Issues The following is the list of significant issues that distinguish this case from others and make it more than just a straightforward decision is sorted in order of importance: . Sales and profitability at The Exchange Tower Store as a result of Covid-19: The Covid-19 outbreak significantly impacted the Exchange Tower Store's sales and profitability. Sales and profitability decreased as a result of the pandemic's decreased foot traffic, which also lowered revenue. Customers' changing behaviour as a result of the pandemic increased online purchasing and decreased in-person store visits. The traditional shops found it difficult to sustain their profitability during the pandemic due to this change in consumer behaviour and the limitations imposed on physical stores due to health and safety concerns. Additionally, the unpredictable nature of the pandemic made it challenging for firms to plan and estimate sales precisely. Shop Thursday needs to adjust to the pandemic's effects on customer behaviour and shifting market conditions in order to remain profitable. Labor shortages might harm the brand's reputation and customer loyalty as well. . Planning about succession and family dynamics: The lack of a clear succession plan in a family firm might cause confusion and perhaps jeopardize the company's survival. Without a strategy in place, there can be disputes or arguments about who would assume leadership responsibilities and make crucial choices. This could lead to a lack of focus, a slowdown in progress, or possibly the eventual liquidation of the company. In addition If there aren't plenty of opportunities for advancement or if they have concerns about the business's future direction, non-family workers can be unwilling to join. Lastly, a lack of clear communication on succession planning may cause uncertainty and worry among workers, which would lower morale and productivity. · Inventory Management: Shop Thursday struggles with a complex issue of inventory distribution. Since the entrepreneur, Gillian Piltz, had no prior experience running an online business, she struggled to come up with a practical way to move merchandise across the various distribution channels. To make sure that each channel has the proper inventory levels, the firm must also identify the best distribution of goods across its physical stores, online stores, and warehouses. Because of the company's ineffectiveness and lack of moving goods across channels, there is a danger of overstocking or under stocking in some channels, which raises operating expenses. The company's resources are under pressure due to a rise in online orders from China, and the possibility of order mistakes has gone up. · Influencer Marketing: By utilizing social media influencers to reach a new audience, the business might enhance brand recognition, customer engagement, and maybe even sales by investing in influencer marketing. Despite the potential advantages of influencer marketing, Shop Thursdays must take into account the costs and risks involved, including careful influencer recognition and brand value alignment. Additionally, there is no assurance that this marketing plan will boost sales or foster consumer loyalty. Analysis Decision Criteria Each alternative will be evaluated based on three decision criteria