Developing competitive marketing strategies An Amway case study
Page 4: Market penetration
Going for market penetration has involved Amway in making the most of current products and competences by 'stretching' them to improve Amway's competitive position within existing markets.
One great benefit of direct selling is that it is an immediate channel to the marketplace that offers customers a good service, while at the same time providing business opportunities for individuals.
Special incentives enable IBOs and end consumers to take advantage of particular offers at certain times of the year and these incentives have also helped to increase market penetration. There are also special events such as Leadership Training Seminars. These enable IBOs to spend time with others involved in the business and to learn about 'best practice' from each other, whilst also sharing ideas.