Case StudyAlliance Formation with Direct Selling Companies 案例studyalliance形成和直销公司.pptVIP

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Case StudyAlliance Formation with Direct Selling Companies 案例studyalliance形成和直销公司.ppt

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Case StudyAlliance Formation with Direct Selling Companies 案例studyalliance形成和直销公司

Case Study:Alliance Formation with Direct Selling Companies:Avon and Mattel 高等直销管理课程指导教授：陈得发作者：Lawrence B. Chonko 报告人：李君玲 Abstract This paper provides an assessment of the recent alliance formed between Avon and Mattel. The alliance represents,among other things, a blending of Avon’s sales expertise with Mattel’s high quality products,including the Barbie product line. The alliance is evaluated on the basis of seven requirements. Managerial suggestions and research ideas are presented. Strategic Alliance Formation:A Brief Overview A company such as Mattel,Inc.can enter a foreign market in one of three ways（Magrath 1992）： Establish a Foreign Subsidiary. Acquire Competitors and/or other Business. Form Alliances and/ or Joint Ventures. Strategic Alliance Formation:A Brief Overview Magrath（1992）goes on to identify four types of marketing alliances： Establish Product and/ or Service Alliances. Establish Promotional Alliances. Establish Logistic Alliances. Establish Pricing Alliances. Strategic Alliance Formation:A Brief Overview Alliance seekers hope to achieve a number of benefits,as shown below： Gain Access to Local Markets Derive Learning Economies of Scale Block and/or Co-Opt competitors Obtain Manufacturing Economies of Scale Offset Competitive Disadvantage Shape the Nature of Competition Gain Access to Needed Technologies Strategic Alliance Formation:A Brief Overview The Avon-Mattel Alliance In 1997,Avon Products,Inc. and Mattel,Inc. began a series of joint marketing initiatives. Among the joint initiatives was the sale of new Barbie dolls and other Mattel products in the U.S as well as a new line of Barbie cosmetics to be marketed internationally. The alliance is expected to generated $100 million in sales to Avon in 1998. Avon and Mattel marketed two exclusive-for-Avon Barbie dolls in 1997, a Spring Blossom and a Winter Velvet Barbie. The Avon-Mattel Alliance The Avon-Mattel alliance can be characterized as a pr