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Costco's miss is management's fault

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Not all retailers are created equal.

Some are better than others and that has become abundantly clear during this economic recession. While the entire sector has been struggling, there are pockets of strength.

That strength comes from the discounters. Led by discount king, Wal-Mart (NYSE: WMT), consumers have been flocking to these stores looking for a bargain. Nothing motivates more than a deal on a cash-starved budget.

Wal-Mart and others have been cleaning up in this environment. Yes, the operating environment is challenging no matter what your prices, but those with the lowest prices are faring much better than those with higher ones.

That is why yesterday's news from Costco (NASDAQ: COST) was so disturbing.

The company announced its first-quarter earnings, and the results were less than stellar.

COST stated that in the period that ended Nov. 23, profits were only up fractionally as compared to the same period last year, even though revenue was up 4%. The company generated a profit of 60 cents per share that missed analyst expectations by 2 cents.

Although it's not a big miss in the scheme of things, I'm disappointed with the results.

Costco should be up there with Wal-Mart at the top of the discount world pecking order.

Perception-wise, it should be right there with the king, but operationally this period it fell flat on its face.

These results are telling in my opinion. If a discounter has trouble performing when the customer is all but begging to come into your store, then there is something wrong.

According to the company, results were impacted by the economy and a strong U.S. dollar that hurt overseas sales. I applaud the company for how it has fared compared to most other retailers, but investors deserved better from COST.

They didn't get it. Will they get it in the future?

I wouldn't stick around to find out.

I wrote in my daily Option Zone article yesterday that you can expect COST to rally on the news. I was being facetious.

With the market trading higher on the worst of news, why not rally on a miss in this case?

If the stock does go up, and even if it doesn't, I would look to sell here.

I hate to be so blunt, but management is to blame for the poor results at COST. The fact that they blamed the results on the economy and a strong dollar instead of poor management decisions justifies moving on.

You can't fix bad management. Mistakes that happen during what should be good times for discount retailers can turn into disasters when competition is greater.

Right now COST should be firing on all cylinders. It's not.

Don't stick around to see how the story ends. Find something else with better management.

Jamie Dlugosch is a contributor to OptionsZone.com.

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Last updated: November 14, 2009: 09:26 PM

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