Problemas financeiros, crise de imagem ou ainda uma maré nada favorável são alguns dos fatores que podem riscar certas marcas das prateleiras em 2013.
Entre os nomes de destaque que figuram na seleção da publicação Business Insider estão Avon, Hotmail, Herbalife e Research in Motion. Confira a seguir a lista completa de quem está quase finado - e os motivos da crise.
Hotmail
Para recuperar terreno perdido, a Microsoft decidiu apostar no frescor. Para isso, está retirando a marca Hotmail do mercado e substituindo-a definitivamente pelo Outlook.com. A integração com o serviço de email do Windows veio apoiada de um visual clean e interface moderna.
US Airways
A companhia aérea US Airways obteve autorização nesta quinta-feira para adquirir a American Airlines e irá mudar o nome para American Airlines Group, mesmo estando no comando do grupo. É o fim da marca que estampa aeronaves americanas desde 1996,
Avon
Após uma longa lista de problemas, a empresa se refinanciou este ano. De acordo com a publicação, a Avon contratou um novo presidente, reduziu custos na esperança de economizar US$ 400 milhões em três anos, demitiu trabalhadores e saiu de mercados menos rentáveis, como o Vietnã e a Coreia do Sul, por exemplo; tudo para se manter viva.
Herbalife
A empresa de suplementos nutricionais protagonizou uma conturbada performance na bolsa no começo deste ano depois que grandes investidores voltaram a definí-la como “esquema de pirâmide”. A má fase pode ter um final infeliz e condenar os produtos da marca ao limbo
Research in Motion/Blackberry
Apesar das tentativas de reformulação e até o lançamento de seu primeiro celular totalmente touchscreen, o mar dos smartphones tem sido de tormentas para a fabricante do Blackberry. Ainda não está claro se o movimento foi suficiente para salvar a companhia, e 2013 será um ano decisivo para sua continuidade - ou queda.
Lotus
Vendendo apenas uma média de 35 carros por trimestre, a Lotus enfrentou no começo do ano o boato de que estava à beira da falência e que seu modelo de negócio era inviável. Além disso, enfrenta uma série de processos na justiça.
Hostess
A empresa que vende bolos, doces e outras sobremesas prontas foi à falência no ano passado e teve seus ativos comprados pela Apollo Global Management e Metropoulos & Company. Atualmente, a Hostess existe apenas no nome - e seu logotipo corre o risco de sumir das embalagens em breve.
JCPenney
Com finanças desorganizadas, a empresa passa por grande perigo de falência e tenta mudar de foco. No começo desse ano, várias lojas fecharam as portas. O total de vendas caiu na escala de 28% em 2012. Ou seja, é muito provável que a empresa se reformule para tentar sobreviver.
Martha Stewart
Demissões, cortes de salários e outros problemas de gestão entraram no caminho da MSO. O prejuízo de 18 milhões de dólares em 2012 pode significar o fim da linha para a companhia de mídia, internet e,editora e merchandising.
Metro PCS
A operadora focada em planos pré-pagos e de baixo custo repete a receita das anteriores: saúde financeira precária e finanças duvidosas. A empresa T-Mobile está tentando comprar a companhia e, por isso, não irá demorar para que ela seja incorporada a outra marca.
Fonte: Exame e Business Insider
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