The S&P/ASX 200 (Index: ^AXJO) (ASX: XJO) sprung back to life on Thursday as bargain hunters responded to stronger-than-expected jobs data, recovering commodity prices and strong leads from overseas. But despite the market's general recovery, investors continued to ignore Woolworths Limited (ASX: WOW) which traded near its lowest price since mid-2012.
While the company has long been considered as one of Australia's strongest corporations, having generated enormous earnings and dividend growth over the last couple of decades, it has endured a torturous period over the last 12 months or so.
Indeed, the stock has dropped more than 30% since May 2014 – heavily underperforming the ASX 200 and rival Wesfarmers Ltd (ASX: WES) in that time – as a result of the disaster that has been its Masters Home Improvement business thus far, combined with lacklustre growth in its core supermarket division.
The Issues
Woolworths' management have openly admitted that they've made mistakes with the running of the business and many angry shareholders have called for a turnover at the corporate level.
Indeed, while Woolworths' growth has remained sluggish in recent periods, Coles, owned by Wesfarmers, has managed to achieve consistent same-store-sales growth, while international discount rivals Aldi and Costco have also steadily improved their position in the local market.
This can likely be attributed to a number of factors including mediocre customer service levels, as well as uncompetitive pricing. Indeed, as highlighted by the Fairfax press, a recent study undertaken by Morgan Stanley showed that Aldi's prices are a staggering 27% cheaper than Woolworths' Select brand, while Coles' brand prices are, on average, 34% cheaper than the same Select products.
Woolworths itself has admitted this issue stating the view amongst customers was that Aldi brands are "seen to be on par or better than Woolworths Select and better than Homebrand."
As was highlighted by my colleague Mike King last month, this has been reflected in Woolworths' earnings before interest and tax (EBIT) margins in recent years when compared to the same margins achieved by Coles. The retailer will likely need to cut back on its margins in order to become more competitive, although that will likely also impact reported earnings, at least in the near-term.
Source: Motley Fool contributor Mike King and Company Annual Reports
The Resolution
After having undertaken a company-wide strategic review, Woolworths will adopt a new 'Lean Retail' operating model which it believes could result in more than $500 million of cost reductions across the 2015 and 2016 financial years. These savings will then be passed on to customers in the form of lower prices and improved services, as well as greater convenience.
In addition, Woolworths' executives have also stated that they will divert capital away from the group's struggling merchandise and hardware businesses towards its core food and liquor division. Earlier in the week, the company outlined plans to invest a massive $650 million in Victoria (which will create 2,000 new retail jobs) over the next three years which should bolster its position in the market.
At least 20 new stores will be opened while a further 40 existing stores will be refurbished in the state which will cost the retailer approximately $150 million. Meanwhile, $500 million will be invested in new Victorian infrastructure which will include a new Meat Processing Facility in Laverton, and a new Distribution Centre to be located in south-east Melbourne.
Should you buy?
Investors are justifiably concerned about the problems facing Woolworths, but appear to be focusing on the near-term impacts of the changes being made rather than the long-term benefits. Woolworths' shares are currently trading at their lowest price in nearly three years and 'Foolish' investors should certainly look to take advantage, especially with the stock offering a generous 5.1% fully franked dividend yield (7.3% when grossed up for franking credits).
