Core competency is something that a firm can do well and that meets the following three conditions
• It provides consumer benefits
• It is not easy for competitors to imitate
• It can be leveraged widely to many products and markets.
In 2007 alone, we increased our investment in our Representatives by over $120 million. This money funded a range of initiatives including the continuing rollout of our Sales Leadership opportunity, improved training, as well as changes to the commission structure and selling frequency in several markets. We also took a major step forward in the e-transformation of the Avon opportunity with new web-based and mobile-technology tools.
In addition, we rebranded all recruiting and training materials worldwide, and introduced our first-ever global recruiting advertising, all reflecting the energy and optimism of our Hello Tomorrow campaign. In fact, for the first time in Avon's history, we have aligned both our direct-selling and brand communications under one integrated platform that presents a consistent face of Avon to every audience in every country where we do business.
Avon is one of the world's great beauty brands, and is consistently ranked as one of the top 100 global consumer brands of any type. With 90% around the world
We began in 2006 with a comprehensive delayering of the organization, to reduce management layers, increase speed of decisionmaking and get closer to our Representatives and customers. We continued in 2007 by fully globalizing our product-to-market process through the end-to-end integration of our global business units: Global Brand Marketing, Global Supply Chain, Global Direct Selling and Global Information Technology. These business ...