Mistine: Direct Selling in the Thai Cosmetic Market Case Analysis

Assignment 5Case Analysis: “Mistine: Direct Selling in the Thai Cosmetic Market”To help you better understand the concepts of Marketing Analysis, you will be asked to complete a case study for each weekly assignment. To prepare for this level of analysis, first read “How to Analyze a Case” in the W1 lesson folder. This Week’s Case “Mistine: Direct Selling in the Thai Cosmetic Market” (located in textbook appendix)After reading, reviewing and analyzing the case study write a paper on the current positon and strategies of strategic planning of Mistine. Within your paper be sure to answer the following questions:1.Based on the SWOT analysis provided in the case, what are two or three factors that Mistine should stress in its strategic planning as it looks to continue growth and dominance in the Thai market?2.How can Mistine match its strength with its market opportunities to create competitive advantages moving forwards?3.How can Better Way stay on top in Thailand while it looks to expand internationally?4.How does Mistine strategies compare to Mary Kay Cosmetics in the US? The requirements below must be met for your paper to be accepted and graded:Write between 750 – 1,250 words (approximately 3 – 5 pages) using Microsoft Word in APA style (download an APA sample paper from the Purdue OWL here).Use font size 12 and 1” margins.Include cover page and reference page.At least 80% of your paper must be original content/writing.No more than 20% of your content/information may come from references.Use an appropriate number of references to support your position, and defend your arguments. The following are examples of primary and secondary sources that may be used, and non-credible and opinion based sources that may not be used.1.Primary sources such as, government websites (United States Department of Labor Bureau of Labor Statistics, United States Census Bureau, The World Bank, etc.), peer reviewed and scholarly journals in EBSCOhost and Google Scholar.2.Secondary and credible sources such as CNN Money, The Wall Street Journal, trade journals, and publications in EBSCOhost 3.Non-credible and opinion based sources such as, Wikis, Yahoo Answers, eHow, blogs, etc. should not be used.Cite all reference material (data, dates, graphs, quotes, paraphrased statements, information, etc.) in the paper and list each source on a reference page using APA style.The paper I got from studypool won’t pass Safeasign. It is 100%match..Paper is attached.
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MISTINE CASE ASSIGNMENT
1
Strategies of Strategic Planning of Mistine
MKG450 Marketing Analysis
G0000000
MISTINE CASE ASSIGNMENT
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Strategies of Strategic Planning of Mistine
Based On The SWOT Analysis Provided In The Case, What Are Two Or Three Factors
That Mistine Should Stress In Its Strategic Planning As It Looks To Continue Growth And
Dominance In The Thai Market?
The main aspects that the board should put more emphasis on is the strategic planning of
Mistine as the company continues to expand and dominate in the market of Thailand. These
strategies are composed of: firstly, recognition of global factor. Regarding the article written by
Ferrell and Hartline (2012), technology is dynamic and keeps on changing in this digital era.
Still, the urge to tune with the current tendencies in the advancement in technology, for instance,
networking channels and the digital integrated communications such as twitter, Facebook, many
other online websites. These developed platforms, it is a newfangled style of advertisement
because many businesses use the online advertisement to advertise their wares.
Besides, they allow and enable the direct selling of goods. This technique will allow the
all Mistine to sell their products directly and it would increase its sales. Therefore, the managers
and people in charge are required to put more of direct selling in the strategic plan of Mistine.
This feature is facilitated by this networking that enables customers to have up-to-date
knowledge or information concerning the products of the firm. Additionally, they are able to
present their goods and make available their ideas that the organization should add in this
technique to boost the sales and production of their products. In addition, the website builds up a
podium that customers that come from different continents can directly pay and place an order
for the item they intend to buy. Therefore, more stress should be put on the necessity to have a
more customer friendly so that it can have an attraction on more customers worldwide and as it
get bigger to more income markets.
MISTINE CASE ASSIGNMENT
3
Secondly, the dependence on direct selling through focusing and targeting the lowincome household issue also are supposed to be emphasized. This characteristic is because of
their broad base customers of Mistine products recognized as the brand of the goods of Mistine.
These products are of low quality as they are customized to stakeholders who earn low incomes.
The company should put more emphasis on the strategic plan. Besides, this plan would increase
the prices of the products by the firm to counter the public perception. In addition, the Mistine
strategic plan should have more emphasis on investing in goods that customers distinguish the
items as more favorable such as BB powder.
Thirdly, the strategic plan has to put more emphasis on fact or on intense competition.
According to Ferrell and Hartline (2012), there has been an increase in competition from local
brands of products, for example, U*Star and SSUP that Mistine has to keep a close look out to
keep away from being pushed out of the market. In addition, the ACFTA has a trade agreement
that will come up with opportunities for foreign companies to sell their product brand to the
consumers in Thailand. This aspect might, however, increase the level of contest for Mistine.
