, and a sailing business. In 1949 they were introduced by Neil Maaskant (Van Andel's second cousin) to the Nutrilite Products  Corporation. Nutrilite was a California-based direct sales company founded by Dr. Carl Rehnborg, developer of the first multivitamin marketed in the United States. In August 1949, after a night-long talk, DeVos and Van Andel signed up to become distributors for Nutrilite food supplements. [8][  page needed  ]  They sold their first box the next day for $19.50, but lost interest for the next two weeks. Shortly thereafter, at the urging of Maaskant, who had become their sponsor, they traveled to Chicago to attend a Nutrilite seminar. The meeting was at a downtown hotel, with over a hundred people in attendance. After seeing promotional filmstrips and listening to talks by company representatives and successful distributors, they decided to pursue the Nutrilite business opportunity with enthusiasm. They sold their second box of supplements on their return trip to Michigan, and rapidly proceeded to develop their new business further . [8][  page needed  ]  In 2000, Amway prepared for a new century and a new exciting era. Almost 50 years after Amway began, the DeVos and Van Andel families created a new structure to meet the challenges of this new century. A parent company, Alticor, was established with subsidiaries Amway, Quixtar and Access Business Group —  the latter to consolidate manufacturing and distribution for the enterprise. At the helm of Alticor are Steve Van Andel (Chairman) and Doug DeVos (President), jointly holding the Office of the Chief Executive. Today each area of the business, including Amway, has the freedom to build on its strengths.  Amway continues to be a leading company in the multilevel marketing industry. Its fundamental principles — freedom, family, hope and reward — hold as true today as they did in the very beginning. Primary objectives    Amway is a global organization which markets products in international market places. Planning for global markets is a much more complex process than for domestic markets. It presents many more risks than operating in a domestic market where goods are sold in only one local area. Global marketing involves recognizing that people from all over the world have different needs, i.e. values; customs; languages; rules and currencies. Though it is said that consumer needs around the world are converging, there are  commonly accepted needs and wants that go beyond national barriers. The marketing mix consists of a complex set of variables which an organization combines together in order to ensure that both global and local corporate objectives are achieved. Standardizing elements of the marketing mix is key to operating successfully in To meet the tastes of consumers from different nations - over recent years there has been a convergence of tastes resulting in a more global market- place. Social responsibilities performed by AMWAY One by One Campaign for Children One By One  –   is Amway’s Global Campaign for Children. In each of the 80 countries and territories that Amway is present it takes up and supports these Children of Hope. In India, this work is carried out under the banner of Amway Opportunity Foundation (AOF) a registered non profit organization. All Amway employees and distributors are volunteers of AOF. PRODUCTS OF AMWAY    Amway: A World of Product  Amway offers a range of exclusive, competitive brands that meet proven customer needs around the world. From nutritional supplements to water treatment, cosmetics to cleaning products, these brands are the solid foundation for a successful, in- dependent retail business. Nutrilite [edit]   Main article: Nutrilite   Amway's largest selling brand is the Nutrilite range of health supplements (marketed as Nutriway in some countries), and in 2008 Nutrilite sales exceeded US$3 billion globally. [30]  In 2001, five Nutrilite products were the first dietary supplements to be certified by NSF International. [31]  In 2006, 2007, 2008, and 2009 in the nutrient and health food category, Nutrilite won Platinum and Gold awards in Malaysia, China, Taiwan, Thailand, and Asia overall in the Reader's Digest Trusted Brands of  Asia survey. [32]  In 2008 Nutrilite scientists, in partnership with Alticor subsidiary Interleukin Genetics won the 12th John M. Kinney Award for Nutrition and Metabolism for their research into the
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