Mistine: A Case Study Mary Jo Barbato Globe University March 5‚ 2010 Mistine is poised for success in its attempt to continue as Thailand’s front runner in the direct-selling cosmetics industry. Being number one in a small group of competitors is a precarious‚ but beneficial position. As leader‚ Mistine will continue to be in control of its own destiny. The current levels of market share and growth are theirs to lose. Their quality commitment and customer satisfaction guarantee
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interview‚ Mistine missed to achieve the expansion on the middle to high income because of its perception of untrustable product due to its cheap price and lack of outstanding quality product. Moreover‚ its low brand image on the main customers‚ for example; the vocational girls‚ may lead the product become an unwanted brand for middle to high-income customers. Also‚ this focus group customer does like the imported brand. They don’t want to use a local Thai brand. These reasons can answer why Mistine can’t
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Strategic Case 6: Direct Selling Mistine Cosmetics in Thailand 1. Is it possible that having a retail outlet creates channel conflict? Explain. I think that it is highly possible that by having a retail outlet it creates channel conflict among the individuals that are doing the direct selling. The people that are doing the direct selling may feel that they are at a disadvantage when trying to sell there products because there is a local retail outlet down the street. The local retail
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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
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Michael Lee unit 9 Marketing Mistine Case Studies 1. What are the major SWOT considerations in Mistine’s attempt to continue its growth and dominance in the Thai market? Strength: * Short selling period * Well recognized brand * Low cost product that provides value to customers * Abundance of sales people * Advertising campaign from mass media that brings brand recognition Weakness: * Dependence on its supplier providing products * High turn-over ratio for sales people
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NBB has found success from being a mission and value oriented company. The husband and wife team penned the company’s core mission and values to include being focused on care for the environment‚ employees and customers. Companies should have clear and defined explanations of its mission and values as they determine the culture and the overall success of the company’s future (Lencioni‚ 2002). All employees of NBB are knowledgeable of the company’s values and beliefs and understand how they deliver
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VVietnams Cosmetics Market With a population of 86 million – over half aged under 30 – Vietnam in particular is an attractive market for cosmetic companies. In fact‚ according to business advice service Vietnam Net‚ approximately 90% of cosmetics sold in the country are imported. The country’s largest foreign players are South Korea (30%)‚ the EU (23%)‚ Japan (17%)‚ Thailand (13%) and the US (10%)‚ according to 2006 estimates from the US Commercial Service. Ngo Minh Phuong from the US Commercial
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Executive Summary Utip is one product under Health product‚ personal product of Osotsapa. Utip‚ the first Teen natural cosmetics brand in Thailand‚ launched the ‘Utip Cosmetics’ the first-ever completion cosmetics brand with benefit from natural and flower extracts for teen aged. At the launching event was held at Siam Center‚ Utip also announced its investment over 100 million Baht to open the new market segment on natural cosmetics for teenagers. The company expected to get 10% market share from
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SCHOOL OF BUSINESS AND ECONOMICS UNIVERSITI MALAYSIA SABAH BZ8007 RESEARCH Venue: MBA Seminar Room Lecture day and time: Monday (7p.m. – 10p.m) Email: aharun@ums.edu.my 1. Name of Course: Marketing Management 2. Course Code: BM6053 3. Name(s) of academic staff: Dr Amran Harun/ Dr. Oswald Aisat Igau/ Dr. Azaze @ Azizi Abdul Adis 4. Rationale for the inclusion of the course/module in the programme This is a required course for the
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Multinational Strategies and Developing Countries in Historical Perspective Geoffrey Jones Working Paper 10-076 Copyright © 2010 by Geoffrey Jones Working papers are in draft form. This working paper is distributed for purposes of comment and discussion only. It may not be reproduced without permission of the copyright holder. Copies of working papers are available from the author. Overview This working paper offers a longitudinal and descriptive analysis of the strategies of multinationals from
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