...MISTINE: DIRECT SELLING IN THE THAI COSMETICS MARKET 1. What are the major SWOT considerations in Mistine’s attempt to continue its growth and dominance in the Thai market? Strengths – All of their products in their 5 categories are thoroughly tested by the FDA. Full refunds are offered if customers are unsatisfied. Strong sales even during the global recession through directed buying. They have a fantastic recruiting system of employment of both men and women. Weakness – AVON has a major presence in 1st world countries like the United States where Mistine doesn’t have near the presence. America is usually the gauge in success on the world state. It directs most of its direct sales toward one type of culture. Opportunities – Mistine can expands its business further outwards toward more European markets and the western markets which it has a lot of ground to make up for versus AVON. Threats – Competition coming from Avon, Giffarine, and Amway. 2. How can Better Way stay on top in Thailand while it looks to expand internationally? Better Way can continue to focus on their exports, seeing as they did such an excellent job getting exports to other countries during the economic downturn to cash strapped people around the world. Their advertising slogan of “Mistine is here!” Will continue to work in new markets because it’s a similar idea of what IKEA does in new markets. It portrays a product that you m ay have always wanted but never had the chance to get before until now...
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...Mistine: Direct Selling in the Thai Cosmetics Market Question 1: What are the major SWOT considerations in Mistine’s attempt to continue its growth and dominance in the Thai Market? Strengths | Weakness | Opportunity | Threat | Being leader in the Thai market | High turnover rate among salespeople | Growth of direct selling market | Many powerful competitors | Wide product range | Female-oriented brand image | Good relationship with neighbors | Political situations in the countries where the company does business | Customer satisfaction | Thinks as lower-income product | | Length of the selling period | Product testing | In terms of strengths, the company has the advantage of being the market leader, although they are not the first mover, AVON does, they enjoy being the leader in the Thai direct selling cosmetics market. In addition to that, offering different kind of products including; body care, make up, personal care, fragrance and skin care, have the opportunity to attack more people. In my opinion the most key strength here is; customer satisfaction. Not just because it is the key to every successful business but also they do it so right. They offer a change or refund in case of dissatisfaction. This is a huge deal for customers’ eyes, showing that how much you trust your products. Another element that increases customer satisfaction is product testing. The company produces all of its products under international quality standards and also...
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...attempt to continue its growth and dominance in the Thai market? Answer. Strength The strength of Mistine is it leads the Thai direct selling cosmetic market since 2007. Mistine not only serve a wide variety of quality products but also at affordable prices. Every product will be inspected and tested before being delivered to the warehouse. These ensure the quality and standard of the product. Every Mistine product comes with a satisfaction guarantee that if any reason a customer is not satisfied with their purchase, Mistine will replace the product or offer a full refund without condition. Not only that, Mistine also uses TV advertisement campaign to create awareness among the people in Thailand about Mistine’s product. Weakness The weakness of this company is the high turnover rate among the salespeople which is at 200 percent. Most of them sell Mistine product as a second job or part time job. Most of Mistine product are for women so it is hard for the company to expand their product to target the men’s market. Not only that, a lot of people perceived Mistine’s product is a low quality product and for lower income people because of the price range. The success of Mistine depends mostly on the salespeople, it could be a possible weakness in the future if competition among the direct-selling companies increases or the power of labor unions get high. Opportunity Mistine has an opportunity to increaseits sales because it is reported that direct selling market grow at...
