Conclusion
Avon's long history is attributed to its unique approach to meeting the needs of women. Today, "Avon markets leading beauty, fashion, and home products to women in more than 100 countries through more than 6 million active independent Avon Sales Representatives." This vast market requires the company to be in tune with what women all around the world want. Avon's continued success depends on its ability to effectively identify and meet the ever-changing needs and preferences of the women it serves both internally and externally-as representatives and consumers. As time constantly welcomes change in the external environment and competitive landscape, Avon must find a way to sustain its unique approach and core competencies. With looming pressures to innovate, outperform competitors, yield expected earnings, and ensure future profitability, Avon should not stray from the foundation of direct selling that brought it success. However, it must modernize the direct selling model to enhance its ability to create value for customers not only today, but "tomorrow" as well. Different markets must be matched with local responsiveness and cultural understanding and adaptability. Ethical concerns and moral hazards must be matched with corporate governance and value alignment. Competitive rivalry must be matched with innovation, effective leverage, and execution of core competencies. Developing and then using strategies that blend appropriately with the firm's vision and mission is critical to the firm's success. Risks must be matched with calculated and controlled growth and diversification. The combination of each individual challenge makes up the daunting task of returning Avon to its previous greatness, a responsibility falling on the new CEO's shoulders. Is CEO Sheri McCoy the right match for the challenge?" More specifically, is she the strategic leader who can work with others to find ways to facilitate Avon's efforts to create value for all stakeholders and perhaps especially for shareholders? Is the plan she is putting into place going to lead to the turnaround at Avon that many believe is necessary?