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Also, I believe Smithburg took a risk on the idea, but played it off by saying, “We certainly believe we bought a brand with legs,” which suggests that he knew what he was doing all along. If Smithburg knew what he was doing from the start, he wouldn’t have taken a $47.8 million dollar loss. Quakers strategic planning was not well thought out and the company was continually making changes to react to the negative outcomes. I believe if Quaker would have used the Six Priorities that make a great strategic decision, they would have been more prepared and possibly could have survived in the market without taking such a big loss...
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