Wall St. has created a new list of brands that will disappear, which includes Sears (NASDAQ: SHLD - News), Sony Pictures (NYSE: SNE - News), American Apparel (NYSE: APP - News), Nokia (NYSE: NOK - News), Saab, A&W All-American Foods Restaurants, Soap Opera Digest, Sony Ericsson, MySpace (NYSE: NWS.A - News), and Kellogg's Corn Pops. (NYSE: K - News).
This year's list of the ten brands will disappear brings a systematic approach to decide which brand of Walk the Plank. The main criteria are the following: (1) a rapid fall-off in sales and steep losses, (2) the character of the parent company that could go bankrupt, (3) The rapid increase in costs, which are highly unlikely to be recovered through a price increase, (4) companies, are sold, (5) companies that fail, (6) companies that have lost most of its customers, or (7) with the operation withering market faster. Each of the ten brands on the list suffered from one or more of these problems. Everyone went out of ten, according to the definitions, within 18 months.
1、Sony Pictures
Sony has a studio production arm which has nothing to do with its core businesses of consumer electronics and gaming. Sony's fiscal year ends in March, and for the period, revenue for the group dropped 15% to $7.2 billion and operating income fell by 10% to $466 million. Sony is in trouble. Sony's gaming system group is under siege by Microsoft (NASDAQ: MSFT - News) and Nintendo. Its consumer electronics group faces an overwhelming challenge from Apple. Sony Entertainment will disappear with the sale of its assets.
2、A&W
A & W Restaurants is owned by the holding fast food giant Yum! Brands (NYSE: YUM - News) has there been for sale since January. There are no buyers. The chain was founded in 1919. The size of the company grew quickly, and immediately after World War II was opened 450 franchises. A & W Restaurant business is too small to be viable, was now.All operated by franchisees. However, Yum! The Flagship 5055 KFC stores in the U.S. and 11,798 abroad. A & W does not have the ability to sell from these chains and at least a dozen other fast food operators like Burger King.
3、Saab
The first Saab car was launched in 1949 by Swedish industrial firm Svenska Aeroplan. The firm produced a series of sedans and coups, the flagship of which was the 900 series, released in 1978. Saab models can not satisfy all tastes, and not produce better models, which will be phased out.
4、American Apparel
The once-hip retailer reached the brink of bankruptcy earlier this year, and there is no indication that it has gained anything more than a little time with its latest financing.For the first quarter of this year, the retailer had net sales for the quarter of $116.1 million, a 4.7% decline over sales of $121.8 million in the same period a year ago. Comparable store sales declined 8% on a constant currency basis. American Apparel posted a net loss for the period of $21 million. Comparable store sales have flattened, which means the firm likely will continue to post losses.
5、Sears
The parent of Sears and Kmart — Sears Holdings — is in a lot of trouble. Total revenue dropped $341 million to $9.7 billion for the quarter which closed April 30, 2011. Sharex are down 55% during the last five years. D'Ambrosio's only reasonable solution to the firm's financial problems is to stop supporting two brands which compete with one another and larger rivals Employee and supply chain costs are also gigantic. The path D'Ambrosio is likely to take is to consolidate two brand into one — keeping the better performing Kmart and shuttering Sears.
6、Sony Ericsson
Sony Ericsson was formed by the two large consumer electronics companies to market the handset offerings each had handled separately. The venture started in 2001, before the rise of the smartphone. Sony Ericsson also relied on the Symbian operating system which was championed by market leader Nokia, but which it has abandoned in favor of Microsoft's Windows mobile operating system because of license costs and difficulty with programmers. In a period when smartphone sales worldwide are rising in the double digits and sales of the iPhone double year over year, Sony Ericsson's unit sales dropped from 97 million in 2008 to 43 million last year. Sony Ericsson management expects several more quarters of falling sales and the company has laid off thousands of people. There have been rumors, backed by logic, that Sony will take over the operation, rebrand the handsets with its name, and market them in tandem with its PS3 consoles and VAIO PCs.
7、Kellogg's Corn Pops
The activity of the grain is not what it used to be, at least for products that are not considered "healthy." Among them is ready for consumption, Kellogg's Corn Pops cereal. The brand's sales fell 18% over the year ending April, up 74 million. This is far behind brands such as Cheerios and Frosted Flakes, each with sales of U.S. $ 200 million per year. Private label sales have also affected sales of the brand cereal. None of them is likely that mothers want their sons to serve as a time when a healthy breakfast are more likely to be egg whites and a cup of fresh fruit.
8、MySpace
MySpace, once the world's largest social network, died a long time ago.News Corp (NYSE: NWS - News) bought MySpace and its parent in 2005 for $580 million, which was considered inexpensive at the time based on the web property's size. News Corp was able to get an exclusive advertising deal worth $900 million shortly after it bought the property, but that was its sales high-water mark. News Corp announced in February that it would sell MySpace. There were no serious bids. Rumors surfaced recently that a buyer may take the website for $100 million. The brand is worth little if anything. A buyer is likely to kill the name and fold the subscriber base into another brand. News Corp has hinted it will close MySpace if it does not find a buyer.
9、Soap Opera Digest
The future of the magazine has been devastated by two major trends. The first is the number of cancellations of serials. Longevity shows that include "All My Children" and "One Life to Live" has been superseded by talk shows. Another daunting challenge is the availability of information on serials online. Industry news, in other words, is now broken and no longer in one place. Soap Opera Digest first quarter advertising pages fell 21% in the first quarter, revenue fell 18% to $ 4 million.Source Interlink Media, parent company of the magazine, which also has a Publications car, truck and motorcycle, has little reason to support a product based on a dying industry.
10、Nokia
Nokia is dead. Shareholders are just waiting for an undertaker. The world's largest handset company has one asset. Nokia sold 25% of the global total of 428 million units sold in the first quarter. Its problem is that in the industry the company is viewed as a falling knife. Its market share in the same quarter of 2010 was nearly 31%. The arguments that Nokia will not stay independent are numerous. It has a very modest presence in the rapidly growing smartphone industry which is dominated by Apple, Research In Motion's Blackberry, HTC, and Samsung. Nokia runs the outdated Symbian operating system and is in the process of changing to Microsoft's Windows mobile OS, which has a tiny share of the market.
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