The research of marketing strategy between Amway and Procter&Gamble
Abstract
Table of Contents
1 Introduction
1.1 Research motives
After Chinese accession to WTO, the competition environment has changed substantially. Some world Consumer goods giants such as Amway, Procter&Gamble have get into Chinese consumer goods 英國dissertation網market successfully. They have strong competitive advantages in technology, marketing, managerial skills and capital over China’s domestic Consumer goods firms. China’s final purpose is to set up a fully integrated consumer goods industry, in short – China wants to build a strong Consumer goods making industry, but on her independence in the long run. Therefore, under this fierce competitive environment, if her Consumer goods industry can be developed independently is her main issue to confront, which is worth researching and must be fully studied. As stated above, the success of Amway and Procter&Gamble is from its successful marketing strategy. As a result, the research will focus on the study of these consumer goods industry.The aim of this research is to compare the marketing strategy between Amway and Procter&Gamble for China’s Consumer goods industry through assessment of both of its capabilities (resources and competence) and the changed environment.
In order to compared with the difference between the two companies, we use STATA to deal with the data from http://banker.thomsonib.com/ta/ .Stata is a software package designed for data management and statistical analysis, which is developed by the United States Computer Resource Centre. Stata is a software package designed for data management and statistical analysis, which is developed by the United States Computer Resource Centre. Stata is a prominent characteristic of only a few occupied disk spaces, concise output, the method chosen as advanced as a complete and the graphics are beautifully produced, directly or graphics processing software such as word processing software, and word direct call. But how do we deal with data sets with Stata is the primary target of the course work.
1.2 Literature Review
Strategy can be defined as a firm’s positioning to gain a competitive advantage in the marketplace (Teece et al 1997; Juga 1999). The central focus of a strategy is for the organization to achieve the right fit with the external environment. In other words, a marketing strategy provides an overall vision of how to correctly position products in the marketplace while accounting for both internal and external constraints. Marketing strategy research has primarily been focused in either one of two arenas: marketing strategy formulation or marketing strategy implementation. Marketing strategy formulation research examines the impact of certain variables on the development of marketing strategies themselves. In addition, this stream of research tends to focus on what should be done in practice or what #p#分頁標題#e#http://www.400190.com/dissertation_writing/Marketing/role strategy plays in practice (Mintzberg 1994). Marketing strategy creativity is defined as the extent to which the strategic plan developed by the team in an effort to commercialize a new technology represents a meaningful difference from marketing practices within the industry (Andrews and Smith 1996). The process of creativity has been shown to enhance performance through a focus on identifying problems, developing hypotheses, open communication of ideas with others, and challenging the status quo (Gilson and Shalley 2004). Marketing strategy improvisation is defined as the degree of change in the marketing strategy formulation over time and is built around an earlier definition by Brown and Eisenhardt (1997) that describes improvisation as a means of creating while simultaneously adapting to changing markets and technologies. Improvisation occurs when an organization (or in this case, a team) faces a situation that it perceives as being unexpected and without a preplanned course of action and yet is perceived as requiring a course of action (Moorman and Miner 1998a, 1998b; Weick 1993, 1998). Thus, improvisation is influenced by both environmental uncertainty and real-time information flows. In uncertain environments, individuals may find improvisation necessary in order to survive. Individuals that maintain access to internal and external information are more likely to be exposed to unexpected real-time information that may trigger improvisation. Some people study the market model of Amway and Procter&Gamble, and analyzed the difference between Amway and Procter&Gamble. Rely on the quality products of Amway and fine service , in addition a series of fruitful marketing activities, the brilliance in the Chinese market of products of Amway of achievement, sales achievements rise steadily, market Share was strengthened progressively, suddenlied become the fourth largest market in the world of Amway in 2001. Through the evaluation of the Chinese health food association, Amway (China ) ranks the 2nd place of 50 tops enterprise of national health care trade, Amway knob Cui fields lying fallow in rotation protein powder ,etc. serial nutrition supplement food the whole country of sales volume rank the first in " health food nutrient additive "(cai binbin). P&G is the global 500 top enterprises, occupy the independent section of country in the trade of Chinese daily chemical industry, marketing and brand strategy its write the people various kinds of textbooks , study carefully its successful place(cheng xiaofeng,2006). Display it in the following respect mainly: Many variety strategy. From toilet soap , toothpaste , mouthwash , shampoo , hair tonic , softener , detergent, get to coffee , orange juice , cures oil , the cake mix , soil e. Stretch, get to toilet paper , makeup paper , hygiene cotton , cold drug , stomach medicine , has stretched over such many kinds of trades as the articles , food , paper products , medicines ,etc. of cleaning(wang wenming,2005). #p#分頁標題#e#
2 CASE studies
2.1data entry, document archiving and transfer orders, as well as data management order
2.2 description statistical orders and output results show
2.3 t-test and single-factor analysis of variance
2.4 correlation analysis
2.5 T-test and single-factor analysis of variance
Conclusions
References
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Appendices