In each case Wal-Mart's share of sales represents the pivotal example of this phenomenon. Most interesting however, is the discussion of the risk of global economic conditions in 2000 and 2010. In 2000 the reports indicate the risk of an economic slowdown from the strong growth of 1996-2000. Likewise in 2010 the risk associated with the Great Recession are articulated in declining revenues due to significant and sharp cutbacks in consumer discretionary spending around the globe. Ultimately, the economic conditions of the key target markets will impact profitability far more than branding or product innovation. Conclusion

Contemplating the financial conditions of Helen of Troy Limited and its competitors Revlon and Elizabeth Arden in 2000 and 2010, reveal that executive management teams face considerable obturations both endogenous and exogenous in crafting strategies to achieve profitability and increase shareholder value. The core competencies of Helen of Troy Limited are primarily in the personal care sector however, their diversification into household goods has allowed for the advent of multiple revenue streams. Nevertheless, the success of Helen of Troy Limited will depend on competing effectively with their rivals across their product offerings, and managing the risks which can transcend fiscal years or have impact on a singular year. Risk factors in the global economy are as varied as the plethora of Helen of Troy Limited products and must be addressed continuously if profit maximization is to occur.

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