The cosmetic industry is rapidly growing year by year and is currently worth billions of dollars. Forbes estimates that there are at least 40 prominent beauty startups today founded by women, making the $445 billion (sales) industry one of the most prevalent places for women to self-start their way to big-time success (Sorvino, 2014). One company, Mistine is the largest, most profitable cosmetic line in the country of Thailand. There are known for producing quality products that cater to lower/middle income households. This cosmetic line is especially developed to tailor to the needs of Asian skin. Despite tough competition within its marketplace, Mistine’s brand to value standing, prosperous target marketing, along with its cohesive marketing program is the reason this company is on top. In this paper we will discuss in depth the current position and strategic planning of Mistine. Mistine in the Thai Market

Based on the SWOT analysis provided by Mistine, there are a couple factors that they could focus on in its strategic planning as they look to grow and dominate within the Thai market. The first factor to consider would be to exploit the wealth of opportunities for growth in the domestic and international markets. A good example of this is how the industry in China has grown 30% in the direct selling portion alone. It should also be noted that the purchasing power amongst Chinese consumers has grown as well. This significant increase has naturally increased demand