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Khalil Fattal & Fils SAL: Exploring the Online World
內容大綱
In June 2023, the director of corporate communication and digital services for Khalil Fattal et Fils SAL (a subsidiary of Fattal Group) was tasked with presenting a strategy for the company's online activities. The family business was a fourth-generation diversified distributor of a large variety of products and many other items by well-known brands headquartered near Beirut, Lebanon. The director had started to explore online sales platforms after the outbreak of the COVID-19 pandemic in March 2020, which was soon followed by a major political and economic crisis in Lebanon. The director was wondering which of two potential strategies she should present to the board of directors. She could recommend a B2C strategy to strengthen the company's retail business or a B2B strategy to avoid potential conflicts among the company's various independent retailers. The director had to make a decision before the next board meeting.