Alejandra reorganized LadyA Management Limited by appointing a Managing Director and a Human Resources Manager to assist in workforce planning and manage the rest of the business. She delegated some business functions, kept a close interest through meetings with the Managing Director, and introduced clear roles, systems and procedures; employees complained less. LadyA’s Malaysian manufacturer used batch production for perfume and cosmetics, but quality control could be a problem. Primary and secondary market research had shown that perfume and cosmetics connected well with LadyA’s established brand and target market of teenage girls and young women. Primary research could include focus groups or surveys to collect new opinions; secondary research could use existing market and demographic data.