Mgt Method of Amway

STRATEGIC MARKETING MANAGEMENT PROCESS OF AMWAY CORPORATION

International Business and Marketing Logistics 2011

ABSTRACT Strategic Marketing Management Process of Amway Corporation

Zhong,Yi Satakunnan ammattikorkeakoulu, Satakunta University of Applied Sciences Degree Programme in International Business and Marketing Logistics May 2011 Supervisor: Kaartinen Timo Number of pages: 71 Appendices: 2 Keywords: analysis, marketing strategy, marketing mix, control ____________________________________________________________________ The purpose of this thesis was analyzing case company- Amway Corporation‟s strategic marketing management process focusing on Chinese market. Amway Corporation 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 improve their marketing management strategy. The theoretical part is focusing on analyzing strategic marketing management process. Six important parts are under it including mission, analysis of demand, competition, 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. Questions 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.

ACKNOWLEDGEMENT

This is my bachelor‟s thesis. With lots of help I can complete it well. There are a few participants who deserve mentioning here.

Firstly, I would like to thank the supervisor of this thesis Mr Timo Kaartinen for his professional assistance and patience in the...