In addition, the report will also analyse its ability to consider and accomplish the economic concerns of various shareholders and minimise the conflicts, if any, with stakeholders.
The financial weakness of the company indicates that it will be difficult for two more years as it will cover the losses of the current year and recover the cost from trying to double the sales of this year. This will again entice a significant investment in marketing activities and the cost will probably remain stagnant or rise. The net cash flows from investing activities has been loss making and has more investments than in 2013 leading one to judge the intention behind the investments. The company is becoming unattractive to investors from its inability to control rising costs and not able to expedite its sales. This results into low investments from prospective investors and how it loses credibility in the consistency of retaining primary investors from the lack of meeting their expectations. Janda (2014) adds that the company’s cost of doing business has risen in which staff salaries, utilities, and rents play a significant role and in contrast there is hardly any increment in sales, leading to a reduction in sales and profits. The shares of the company have fallen, indicating investors unwillingness to stay invested. The company could have at least controlled its fixed costs and reduced it in innovative ways, like employing variable staff which does not add a burden to fixed salaries, fixing or renegotiating the rent looking at market decline, and reduced use of utilities which result into less outgo (Norden-Powers, 2008). The actions that seem to be possible and to be implementable are always expected from a firm like Myer. In a recent event, some investors have filed a lawsuit against Myer and his CEO Brooks who during the September 2014 meeting claimed that the 2015 results will enhance and profits and income are anticipated for a rise (Morgan and Janda, 2015). The lawsuit blames for misrepresenting the market and downgrading investor funds. This infers a lack of proper market disclosure norms that it failed to follow. Such actions are questionable and debatable, as the market is always unpredictable but a reasonable assumption must be made and must be disseminated to all investors before time.
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