In all honesty, and with strategic marketing in mind... they should launch a campaign which lowers the price significantly during the current financial crisis... A move like that might help both their own, as well as the consumers at the moment.
Show the general public they are "in-tune" with them and it would attract a lot of attention. Cutting all those jobs will bring very poor PR.
All companies "project" or list what they think their profits will be for the upcoming year... and then, when it's not up to par... it is considered a loss. I have always hated that form of figuring... it causes many problems.