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ThefailureofAMWAYCorp'smarketingstrategyinChina3mai2006WHATISAMWAY?AmwayCorporationwasfoundedin1959inAda,Michigan,USA,bytwoentrepreneurs・Intheirfirstfullyearofbusiness,Amway'ssalesweremorethanhalfamilliondollars・Theirconceptforaninnovativebusinessopportunity,centeredaroundperson-to-personmarketing,establisheditselfasaleaderamongoneoftoday'sfastest-growingindustries・Today,morethan3.6millionindependentbusinessownersdistributeAmwayproductsinmorethan80countriesandterritories・Indeed,theAmwayBusinesscanbefoundinAmericas,Europe,SouthAfrica,GreaterChina,KoreaandSouthEastAustralasia・Amwayoffersacompleterangeofproductsforhomecare,laundrycare,personalcare,skincareandcosmetics,nutritionalsupplements, hometechandfragrances・ANALYSISOFTHESLEPTFACTORS:Marketentrybarriersarecriticalfactorsthatinfluenceentrydecisionsandafirm'sperformance・Inthecourseofinternationalexpansion,afirmencountersnewfactorssuchasnewgovernmentregulations,newlegalandfinancialsystems,newcultures,newlanguages,greaterdistances,newmodesoftransportation,currencyexchangeratesandtheirvagaries・TheenvironmentalinfluencesoninternationalmarketingthatAmwaymustconsider:・Economic:Fuelledbyforeigndirectinvestments,China'seconomyisbeginningtodominatetheAsianeconomiclandscape・Indeed,Chinaspringspasttigernations・IthashadpositiveGDPgrowthinthelastfiveyears,whileotherAsianeconomieshavestalled・China'seconomyisgrowingatarateofabout8percent,thefastestinAsia・Itmeansthat thiscountryiscertainlyprofitable・ButAmwaymustaskitselfifthemarketdemandisimportantandifitwillbecompeti廿ve.Indeed,Chinaisanemergingeconomybutadualeconomytoo,withawealthyurbanprofessionalandapoorcountrypeople・Thegapbetweenrichandpoorhasgrownalmostasfastasoverallincome,meaningthatinequalityisincreasingnearlywiththecountry5sdevelopment・Therearehugeincomediscrepanciesthatareemergingwithinsocialgroupsandbetweenregions・TheChinesemarkethasattractedforeigninvestorsbecauseofitshugesizeandmarketpotential.SomepredictthatChinawillbecomeinfewyearstheworld5slargesteconomybutthatcouldfallflatduetopoliticalcircumstances・bPolitical:TheCommunistPartyofChinahastransformeditself・Ithasdeclaredthatitrepresentedcapitalistsasmuchasworkersandpeasants・TheOldChinadefendedtheworkingclass againstthecapitalclass・Chinahasjustbegunitstransitiontobecomeademocraticcountry.China'snewleadershiphascometopowerfacingenormouseconomic,environmental,politicalandsocialchallengesathome・So,Amwayfacesthechallengetointerprettheverydifferentculturalandpoliticalimplicationsoftheirpresenceinachangingcommunistcountry.»Social:TheChinesepopulation=1.2billionofpeople・ThepastdecadehasseenaphenomenalrateofgrowthinChina.Itrepresentsanimportantpotentialofcustomersforafirm・卜Cultural:Theconsumerbuyingprocessisconsistentacrosscultures・Thelevelofconsumerinvolvement:TheChineseareseenashavingalowlevelofinvolvementwhenpurchasesareforprivateconsumptionbutahighlevelofinvolvementwhentheyarebuyingproductsfortheirsocialorsymbolicvalue・SincetheChinesegreatlyvaluesocialharmonyandsmoothnessofrelationshipswithintheextendedfamily,thesocialsignificanceofproducts