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Assuming the research firm’s four forecasts shown in Exhibit 5 of the case are reasonable, what incremental contribution can be expected in 2003 for each forecast?
3 What are the pros and cons of commissioning the test market recommended by the research firm? What would you recommend and why?
Overview of Company:
Skin-Tique is a corporation that specializes in skin care products such as shaving gels, lotions, facial creams etc. as well as a full line of women’s toiletries. They had sales of $225 million is 2002. Their products are sold in drug stores and food and drug stores. This case study outlines one product that was introduced by Skin-Tique in 1988 called “Soft and Silky Shave Gel...
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