Industry Analysis Paper

INDUSTRY ANALYSIS PAPER:

Direct Sellers of Personal Care Products

School of Business Administration

ECO 6351 Economics for Managers (Spring 2007)

Dr. Chien Chen

Team #6: Nisha Stephens and Cathy Osh

As a team member, I hereby certify and warrant:

(a) that this Paper is our original team work;

(b) that we have acknowledged all the sources used in this Paper. I understand that copying of another’s work and representing it as our own work is a serious academic offense, and should be treated as such;

(c) that the final version of this Paper has been read and approved by all team members in the form it has been submitted to the Instructor.

Name Initials Date

1.Nisha Stephens N.S. 04/27/07

2.Cathy Osh C. O. 04/25/07

Table of Contents

Page

Executive Summary…………………………………………………………………2

Overview…………………………………………………………………………….3

Industry Organization……………………………………………………………….3

Market History………………………………………………………………………4

Market Structure…………………………………………………………………….6

Market Demand……………………………………………………………………..7

Competitive Forces………………………………………………………………….9

Barriers to Entry…………………………………………………………….9

Rivalry among Competing Sellers………………………………………….9

Competitive Forces of Substitute Products…………………………………9

Competitive Forces of Buyers……………………………………………..10

Competitive Forces of Suppliers…………………………………………..10

Conclusion………………………………………………………………………....10

Works Cited………………………………………………………………………...12

EXECUTIVE SUMMARY

This term paper analyzes the “direct sellers” distribution channel of the personal care products industry and presents recommendations on entry by prospective competitors. The premises and arguments are supported by citations and references.

Personal care products consist of cosmetics, fragrances, bath products, skin care products, nail care and sun protection. The direct sales business model was developed in the late 1800s and utilizes a distribution channel vis-а-vis beauty consultants.

Avon was the first to enter the market as a direct seller in 1886. Amway followed in 1959 and Mary Kay joined in 1963. The industry is primarily held by private investors. However, Avon is public and trades under ticker symbol AVP.

The market structure for is perfectly competitive and there is no market power in the personal care products industry, because there are too many close substitutes. Each competitor operates in the international market and market demand is being sustained with the implementation of new strategies.

Four out of the five competitive forces yield unfavorable results for entry by potential competitors. As a result, entry into the personal care products industry is not recommended.

Overview

The Cosmetic, Toiletry and Fragrance Association (CTFA) were established