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...1. Apa permbangan SWOT utama dalam upaya Misne untuk melanjutkan pertumbuhan dan dominasi di pasar Thailand?Kekuatan - Semua produk mereka dalam 5 kategori mereka benar-benar diuji oleh FDA. pengembalian dana penuh yang ditawarkan jika pelanggan dak puas. penjualan yang kuat bahkan selama resesi global melalui pembelian diarahkan. Mereka memiliki sistem perekrutan yang fantass kerja dari laki-laki dan perempuan.Kelemahan - AVON memiliki kehadiran utama di negara-negara dunia 1 seper Amerika Serikat di mana Misne dak memiliki dekat kehadiran. Amerika biasanya gauge dalam keberhasilan di negara dunia. Ini mengarahkan sebagian besar penjualan langsung ke arah satu jenis budaya.Peluang - Misne dapat memperluas bisnisnya lebih ke arah luar menuju pasar lebih Eropa dan pasar barat yang memiliki banyak tanah untuk menebus vs AVON.Ancaman - Persaingan datang dari Avon, Gi9arine, dan Amway.2. Bagaimana bisa lebih baik Way tetap di atas di Thailand sementara itu terlihat untuk memperluas internasional?Cara yang lebih baik dapat terus fokus pada ekspor mereka, mengingat mereka melakukan pekerjaan yang sangat baik mendapatkan ekspor ke negara-negara lain selama kemerosotan ekonomi untuk kekurangan uang tunai orang di seluruh dunia. slogan iklan mereka "Misne sini!" Akan terus bekerja di pasar baru karena itu ide yang sama tentang apa IKEA dak di pasar baru. Ini menggambarkan produk yang Anda m ay selalu ingin tetapi dak pernah memiliki kesempatan untuk mendapatkan sebelum sampai...
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...Based on the SWOT analysis provided in the case, what are the two or three factors that Mistine should stress in its strategic planning as it looks to continue its growth and dominance in the Thai market? How can Mistine match its strengths with its market opportunities to create competitive advantage moving forward? After having analyzed the information about Mistine’s domestic market, there are several problems that need to be managed including a high employee turnover rate, limited channels of distribution, and an increased competition in the industry. Employee turnover: The rate of salesperson turnover at Mistine is about 200%, which is very high. The reason is due to several reasons. Most of Mistine’s salespersons sell the products as their second job aside from their full time job, which leads a low sense of belonging to the company. In In order to create this sense of belonging, it is necessary for the company to construct a good employee relationship to make them feel that Mistine is a part of their life. The program can include beauty training for every salesperson across the country and distribute free samples so that they are able to recommend the products to their customers. Distribution channel: The products are only available to the customer through a salesperson, which limits the accessibility of the product for those who do not know any salesperson but are interested in Mistine and know the products through mass media. This fact opens the opportunity to penetrate...
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...Miatine’s Direct Selling Operation Single-level pendekatan pemasaran Mistine untuk operasi penjualan langsung yang sederhana dan efisien. Hal ini juga cocok dengan budaya Thailand dan gaya hidup. Manajer direkrut perusahaan kabupaten yang pada gilirannya merekrut banyak tenaga penjualan karena ia / dia bisa menangani. Setiap hari anggota baru membuat putaran mereka untuk memenuhi pelanggan dan calon pelanggan. Setelah penjualan dikonfirmasi, penjual mengajukan pesanan pembelian. Setiap penjual mendapatkan komisi penuh 25 sampai 30 persen tanpa harus berbagi pendapatan nya dengan orang lain. Semakin penjualan penjual membuat, semakin penghasilan dia menerima. Setiap manajer distrik mendapatkan gaji tetap ditambah komisi berdasarkan penjualan yang dihasilkan oleh penjual di bawah tanggung jawabnya. Selain itu, sebagai sarana untuk meningkatkan moral, mobilitas, dan efisiensi, perusahaan menyediakan mobil untuk masing-masing manajer distrik tersebut. biaya bahan bakar distrik manajer ditanggung oleh perusahaan. Dalam bisnis penjualan langsung, panjang periode penjualan sangat penting dan membentuk operasi bisnis. Sebuah periode penjualan dimulai ketika katalog produk dikirim ke tenaga penjualan. Masa jual berakhir ketika tenaga penjualan mengajukan pesanan pembelian kepada perusahaan. Biasanya, perusahaan penjualan langsung menggunakan periode penjualan tiga minggu, dengan total 18 periode dalam setahun. Meskipun Mistine menggunakan pendekatan ini, perusahaan menemukan bahwa kebanyakan...
