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Amway SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP

Published by MBA Skool Team, Last Updated: April 20, 2020

SWOT analysis of Amway analyses the brand/company with its strengths, weaknesses, opportunities & threats. In Amway SWOT Analysis, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors.

SWOT Analysis is a proven management framework which enables a brand like Amway to benchmark its business & performance as compared to the competitors and industry. As of 2020, Amway is one of the leading brands in the FMCG sector.

The table below lists the SWOT (Strengths, Weaknesses, Opportunities, Threats), top Amway competitors and includes Amway target market, segmentation, positioning & Unique Selling Proposition (USP).

Amway SWOT Analysis, Competitors, Segmentation, Target Market, Positioning, USP & Brand Analysis Table
Amway Brand Analysis
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

Amway STP
Amway Segmentation

Personal and home care

Amway Target Market

Middle income and higher income family

Amway Positioning

Premium products for your every problem

Amway 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

The above mentioned brands are the prominent products under the Amway product portfolio.

Amway SWOT Analysis
Amway Strengths

Below are the Strengths in the SWOT Analysis of Amway:

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

Amway Weaknesses

Here are the weaknesses in the Amway SWOT Analysis:

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

Amway Opportunities

Following are the Opportunities in Amway SWOT Analysis:

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

Amway Threats

The threats in the SWOT Analysis of Amway are as mentioned:

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

Amway Competition
Competitors

Below are the top 4 Amway competitors:

1. VLCC
2. Loreal
3. HUL

4. P&G


This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry. Browse marketing analysis of more brands and companies similar to Amway. The BrandGuide section covers SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP of more than 2800 brands from over 20 industry sectors.

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