Global Comparison
1
Our US Current Forecast Compared
to Recent Major Recessions
Real GDP Growth Versus 4 Quarters Ago: Past 3 and Current Business Cycles
10% History Forecast
Ago
al GDP Growth vs. Year A
5%
0%
1974-1975
Rea
1981 1982
1981-1982
1990-1991
Current
-5%
Q3
Q1
Q3
Q1
Q3
Q1
Q3
Q1
Q3
Q1
Q3
Q1
Q3
Q1
Q3
2005Q
2006Q
2006Q
2007Q
2007Q
2008Q
2008Q
2009Q
2009Q
2010Q
2010Q
2011Q
2011Q
2012Q
2012Q
This “great
great recession”
recession will exceed by 2x the severity of the deep 1975 and 1981-82
1981 82 recessions
Parthenon expects the recovery will be better than the consensus expects in 2010, but run into trouble in
2011 as fiscal and monetary policies are tightened
Note: Cycles are aligned on the first quarters of near zero real GDP growth versus a year earlier: The 1990-91 cycle alignment implies 2008 Q3=1990
Q4; the 1980-81 cycle implies 2008 Q3=1981 Q4; and the 1974-75 cycle implies 2008 Q3=1974 Q1. 2
Source: Parthenon Analysis; Bureau of Economic Analysis
A Gradual Employment Recovery Will Begin in
Early 2010, a Half-Year Behind GDP Because of
Business Conservatism
ecession
ecession
Beginning of Re
eginning of Re
e Relative to B
101% 101%
100% 100%
99% 99%
Performance
Performance
98% 98%
97% 97%
96% 96%
95% 95%
94% 94%
1980Q2
1980Q4
1981Q2
1981Q4
1982Q2
1982Q4
1983Q2
1983Q4
2007Q1
2007Q3
2008Q1
2008Q3
2009Q1
2009Q3
2010Q1
2010Q3
2011Q1
1980 83 Cycle
1980-83 Current Cycle
12000
ow Jones Indu
10000
8000 Today
6000
June
Do
(P
4000
2000
0
95
96
97
98
99
00
01
02
03
04
05
06
07
08
09
10
11
1/2/199
1/1/199
1/6/199
1/5/199
1/4/199
1/3/200
1/1/200
1/7/200
1/6/200
1/5/200
1/3/200
1/2/200
1/1/200
1/7/200
1/5/200
1/4/201
1/3/201
E
Economic
i recovery was / isi projected
j t d to
t bring
b i a doubling
d bli
of the market from mid 2009 to late 2011
4
Key Topics
Global Comparison
5
The Range of Outlook Opinion at Selected Key
Dates: Parthenon and the Blue Chip Survey
By Date of Forecast
Nov 2008 Nov 2009 May 2010
Official 2008 1.4%
Year B
Offi i l 2009
Official -2.4%
2 4%
Blue Chip Top 10 0.3% Parthenon
correct:
Blue Chip Average (52) -0.4%
009
below
20
b tt
bottom
Blue Chip Bottom 10 -1.1% Consensus
Parthenon -2.1% catching up to
Parthenon
Blue Chip Top 10 3.4% 3.6%
Blue Chip Average 2.7% 3.2%
2010
Parthenon
Blue Chip Bottom 10 near top
2.0% 3.0%
Parthenon 3.3% 3.7%
Blue Chip Top 10 4.0%
Blue Chip Average 3.1%
2011
Parthenon
near
Blue Chip p Bottom 10 bottom 2.1%
Parthenon 2.6%
Global Comparison
8
Even Though the Crisis Was Assumed
to Start in the US Housing Market,
the European Recessions Are More Severe
Annualized Growth in Real GDP Versus Prior Quarter for the UK, the US and the Euro Zone
8% United Kingdom
OECD Europe
6%
Versus the Prrior
United States
4%
Quarter in Real GDP (%)
2%
0%
Annualized Change V
-2%
-4%
-6%
-8%
-10%
2007Q1
1
2007Q2
2
2007Q3
3
2007Q4
4
2008Q1
1
2008Q2
2
2008Q3
3
2008Q4
4
2009Q1
1
2009Q2
2
2009Q3
3
2009Q4
4
2010Q1
1
Other shared powerful recession forces include monetary policy tightness until 2008 and
exceptionally high oil and commodity prices
US monetary and fiscal stimulants have been greater and continue in 2010
Quarter over Quarter Growth in Real Retail Sales for Major Markets
20% 40%
China
uarter
15% 30%
h vs. Prior Qu
10% 20%
5% 10%
Annualized Growth
0% 0%
-5% -10%
-10%
10% -20%
20%
China
Germany -30%
-15%
European Union
United States
-20% -40%
2007Q1
1
2007Q2
2
2007Q3
3
2007Q4
4
2008Q1
1
2008Q2
2
2008Q3
3
2008Q4
4
2009Q1
1
2009Q2
2
2009Q3
3
2009Q4
4
2010Q1
1
Source: Global Insight 10
Key Topics
Global Comparison
11
Panic Seems to Be Eroding, but Confusion and
Uncertainty About the Future Still Remain
Is a true
paradigm shift
occurring
i iin
consumers’
approach to
spending?
