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Mistine Case

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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 every single product is being tested before delivered to the warehouses.
We can say that, sales representatives are the backbone of this direct selling business. And in the company’s situation the high turnover rate of salespeople is dangerous. In order to overcome this situation they have come up with some TV advertisement, the first TV advertisement in the direct selling market, which…...

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