Why has MKC not been as successful as Avon in penetrating international markets? There are a few reasons that explain why Mary Kay Cosmetics (MKC) has not been able to penetrate the international markets as well as Avon did. The head of MKC’s Dandurand has identified at four reasons‚ according to the case study. Dandurand’s analysis of MKC’s limited international success was due the following reasons: 1. Marking strategy: MKC applied its U.S. marketing strategy to different foreign markets without
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1. Why has Mary Kay Cosmetics (MKC) not been as successful as Avon in penetrating international markets? In 1992‚ the percentage of international sales of Mary Kay Cosmetics was only of 11% of total sales while‚ for instance‚ the percentage of international sales of Avon (a main competitor) was 55%. The reasons why MKC failed when penetrating international markets were‚ among others‚ that they did a direct application of their US marketing strategy (products and communication) without taking
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Company History: One of the largest cosmetics companies in the United States‚ Mary Kay‚ Inc. specializes in the manufacture and direct sale of more than 200 products‚ including skin creams‚ cosmetics‚ fragrances‚ dietary supplements‚ and other personal care items. Its direct sales force consists primarily of women who sell full- or part-time through home demonstrations. As of 1999 the company operated in 29 countries around the world. Company Origins Mary Kay Ash founded the company that bears
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1.Why has MKC not been as successful as Avon in penetrating international markets? There are a number of good reasons that explain why Mary Kay Cosmetics (MKC) had not been able to penetrate the international markets as well as Avon did. The head of MKC’s Curran Dandurand identified a number of reasons for this phenomenon‚ according to this case study. Dandurand’s analysis concluded that mainly MKC’s limited international success was due the following reasons. Marking strategy- MKC made a very
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Case Study on Mary Kay Cosmetics: Asian Market Entry Executive Summary Mary Kay Cosmetics Inc’s (MKC) was facing challenges of increasing number of competing direct selling organizations in the US cosmetics market and was not satisfied with their sales revenue generated from international sales. They believed MKC culture could be transferred internationally and that Mary Kay Ash’s charisma‚ motivation and philosophy were likely to appeal to women throughout the world. MKC management would
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Avon vs. Mary Kay‚ “Which Opportunity is right for you?” Beth Neeley Beckfield College Avon vs. Mary Kay‚ “Which opportunity is right for you?” Mary Kay and AVON have a lot of characteristics that at first sight make them appear to be identical companies. Both Companies offer Direct Selling opportunities and sell beauty products. However‚ one company product line is more extensive and they offer different incentives for representatives. The questions everyone seems to be asking is‚ what is the
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Theory) leads to high employee motivation. * Mary Kay ’s automobile reward program is highly valued by employees (high outcome valences in Expectancy Theory) and has spurred many consultants to perform at very high levels. Automobile reward is contingent on the meeting of minimum monthly sales targets. * Consultants ’ need for belonging and esteem (Need Hierarchy Theory) is cost effectively leveraged by the various recognition programs. * Mary Kay Cosmetics has training systems to improve performance
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Mary Kay is a privately held company which is engaged in direct sales of skin and color cosmetics products The company operates in more than 35 countries . Its headquarters is in Dallas Texas. It employs more than 4500 people. The company generates more than $3‚000 million annually. Mary Kay is a privately held company and does not publish its financial statements. Strengths Mary Kay’s products are scientifically created and is approved by the FDA to clean‚ protect and enhance the skin. Product
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MARY KAY Introduction: Mary Kay is one of the largest cosmetic companies in the United States. Mary Kay Ash started her dream in 1963 when she first opened the doors to the very first Beauty by Mary Kay in Dallas‚ TX (Mary Kay‚ Inc.) It all began after she spent 25 years in direct selling for Stanley products. After a successful career with Stanley products‚ she started writing a book about direct sales‚ but it became a book about managing people. She started thinking about what a “dream company”
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Mary Kay Cosmetics Mid-Term Assignment 1) In regards to Mary Kay Cosmetics (MKC) decision on whether to enter Japan‚ China‚ both‚ or neither I would like to recommend that MKC should first expand their business into the Chinese market using the majority of the resources. I would then recommend that entry into the Japanese market should be at first held off but then reconsidered based on the level of success found in the Chinese venture. I feel as if MKC will find the most success within China
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