PHÂN TÍCH văn hóa DOANH NGHIỆP của AMWAY e

PHÂN TÍCH VĂN HĨA DOANH NGHIỆP CỦA AMWAY INTRODUCTION Amway is a leading group in the world in direct selling (or multi level marketing) with Head Quarted located in America Founded in 1959 by two American businessman Jay Van Andel and RichDeVos, up to now, Amway has been operating in more than 80 nations and regions with 20.000 staffs and million distributors in all the global Amway brings about and shares opportunities of self-business for all the people based on business of high-quality products Over 50 years of development, Amway now has opened the business opportunities to over million distributors in all the world with more than 450 products and services Turn-over of Amway in 2011 reaches 10.9 billion US dollars, 17% grown as compared to that of 2010 of 9.2 billion US dollars Amway has production factories in America, China and Vietnam Starting business in 2008, Amway Vietnam is a company with 100% of foreigninvested capital with production factory in Amata Industrial Zone, Bien Hoa, Dong Nai The factory’s annual capacity is 30 million US dollars; Shops and training centers in Hochiminh city and Hanoi has the total staffs of 300 The company has expanded the good delivery and receipt places in many provinces nationwide as well as continuously improve business schedule, enhance product and service quality to meet the higher demand of Distributors and Consumers Being a multi level marketing company, which runs legally and give job opportunity to millions people, Amway has been operated successfully for more than 50 years based on the business guideline “helping other people means helping yourself”, Amway has built a corporate culture sustainable for the development This paper will focus on analyzing the relationship between the corporate culture and the success of Amway AMWAY’S CORPORATE CULTURE B02_Tran Minh Duc _ Intercultural Management For the modern business organization, developing goods or services is not enough Goods must also be available in the right quantity and at the right location in order to reach the customer For the organizations themselves, distribution strategies should never be under-rated Developing an effective way of reaching customers may be the cornerstone upon which their successes are founded One reason for their success is that they reach their customers in a better and more appropriate way than their competitors This assignment focuses on Amway direct selling culture Direct Selling Culture The concept of direct selling is based upon person-to-person relationships The seller goes to the consumer rather than the consumer to a shop In today's fast changing society, where more people work and shopping patterns have altered, this type of shopping not only provides consumers with accessibility to a wide range of products but is also convenient An successful organization involved in direct selling cannot sell without a sales force! At the heart of Amway's approach to direct selling is the critical relationship between Amway and the seller or distributors Each of these distributors is self-employed Anyone over 18 can establish their own business as an Amway distributor, either on a part-time or full-time basis Amway offers individuals the chance to set up their own business with little or no B02_Tran Minh Duc _ Intercultural Management experience or capital investment Working hours and flexibility can be adjusted to suit each individual Individuals may have many different motives for starting their own businesses Some individuals strive for achievement and may have tremendous energy and commitment to succeed Others may want independence; to work on their own and have the ability to make their own decisions However, for many others the financial incentive is usually reward enough to engage in activities, where they may measure their success by income and standard of living The vast majority of new Amway distributors have no previous experience running a business of their own Participating in the Amway business has helped them with their personal and professional development, acquiring skills in dealing with people and developing a wider business acumen Amway products are sold person-to-person, rather than door-to-door or via party plan Distributors earn their income through retail profit on the goods they sell In addition, they receive a commission from Amway based on the volume of sales they generate personally, as well as those by their own distributor network Partnership B02_Tran Minh Duc _ Intercultural Management 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 Amway always try to what is, in the long-term, in the best interest of our partners, in a manner which increases trust and confidence The success of Amway will reward all who have contributed to its success Consent Consent is essential to our business success Amway 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 value Amway 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 Achievement Amway is builders and encouragers Amway strive for excellence in all areas The focus is on continuous improvement, progress and achievement of individual and group goals Amway anticipates change, respond swiftly to it, take action to get the job done Amway encourages creativity and innovation Personal responsibility B02_Tran Minh Duc _ Intercultural Management Each individual is responsible for achieving personal goals, as well as giving 100 per cent effort in helping achieve team goals By helping people help themselves, Amway 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 Responsibility for staffs and customers All organizations have a responsibility to serve their employees and customers, who are likely to be affected by the consequences of an organization’s activities In today's business environment it is unacceptable for organizations to ignore the activities of consumers and staffs For Amway this means doing business ethically and taking a stance on key issues (Ethics concern the moral principles of conduct generally accepted by members of society) They constitute a guide as to what should or should not be done Personal torch The success of every organization depends upon the satisfaction of its customers The Amway product range covers many consumable items which most people have in their homes The quality of its