09 9:43 AM 00 HD + Case Study on Communication (SCM) - Read-only bg Read Only - You can't save changes to this file. Case 7 Mistine: Direct Selling in the Thai Cosmetics Market Synopsis: ( This case summarizes the growth of Better Way (Thailand) and its highly successful Mistine brand of cosmetics. From its meager beginnings in 1991, Mistine has risen to become the dominant brand in Thailand's direct selling cosmetics market. The brand's value-based positioning (high quality at affordable prices), along with successful target marketing and a tightly integrated marketing program, has kept the company at the top of the market despite strong competition. Mistine's success has allowed Better Way to expand its efforts into other countries, most notably in Asia, Europe, the Middle East, and Africa. Better Way is now looking to further expand its operations, perhaps into Western countries and China. Direct selling global marketing, branding strategy, value, positioning, distribution strategy. integrated marketing communication, marketing = Themes: 09 all Hull 9:43 AM 009 CRD + Case Study on Communication (SCM) - Read-only ( Read Only - You can't save changes to this file. Teaching Questions 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 advantages moving forward? Student answers will vary based on the strategy they recommend. However, key factors such as Mistine's business model, its corporate partnerships, and expanding purchasing power in developing countries will apply to any strategy that the company might pursue. These factors make strategy two above very likely to be pursued. How can Better Way stay on top in Thailand while it looks to expand internationally? 3 of 3 Better Way needs to ensure it does not focus all of its attention overseas, as the company must maintain a dominant presence in Thailand to ensure that it can support its expansion 2