Mistine Case Studies

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Michael Lee unit 9 Marketing Mistine Case Studies
1. What are the major SWOT considerations in Mistine’s attempt to continue its growth and dominance in the Thai market? Strength:
* Short selling period
* Well recognized brand
* Low cost product that provides value to customers
* Abundance of sales people
* Advertising campaign from mass media that brings brand recognition Weakness:
* Dependence on its supplier providing products
* High turn-over ratio for sales people (200%)
* Qualification difference among sales people
* Introduction into Men’s products
* Duplicate same success formula into neighborhood Asia countries * Buy out smaller competitors to gain market share
* Better product being introduced by competitors
* Inferior product that leads to re-call and devastate brand image * Growth of major competitors
2. How can Better Way stay on top in Thailand while it looks to expand internationally? Better Way should create a new division solely for international expansion. This way company can allocate proper resources in each division and not lose focus on its domestic market. Domestically Better Way should continue to strive for R&D with new products, hire and train more sales people, and use mass media to advertise. 3. What specific marketing program actions would you recommend over the next five years? Mistine should look into a new product line for older people as the majority of “housewives” age they will want a specific product line designed for them. Mistine can also look into advertising with social networks as well as online selling to gain a bigger market share in the teenagers sector.
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