Apart from the non stop management issues they've had, I think two major strategic missteps were: confusing the brand proposition by extending from Goat formula into A2 in order to compete with A2M; and putting the main emphasis of the business on USA at the expense of China. They should start to shift expenditure back to China from US, phase down the USA marketing cost, and bring the marketing focus back onto the goat formula. I think it would improve both the cost situation and profitability.
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