Developing competitive marketing strategies
An Amway case study

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Page 6: Market development

Market development involves taking existing products into completely new markets. One method used by Amway involves expanding the ways in which individuals can be involved with the Amway business.

Amway has developed a structure known as the IMC model. This increases the number of ways through which people can become involved in the Amway business.

Each of the letters IMC stands for a different type of involvement.

  • I - Independent Business Owners (IBOs)
  • M - Members
  • C - Clients (customers) of the IBOs.

Members are allowed to purchase Amway products at a price equivalent to that paid by IBOs, but do not participate in the Amway Sales and Marketing Plan. They are a new type of 'customer' who deal directly with Amway.

Amway | Developing competitive marketing strategies
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