Reaching customers through direct selling

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 Introduction For the modern business organisation, developing goods or services is not enough. Goods must also be available in the right quantity and at the right location in order to reach the customer. For the organisations themselves, distribution strategies should never be under-rated. Developing an effective way of reaching customers may be the cornerstone upon which their successes are founded. Take Reader’s Digest and the unique way in which it sells products to its customers. What about Vision Express and the revolutionary reforms it has prompted in the sale of glasses? One reason for their success is that they reach their customers in a better and more appropriate way than their competitors. This case study focuses on Amway and the success it has achieved using the oldest form of distribution – direct selling.  Amway Founded in Ada, Michigan in 1959, Amway has become one of the world’s largest ‘Direct Selling’ companies. The company’s first product L.O.C. was one of the earliest biodegradable cleaners and is still marketed by Amway. Today, the company has developed into a global corporation selling more than 400 products and employing in excess of 13,000 people, in over 70 countries and territories around the world. It…

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