12
Myth: The Depression Created a Generation
of High Savers
Reality: The Personal Saving Rate Fell Early in the
Depression Then Recovered to a Normal ~5% Rate
30% Negative
Real GDP
GDP Growth
Savings Rate
20%
al Growth in R
10%
Rate and Annua
0%
Savings R
-10%
-20%
930
932
934
936
938
940
942
944
946
948
950
952
954
956
958
960
962
964
966
968
970
972
974
976
978
980
982
984
986
988
990
992
994
996
998
000
002
004
006
008
009
19
19
19
19
19
19
19
19
19
19
19
19
19
19
19
19
19
19
19
19
19
19
19
19
19
19
19
19
19
19
19
19
19
19
19
20
20
20
20
20
20
Rationing
R ti i propelled
ll d saving
i ini WW II,
II
followed by a gradual savings rise until 1982
96 6
92 5
88 4
84 3
80 2
952
956
960
964
968
972
976
980
984
988
992
996
000
004
008
19
19
19
19
19
19
19
19
19
19
19
19
20
20
20
For Americans,
F A i it’s
it’ pretty
tt simple:
i l if wealth
lth is
i high,
hi h
there is less need for savings to build “nest eggs” or for other purposes
(excl. gaso
etail
D
r
4 14%
3 13%
Q1
Q1
Q1
Q1
Q1
Q1
Q1
Q1
Q1
Q1
Q1
Q1
1999Q
2000Q
2001Q
2002Q
2003Q
2004Q
2005Q
2006Q
2007Q
2008Q
2009Q
2010Q
s)
t
The current shift to value shopping is proportional to the relative rise in unemployment:
both are 3x as great as during the 2001-2002 recession
Not Currently
y Employed
p Hit
Hardest y y Employed
Lean Lifestyle p y Financially
y Flexible
Families
Unemployed Low Income Retired Young Without Kids Higher Income
Young Without Kids
Staying at home to avoid Delaying purchases of Delaying purchases of higher
spending and sticking to a budget higher priced items priced items and looking for sales
Unwilling to pay for natural/organic Unwilling to pay for natural/organic Cut
C tbback k mostt on eating
ti out,
t apparel,
l shoes,
h
Cut back most on spectator amusements, and impulse buys and consumer electronics
eating out, vacations, and apparel Cut back most on jewelry/watches, Expect eating out and apparel to rebound
Expect groceries and vacations to rebound eating out, and apparel most quickly
most quickly Expect groceries and eating out to
Employed
Unemployed prior to, or Employed
p y rebound most quickly Employed
p Earners
Top y
U
Unemployed
l d Between $35K $100K
$35K-$100K
within the last 12 Under $35K income Between $100K-$200K
Staying Low Income income Delaying purchases of higher
monthsat home to avoid Under 35 years old priced items income
spending and sticking to a budget
Staying at home to avoid Cut back most on jewelry/watches, eating
Unwilling to pay for natural/organic No dependents
spending out, and shoes
and impulse buys
Cut back most on apparel,
pp , eatingg out,, Expect eating out and vacations to rebound
Cut
C t back most on eating o
Retired t vacations,
out, acations Families Empty Nesters most quickly Top Earners
cosmetics/perfumes, and vacations
apparel and beauty shops
Expect groceries and apparel to
Expect eating out and apparel to
rebound most quickly
rebound most quickly Higher Income
Empty
p y Nesters Delaying purchases of higher
priced
i d it
items
Delaying purchases of higher Cut back most on eating out, vacations, and
priced items jewelry/watches
Unwilling to pay for impulse buys and Employed Employed Expect eating out and vacations to rebound
natural/organic
Retired Employed
most quickly
Between $35K-$100K Between $35K-$100K
Cut back most on sporting/fitness, jewelry/ Over $200K income
watches, eating out, and spectator income i
income
amusements Between 35-55 years old Over 55 years old
One or more dependents
Expect eating out to rebound most quickly No dependents
Q: What do you think your spending philosophy will most likely be when your personal economic
situation and the general economy fully recover?
