Maintaining the Competitiveness of a Global Brand
Posted on 2014-12-16 by Guruji24
Founded in Ada, Michigan in 1959, Amway has become oneof the largest ‘Direct Selling’ companies in the world withnearly three million Independent Distributors. Direct sellinginvolves dealing with customers ‘face-to-face’ so that personalattention can be given to each of their requirements. Directselling differs from traditional retailing as it often involvesselling to consumers on a one-to-one basis, usually in thecomfort of their own homes. The industry has grown rapidlyover recent years and is currently estimated to be worth £40billion a year world wide. This case study examines thisgrowth which has helped Amway to become one of theindustry’s market-leaders influenced by changinglifestyles, demographics and economic recession.