The newly-appointed director for M.A.C Online, of Make-up Art Cosmetics Ltd. (M.A.C), 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 M.A.C'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 M.A.C 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 M.A.C's online presence: create an information-oriented Web site without selling any products; expand interactions with its existing retail partners to sell the M.A.C's products on their own Web sites; or, 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.
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