Strategic Marketing Management Process of Amway Corporation
Zhong, Yi (2011)
Zhong, Yi
Satakunnan ammattikorkeakoulu
2011
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2011101113664
https://urn.fi/URN:NBN:fi:amk-2011101113664
Tiivistelmä
The purpose of this thesis was analyzing case company- Amway Corporation‟s stra-tegic marketing management process focusing on Chinese market. Amway Corpora-tion is the largest direct selling company around the world. An important part of this study is trying to find and give recommendations to the case company on how to im-prove their marketing management strategy.
The theoretical part is focusing on analyzing strategic marketing management proc-ess. Six important parts are under it including mission, analysis of demand, competi-tion, value chain, and SWOT, objectives, marketing strategy of market segmentation, market targeting, positioning and differentiation, and competitive edge, marketing mix, and control system.
The empirical part was conducted using a qualitative method. Primary and secondary data should be used together. Ms Zhang Jie is the consultant or interviewees. Ques-tions will be asked by phone calls and emails, focusing on marketing management process of Amway Corporation.
The results of the research indicate that Amway is doing better than other similar companies in this competitive marketing environment. Only few suggestions can be addressed.
The theoretical part is focusing on analyzing strategic marketing management proc-ess. Six important parts are under it including mission, analysis of demand, competi-tion, value chain, and SWOT, objectives, marketing strategy of market segmentation, market targeting, positioning and differentiation, and competitive edge, marketing mix, and control system.
The empirical part was conducted using a qualitative method. Primary and secondary data should be used together. Ms Zhang Jie is the consultant or interviewees. Ques-tions will be asked by phone calls and emails, focusing on marketing management process of Amway Corporation.
The results of the research indicate that Amway is doing better than other similar companies in this competitive marketing environment. Only few suggestions can be addressed.