This case study analyzes Avon as a company and as a strategy maker. The author found that Avon is mostly inclined towards
the differentiated defender strategy at the moment as this choice will help Avon defend its existing position in the mature cosmetics industry while it initiates some line extensions strategically targeted towards the latest predominant makeup consumers: teens. In addition, the author finds that Avon possesses superior
marketing skills that no other direct marketer has being able to reach in the U.S. market or abroad. These include tracking consumer-changing needs, maintaining customer awareness and loyalty, and having a strong customer relationship. The latter will continue to improve since new channels of communication are being currently developed such as 800 numbers, websites and other computerized systems that will also encourage more
representatives to do their best job in order to increase their income.In conclusion, Avon will continue to increase her sales and the number of sales representatives if she sticks to this strategy. Table of Content: Situation Analysis Major Problem Company Background Industry Profile SWOT Analysis Objectives Alternatives Decision Bibliography