Executive Summary

The Avon case presents a good example of one of the perennial problems of large global businesses: How to reconcile and balance old time-tested practices with a plethora of promising new ones. Contextualizing this into Avon’s predicament, I quote a passage from the first part of the case: “With retailing becoming increasingly sophisticated and saturated with a worldwide proliferation of malls and supercenter-style discount stores, stand-alone specialty retailers, and internet sales, one Avon board member asked, ‘Is the day of the Avon rep over?’”

My case analysis aims to extract lessons from Andrea Jung’s Avon exploits. Emphasis will be given on the marketing aspects of the case (this paper is after all for BA 232 – Marketing Management). Developments beyond 2001 are also discussed in the ‘Updates’ section.


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