Assignment

Company Case # 3

The Newest Avon Lady - Barbie!

1/ Which actors in Avon's microenvironment and forces in the macro environment have been important in shaping its marketing strategies"

We can explain what is exactly microenvironment and macro environment.

Micro-environment is the factors in a firm's immediate environment which affect its performance and decision-making; these elements include the firm's suppliers, competitors, marketing intermediaries, customers and publics.

Macro-environment is the major uncontrollable, external forces (economic, demographic, technological, natural, social and cultural, legal and political) which influence a firm's decision making and have an impact upon its performance. Macroenvironment forces include the increasing mobility of the U.S. population (demographic change), which meant that both customers and salespeople were moving. This made it difficult for salespeople to establish loyal, stable customer bases.

In order to define what influenced the Avon's marketing strategy:

ACTORS in Avon's MICRO ENVIRONMENT FORCES in...