Mistine

Good Essays
Mistine: A Case Study

Mary Jo Barbato
Globe University

March 5, 2010

Mistine is poised for success in its attempt to continue as Thailand’s front runner in the direct-selling cosmetics industry. Being number one in a small group of competitors is a precarious, but beneficial position. As leader, Mistine will continue to be in control of its own destiny. The current levels of market share and growth are theirs to lose. Their quality commitment and customer satisfaction guarantee make them a rival for any competition. It’s interesting to note that this level of “value-for-money” is a core aspect of Mistine’s corporate culture, and has been since the beginning. With a 70 percent brand recognition rating, Mistine is on its way to even greater dominance in the Thai market.
For a company leading the pack of competitors, this sounds like a no-lose situation. But, it is essential to recognize what opportunities Mistine will have to risk as well as the weaknesses and threats from competition they must overcome. Consideration of each will follow, but they are summarized below in Table 1.

Table 1

Strengths
Reputation
Current #1 Market Share
Brand recognition
Quality of product

Opportunities
Alliances with advertising partners
Use of technology
Teenage market share
75% have never bought thru direct sales

Weaknesses
Loss of influential leader
Expectation of high advertising budget
Turnover of sales representatives

Threats
U*Star’s recent market share capture
Competitor’s use of technology
Competitor’s diversification

As shown above, Mistine is in a strong position in the cosmetic direct-selling market. But, what can they do to continue in this spot and to increase their stronghold? They’ve already begun to make smart choices such as; joining forces with promotional agencies, forming alliances with telecommunications firms and expanding their product line. Since they were the first direct selling firm to use mass media marketing it is



References: Thailand.com. Retrieved on March 5, 2010 from the website: http://www. thailand.com/exports/html/thailand_brand.htm Vibboonchart, Nalin. August 22, 2009. Better Way shifts focus to boost revenue. THE NATION. Published on August 22, 2009. Retrieved on March 5, 2010 from the website: http://www.nationmultimedia.com/2009/08/22/business/business30110418.php

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