arehighlyimportantbeittoexpressstatus,gratitude,approvalorevendisapproval.Thelevelofriskconsumersassociatewithapurchasevariesenormouslyacrossculturesandassuchitisanimportantvariableinconsumerbehaviour.Itwilldeterminewhetheraconsumerwillgoforthecomfortablepurchaseoriswillingtotrynewproductsandservices・TheChinesearesensitivetosocialriskandthelossofsocialstatusifawrongbuyingdecisionismade・Thelevelofbrandloyaltyfoundinamarketisalsocloselyrelatedtotheperceptionofrisk.Therearehugevariationsinattitudestobrandloyaltyacrossdifferentcultures・InChina,consumersareloyal,notreallybrandconsciousandnotreallyusedtocrossproductcomparisons,excepttheurbanconsumers,whohaveawiderecognitionofforeignbrandnames・Indeed,therearesharpdifferencesbetweenruralandurbanattitudes・Onanationallevel,Chineseconsumers prefertobuydomesticallymanufacturedproductsratherthancomparableforeign-madegoods・But,consumersinbigcitiesarelesslikelytofavourdomesticproductsthanareconsumersnationally.And,typicalChineseconsumersdonotwanttobeamongstthefirsttotryanewproduct・Theyarereluctanttobepioneers,especiallyforanexpensive,unrecognised(intermsofbrand),foreignproduct.Concerningthecognitivestyle;theChinesehaveaquitesynthetic,conCreteandcontextualorientationintheirthoughtpatterns・Thusculturenotonlyimpactsonhowwebehaveasconsumersbutonthewholedecision-makingprocess,advertisers,andmarketingmanagersneedtoexaminehowtheycanexploitsuchnuancesinbuildingtheirglobalbrands・ThereisaculturalgapbetweentheUSAandChina・Chineseculturalvaluesarelargelyformedandcreatedfrominterpersonalrelationshipsandsocialorientations.Chinesenationstendtorelyheavilyonpersonalrelationship(Guanxi)inbusinessdealings・ AcultureofGuanxinetworkingisalreadyestablished・"Guanxi”meansconnectionsorrelationship.GuanxiisessentialintheinitialstagesofenteringtheChinesemarket・ForforeigninvestorswhoseektodobusinessinChina,tounderstandthedynamicsofGuanxicancontributetothesuccessofbusiness・Finally,AmwayproducesstandardproductstomeetconsumerneedsinJapan,Philippines,Taiwan,Singapore...,buttheirproductrangemaynotbeappropriatetoChina・Indeed,evenifAmwayhasconsiderableexperienceintheFarEast,theChinesemarketisnotamirrorimageofthesecountries・Then,door-to-doorsellingand“partyprogrammes55arenotpartoftheChineseculture・Alltheseaspectsneedtobeexaminedtounderstandtheconsumerinanyinternationalmarket・Ifacompanyistofullyempathisewithaculturetheymustposeaseriesofquestionsaboutbuyerbehaviour,cultureandthesuitabilityofvariousmarketingcommunicat:ionsapproachesforthat culture・Thelocaldistributormustunderstandtheculturaldriversofitsmarket・»Legal:Governmentpoliciesarebarriersininternationalmarkets・InChina,policiesandregulationsareoftenappliedinconsistentlyandcanvarybetweenregions・BothforeignnationalsandChineseofficialsthemselveslackasolidunderstandingofChina'spolicies・Thekeypolicieswhichactasbarrierstoentryrelatetoforeignexchangecontrolpoliciesandforeigninvestmentpolicy.Concerningforeignexchangecontrolpolicies,thestateisresponsibleforformulatingandpromulgatingtheprinciples,degreesandregulationsforforeignexchangecontrol.Theacquisitionofforeignexchangeisasignificantnon-tariffbarriertodoingbusinessinChina・Concerningforeigninvestmentpolicies,Chinaencouragesjointventures.ThebarrierstoaccessChina'sdistributionsystemmakethissystemunstable:wholesalersatboththelocalandcentrallevels,newcollectiveandprivateenterprisesandfactories,as wellassomeforeigncompaniescompetetodistributeconsumerproducts・Localministryofcommercewholesalerstraditionallyservedasintermediariesbetweentheproducerandretailoutlets・Foreigncompaniesarenotpermittedtoengageinwholesaletrade・AstrictisolationistpolicykeptforeigngoodsandtrendsoutofreachoftheaverageChineseperson,becauseChineseconsumershavelessabundantinformationandpurchasingexperiencewithforeignproducts,theymayrelymoreheavilyoninformationsuchastheproducingcountry'simageinproductevaluation.Whichconsequencescouldthisstrategyhave?InChina,direct-sellingoperationsfunctionasabaseforcriminalactivity.Indeed,themarketisriddledwithunscrupulousoperatorssellingsubstandardgoodswithpoorservices,claimingtobelegitimatedirectmarketers・So,Amway5sdirect-sellingtechniquescouldscaretheChinesegovernmentandalldirectsellingcouldbeban;itmeansthatAmway