In order to pursue business opportunities, Avon cosmetics has been actively involved in the globalization race and the organization has accomplished remarkable success throughout its history as the organization now have distribution in more than 130 countries of the world. The company entered the Chinese market back in 2006 (Synder, 2009); however till now the company has been suffering at different front due to the diverse Chinese culture. From the very beginning the organization has been pursuing business strategy that has not been tailored according to the unique cultural factors that the company confronts in the Chinese market that in turn has been resulting in a very slow growth for the firm (Balue & Gossman, 2008). Most of the problems that Avon has been encountering could be attributed to the inappropriate management and the management style the organization has been using in the Chinese market (Data Monitor, 2010).
The organization instead of tailoring its marketing mix according to the Chinese culture has introduced the same standardized mix in the Chinese market that in turn is also causing problems for the organization (Avon, 2010). This is due to the fact that the needs and aspiration of the Chinese women are different from the needs and aspirations of the Anglo-Western women and due to this reason not only the communication and promotion strategy of the organization should be different, the fact is that the organization also need some adjustments and modification in the product, price and place strategy (Synder, 2009). In addition, the direct sales approach where the company has been employing more 6 million sales girls in different parts of the world has produced remarkable results for the organization, however such a strategy could be considered as big failure in the Chinese market, due to the fact that not only the Chinese market is geographically very spread, the target market perception regarding the direct marketing approach is very negative (Data Monitor, 2010).