The board and management are out of touch with reality, this much is clear.
They appear to have made a stategic decision that there are already ample competitors in the local retail space and they have decided to compete internationally.
This is clearly folly on their part. The local market has about 10,000% more growth left in it before saturation is even a word used in this market.
And what is wrong with 30-40% margins locally? Sheesh.