Avon Brazil: Optimization of Logistics Processes in a Direct Selling Company

Main Article Content

Fabio Medeiros
https://orcid.org/0000-0003-3395-2801 orcid
Luiz Carlos Di Serio
https://orcid.org/0000-0002-4592-0682 orcid
Alessandro Moreira
https://orcid.org/0000-0003-1708-8777 orcid


This case study aims to develop in each student analytical competencies by evaluating current logistics processes and, from this understanding, to use the knowledge gained on tools and theories of continuous improvement to propose solutions and discuss strategic alternatives for the company to improve its processes. Efficiency in logistics operations plays a key role in the results of direct sales companies because there are thousands of customers and daily deliveries that bring complexity to the process. The new Supply Chain Director took over the position in a difficult period of falling market in the country. Thereby he implemented internal discussions to evaluate the status of various processes and to engage leadership. He intends to find ways to improve logistics processes through capital investments or by using continuous improvement tools that could provide cost reductions and increase service levels. The case can be used in undergraduate courses, graduate courses, and also in professional education in themes related to business management, supply chain, logistics, and industrial operations.


Download data is not yet available.

Article Details

How to Cite
Medeiros, F., Di Serio, L. C., & Moreira, A. (2021). Avon Brazil: Optimization of Logistics Processes in a Direct Selling Company . Journal of Contemporary Administration, 25(4), e190212. https://doi.org/10.1590/1982-7849rac2021190212.en
Cases for Teaching


Abihpec (2018). Panorama do setor de higiene pessoal, perfumaria e cosméticos. Retrieved from https://abihpec.org.br/publicacao/panorama-do-setor-2018/
Aken, E. M. V., Farris, J., Worley, J., & Doolen, T. L. (2004, May). Longitudinal analysis of kaizen event effectiveness. Proceedings of the Industrial Engineering and Research Conference, Houston, TX, USA.
Ballou, R. H. (2001). Gerenciamento da cadeia de suprimentos: Planejamento, organização e logística empresarial. Porto Alegre: Bookman
Direct Selling News (2017). The DSN global 100 list. Retrieved from https://www.directsellingnews.com/global-100/
Frei, F. X. (2006). Breaking the trade-off between efficiency and service. Harvard Business Review, 84(11), 93-101. Retrieved from https://hbr.org/2006/11/breaking-the-trade-off-between-efficiency-and-service
Johnson, M. W., Christensen, C. M., & Kagermann, H. (2008). Reinventing your business model. Harvard Business Review, 86(12), 52-60. Retrieved from https://hbr.org/2008/12/reinventing-your-business-model
Lawson, B., & Samson, D. (2001). Developing innovation capability in organisations: A dynamics capabilities approach. International Journal of Innovation Management, 5(3), 377-400. https://doi.org/10.1142/S1363919601000427
Lean Institute Brasil. (2020). Vocabulário: Milk run - movimentação de materiais entre plantas. Lean Institute Brasil. Retrieved from https://www.lean.org.br/conceitos/75/milk-run---movimentacao-de-materiais-entre-plantas.aspx
Moubray, J. (1992). Reliability-centered maintenance. New York: Industrial Press
Quinn, J. B., & Hilmer, F. G. (1994). Strategic outsourcing. Sloan Management Review, 35(4), 43-55. Retrieved from https://sloanreview.mit.edu/article/strategic-outsourcing/
Teece, D. J. (2010). Business models, business strategy and innovation. Long Range Planning, 43(2-3), 172–194. https://doi.org/10.1016/j.lrp.2009.07.003
World Federation of Direct Selling Association. (2018). About direct selling. Retrieved from https://wfdsa.org/about-direct-selling/
Womack, J. P., & Jones, D. T. (2003). Lean thinking: Banish waste and create wealth in your corporation. New York: Free Press.