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Submitted by: Tanmay jana Submitted To: Prof. Rishi Taparia
What is Turnaround Strategy ?
• Turnaround strategy means to convert, change or transform a
loss-making company into a profit making company.
• It helps the sick company to stand once again in the market.
• It tries to reverse the position from declining sales to
increasing sales, from weakness to strength, and from an
instability to stability.
Why Turnaround Strategy?
Declining market share
Falling gross and Net margins
Declining performance measures
Managing turnaround strategies
• Joining internal turnaround team with external
• Consulting with external turnaround specialist.
• Removing the top management and merging with
Approaches of Turnaround Strategy
• Surgical Strategy
• Non-Surgical Strategy
Cause Severity Retrenchment phase Recovery phase
Turnaround Situation Turnaround response
Problem Faced by Lou Gerstner
Problem in Approach
1. Lack of sophisticated marketing techniques and PR policies
2. Disconnect between research market
3. Strained relationship with customer
1. High beaurocracy
2. Executive – Customer disconnect
4. Low emphasis on marketing
1. High overhead costs
2. More employees than needed
Steps taken by Lou Gerstner
1. Sold of some non core business
2. Focus on not breaking up the company
3. Reducing expenses by 9%
Remaking the Brand
1. O&M’s global advertising campaign: solution for a small planet
2. Product rationalization and focus on Brands
1. Executive that rested the global approach were fired
1. Reorganized into global organization – CEC & WMC
2. Attention to sales organization
3. Reduction in board size
4. To reduce bid preparation time: Sales team split into 2– the
Product Specialists and CRMs
Impact of the Strategies
• Standardization in product and processes
• Global positioning
• No. 1 company for leaders (Fortune)
• No. 1 green company in the U.S. (Newsweek)
• No. 2 best global brand (Interbrand)
• No. 18 most innovative company (Fast company)
• IBM's brand was valued by Interbrand at $75.5 billion in 2012