Research and update the case information as much as possible with current research, and then conduct a comprehensive SWOT analysis for Mistine. Strengths: Mistine’s strengths are in its high quality products, efficiency, selling and marketing techniques. The company uses international standards in its product and ingredient selection, ensuring quality that consumers can trust. They build a customer base, trust and encourage product switchover by offering full refunds or product replacement if dissatisfaction occurs. The selling method of direct by way of district managers and sales reps is a strength as it continues to grow and builds more intimate relationships between the sales force and the buyers. Mistine uses clear marketing techniques of magazines and mass media advertising instead of relying too heavily on word of mouth. Celebrity actors create product buzz and strengthens its reputation as a solid, successful company. It’s clear marketing demographic of working, educated, and professional women help the company focus its marketing efforts in a clear direction. Efforts to expand globally has greatly increased sales and brand awareness. Focusing on efficiency and organizational improvements means Mistine can handle a high number of selling periods with quick turnovers and higher levels of sales. Its loyalty programs and mission for positive attitudes and pledge to make the company number one together makes employees in line with company goals. Rewards such a cars draws in prospective sales reps and managers. Finally, Mistine’s pricing techniques that match the income levels in the demographic and geographic areas they sell make it affordable and accessible for everyone. Weaknesses: Mistine’s extreme and fast paced growth has a few weaknesses and areas for improvement. Focusing too narrowly on women, and Asian women, alienates many other markets and demographics as potential customers for Mistine. Also, as the direct selling company is many sales reps...
References: Better Way has big plans for Mistine in Asean markets. ACHARA PONGVUTITHAM. THE NATION. January 30, 2012. http://www.nationmultimedia.com/business/Better-Way-has-big-plans-for-Mistine-in-Asean-mark-30174717.html . Retrieved on 6/1/2013.
Ferrell, O., & Hartline, M. (2011). Marketing Strategy 5th Edition. Mason: South-Western Cengage Learning.
Mistine: Direct Selling in the Thai Cosmetics Market. 2009.
Mistine Cosmetics. 2013, retrieved on 6/1/2013. http://www.mistinecosmetics.com/about.php.
Please join StudyMode to read the full document