products is considered to be the organization’s driving force Amway is committed to ongoing research and development The direct selling industry has grown rapidly over recent years Changing lifestyles, demographics and economic recession have all been factors influencing this growth Amway provides people with business opportunities across the globe Direct selling is not about 'getting rich quick' it is about creating rewards for effort and initiative With low risk and low capital investment, Amway provides people with the opportunity to achieve and to improve their lives B02_Tran Minh Duc _ Intercultural Management As a leading player in the world of direct selling, Amway is helping to 'clean up' the industry and provide a valuable and acceptable form of products In an impersonal fast-moving world driven by technology, Amway provides the personal touch DeVos, father of Amway said that: "Our people are seeking inspiration all the time, as most people are Some people find it in the Clubs, some people find it at church and some people like to go to Amway meetings." Job for generations One of Amway distributors said that “The era of getting a job and having it guaranteed forever is gone It’s exciting to teach young people to take control of their own futures There are no glass ceilings in the Amway business We are here to help build self esteem and success with the next generation.” “We have found that our success is determined by what we give Our focus goes far beyond our personal goals” Breaking free Max Santos loves how life changes And it has changed tremendously “Ten months ago, we went and picked up my wife in a limo from her job – we had set a date for her retirement and we did it She thanked her boss and left! We now have the flexibility to set our own schedules Just recently, we were hitting golf balls at 11 in the morning We love spending more time together! “ Taking a new path Harish and Hira Panth were frustrated Both had earned multiple college degrees they believed would open doors to the life they dreamed of As a scientific researcher, Harish says, “I was going back to square one all the time in my work B02_Tran Minh Duc _ Intercultural Management We needed to something different We were not familiar with the AMWAY business opportunity, but when we saw it, I knew I could this.” Hira adds, “I saw great skin care products, and we had always taken good vitamins With my theater background, selling and sharing the products was easy to me Since we did not get where we wanted with our degrees, we decided to make our commitment to the business We made this decision and gave it all we had.” With their new business, Harish applied the same discipline and persistence he used in his science career Hira discovered a love for teaching groups and customers Yet, there were challenges Says Harish, “We had no idea about time management at all! And, we had to learn how to manage our time differently We followed the mentoring that our upline recommended and we applied it.” As they reach and teach others, the path has become clear Harish reflects, “Now, I have the personal growth and success I wanted We have time to think things through.” Hira adds, “And so much more family time – enjoying our favorite restaurants, movies, and travel We want this for others.” Harish believes, “We give hope Success comes from a true commitment to each person, and selling and sharing the benefits of the products We are always here to help you make it We don’t expect perfect people Our satisfaction comes from seeing everyone become their best.” Direct staff to help build a dream including the establishment of personal and sales goals, demonstrate career development prospects and focus on these goals is a series of Amway organization to help them achieve their goals as well as human and material means to support measures Each person has his or her own dream, family, kids, careers or to achieve life satisfaction To this for different direct sales force, Amway must implement personalized, to arouse sympathy in different types of people However, despite many very widely among direct selling, B02_Tran Minh Duc _ Intercultural Management Amway’s dream to create mechanisms generally consists of three elements: choice, familiarity and emotion To dream into the time usually does not directly persuade the Amway direct sales force acceptance of certain ideas or thoughts about them, but give full freedom of choice Typically, Amway people who are familiar with these highly emotional dreams inspire will begin to get excited and be enthusiastic They have ability to choose their own way of life, as long as we are willing to make efforts; Under the Amway corporate culture nurtured “ I feel my blood boil, covered with all the power, we are working towards their dreams, feeling so clear, it seems that if you work hard on your fingertip” Sustained efforts are an ongoing process, so Amway dream is to encourage its members to continue to establish new goals or dreamed of and worked hard CONCLUSION Amway is a direct-company, Amway’s leaders wished for bringing this directselling model to Vietnam and demonstrated its transparency and legality of this business model through its operation in Vietnam market Amway’s business model conforms to the laws by distinctive features from other illegal multi level marketing These features includes minimum investment, high quality products, based-selling income, strict rules of conduct which are within legal regulations It is the characterized culture of Amway that differentiate Amway from other business units Ref 1234- Text Book http://www.amway2u.com http://www.amway.com Wikipedia B02_Tran Minh Duc _ Intercultural Management B02_Tran Minh Duc _ Intercultural Management ... organizations themselves, distribution strategies should never be under-rated Developing an effective way of reaching customers may be the cornerstone upon which their successes are founded One reason... respect, and deserves fair treatment and the opportunity to succeed to the fullest extent of his or her potential Achievement Amway is builders and encouragers Amway strive for excellence in... gone It’s exciting to teach young people to take control of their own futures There are no glass ceilings in the Amway business We are here to help build self esteem and success with the next generation.”