Word: profit
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...typical corporate hatchet man. Back in 1999, however, Ghosn was dubbed the "samurai" and "cost killer" at Nissan Motor in Japan. As the newly appointed president, he began closing plants, slashing more than $20 billion in debt and eliminating 20,000-plus jobs to return the moribund company to profitability. Many observers--especially France's sometimes intractable unions--expected similar tough love in early February, when Ghosn unveiled his ambitious four-year plan for the European auto giant, which has had an increasingly close joint partnership with Nissan since 1999. But, quelle surprise, so far Ghosn's quality-enhancing, production...
...Mercedes, while Volkswagen in February announced 20,000 job cuts. In such an environment, Renault appears to be defying gravity by promising ambitious results without the pain of slashing labor costs. Indeed, Ghosn is pledging to increase annual car sales by 800,000 units by 2009, double operating profit margins and improve product and brand quality. "The lesson of the Nissan revival plan was, What's vital is the result, not the precise means of attaining it," says Ghosn, 52. "We've analyzed the opportunities and potentials at Renault and made clear commitments on the results we'll deliver...
Ironically, that will mean shifting away from the European market. Renault, founded in 1898 and beloved by the French for its innovative designs and reliable cars, remains profitable with a 2005 net income of $5.39 billion, making it the third largest car manufacturer in Europe. But when Ghosn was named CEO last April, he inherited slowing European car markets, dated production and management systems and some dud car models such as the Vel Satis luxury car. With Renault sales in Western Europe dropping 7.3% in the second half of 2005, group operating profit margin shrank from 5.2% to 3.2%. Ghosn...
...response, Ghosn spent nine months looking at the company's international offices, assembly lines and even dealerships to map out a new business plan for Renault. He wants to lift operating profit margin to 6%, increase annual Renault car sales from the current 2.5 million to 3.3 million, relaunch 13 existing brands and roll out 13 new models. Ghosn also plans to step up Renault's activity in luxury, SUV and crossover categories and exploit its effervescent markets outside Western Europe, where two-thirds of the extra 800,000 cars are expected to be sold...
...glazed doughnut, a decaf and Krispy Kreme's lukewarm performance, sprinkled with profit warnings and an SEC investigation, will keep the new CEO focused on revitalizing the once darling brand. Having rebuilt Planters Nuts and Oreo for Kraft and Nabisco, Brewster, 49, can again tap consumer insights and learn from rivals like Dunkin' Donuts and Tim Hortons to bring the Kreme--and its 319 stores--to the top. Brewster's run as Kraft's president in Canada, Mexico and Puerto Rico should also boost Kreme's best foreign markets. "The brand does seem to have some magic," he says...