How I interpret the situation is that the company is not losing customer base, it is probably increasing that. However, the price at which it sells the goods is decreasing, so despite the increase in margin the decreased sales price results in lower margins. This is the comments regarding less branded goods and more generics.
Thus the company is looking to cut its fixed costs (personnel costs)
However, the MIS part of the business need alot more clarification.
45% plummet, page-28
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