The business model does not allow for any change to the present mode of operations and capex. The model is simple : the owners decide how much free cash flow they want to withdraw from the company every quarter without a resultant adverse reaction to the stock price. To keep the stock price from suffering, redundancies are calculated so as to reduce expenses enough to maintian prifitability. The stock market is happy, the owners are happy, and the company continues to cannabalize itself.
If the ownership of the company took a pledge not to remove any cash for a year, and instead committed itself to half a dozen initiatives that are certain to improve market share, a year from now this company would either have a much brighter fututre or a lot of new senior managers.
Either way, then the stock market would have a legitimate reason to support this stock.