50%
43%
39% saying they “will
permanently shift how
dents
40% 39%
they view spending
spending”
ge of Respond
% Spending
p g Less
% Spending Less
After Recovery Than
Than One Year Ago
Prior to Recession
Note: ‘% Spending Less’ includes respondents who (intend to) “spend less” or “spend significantly less”, but excludes “spend slightly less”
Source: Consumer Survey (n=1,500) 19
The Prevalence of Most Thrift Shopping
Behaviors Has Decreased Since Last June
and Will Fall Further
Q: How are current economic conditions impacting how much you are doing the following things to
save money?
70% Doing More - June '09
Doing More - January '10
60% Expecting to Do This Permanently
espondents
50%
Perrcentage of Re
40%
30%
20%
10%
0% Delaying Staying Looking for/ Using Doing Closely Shifting Shifting Doing Shifting Using lower
purchases at home waiting for coupons things monitoring spending spending research spending quantities/
of higher more to sales myself and to private to cheaper on which to cheaper frequency
priced avoid instead of sticking label brand name product stores of products
items spending paying to a budget products products to buy
outside someone
S
Some th
thrift
ift shopping
h i will
ill prevail,
il but
b t mostt consumers
already expect to revert to their “norms”
Note: Does not include respondents who do not engage in the respective thrift shopping behavior
Source: Consumer Survey (n=1,500) 20
Consumers’ Unwillingness to Pay for Certain
Product Benefits Has Decreased as Well
Q: How are current economic conditions impacting your spending on products and services that
provide the following benefits and/or have the following characteristics?
50%
40%
Percentag
30%
20%
10%
0%
Personal Premium Natural / Save me Green/ Health Safety
Indulgence Brands Organic Time (from Good for the & Wellness and Control
or Reward
R d h i to
having t do
d E i
Environment t
it myself)
Note: Percentage spending less for each category does not include respondents who have been and remain unwilling to pay more
Source: Consumer Survey (n=1,500) 21
Percentage
e of Responden
nts
0%
10%
20%
30%
40%
50%
60%
70%
80%
Eating out at sit-
1
estaurants
down re 77%
7
Jewelry and
d watches 72%
%
3
Out-of-town vacations 71%
8
food re
estaurants 70%
4
Clothin
ng/apparel 70%
Admission to spectator
amusements 70% 5
electronics
Consumer e
7
66%
To
oys, dolls,
and games 66%
Cosmetics
C
and perfumes 64%
Shoes 64%
Furniture 64%
Beauuty shops
(salo
ons, spas) 64%
Question 1: In which categories are you spending less?
Candy 59%
Spo
orting and
fitness e
equipment 59%
Magazines and
ewspapers
Ne 58%
Consumers Cut Back Most on Discretionary
Charitable and
6
religio
ous giving 52%
Note: Percentage spending less for each category does not include respondents who did not or are not currently buying these products
Question 2: In which categories do you expect to increase spending most quickly?
