To Our |
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Here's What Happened | ||
To say that this year was difficult or challenging as managements often do after a bad year is such an understatement as to be absurd. Fiscal year 2001 was downright painful, and we were forced to make some agonizing decisions. Fortunately, Fleetwood has the wherewithal and the confidence after 50 years of business to continue investing in the future even as we work to recover from the current situation. First, a quick review of history so that our financial results can be seen in context. We are in two businesses that are cyclical, but they are driven by different factors. Affordable housing tends to be strongly influenced by the availability and cost of financing, while recreational vehicles definitely fall into the luxury category, which usually sees better times when the general economy is doing well and consumer confidence is high. |
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During the past few years, both industries expanded rapidly as dealers
(wholesale) and consumers (retail) demonstrated increased demand for
our products. As a market leader in both RVs and Housing, we expanded
our capacity, particularly in Housing, to take advantage of the growth.
Our revenues grew from $2.87 billion in fiscal 1996 to $3.77 billion
in fiscal 2000. We werent the only ones growing. Booming business not only caused existing competitors in both of our industries to build more plants, but enticed new competitors and new dealers to enter the market. Manufactured housing lenders also got caught up in intense competition and made loans to customers who would not have been considered creditworthy in less frantic times. Meanwhile, some of our manufacturing competitors decided to enter the retail side of the business and, as a result, several of our top dealers were purchased. In response to this challenge to our distribution channels, we established a retail arm. All of this meant that industry production capacity and inventories
were built up to a level far beyond the markets ability to absorb
them. This became evident in manufactured housing about two years ago
and the surplus inventory problem is still lingering, largely due to
repossessed homes competing with new homes. Lenders have responded to
a high level of defaults by significantly increasing interest rates,
cutting back funding budgets and, in some cases, totally withdrawing
from the business. This overcorrection has left even some creditworthy
potential customers unable to buy. Just about a year after we began cutting overheads and capacity in manufactured housing in response to that slowdown, the Nasdaq stumbled and consumer confidence started spiraling downward. Concurrently, interest rates and gas prices were both on the rise. In combination, these factors postponed the buying decisions of many RV customers. The timing couldnt have been much worse. RV dealerships had stocked up for the late spring and summer, normally the best selling season. As retail demand started to soften, Fleetwood was particularly hard hit. With the benefit of hindsight, we would have done things differently, but at the time the slowdown was expected to be quite temporary. Production wasnt slowed quickly enough. And, because of the long lead time and a chassis shortage at the time, we also purchased a large supply of chassis. Instead of being quickly and profitably converted into motor homes, this larger-than-normal chassis inventory remained for some time, increasing our carrying costs. It also became apparent that some of our competitors had done a better job than we had of keeping products fresh and innovative. The bottom line: sales in fiscal 2001 were down 35 percent in Housing year-over-year and 37 percent in RVs. Any time one-third of a companys revenues disappears in one year it creates problems that can seem insurmountable. While we are not proud of this years financial results, we are extremely proud of our people and the way that they have responded and worked hard to position Fleetwood for the future. |
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Our Response | ||
Obviously, we needed to cut costs quickly. We will cover some of the specifics of our rightsizing efforts in the Housing and RV sections of this report, but we closed 13 plants during fiscal year 2001 and laid off almost one-third of our associates. While this is never pleasant and not something we wanted to do, it was absolutely necessary. We also took a hard look at our operating costs and our operational structure in an effort to become both more efficient and more effective. And we carefully chose what investments needed to be made for our future. We believe that the organizational structure we now have and the people that we have placed in strategic management positions put us in a much-improved position. We fully expect to weather this storm and emerge stronger for it, as we have many times before. Historically, gains in revenues and market share have inevitably followed on the heels of the toughest cycles weve faced. The general state of the economy, that of our industries and our own financial performance led us to make some significant financial changes and decisions.
This year also brought a number of management changes:
Were confident that these moves have already brought about positive changes in strategy and tactics, and that they help position us well for the future. Another human resource matter we want to tell you about is our new compensation system. This is the first major change in our compensation structure in decades, and it has the potential to be a tremendous impetus for positive transformation in the Company. Although our former compensation program served Fleetwood well for a long time, we have been concerned about its extreme focus on short-term, quarterly results. We will continue to emphasize results through our bonus system, but we have refocused our associates incentives to better match the long-term goals of the Company. We strongly believe that the end result will be increased shareholder value. |
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Plans for the Future | ||
While we appreciated being a market and profitability leader in two growing industries as we know all of our shareholders did a certain complacency crept in. We've been reminded of our pride in providing the best value in affordable housing. As the new HUD secretary Mel Martinez said recently, We believe that if you help a man or woman buy a home, you are helping to create a better citizen. We've also rediscovered that the RV industry is fun and it's most exciting (and profitable) when we introduce products with a lot of innovative features. When we lost sight of that, some enthusiasm was lost and we tended to develop products that were too homogeneous in look and product features. Refocusing on our goals in both core businesses has shaped our investments in the future. We are doing a number of traditional things in new and exciting ways. Instead of telling you about these initiatives, however, we decided that it would be best to let our associates share their enthusiasm for the plans they have for Fleetwood. You'll find their stories throughout the rest of this report:
Overall, we have set our sights on a return to innovation, continued dedication to customer satisfaction and unwavering attention to the bottom line. We believe that this will once again align the goals of management, our customers and you, our shareholders. We'd like to take this opportunity to thank our associates, dealers and suppliers, all of whom have been essential to our efforts to return to profitability. And special thanks to our shareholders for your patience and support. We expect that you will ultimately be rewarded for both. |
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Respectfully,
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