Turnaround derives its name from the action involved that is reversing a negative trend.
Turnaround Defined
Turnaround derives its name from the action
involved that is reversing a negative trend. Turnaround management refers to
the measures, which reverse the negative trends in the performance indicators
of the company. In other words, turnaround management refers to the management
measures which turn a sick-company back to a be healthy one or those measures
which reverse the deteriorating trends of the performance indicators such as
falling market share, sales (in constant rupees), and profitability and
worsening debt-equity ratio.
Examples of turn around
During 1970-80 IBM dominated the computer industry
world wide particularly the PCS. During early 1990s computer sales were
falling. HP, Dell, Compaq, Gateway etc entered the market PC clones in IBM
style were offered cheaply by them. Industry experts called IBM “bureaucratic
dinosaur” and profits kept on falling in 1992-93. The BOD hired a new CEO,
Louis Gerstner to lead a ‘Corporate turn around’ who leads the ‘BIG BLUE’
strategy following the rigid dress code. The work force was reduced to 40%.
Emphasis was on quicker decision making and strong customer orientation. The
CEO spoke to atleast one customer a day. A new mainframe was released once in a
year. PC business increased its market share to 8.9% in 1996. Stock price moved
from $ 40 in 1990 to $ 140 in 1996. Revenue increased by 40% and profits rose
by 3.6%. IBM is still in the process of turning around.
Gram co, a subsidiary of UK based EMI UK was
successful in the early seventies with brand name HU. The cassette boom hit the
company and EMI UK reduced its equity from 38.9% to 20%. RPG was given an
equity participation of 16%, financial institutions 26%. Udayam Bose was
appointed as MD to run on profit sharing that is from credit capital Finance
Corporation. Grams co expanded to consumer electronics and cassette
making and diversified into domestic kitchen equipment, furniture, pumps and
automotives. It planned to revive its packaging section also. However the
turnaround is a failure
Tags : Strategic Management - Strategy Formulation
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