Since the publication of the case, Mistine has continued to work with other countries to ensure the safety of their products. Their website and YouTube video showcase their long list of safety certifications and awards. Mistine is always looking to progress globally. They offer new partnerships in many parts of their website and mention it several times in their online video. Mistine has also since built a 1,500 million baht distribution center to prepare for international consumers. According to Mistine's website, they were ranked as the 13th largest direct selling company in the world, so they have gained traction internationally since this case was published. Depending on the case, Mistine markets its products to Asian women and identifies itself as an Asian company. Mistine has a strong target group for its product. Their employees can also be a strength. As the case mentions, employees were once a weakness at Mistine because they were not very loyal to the company. Before Mistine realized how important his salespeople were to the company, turnover was approaching 200%. Once they started implementing changes to resolve employee issues, create more efficient processes, and offer incentives, their revenue plummeted. Mistine showed that she could recognize her weaknesses and turn them into strengths. The sector is experiencing strong growth as, according to the case, only 24% of Thais have purchased products through direct sales channels. Additionally, there is an opportunity to open the market to Western cultures, as these regions have not been actively pursued in the past. However, Mistine will have to fight with other consumer direct sales companies. Competition includes Avon, Giffarine and Amway. As mentioned above, Mistine identifies with...... middle of paper...... Selling in Thai cosmetics market. Marketing Strategy, 5th Edition, South-Western/Cengage Learning.Better Way (Thailand) Company Limited (2013). Our services. Retrieved from http://www.mistinecosmetics.com/ourservice.phpBetter Way (Thailand) Company Limited (2013). About. Retrieved from http://www.mistinecosmetics.com/about.php Romaniuk, J., Beal, V., and Uncles, M. (2013). Achieving Reach in a Multimedia Environment How a marketer's first step provides direction for the second. Journal of Advertising Research, 53(2), 221-230. Neff, J. (September 25, 2013). Advertisers struggle to know the ROI of branded content. Retrieved from http://adage.com/article/news/advertisers-struggle-roi-content-marketing/244274/Fletcher, KP and Peters, LD (1997). Trust and direct marketing environments: the consumer perspective. Journal of Marketing Management, 13(6), 523-539.