The chief executive officer of Brands for Less (BFL) was considering the company’s next steps in expanding in Southeast Asia. After having successfully established a flagship store in Singapore, BFL was contemplating additional markets to enter in this diverse region. For his decision, the CEO would have to analyze the potential markets and factor in the unique cultural, economic, and logistical considerations of each, to determine the optimal expansion strategy for BFL. The company also had to assess how it should balance its physical store expansion with the development of digital channels to maximize reach and engagement in these new Southeast Asian markets.
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