Mistine: Business Strategy

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Since the case was published, Mistine has continued to work with other countries to ensure that their products are safe. Their website and YouTube video bouts their long list of certifications and awards for safety. Mistine is still looking to progress worldwide. They offer new partnership in many portions of their website and mention it several times in their online video. Mistine has also since built a 1,500 million baht distribution center in preparation of international consumers. Per the Mistine website, they were ranked 13th or the direct selling companies worldwide, so they have gained ground internationally since this case was published.
Per the case, Mistine markets its products to Asian women and identifies itself as an Asian company. Mistine has a strong target group for their product. Their employees can be a strength as well. As the case mentions, the employees were once a weakness in Mistine because there was not a strong loyalty to the company. Before Mistine realized how important their salespeople were to the company, turnover was near 200 percent. Once they started implemented changes to address employee issues, create more efficient processes, and produce incentives, their turnover dropped. Mistine has shown that they can recognize their weaknesses and turn them into strengths.
There is great growth in the industry as per the case only 24% of Thailand has bought products through direct selling channels. Plus there is opportunity to open the market in Western cultures as these regions have not actively been sought out in the past. However, Mistine will have to combat with other mainstream direct selling companies. Competition includes Avon, Giffarine, and Amway. As mentioned above, Mistine identifies itself wit...

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...Selling in the Thai Cosmetics Market. Marketing Strategy, 5th edition, South-Western/Cengage Learning.
Better Way (Thailand) Company Limited (2013). Our Services. Retrieved from http://www.mistinecosmetics.com/ourservice.php
Better Way (Thailand) Company Limited (2013). About. Retrieved from http://www.mistinecosmetics.com/about.php
Romaniuk, J., Beal, V., & Uncles, M. (2013). Achieving Reach in a Multi-Media Environment How a Marketer's First Step Provides the Direction for the Second. Journal of Advertising Research, 53(2), 221-230.
Neff, J. (2013, September 25). Advertisers Struggle to See the ROI on Branded Content. Retrieved from http://adage.com/article/news/advertisers-struggle-roi-content-marketing/244274/
Fletcher, K. P., & Peters, L. D. (1997). Trust and Direct Marketing Environments: A Consumer Perspective. Journal of Marketing Management, 13(6), 523-539.

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