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Amway Mission Statement

Paper Type: Free Essay Subject: Marketing
Wordcount: 1713 words Published: 7th Jun 2017

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Amway is an abbreviation for American Way and it is is one of the worlds largest direct selling company that include in one of the top 10 performing by impressive indicators. Amway founded at 1976 by Rich DeVos and Jay Van Andel. (Amway) Amway now operates in over 97 countries up-to-date around the world included Malaysia, India, China, and so on. Amway offer over 105 products in four categories such as personal care category, home care category, nutrition and wellness category and cosmetics category.

In 2010, Founders’ Council included 84 members from thirteen different countries. They learn about future strategy and help to enhance and shape the direction of Amway family.

Amway has more than 3 million people are already on their path to success. People can register become a distributor or business model with Amway. The vision of Amway is help people to live better and the mission of Amway is to facilitate best business opportunities and deliver high-quality product to all the customers.

Mission statement of Amway

Through the partnering of Distributors, Employees, and the Founding Families and the support of quality products and service, we offer all people the opportunity to achieve their goals through the Amway Sales and Marketing Plan.

Vision of Amway

“Helping people live better lives.”

We work each and every day to help people live better lives. We achieve our vision by helping people everywhere discover their potential and achieve their goals by offering better brands and opportunities for the future, and by sharing generously with the global community. To help us realize our vision, we have six enduring values that the business has been built on.

Amway have six enduring values that are:


Amway is built on the concept of partnership, beginning with the partnership between our founders. The partnership that exists among the Founding Families, Distributors and Employees is our most prized possession. We always try to do what is the long-term best interest for our partners, in a manner, which increases trust and confidence. The success of Amway will reward all who have contributed to its success.


Integrity is essential to our business success. We do what is right, not just whatever ‘works’. Amway’s success is measured not only in economic terms, but by the respect, trust and credibility we earn.

Personal worth

We acknowledge, the uniqueness created in each individual. Every person is worthy of respect, and deserves fair treatment and the opportunity to succeed to the fullest extent of his or her potential.


We are builders and encouragers. We strive for excellence in all we do. Our focus is on continuous improvement, progress and achievement of individual and group goals. We anticipate change, respond swiftly to it, take action to get the job done, and gain from our experiences. We encourage creativity and innovation.

Personal reasonability

Each individual is responsible and accountable for achieving personal goals, as well as giving 100 percent effort in helping achieve corporate or team goals. By helping people help themselves, we further the potential for individual and shared success. We also have a responsibility to be good citizens in the communities where we live and work.

Free enterprise

We are proud advocates of freedom and free enterprise. Human economic advancement is clearly proven to be best achieved in a free market economy.

Achievement and awards of Amway

There is a non-exhaustive list of awards and recognitions from year 1989 to 2012 received by Amway and affiliated companies. Achievements and awards enhanced the reputation of Amway and public recognition. This is a list of achievements achieved by Amway in year of 2012 up-to-date.

Amway Achievement and Awards 2012

  • Amway Nutrilite – Most trusted brand Asia
  • Amway eSpring – Most trusted brand Asia
  • Amway Nutrilite – Most trusted brand China
  • Amway Nutrilite – Most trusted brand India
  • Amway eSpring- Most trusted brand Malaysia
  • Amway Nutrilite – Most trusted brand Malaysia
  • Amway eSpring- Most trusted brand Singapore
  • Amway Nutrilite – Most trusted brand Singapore
  • Amway eSpring- Most trusted brand Taiwan
  • Amway Nutrilite – Most trusted brand Taiwan
  • Amway eSpring- Most trusted brand Thailand
  • Amway Nutrilite – Most trusted brand Thailand
  • Amway China awarded “most responsible enterprise”
  • Amway China wins “Best Customer Service” Award
  • Amway US wins “Corporate Community Leader” Award
  • Amway Center named “Sports facility of the year”
  • Amway India wins “The Aaj Tak Care award for Education”
  • Amway Malaysia named “Health Supplements Company of the Year”
  • Amway Artistry Intensive Skincare Renewing Peel wins Her World Malaysia Reader’s Choice Award
  • Amway Artistry Hydrating Foundation wins Her World Malaysia Reader’s Choice Award
  • Amway US a finalist in VolunteerMatch “Employee Volunteer Program of the Year”
  • Amway’s Fulton Innovation wins Gold Edison Award for Innovation
  • Amway’s Artistry Lip Gloss wins Total Beauty “Reader’s Choice” Award
  • Nutrilite tops Consumerlabs.com “Customer Satisfaction” survey


Amway uses a combination of segmenting consumer markets which are demographic, psychographic and behavioral segmentation.

Demographic segmentation

Age and Life-Cycle Stage:

Amway products are meant for all age of groups. For example the nutritive food supplement that Amway provide is suitable for all neither age group nor matter for the children, adult or the old people also can have the product.

Gender Segmentation:

Amway product also can use by both gender, female and male. The are many type of product that Amway provide like fashion accessories, equipment, stationary personal item all that can be use by female or male.

Income Segmentation:

Amway is target for the high income segment, because the thing that its sell are slightly expensive.

Psychographic segmentation

Social Class:

Amway products are more affordable for the middle or upper social class people. The product that Amway provide like beauty product , nutrition product or home product are slightly expensive if compare with other competitor because of the quality of product, so lower social class may not affordable for the Amway product. The consumers enjoy for the benefit of using a high quality product which is available to them at their door steps.

Behavioral Segmentation

Loyalty Status

Amway differentiate its customer with loyal status, for those who always support Amway product, Amway might give some discount or giving bonus point to the customer when they purchasing product from Amway every year. The point that given can use to exchange for the Amway product with term and condition applied.

User Status & Usage Rate

Amway differentiate its customer user status and usage rate by giving them point base on items they brought, the more point the customer hold, the heavier usage rate of the customer.


Amway’s positioning strategy is “More for more”. Amway provides product that are better than other competitors, higher quality of products and better services. Hence, Amway’s products result in higher price compared to other competitors. Customers who buy Amway’s products are willing to pay more for better products and services.

Marketing Environment

Micro environment

Micro environment is also known as internal environment. Micro environment has the direct impact to the customer experience. Micro environment is factors and elements close to the company that affect its performance. These factors include the company, suppliers, marketing intermediaries, customers, competitors, and the publics.


There are a lot of similar types of business as competitor with companies we have chosen “AMWAY”. Coway and Cosway are the competitors that Amway facing. To compete with Amway’s competitors, Amway gain competitive advantages and strategic advantages through providing better value and satisfaction products compared to its competitors. To gain competitive advantages, Amway established the point value system, the more customer buy, the more point value(PV) gained to calculate the rebate percentage.


Consumer Markets

Pricing is the most important among other marketing mix; many consumers like to compare the price of product to competitor, But Amway customer are mostly middle to upper social classes customer, price are less compared by middle to upper classes customer, what they concern are products quality and performance and quality services provided suit their lifestyle or requirement or not, they willing to pay more to get more.


Financial Public

Media Public

Amway advertise their businesses, products and services through media to promote their products and services. Amway publish their promotion on newspaper, broadcast their commercial on TV and radio.

Macro environment

Macro environment is also known as external environment. Macro environment is the larger societal forces that could not been controlled and it affect the micro environment. Macro environment consist factors of demographic, economic, natural, technological, political and cultural forces.


Demographic is a study of human populations is terms of size, density, location, age, gender, race, occupation and other statistics. Demographic is one of Amway’s segmentation methods, by segmenting their customer by


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