It is truly amazing how instos read that a 40% reduced price...

It is truly amazing how instos read that a 40% reduced price achieved should be followed up by a corresponding 40% cut in the SP. It is not like profit fell 40%, and they just accepted whatever bid was offered and flood the market. The company decided not to accept low ball opportunistic bids. I believe that is a prudent and strategic choice. Along with pivoting to establish better channels to achieve better price outcomes.

To withhold stock in order to get better pricing across all quality and market segments is a great marketing strategy. Imagine if the top fashion houses allowed all their lines to be sold in your local K-mart and BigW. Sure there is heaps of demand, they could all definitely sell a truckload more stock, but what does it do to the brand image and the product lines for long term future profitability?

It seems like ATP is now looking at the long game, now that they have no debt, cash in the bank and are not going to sacrifice short term revenue for long term profitability. Sell into the panic opportunistic bids if you want to... or pick up what may be a market opportunity that may clam shut soon!