Subject category:
Marketing
Published by:
Ivey Publishing
Version: 2002-06-10
Length: 18 pages
Data source: Field research
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Abstract
The newly-appointed director for MAC Online, of Make-up Art Cosmetics Ltd (MAC), a Canadian-based cosmetics company, had a mandate to design and manage the development of the company''s new Web site. His position was created as a result of MAC''s growing desire to be active on the Internet. The director was asked to consider the possibility of developing a new retail channel for the company through the Internet. Should MAC take advantage of the Web to create a new relationship with the customer? He had to analyse three options that might be suitable for building MAC''s online presence: (1) create an information-oriented Web site without selling any products; (2) expand interactions with its existing retail partners to sell the MAC''s products on their own Web sites; or (3) establish a site that would allow customers to make online purchases directly from the company. Students will have the opportunity to work through the strengths and weaknesses of each option.
About
Abstract
The newly-appointed director for MAC Online, of Make-up Art Cosmetics Ltd (MAC), a Canadian-based cosmetics company, had a mandate to design and manage the development of the company''s new Web site. His position was created as a result of MAC''s growing desire to be active on the Internet. The director was asked to consider the possibility of developing a new retail channel for the company through the Internet. Should MAC take advantage of the Web to create a new relationship with the customer? He had to analyse three options that might be suitable for building MAC''s online presence: (1) create an information-oriented Web site without selling any products; (2) expand interactions with its existing retail partners to sell the MAC''s products on their own Web sites; or (3) establish a site that would allow customers to make online purchases directly from the company. Students will have the opportunity to work through the strengths and weaknesses of each option.