Mary Kay Inc.: Direct Selling and the Challenge of Online Channels Harvard Case Solution & Analysis

Mary Kay is one of the most famous direct selling cosmetics, women in the world. Its channel strategy is to use independent consultants beauty, who are independent distributors sell directly to consumers. His compensation plan is multilevel, providing a commission to distributors on their own sales as well as sales of distributors they recruit. At the time of the case, the company is struggling with the established changes in consumer behavior - the fall of stay at home mom, when she returned to the work force - combined with the capabilities of the Internet sales. Focused on the company's efforts to keep up with consumer demand and behavior, while remaining true to its core purpose "Improving the lives of women." The ways of Internet technology can be used throughout the company and channel structure of the supply chain, not just as a way to market. "Hide
by Anne Coughlan, Eric Goldman Source: Kellogg School Management 23 pages. Publication Date: January 1, 2004. Prod. #: KEL034-PDF-ENG

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