Amway Japan Essay

Amway Japan Limited Executive Summary In 1996 Amway Japan Limited (AJL) was the leader in direct selling market, and the roughly successful company within the entire Amway group. In the first half(prenominal) of1997, AJL experienced a top gross sales decline of 11. 6% and net income to 27. 6% from the first half of the previous year. The Japanese economy and declining assess ofthe Yen relative to the U. S. Dollar has decreased AJLs sales brashness and profit margin. The Japanese government recently passed laws that confused AJLs distributors and disheartened potential consumers from buying certain reaping lines.Furthermore, AJL suffers from a negative universe image with over 70% of their customer base having either a neutral or negative opinion of the company. In order to rebuild growth in the second half of 1997 and achieve AJLs long-run sales goal of ? 300 billion by FY2000, the following strategies essential be implemented. AJL must strengthen the overall Amway brand image in Japan by promoting high quality products with a competitively reasonably price. In addition, AJL needs to target their public-relations campaigns to detail groups by promoting individual products and product lines to build upon their brand equity.AJL will undertake a focused wide distributor training program which emphasizes distributor ethics, techniques on building interchangeable down-line relations, and a greater understanding of Japans door-to-door sales laws and regulations. AJL will improvethe internal marketing strategy by extending target-marketing initiatives toward specific demographic distributor groups to add upon their success with the Artistry cosmetic brands. AJL will successfully capture their momentum to reach their target revenue goals by implementing the solutions offered above.