ChinaaffiliatecouldhavetomakechangesinitsdistributionmethodsinordertoworkwithChina'sregulations・Amwaycouldhavetoreviseitsbusinessplanstoonlysellproductsinretailoutlets.Concerningthepersonalsales,customerscouldreceivediscountsbypayingasmallannualfee,similartobuyingamembershipinawholesaleclub・Goodscouldbesoldby"salesrepresentatives^Theywilltheoreticallyoperatefromtheretailestablishments・Butmostformerdistributorswillprobablycontinuetodobusinessasusual,tellingtheretailcentretheyarepurchasinggoodsforthemselvesandthenre-sellingthemtocustomersontherareoccasionswherethereactuallyisanendconsumer.Infact,thereisaculturalgapbetweenanAmericancompanytryingtouseAmericansalestacticsinaforeigncountrylikeChina・►Technological:Chinahasbecomeacompetitorforthemedium/high-techindustriesthatstillpowergrowthinitsmoredevelopedneighbours,theAsiantigers・Theinternetandtheaccessgainedtothe worldwidewebisrevolutionisinginternationalmarketingpractices・Thisexplosionofinternationalmarketingactivityandtheassociatedemergenceoftheglobalinformationhighwaywillimpactonallbusinesses・Butthepoorcountrypeopleprobablydon'thaveacomputerandinternet,andsomedon'tevenhaveelectricityathome・ANALYSISOFTHEREASONSOFFAILURE:1-Inabilitytofindtherightmarketniches2-Unwillingnesstoadaptandupdateproductstolocalneeds:AmwayproducesstandardproductstomeetconsumerneedsinJapan,Philippines,Taiwan,Singapore..・buttheirproductrangemaynotbeappropriateforChina・3-Nothavinguniqueproductsthatareviewedassufficientlyhigheradded-valuebycustomersinlocalmarkets:noadded-value・4-Avacillatingcommitment.IttakestimetolearnhowtofunctionincountriessuchasJapan:Amway hadnotconsideredtheenvironmentalinfluencesoninternationalmarketingthatcouldrepresentbarrierstotheirentryinChina・2-Assigningthewrongpeople・Pickingthewrongpeopleorthewrongtopteaminanaffiliate:noinformation3-Pickingthewrongpartners:noinformation4-Inabilitytomanagelocalstakeholders・Thisincludesanincompetenceindevelopingasatisfactorypartnershiprelationshipwithunionsandgovernments:Amwayhadnotdevelopedapartnership/relationshipwiththeChinesegovernment5-Developingmutualdistrustandlackofrespectbetweenheadquartersandtheaffiliatesatdifferentlevelsofmanagement:noinformation6-Inabilitytodevelopideasdevelopedinonecountrytoothercountriesworldwide:AmwaytriedtouseAmericansalestacticsinChina,butculturalgapsaretooimportant・ Inconclusion,thebarrierstomarketentrymakeChinaachallengingmarketforforeignenterprises・ThepossiblemodesofentryintotheChinesemarketincludeequityjointventures,contractualjointventures,jointexplorationprojectsandwhollyforeignownedenterprises・But,Amwaymustconsidertheenvironmentalinfluencesoninternationalmarketing,whicharetheSLEPTfactors,especiallycultural,politicalandlegalfactors・ItmeansthatAmwaymustfollowthecultureratherthanimposingitself,asitsrivaldirectmarketerAvondid.SoithastostartpracticallyfromscratchinmarketingthebusinessinChina,otherwise,theprobablebansoftheChinesegovernmentcouldbedangerousforitsactivity.ItshouldbeginwithnewdistributionmethodsinordertoworkwithChina'sregulationsandadaptingtheproductstolocalneeds・
