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SWOT: The Better Way Company

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The Better Way Company started in 1988 in a 3 unit building with 10 employees. This was the brainchild of Dr. Amornthep Deerojanawong who wanted to bring quality products to Thailand consumers at an affordable price. The company started with 10,000,000Baht and its current sales for 2012 were 10,000 million Baht (“History”, 2014). In addition its current office is a luxurious building site on 30 acres located on Ramkhamhaeng Road in the suburbs of Bangkok boasting “Future Gardening” by French botanist Mr. Patrick Blanc (“History”, 2014). The company has quickly grown with its direct selling approach, fast deliver of products and increase branding. The company has combated several issues over the years to gain market share, loyal …show more content…

This is a high end product to help reposition the company with high end consumer base of professionals. In addition, the company is pushing its B-class marketing to help expand the product into the higher income consumer (“About Us”, 2014).

Weakness
• Narrow Customer Base
One of the strong areas of weakness is the limited or segmentation of the customer base with the Mistine line. The company developed a product for the Asian population with a target on the low or middle income consumer. The product is designed to meet the needs of the Asian population and not easily transferred to other global markets. The eyeliner and whitening products are based on Asian needs not north or Western culture.
• Fast Growth
The company has grown to be one of the largest in the Thailand areas utilizing direct selling. However the company fast grown could have left areas open for competition and loss of production. In addition the company has quickly expanded into Europe, Africa, Australia, South America and North America could spell disaster

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