Study On Competitive Strategy Of Amway China Dietary Supplement Business

Following by the living standard and the disposable income of the people has been growing continuously,dietary supplement industry develops very fast.Amway NUTRILITE is one of the members which has great competitiveness of the China market.NUTRILIET belongs to Amway.Amway China was set up in 1992 and the HQ is located in Guangzhou,which is a direct sale company with producing dietary supplement,cosmetics,home technology products,personal care products and so on.For all of the product lines,NUTRILIET is the most important part with always good selling performance and come out in front of the industry.With the market growing and growing and the more competitor will join the market,Amway China should fully review the superiority and insufficiency internally and integrate the resource on hand.Furthermore,Amway China must transform itself under such great opportunity and define the competitive strategy clearly,which is in order to find out the best way of development.In this article,starting with PEST analysis and five-force model analysis,the microenvironment of the economics and the dietary supplement industry have been analyzed.By the view under the micro-environment status,the growing of China economics is still very fast although there are many changes about the international situation.With the result of this,it’s positive to the industry.However,Amway China dietary supplement product has been facing several challenges and threats because of the competition of the market and the imbalance of different regions development.Through the value chain model,in internal resource and ability of Amway China are high quality of products,innovation of technology,capability of producing,the great marketing team and well recognition.The disadvantages are in imbalanced of the market share with different city type,especially weakness of the city tier three to five.And the innovation of technology didn’t fully utilize to the product and the weakness of the using internet and digitalization to support business.Through SWOT analysis of the internal and external environment of Amway China dietary supplement product,the core advantages and the strategy of competition for China market have been fully determined.Amway China dietary supplement product should implement the differentiation strategy to being success.The differentiation strategy includes product differentiation,service differentiation and marketing differentiation.Taking more efforts on the young people with the ages between eighteen to thirty-five which belongs to the cities from tier one to four,on the super Mom and urban mature crowd.Based on these Amway China dietary supplement product should arrange different strategies and develop the business by following the regulation and digitalization.In order to ensure the effectivity of the strategy implementation,this paper puts a lots of safeguard measures to protect the achievement,such as enhance the efficiency of employee,strengthening the innovation,product diversification,simplification of internal process and so on.This paper has some reference significance for other competitors of dietary supplement industry to design their competitive strategy as well.