Amway SWOT Analysis, USP & Competitors

Posted in FMCG, Total Reads: 14634
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SWOT Analysis of Amway with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Amway

Parent Company

Alticor

Category

Personal care and home care

Sector

FMCG

Tagline/ Slogan

We are listening; The power of positive

USP

First company to start multi level marketing

STP

Segment

Personal and home care

Target Group

Middle income and higher income family

Positioning

Premium products for your every problem

Product Portfolio

Brands

1. Amway Nutrilite              2. Amway Attitude

3. Amway Dynamite            4. Amway Artistry

5. Amway Glister                 6. Amway Satinique

7. Amway SA8                     8. Amway G&H

SWOT Analysis

Strengths

1. Amway’s global One by One Campaign for Children
2. Amway retail sales worldwide increasing considerably
3. Amway has long list of awards like Asia Pacific Frost & Sullivan Water Filtration Company of the Year Award and LEED gold certification
4. Amway ranked as America's top 30 largest privately held company

5. Amway has presence in more than 80 countries with more than 3 million business owners

6. Amway offers 115 products in five categories of personal care, home care, nutrition and wellness, cosmetics and gift catalogue

7. The range of consumers is very large from babies to elder , women are the main consumers

8. Nearly 130 offices across India

Weaknesses

1. The only mode of availability of product is online and business agents hence missing out on retail sales
2. Products are somewhat on costly side
3. Not much of TV advertisement or brand ambassador, only mode of communication is word of mouth

Opportunities

1. Increase the availability of product in international markets
2. Using various medium of communication like it is international brand; online can be a good platform
3. Can tie up with chains of beauty salons and health experts

Threats

1. Increasing competition in both national and international markets
2. Switching cost is low
3. Replacement by local products

Competition

Competitors

1. VLCC
2. Loreal
3. HUL

4. P&G



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