Ann: 2024 Half Year Announcement, page-26

They are lifting prices in an environment where procurement teams will be tasked with savings. Procurement teams dont / wont give a rats about the downstream savings vs competitor products so you are left to sell in at very very senior levels and ensure the customer is collaborative and skilled enough to measure the financial benefit of adopting the whistle.
The disadvantage at unit cost is something MacGregor is choosing to ignore or even worse risk decreases in distribution due to price rises.
He has skills but reading the room in terms of what is needed to increase penetration is not one of them and the board seem lackluster in this space too.
Following on Linkedin looks at thought hey have let a few people go. Spending on consultants is also a great way to dispose of funds easily with nothing to show for it, I wonder if they learnt this lesson....
Quite frustrated they lack some basic direction and foresight I considered they should have.