Source: The Times 100
Abstract:
All organisations face an external business environment that constantly changes. Sometimes these changes are slight eg minor amendments to regulations or a new firm entering the market as a 'small player'. At other times, however, changes in the environment may have important consequences for an organisation eg new technologies, changing consumer tastes or a merger between two large competitors.
This case study illustrates how Amway, after analysing its business operations and performance, moved its business forward by choosing an appropriate marketing strategy. It demonstrates the connection between Amway's own strategies and the defining matrix of strategies developed by Ansoff in his article 'Strategies for Diversification' published by the Harvard Business Review in 1957.