Hence the strategic plans should put more emphasis on several way company shall be able to
compete in markets in the Thailand such as through increasing their product variety and quality
that will enable Mistine to target larger base consumers.
How Can Mistine Match Its Strength With Its Market Opportunities To Create
Competitive Advantages Moving Forwards?
MISTINE CASE ASSIGNMENT
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Expanding of the consumer market of the products is one of the ways Mistine can
implement to gain a competitive advantage against their competitors. According to Kotabe and
Helsen (2013), the article confirms that extending the product would involve putting up a wellknown name of the product brand on a new item that they share with similar category. Mistin can
come to a decision to utilize this strategy through; sub-branding where the corporation can come
up with new luxury goods that targets the older demographic under the Mistine Company brand
name. Therefore, this practice would allow the organization to attract the prospect and existing
customers who have a diverse choice. Hence this action would decrease the cost of coming up
with the product known to clients in the same grouping and are common with the Mistine brand
consequential to enhance profit.
Secondly, Mistine should make good use media and promotion to come up with
awareness concerning their goods and to plead with and attract prospect consumers to buy their
items as it continues to grow. The company can make good use of various channels such as a
popular Hollywood star that is well known to the people to market its creation and use social
networks such as Facebook and Tweeter to market and advertise its product to worldwide
consumers. These practices will advance the support of the products of Mistine products which
will end result in improving popularity of the produce in the market of the world.
How Can Better Way Stay On Top In Thailand While It Looks To Expand
Internationally?
MISTINE CASE ASSIGNMENT
5
The appropriate way that the firm should take is to continue with its advertisement by the
use of mass media such as radio and television and also make good use of social networking
such as Twitter to create awareness of the corporation, uphold the image of the company’s brand
and attract the global base customers to buy its products. For instance, the using of television
operation indicating “Mistine is here” brought about the rise of awareness of the brand 10-70
percent (Ferrell & Hartline, 2012). Therefore, incorporation of social networking platforms such
as Facebook will considerably lead to universal brand awareness because of the increase usage of
the internet has made most people to spend their leisure time online.
Additionally, Better Way should come up with a Website platform that is friendly to the
client so that customers can easily view the products of the firm and learn recent updates on
product development of the firm. The website will also facilitate Better Way to upload all the
range of products they have and their market prices. Hence this action will result in better
administration of customers. Besides, the website will not only allow customers to interrelate
with the business, but also will allow them to place diverse orders at the convenient place and
time. This practice will significantly make Better Way to be one of the leading companies
because of value creation to clients both the prospect and existing.
How Do Mistine Strategies Compare To Mary Kay Cosmetics In The US?
Mistine strategies are dissimilar from Mary Kay’s policies in many ways; firstly,
concerning the strategy of pricing, Mistine primarily focus on lower income households. Hence,
all their goods have low prices. Conversely, Mary Kay pricing strategies of goods differ with the
section. According to Coughlan et al. (2017), the products that have low price targets middle and
low-income segments while the products that have high prices are made for high-income
households as the goods are having higher quality and are prestigious. Secondly, concerning
MISTINE CASE ASSIGNMENT
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promotion strategy, Mary Kay makes good use of public relation, advertising, and sales
promotion such the company opened Mary Kay Rewards Visa Card that permits clients with an
easy way to buy the products. On the other hand, Mistine primarily uses television and several
celebrities publicize and through direct selling.
Thirdly, concerning product strategy, the cosmetic Mistine brand is essentially grouped
into five major categories meant to target market; and makeup, skin care, personal care,
fragrance, and body care. On the contrary, the Mary Kay goods are grouped into beauty care and
skin meant to target particular skin problems and types. Fourthly, concerning the distribution
strategy, Mistine makes good use of sales forces from selling their products directly to its
consumers. Additionally, Mistine employs retail outlets and e-commerce where the clients use
catalogues to buy the items. On the other hand, the primary channel of distribution of Mary Kay.
They carry out direct selling through online, telephone, one-on-one consultation and group
consultation a practice that allows consumers to come up with informed decision before deciding
to buy a product (Pendleton, 2010).
MISTINE CASE ASSIGNMENT
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References
Coughlan, A., Coughlan, A., Goldman, E., & Goldman, E. (2017). Mary Kay Inc.: Direct selling
and the challenge of online channels. Kellogg School of Management Cases, 1-23.
Ferrell, O. C., & Hartline, M. (2012). Marketing strategy, text and cases. Nelson Education.
Kotabe, M., & Helsen, K. (2013). Global marketing management. New York.
Pendleton, Y. (2010). Direct selling worldwide: the Mary Kay Cosmetics story. International
Journal of Family Business, 3(1), 61-68.

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