AMWAY Overview
Company Headquarters: Michigan, US
Founded: 1959
Workforce: ~19,000
Company Working: Amway engages in the manufacturing and marketing of nutrition, beauty, and body and bath products. The nutritional products offered by the company include vitamins, minerals, dietary supplements, weight management, and sports nutrition products, and energy drinks. The company operates in the Americas, Europe, Asia, and Australia. It offers its products through direct selling and e-commerce platforms. As of December 2004, Amway operated as a subsidiary of Alticor Inc.
Strategy
Amway invests mainly in R&D to develop and provide quality products based on the high demand for supplements in the global market. The company aims to follow the strategy of product launches to gain consumer attention and further increase sales in the near future. Moreover, the company’s major focus area includes strategic business expansion for which it is known to invest in the ongoing trends in the global market and demands raised by consumers. For instance, based on the rising number of vegan consumers, especially in North America, it launched its plant-based protein powder. This strategy not only helps in creating significant product differentiation but also strengthens the company’s position in the global market.