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...several others. He also renamed some group companies and made them adopt a common logo. He integrated the various businesses and transformed the Tata Group companies into leaner and nimbler companies. 1. Based on the SWOT analysis provided in the case, what are the two or three factors that Mistine should stress in its strategic planning as it looks to continue its growth and dominance in the Thai market? How can Mistine match its strengths with its market opportunities to create competitive advantage moving forward? After having analyzed the information about Mistine’s domestic market, there are several problems that need to be managed including a high employee turnover rate, limited channels of distribution, and an increased competition in the industry. Employee turnover: The rate of salesperson turnover at Mistine is about 200%, which is very high. The reason is due to several reasons. Most of Mistine’s salespersons sell the products as their second job aside from their full time job, which leads a low sense of belonging to the company. In In order to create this sense of belonging, it is necessary for the company to construct a good employee relationship to make them feel that Mistine is a part of their life. The program can include beauty training for every salesperson across the country and distribute free...
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...| |To apply an understanding of marketing strategies such as understanding terms, concepts, and principles relevant to planning and formulating | | |marketing strategies for appropriate product or services | | |To gain experiences in making effective marketing decisions via using the case learning approach | | |Transferable Skills: | | |Through lecture in classroom and presentation. | | |Teaching-learning and assessment strategy | | | | | |Knowledge of Discipline Area | | |Practical Skills | | |Problem solving and scientific skills ...
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...Brand Shares (by Umbrella Brand Name) Historic Retail Value RSP % breakdown Brand Company name (GBO) 2007 2008 2009 2010 2011 2012 Men's Shaving World Gillette Procter & Gamble Co, The 56.3 55.8 54.8 56.3 56.2 56.7 Schick - Wilkinson Sword Energizer Holdings Inc 10.1 10.2 10.7 10.7 10.7 10.6 Bic Sté Bic SA 3.7 3.8 3.9 4.0 4.1 4.2 Nivea Beiersdorf AG 3.3 3.4 3.4 3.3 3.3 3.3 Edge Energizer Holdings Inc - - 0.7 0.7 0.6 0.6 Palmolive Colgate-Palmolive Co 0.7 0.7 0.7 0.6 0.6 0.6 Bozzano Hypermarcas SA - 0.3 0.3 0.4 0.4 0.4 Super-Max SuperMax Corp 0.3 0.3 0.3 0.4 0.4 0.3 Lord Lord Precision Industries SAE 0.3 0.3 0.3 0.3 0.3 0.3 Arko Evyap Sabun Yag Gliserin San ve Tic AS 0.3 0.3 0.3 0.3 0.3 0.3 L'Oréal Paris L'Oréal Groupe 0.2 0.2 0.3 0.3 0.3 0.3 Natura Natura Cosméticos SA 0.2 0.2 0.2 0.3 0.3 0.3 Avon Avon Products Inc 0.4 0.5 0.5 0.4 0.3 0.3 Flying Eagle Procter & Gamble Co, The 0.2 0.3 0.3 0.3 0.3 0.3 O Boticário Botica Comercial Farmacêutica Ltda 0.1 0.1 0.1 0.2 0.2 0.3 Derby Tokai Corp 0.4 0.4 0.4 0.4 0.3 0.3 Barbasol Perio Inc 0.2 0.2 0.2 0.2 0.2 0.2 K4-TETRA Kai Corp 0.2 0.2 0.2 0.2 0.2 0.2 Perma Sharp Procter & Gamble Co, The 0.2 0.2 0.2 0.2 0.2 0.2 Williams Unilever Group - - - 0.3 0.2 0.2 Mennen L'Oréal Groupe 0.2 0.2 0.2 0.2 0.2 0.2 Oriflame Oriflame Cosmetics SA 0.3 0.3 0.3 0.2 0.2 0.2 Shiseido Shiseido Co Ltd 0.2 0.2 0.2 0.2 0.2 0.2 Yves Rocher Yves Rocher SA 0.2 0.2 0.2 0.2 0.2 0.2 Minora Procter & Gamble...
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