Question: Downy is a high-quality fabric softner produced by Procter & Gamble (P&G). It is the leading brand in Egypt, only competing with a few imported

Downy is a high-quality fabric softner produced by Procter & Gamble (P&G). It is the leading brand in Egypt, only competing with a few imported (and expensive) brands with minimal market shares. However, P&G managers believe that Downy may have a potential far beyond its current sales in Egypt. They hired a marketing research agency to explore how to increase sales; which may be either by increasing usage among current users (A-Class), or by attracting new users (B-Class).

a) What is the management decision problem?

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