Restore profitability i.e. reach the break-even point

1. Increase sales contribution

1.1. Raise the volume of units

1.1.1. increase product range

1.1.1.1. women perfume

1.1.2. gain new market segments

1.1.2.1. go abroad

1.1.2.2. women perfume

1.1.3. increase production

1.1.3.1. solve delivery problem

1.1.3.2. solve raw material problem

1.2. brand image

1.2.1. improve delivery delays

1.2.1.1. logistic planning

1.2.2. marketing advertising issue to have a high-end perfume (Hombre)

1.2.3. break though of women perfumes

2. Special cuts in fixed costs

2.1. reduce overhead

2.1.1. fire low performance sales

2.1.2. high management structure

2.2. improve the full time equivalent

2.3. re-negotiate the lease

2.4. apply new technology in R&D

3. Exit consumer goods activities

3.1. Exit the niche market

3.2. Exit the flavour chemicals

3.3. Exit retailer activity only focus on manufacture

4. Grow through external strategy to capture synergies along the value chain

4.1. do a partnership with Oriana to target very competitive market of women

4.2. Vertical acquisition like one supplier

4.3. acquire horizontal competitor abroad

4.4. acquire retailers

5. Organisation inefficiency

5.1. no clear and enough coordination & communication between department