Question: You have been asked by the CEO of Starman, a heavy construction equipment manufacturer, to help them with some short and long term business issues. The short term goal is to increase profits, which they have seen steadily erode. Their long term goal is to remain a viable player in a competitive industry. Here … Continue reading Starman

Mass-merchandiser Advertising

Question: Your client is a major mass merchandise retailer in a turnaround situation. To improve profitability and win back Wall Street confidence, the retailer is pursuing significant cost reductions. The Advertising department has been charged with reducing Sunday circular advertising costs by $25 million in 2001. This represents a 10% cost reduction and translates into … Continue reading Mass-merchandiser Advertising