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Problem definition
In the recent years, MAC has slowed down its spreading out around Europe and does not intend any sale strategy changes or new retail sale contracts. Since there is no online sale through Internet outside the United States, Central and East Europeans have no possibility to buy the MAC cosmetics except traveling for it abroad. Additionally, weak promotion causes awareness decline and lower sales for the last fiscal year. The company uses celebrities (actress, singers) as representatives or models for MAX cosmetics. However, there is lack of advertisements and promotional campaigns that would attract ordinary women to try the brand make-up...
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