Groceries 50%
%
Categories, and Some Should See Quick Recovery
He
ealth clubs 45%
Personal hygie
ene, care,
and beautyy products 43%
Household
d cleaning
products 43%
[# = rank order]
Non-prrescription
drugs 40%
Pett products
& services 29%
%
Househo
old utilities 29%
%
Is a true
paradigm shift
occurring?
NO!
23
Key Topics
Global Comparison
24
Federal Taxes Are Headed Sharply Higher, While
the Spending Stimulus Is Fading: Such “Fiscal
Restraint” Trims Growth After 2010
History Forecast
26% 26%
24% 24%
22% 22%
20% 20%
18% 18%
16% 16%
14% 14%
Percent of GDP
Percent of GDP
12% 12%
10% Surplus/Deficit(-)/GDP 10%
8% Taxes/GDP 8%
6% 6%
Spending/GDP
4% 4%
2% 2%
0% 0%
-2% -2%
4%
-4% 4%
-4%
-6% -6%
-8% -8%
-10% -10%
-12% -12%
1967
1971
1975
1979
1983
1987
1991
1995
1999
2003
2007
2011
2015
Tax rates will rise 10% => taxes will rise from 17% of GDP pre-recession
pre recession to 19% in 2015
Even with a return to full employment in 2015, new programs will have raised the spending share of GDP to
23% versus a typical value of 20%
12 12
Unemployment Rate History Forecast
10 Fed Funds Rate
Fed. 10
10-Year Treasury Note Rate
8 CPI Inflation 8
nt
6 6
Percen
Percent
4 4
2 2
0 0
-2
2 -2
2
1999Q1
2000Q1
2001Q1
2002Q1
2003Q1
2004Q1
2005Q1
2006Q1
2007Q1
2008Q1
2009Q1
2010Q1
2011Q1
2012Q1
2013Q1
26
OPEC’s Production Restrictions Have Brought Oil
Back to $80-plus and Cut Real Incomes 1%
The Energy Price Burden: Percentage Reduction in Real Income Due to Oil Price >$25 (Real 2000 Prices)
$100
2.0%
$75
gy Burden Due
1 0%
1.0%
$50
0.0%
Energ
$25
-1.0% $0
Q1
Q1
Q1
Q1
Q1
Q1
Q1
Q1
Q1
Q1
Q1
Q1
Q1
2000Q
2001Q
2002Q
2003Q
2004Q
2005Q
2006Q
2007Q
2008Q
2009Q
2010Q
2011Q
2012Q
27
The Greek Economic Bailout Is the Largest
Sovereign Bailout in History, Both in Size and
Relative to the Economy
DP
al Nominal GD
40%
Bailout Totall ($B, Nomin
e of GDP
$100B
30%
Bailout Packkage
ass a Percentage
Percentage of Tota
$55B 20%
$50B 17%
$50B $42B $41B
11%
B
10%
10%
5%
$0B 0%
Greece South Korea Mexico Indonesia Brazil Greece South Korea Mexico Indonesia Brazil
Source: IMF 28
Relative to World GDP, the EuroZone Bailout Is
Significantly Larger Than TARP or the Bailouts
During the 1997 Asian Crisis
2.00% 1.90%
Greece
Percentage off World GDP
1.50%
1.14%
1 00%
1.00%
EuroZone
US - TARP
0.50%
P
0.32%
0.17% Indonesia 0.14%
Mexico South Korea Brazil
0.00%
1995 1997 1998 2008 2009
Source: IMF 29
Government Deficits, Adjusted for Recessions
4% History Forecast
djusted
2%
Cyclically-Ad
Balances (as % of GDP)
0%
4%
-4% Euro area
General Government
-6% Greece
-8%
G
B
93
94
95
96
97
98
99
00
01
02
03
04
05
06
07
08
09
10
11
12
199
199
199
199
199
199
199
199
200
200
200
200
200
200
200
200
200
200
201
201
201
Source: OECD 30
About The Parthenon Group
and Contact Information
31