As part of defence mechanisms, management will always cite international economy, prevailing market conditions, etc for their inefficiencies. Clearly we should not analyse their perfomance by what they say. Capture this;
Cost of sales to Sales ratio 98% (2011) 93% (COS went up in 2012. Why?)
Gross profit to Income ratio 2% (2011) 7%
Growth in sales 25% (2011) 35% (with all the supa sundays campaigns?)
Efficiency ratio b4 exch losses 102% (2011)23% - using gross profit as net income. (Costs?)
Exchange losses to sales 4% (2011) 1%
So, my conclusion is that so many things went wrong in the half year not just hedging. Mr. Jacob Segman, please explain in more clear details that you are not the one running KK down because you already has an offer from PUMA when the buying price is heavily and mercilessly discounted?