They should do the opposite of that.
Stop expanding to new countries and markets until they can at least turn a profit in the ones they have.
It burns a lot of cash to continually expand.
In theory there's nothing wrong with entering any of those markets including Saudi Arabia or Malaysia. For a small company such as this, with a niche product, they only need to capture some share of the wealthier aspirational classes who want to demonstrate status with foreign brands.
However it IS a bad strategy for this company at this time, when they need more discipline on spending and improving margins. It's just another way to look like the business is growing whilst avoiding the hard question as to why they can't make any profit.
They should do the opposite of that. Stop expanding to new...
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