Woolworths, the favourite food and clothing retailer of the South African middle-class, are at a vital point in their history.
Although profits are up, the stagnant state of the South African economy along with competition from rival stores suggests that the task of expansion couldn't be any more challenging for CEO Ian Moir.
Since taking the helm of Woolworths a few years ago, Iain has transformed the brand into a desirable 21st Century store.
However, his key challenge is to communicate this change and to tell South Africans how the brand has transformed itself with a fresher, modern look that appeals to a younger market and to families across South Africa.
It is Ian's mission to make Woolworths the number one choice in fashion and food retail for all South Africans.
His challenge is to drive product dominance so that Woolworths are at the forefront of business and of people's mind.
Will Ian be able to make his South Africans realise that they have no reason to shop anywhere else other than Woolies?
Escape from the Boardroom on BBC World News
Viewers outside the UK can warch this episode of Escape from the Boardroom on BBC World News on the following dates and times:
- Saturday 19 October, 02:10 GMT and 15:10 GMT
- Sunday 20 October, 09:10 GMT and 21:10 GMT