Case ID: 594023     Solution ID: 31614

Mary Kay Cosmetics Asian Market Entry A Case Solution

Abstract

In February 1993, Curran Dandurand, senior VP of Mary Kay Cosmetics Inc's. worldwide advertising group, was thinking about the organization's global operations. Mary Kay Cosmetics Inc. items had been sold outside the United States for more than 15 years, however by 1992, worldwide sales represented only 11% of the $1 billion aggregate. Conversely, one of Mary Kay Cosmetics' U.S. contenders, Avon Products Inc., inferred more than 55% of its $3.6 billion deals (at discount costs) from universal markets in 1992.


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