This case study focuses on the launch of a new cleaning product by the multinational organisation, Amway. It considers some of the processes which are essential to the successful launch of a product, such as the marketing strategy for the product, the product’s positioning, the launch strategy and post-launch analysis. Amway is one of the world’s largest direct sales companies. Direct selling is based on person-to-person relationships and involves the distributor going to the consumer rather than the consumer going to a shop. Amway’s product…

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