Amway India Case analysis


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Assignment Presented to
Dr. G. N. Braithwaite-Sturgeon based mostly on the requirements of
International Marketing ADM4328 M.

University of Ottawa.
January 22nd 2013.


Amway, a North American Multinational, subsidiary of Alticor Inc. has over the years end up being one of the leaders within the 90 billion dollar direct promoting market through its use of multi-level advertising and growth of networks of independent entrepreneur and sales. Founded in 1959 by Jay Van Andel and Richard DeVos, the company grew and captivated interest on a world stage, significantly in creating nations as a result of its capability to supply entrepreneurship opportunities.

Amway’s number of 450 companies and merchandise are dispersed worldwide in over 90 nations in quite so much of sectors such as: wellness, magnificence, home care, business, insurance coverage, training and dietary care. India’s rising financial system made it amongst Amway’s a lot of targeted nations, and, in May 1998, Amway India commenced its firm operations.

After 36 million dollars of investment within the Indian market, in 2002, Amway India got here under some legal issues when Indian authorities and the State Government of Andhra Pradesh registered a criminal complaint in opposition to Amway India Corporation and concluded their development of a series of suppliers was running versus the Act Prize Chits and Cash Blood Circulation of 1978.

Today, in 2013, Amway has truly continued its operations inside the country and has even broadened right into a 100 million dollar colour beauty phase. Business is flourishing however Amway Corporation’s future endeavours within India hang within the steadiness of its legal conclusions.


Despite the fact that Amway Corporation has experienced tremendous
worldwide success, they are now facing authorized issues in India with respect to their direct gross sales practices. These legal points tied to the creation of a chain of distribution which may be in violation of the law as outlined in and prohibited by the Prize Chits and Money Circulation Schemes (banning) act of 1978, have the potential to negatively influence their profit margins and backside line, and in flip, have an effect on the firms reputation and worldwide model. All of the Corporation stakeholders are experiencing uncertainty with the company’s future in India.

SWOT Analysis

Internal Analysis
– Amway’s Starter Business Kits are available at a low investment cost and are fully refundable inside 90 days. This together with the corporation’s free and in depth coaching seminars make it accessible and engaging for potential distributors and independent business house owners. – Amway Corporation has a big distribution community and worldwide coverage. – Aggressive product launches with merchandise backed with a one hundred pc customer product Refund Policy create a picture of low financial risk to the shoppers.

– Limited gross sales method – direct selling
– Negative shopper perception- impression of pyramid promoting scheme – Amway’s is illustrating an ethnocentric advertising strategy; it’s using the same technique in India as it is within the United States with no adaptation.

External Analysis
– The Corporation has a national and worldwide scope because of its ability to offer entrepreneurship alternatives at the micro-level globally – a powerful market alternative for Amway within the direct sales sector. – India’s economic system in booming, increasing disposable income. – There is a big concentrate on materialistic possessions and sweetness in Indian
ladies inside the country’s urban and metropolitan areas, making it simple for distributors and IBO’s to sell quite a lot of Amway merchandise.

– Legal policies change from one nation to another; India’s laws might prevent Amway to continue its operations in that exact nation. – Government insurance policies can change at any moment and inhibit the ease of operation in a specific market. – Little to no control over the advertising and sale of their products: Independent business owners have lots of freedom to make these selections. – Competitors corresponding to other multinationals or companies (Ex: Avon and Mary Kay) create threats for market share.


Option #1: Planned Exit of the Indian Market & Exploration of Other Potential Markets. Main Pros:
– If Amway had been to implement a planned exit of the Indian market, it could dump its present present merchandise whereas they nonetheless had been in a position to execute business inside the market and not expertise any unexpected losses. – Amway Corporation would not should spend extra time, effort and money in authorized litigations and negotiations. – The corporation’s time could possibly be focused on exploring other potential markets inside neighbouring nations with fewer legal restrictions on the distribution of their merchandise. – If neighbouring nations are tapped, the existing funding in India’s manufacturing plants and equipment can nonetheless be used for fabrication of merchandise for neighbouring nations.

Main Cons:
– Neighbouring international locations could current little to no interest in adopting business practices from Amway Corporation, or might current little to no revenue for the company because of the varying nationwide financial conditions. – Loss of the 36 million greenback investment (including the 17 million state-of-the-art manufacturing facilities invested in India. – Extremely massive loss on potential income in that exact market. – Loss of direct and indirect jobs for the Indian residents.

– Failure in such a big market might hurt the company’s image throughout the minds of the customers.

Option #2: Continue Business and Expansion in India
Main Pros
– The company might continue making earnings within the country while preventing the authorized battles. – Little to no analysis or change must be made to the enterprise mannequin or marketing strategy. – The growth will create extra jobs and revenues, benefiting each India’s citizens and the corporation itself.

Main Cons:
– Amway might be pressured out of the market if the court helps the government’s view that the company is in violation of the Prize Chits and Money Circulation Act. – Product lose is feasible if Amway is forced out of enterprise within the nation; the IBO’s and distributors could maintain all merchandise they’ve readily available, as an alternative of giving it again to the company. – Further funding in authorized charges would be incurred.

– Loss of time and human capital could be lost to the investment in winning the legal litigations.

Option #3: Continue Business and Expansion in India with Ethocentrism; define a new marketing or distribution plan for its business in India that complies with the country’s authorized constraints. Main Pros:

– The company may continue to function within the country, maintain its market share. – Amway India would benefit from India’s growing financial system and huge inhabitants. – If Amway had world integration with local responsiveness, they could attain a larger market share and increase gross sales. – There would be little to no funding on authorized issues.

Main Cons:
– Amway would have to spend cash on environmental scanning.
– There would be an initial investment in marketing prices to change and implement a brand new advertising strategy. – The new marketing technique could ultimately fail, leading to loss in marketing investments.


After careful consideration of the choices listed above, the recommendation that I would give to Amway Corporation can be choice #3; to continue enterprise and expansion in India while growing a ethnocentric advertising strategy – a advertising technique particular to that country in compliance with its legal guidelines on product distribution. It is necessary for Amway to proceed its operations within India as it is a market that presents many current and future alternatives. This option presents the most advantages to the company’s future success throughout the market and illustrates the bottom threat and least quantity of potential loss.

The implementation of possibility 3# is as follows:

Short time period (0-6 months)
Within the short term, Amway India would continue its common proceedings inside the nation. It would have to do extensive environmental scanning to develop a deepened understanding of India’s economical, social, environmental, technical, and most significantly its legal aspects. I would additionally suggest that within the first six months, Amway Corporation ought to develop additional market analysis, to allow them to ensure a constructive corporate image throughout the minds of the distributors and the consumers.

Medium Term (6-12 months)
Following the research part, Amway ought to develop the Indian Marketing Strategy; a technique that complies inside all of the political and legal necessities for sound enterprise follow.

Long Term (12+ months)
Lastly, Amway Corporation will put in place its new Marketing strategy for
Amway India. It must monitor its outcomes and make minor changes along the way.

*All info taken from textbook and lecture notes

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