Reference no: EM132829040

Read the scenario and answer the quesions.

In June 2009, whilst on a trip to the UK, business partners Bassam Michel Sleiman and Jean Johnston came up with the concept of bringing the 'London Taxi' to Lebanon. They established contact with the London Taxi Company in Coventry, UK, and prepared a business plan explaining their concept. To their delight, three months later contracts were signed and, at last, an idea became reality.

"The venture meant much effort and sacrifice, especially as we wanted to remain a family-run business, eventually leading to a franchise system with acknowledged standards. It is well known that a family business is one of the hardest to achieve and with our family this was to prove even harder, as no one had any experience in the taxi business. However, we took this venture as a challenge and decided that the sky was the limit.

Preparations for acquiring the first ten taxis started in earnest. We assessed our family and delegated to them certain jobs, since our work commitments obliged us to be abroad. Accordingly, Michel Sleiman, Bassam's father, was asked to oversee all the work; Elie Sleiman, a cousin, had the responsibility of finding a location for the showroom; and Bassam's sister, Nelly Sleiman, was asked to recruit people with a commercial/marketing background, who believed in what we were doing. The design of the showroom was a mixture of everyone's ideas as we had to take into account a garage that would not only service the taxis but also bring other business in by servicing other cars. We needed builders, electricians, plumbers, equipment, drivers, and operators, and so we used friends of friends to help build our showroom.

Looking back it seemed so simple, but in reality, our troubles were just beginning. It seemed everyone had a cousin, uncle, or brother-in-law that needed a job, and how could we please everyone from the family? More importantly, how do we not upset anyone in the family? So we took a stand and set out the criteria that all drivers had to speak English, be smart in appearance, and above all believe in the ethos of the 'London driver'. This was a safe haven for us where the family was concerned, as we made sure everyone knew what was expected and that we could not employ anyone who did not meet these criteria. The plan worked, although we still had family commitments which we kept by employing family members whenever we could.

Everything was now ready for the big launch of 'National New Dawn: London Taxi'-now generally known as 'London Taxi'. Our marketing manager, Rabih Dib, is a true believer in Page 5 of 5 the concept and set about arranging interviews with television stations and newspapers, as well as preparing a marketing campaign that had the London Taxi on display in key locations around Lebanon. Soon everyone was talking about London Taxi.

Today, after two years, we are still growing. Yes, the old cliché about working with family is correct, but nonetheless, we have decided to pass the chain of command to our elder sister, Gisele Sleiman. Although Gisele has no previous experience, she has proved without any shadow of a doubt that if you believe in something, the strength to move it forward comes from within and the strength of the whole family wanting it to succeed carries you onward and upward. In time, London Taxi will become an icon of Lebanon."

1. Discuss the challenge that the Sleiman family faced.

2. What advantages and disadvantages of family business are apparent from this case?

3. What advice would you give the Sleiman family for continued success?