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1、ThefailureofAMWAYCorp'smarketingstrategyinChina3mai2006WHATISAMWAY?AmwayCorporationwasfoundedin1959inAda,Michigan,USA,bytwoentrepreneurs・Intheirfirstfullyearofbusiness,Amway'ssalesweremorethanhalfamilliondollars・Theirconceptforaninnovativebusinessopportunity,centeredaroundperso
2、n-to-personmarketing,establisheditselfasaleaderamongoneoftoday'sfastest-growingindustries・Today,morethan3.6millionindependentbusinessownersdistributeAmwayproductsinmorethan80countriesandterritories・Indeed,theAmwayBusinesscanbefoundinAmericas,Europe,SouthAfrica,GreaterChina,Kore
3、aandSouthEastAustralasia・Amwayoffersacompleterangeofproductsforhomecare,laundrycare,personalcare,skincareandcosmetics,nutritionalsupplements,hometechandfragrances・ANALYSISOFTHESLEPTFACTORS:Marketentrybarriersarecriticalfactorsthatinfluenceentrydecisionsandafirm'sperformance・Int
4、hecourseofinternationalexpansion,afirmencountersnewfactorssuchasnewgovernmentregulations,newlegalandfinancialsystems,newcultures,newlanguages,greaterdistances,newmodesoftransportation,currencyexchangeratesandtheirvagaries・TheenvironmentalinfluencesoninternationalmarketingthatAm
5、waymustconsider:・Economic:Fuelledbyforeigndirectinvestments,China'seconomyisbeginningtodominatetheAsianeconomiclandscape・Indeed,Chinaspringspasttigernations・IthashadpositiveGDPgrowthinthelastfiveyears,whileotherAsianeconomieshavestalled・China'seconomyisgrowingatarateofabout8per
6、cent,thefastestinAsia・Itmeansthatthiscountryiscertainlyprofitable・ButAmwaymustaskitselfifthemarketdemandisimportantandifitwillbecompeti廿ve.Indeed,Chinaisanemergingeconomybutadualeconomytoo,withawealthyurbanprofessionalandapoorcountrypeople・Thegapbetweenrichandpoorhasgrownalmost
7、asfastasoverallincome,meaningthatinequalityisincreasingnearlywiththecountry5sdevelopment・Therearehugeincomediscrepanciesthatareemergingwithinsocialgroupsandbetweenregions・TheChinesemarkethasattractedforeigninvestorsbecauseofitshugesizeandmarketpotential.SomepredictthatChinawill
8、becomeinfewyearstheworld5slargesteconomybutthatcouldfa
