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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.
Justification for the problem’s causes
Recent slow expansion of the company is caused mainly by the limited ways of sale and by the worries about the loss of control in the case of penetrating new markets. The company does not think about any other practices than retail contract sales and refuse the offers from abroad to get MAC products in there...
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