Mistine The Number One Cosmetic In Thailand

1196 words - 5 pages

Mistine is still the number one cosmetic in Thailand and provides more than 6,000 products, which are divided into 5 groups (Mistine Cosmetics, n.d.). Mistine offers Body Care, Personal Care, Make Up, Fragrance, and Skin Care (Mistine Cosmetics, n.d.). All of their products are certified and produced through quality manufacturers (Mistine Cosmetics, n.d.). The distributor, Better Way Company, feels that because of its acceptance throughout the Thai market Mistine can become “number one in the heart of worldwide cosmetics users” (Mistine Cosmetics, n.d.). Better Way recently built a new “state-of –the-art” distribution center (Mistine Cosmetics, n.d.). It is being considered “one of the most advanced technological systems in South East Asia” (Mistine Cosmetics, n.d.).

Mistine’s strengths include its brand recognition in Thailand due to their advertising efforts (Ferrell & Hartline, 2011). The company also has strengths in the value of their products (Ferrell & Hartline, 2011). Not only that, consumers feel they are getting a quality product for the low price (Ferrell & Hartline, 2011). Even if the consumer is not satisfied, Mistine offers a satisfaction guarantee that would also be considered a strength in their customer relations (Ferrell & Hartline, 2011). The global economy downturn has also helped them, because the value of their products is more enticing to someone who is concerned about their personal finances (Ferrell & Hartline, 2011).

The major weakness of the company is its brand recognition throughout the rest of the world. Although there are attempts at expansion of the company worldwide, most of the Western nations have not been exposed to the brand (Ferrell & Hartline, 2011).

However, there are opportunities for Mistine in the global marketplace (Ferrell & Hartline, 2011). Mistine has mastered the business of direct selling in Thailand (Ferrell & Hartline, 2011). Many of the same types of business have been successful in our Western world. Some examples include Mary Kay, Arbonne, and AVON, just to name a few. Mistine has also proven to be successful at launching advertising campaigns, which will be necessary to compete on a global scale (Ferrell & Hartline, 2011).

Mistine’s threats are in its amount of competition. The case study mentions several of the companies current competitors in Thailand (i.e. Avon, Giffarine, Amway), and as previously mentioned they will face even more when opening up to the global arena (Ferrell & Hartline, 2011).

Because of Mistine’s marketing efforts, they have become a beloved brand of the Thai consumer (Ferrell & Hartline, 2011). They have focused on the fact that they are an Asian-based company and have designed their products especially for that market (Ferrell & Hartline, 2011). Mistine’s products are made using considerations for Asian skin tones and a warmer climate (Ferrell & Hartline, 2011). The companies’ advertising has also been targeted to turn consumers into their salespeople...

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