Its the age old problem of an accountant trying to be an OPERATIONS manager, they only ever see money and if relying on a "good bottom line" then not even a good accountant at that.
If any of us had our own business and we followed their "business plan" (jeez I would love to see their business plan by the way) we would go under in a matter of months, its only because they have so much capital, property and land that they can do it their way.
Suicidal management in anyones book, surprising behaviour considering how long the company has been trading, you'd think they would know better.
J