She is barely selling vodka, according to the financials - and she made that worse by setting unreasonable expectations. If the CEO states 'all Brazil paperwork is completed and a container is shipping' and almost immediately turns around and says there was a holdup with tax stamps (essentially paperwork), then there's a problem. Here we are months later - and no Brazil shipment. When the CEO states 'national ads are imminent - tv, print, etc.', and other than a single jumbotron in Times Square nothing materializes, then there's a problem. When the CEO says she will protect shareholder value, only to tank the PPS with massive dilution, then there's a problem.
Sure - we will wait for the next round of financials. What reason is there to expect a significant sales volume? No ads, little marketing, and a product with limited availability, even more limited brand recognition, and not an inch of shelf space in a restaurant or bar in the nation.
Yes - it takes time to build sales, but Ms. 'failure is not an option' is on round two of what is looking to be another disastrous failure, and she needs to take to steps to right that ship pretty quickly, because selling shares (and little vodka) is not a strategy with a significant shelf life of its own.....
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